Report on Effective Communication Theories, Models, and Strategies

This report delves into the multifaceted realm of effective communication, commencing with an exploration of prominent communication theories. It begins by examining Aristotle's linear model, highlighting its speaker-centric approach and its strengths in public speaking while also acknowledging its limitations, such as the absence of feedback. The report then progresses to the transactional communication model, emphasizing its dynamic and reciprocal nature, where both sender and receiver exchange roles and influence each other. It explores the advantages of this model in interpersonal communication while pointing out potential challenges, such as the need for shared understanding and the impact of noise. The Shannon model, with its focus on technical aspects of information transmission, is also discussed, including its components like sender, transmitter, channel, and receiver, alongside the concept of noise and its implications for communication effectiveness. Furthermore, the report explores the role of social media integration theories in the communication landscape. The research methodology section outlines the research philosophy, paradigm, approaches, strategy, choices, time horizons, and design, including data collection methods such as focus groups, observations, interviews, and questionnaires, and emphasizing the importance of research ethics and sampling strategies. The literature review covers the history of communication theories and their evolution, the key elements of each model, and their respective strengths and weaknesses, aiming to provide a comprehensive understanding of effective communication strategies.

Improving the Effective
Communication

TABLE OF CONTENTS
CHAPTER 2: LITERATURE REVIEW.........................................................................................1
2.1 Communication Theories.................................................................................................1
2.1.1 Aristotle’s communication model.................................................................................1
Criticism of Aristotle's Model of Communication.................................................................3
2.1.2 Transactional communication model............................................................................3
Criticism of Transactional model...........................................................................................4
2.1.3 Shannon Model of Communication...............................................................................5
Criticism of Shannon model of communication.....................................................................6
2.1.4 Social media integration theory model..........................................................................7
Criticism of social media integration theory model...............................................................9
REFERENCES..............................................................................................................................11
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
3.1 Research philosophy.......................................................................................................12
3.1.1. Ontology.....................................................................................................................13
3.1.2. Epistemology..............................................................................................................13
3.1.3. Axiology.....................................................................................................................13
3.1.4. Research philosophy...................................................................................................13
3.2 Research paradigm.........................................................................................................14
3.2.1. Research paradigm for this research...........................................................................14
3.3 Five major philosophies.................................................................................................14
3.3.1. Positivism...................................................................................................................14
3.3.2. Critical Realism..........................................................................................................14
3.3.3. Interpretivism.............................................................................................................14
3.3.4. Postmodernism...........................................................................................................14
3.3.5. Pragmatism.................................................................................................................14
3.3.6. Main research philosophy for this research................................................................15
3.4 Research Method Approaches........................................................................................15
3.4.1. Inductive.....................................................................................................................15
3.4.2. Deductive....................................................................................................................15
3.4.3. Abductive...................................................................................................................15

3.4.4. Research Method Approach for this Research...........................................................15
3.5 Research strategy............................................................................................................15
3.5.1.Experiment..................................................................................................................16
3.5.2. Survey.........................................................................................................................16
3.5.3. Case study...................................................................................................................16
3.5.4. Action research...........................................................................................................16
3.5.5. Grounded Theory........................................................................................................16
3.5.6. Ethnography...............................................................................................................16
3.5.7. Archival research........................................................................................................17
3.5.8. Research strategy for this research.............................................................................17
3.6 Research Choices............................................................................................................17
3.6.1. Mono Method (Qualitative and Quantitative)............................................................17
3.6.2. Mixed Method (Simple and Complex).......................................................................17
3.6.3. Multi Methods (Qualitative and Quantitative)...........................................................17
3.6.4. Research Choice for this Research.............................................................................17
3.7 Research Time Horizons................................................................................................18
3.7.1. Cross Sectional...........................................................................................................18
3.7.2. Longitudinal...............................................................................................................18
3.7.3. Research Time Horizon for this Research..................................................................18
3.8 Research Method and Design.........................................................................................18
3.8.1. Data collection methods.............................................................................................18
3.8.1.1. Focus groups............................................................................................................19
3.8.1.2. Observations............................................................................................................19
3.8.1.3. Interviews................................................................................................................19
3.8.1.4. Questionnaires.........................................................................................................19
3.8.1.5. Research Method and Design for this research.......................................................19
3.8.2. Research Ethics..........................................................................................................19
3.8.3. Sampling strategy.......................................................................................................19
REFERENCES .............................................................................................................................28

CHAPTER 2: LITERATURE REVIEW
2.1 Communication Theories
Communication concept is a set of information conception and mathematics which
examines the study of technical procedures of information within process of human
communication. According to Shockley-Zalabak, (2014) improving effective communication is
required for managing and controlling business in a better manner. Effective communication is
the major key of interpersonal skills and also learn how to improve their communication and
analyse its benefits.
2.1.1 Aristotle’s communication model
Aristotle was a Greek philosopher who was born in Stagira, Northern Greece. He studied
physics, analytic, mathematics, etc. while exploring the human nature in a scientific manner.
Aristotle is developing a linear model of communication for oral communicating with another
person which is known as Aristotle’s Model of Communication. It is considered as the first
theory of transmission and it is most widely accepted among all models of transmit. Aristotle's
model is mainly concentrated on speech and speaker. It can be divided into five prime
components such as speakers, speech, occasion, audience and outcome. Aristotle's model of
communication is speaker oriented theory where speaker plays an important role and he is one of
the active persons. This model helps in improving the effective communication for attracting a
large number of audience. So, the speech can be prepared and audience can be convinced or
determined from such voice communication.
As per Weller, Boyd and Cumin (2014) this model assists in developing public speaking
skills and making an appropriate information at the specific time. So, this will concentrate less
on interpersonal and intra-personal communication. This assists in improving effective
communication for flowing accurate information from one person to another in a specific
manner. Content should be correct and design the message in proper way which creating
effectively flow of information and data. There are some advantages and disadvantages of
Aristotle's communication model which are given as below:
Advantages:
 Aristotle's theory can be defended because it is created by the examination of natural
world and make it reliable.
1

 The major cause which can be applied to different things such as improvement in
communication and maintain accurate flow of information.
 This model helps in increasing the productivity and reducing wastage of
misinterpretation.
 Also provides satisfaction to their employees or workers and make an effective
relationship with their audience.
 There is no anomalies to contradict for making argument while doing communication
with another person.
Disadvantages:
 This model is based on experience and so, this is unreliable because experience can be
changed from one to another individual.
 Aristotle's model has no factual information which has to be transferred from another
person in a proper manner.
 If prime mover does not interact with the world, it is very different from another moving
of information.
Barriers of Aristotle's communication model
There are major three elements which are creating barriers and conflicts within
organisation. These are as follows: Ethos- It is the attribute which makes an individual more credible in front of large
audience. According to Goetsch and Davis, (2014) if there is not much credibility, so the
audience does not consider speaker thinking and cannot convinced by them at any more.
Position and expertise provide them more quality to a person. A large number of people
will not listen to the dishonorable people promises, but if an individual is already known
for their deeds and there are high changes in his speech that will be heard. Pathos- This is one of the major barriers because in this, if anyone says such matters to
them and they cannot connect with it, then they will more concerned for thinking that
they are more credible. This will directly affect the communication level where they need
to make proper improvement in transmission of correct information.
 Logos- It is termed as logo. People consider only when if they trying to understand the
major issues by which improvement does not possible in communication. An individual
can easily find out logical factors in everything. In this model, if communicator always
2

based on logic so they cannot properly involved in this. They can present facts and
figures to their audience for them.
Criticism of Aristotle's Model of Communication
There are certain criticisms involved in this model. These are described as under:
 There is no concept of failure in communication such as barriers and noise.
 This model can be used in public speaking.
 There is no concept of feedback and so, it is the one way from speaker to audience.
2.1.2 Transactional communication model
Transactional model of communication is the transaction of message in between
transmitter and receiver where this can be taken convert to send or receive content in proper
manner to each other. On the other hand, both sender and receiver are also known as
communicator and their major roles can be exchanged at each time within effective process of
communication where both procedures can be send and receive which can arises at the same time
period. As per McLeskey, Rosenberg and Westling, (2017) for improving effective
communication, they need to analyse common and mutual transmission among different people.
Transactional model is that process which continuously changes and transforms each and
every elements which has been changing such as their environment, people and intermediate
which is utilised. Because of this, it helps in anticipating communicators which is independent in
that way which they want. Hence, sender and receiver are essential for continue the connection
which involve in transactional model, the person totally dependent on each other.
On the other hand, transactional communication is not achievable if receiver is not
hearing the transmitter individual. Transactional mode of communication is the most generic
communication model. It is effective for communicators with same environment and single
person factors. Communication between people are well known to each other which is more
efficient so they can share the similar social system. In transactional model, reliability and
efficiency of interaction message which totally depend on the usage of medium. For example,
same message might not be detected by an individual when it can be present through with
telephone and it provide face to face communication.
There are various advantages and disadvantages of Transactional model of
communication that are discussed as below:
Advantages:
3

 This model displays mutual field experience of the receiver and transmitter.
 Transactional theory is taken by evaluator as the most organized communication model. Transactional model ascertains about coincidental content sending, response and sound.
Disadvantages:
 It is a difficult model where effective communication is not possible sometimes.
 Both receiver and sender must understand the codes sent by others. So, they can possess
the same level of communication.
Criticism of Transactional model
 Without verbal response, sender cannot ensure that receiver get the message which has
been supposed. Another is feedback which is essential element in the communication
procedure, particularly in interpersonal communication which provide space for explain
disagreement.
 Transactional model provide possibility for lot of noise due to this communication is
synchronous. For example, when most of the people are talking at the same time in the
meeting, also the main objective of the meeting will not completed.
Comparison between Transactional model and other models:
Transactional model- This model is used for interpersonal communication. Receivers
and senders are called as communicators which they interchange their roles and duties. It
includes roles of business environment and under context. This will involves communication
barriers and noise determined as major aspects. Perrott (2014) in this transactional model,
organisation can more discuss about non-verbal communication and attain feedback.
Other model- This is used for interpersonal, intra-personal and group or collective
communicating. Both sender and receiver are various people and analyse the role of context and
major surroundings which are not mentioned in another models. It is related to the noise concept
and also disregard non-verbal connexion skill. Response mainly involves in interaction model
and it is not included in linear model of transmission.
There are certain factors which are affecting the transactional model. These are described
as below:
There are many factors which directly or indirectly affect the communication procedure
in a transaction model. Such can be environmental barriers which occurs within the society.
Environmental noise such as physical sound, physiological and psychological sound.
4

Transactional model relates to communication for analysing social reality of a person or group of
people in cultural, social and relational context of an organisation. The feedback cannot be
estimated because they have different background and other mental status. According to
O'hagan, (2014) communication pattern totally depends on several factors which include social,
cultural, physical, psychological, emotional, etc. There are major three factors such as cultural
systems, social scheme and relational situations which are the most powerful elements of
communication within transactional model, when physical and psychological context has been
considered to be effective on increasing it.
2.1.3 Shannon Model of Communication
Shannon Weaver communication model found in the year 1948 and when Shannon write
an article “A mathematical Theory of Communication”. Shannon was American mathematical
where Weaver was a scientist. The Mathematical theory came to known as Shannon Weaver
model of communication or it is called as “mother of all models”. It is that model which is more
technical rather than other lineal concept.
Concept in Shannon Model of communication Sender- They are the persons who make content, select the channel and send correct
message. Transmitter- Encoder is the sender who will use machines which converts message into
signals or other binary information. It is directly affected to the device. Channel- It is the medium which is used for sending message.
 Receiver- Decoder is that device which is used for change over sign or binary data into
content or receiver which will render the content from effective communication.
Barriers of Shannon model of Communication
There are three important barriers of communication of Shannon Weaver that are
described as below: Technical issue- It explain that how to channel causes for effective problems Semantic problem- The actual meaning of message is different while sending or
receiving.
 Effectiveness problem- How does it effectively cause the reaction of message.
Advantages of Shannon Model of communication
5

 The concept of noise assists in making effective communication by eliminating noise or
issues causing of disruption.
 Communication will takes major two way of procedure. This will makes applicable
model in general transmission.
 Shannon model of communication is taken as quantifiable.
Criticism of Shannon model of communication
 This can be practical more for interpersonal abstraction than communication within group
and among collective communication.
 Receivers play a crucial part in the communication procedures so sender play the
particular function which can send proper messages.
 Response is important with comparing of message that is conveyed by sender.
 Model is taken by certain evaluator refer as “misleading misrepresentation of the attribute
of manlike transmission”.
 It is one of the simple model and it is general applied in different communication theories
and models.
 This model is more effective for doing person to person communication than collective
audience or group.
 Transmission is not one way procedures. It is believed that it will lose its strength.
Receiver or audience listening a radio, reading the books or watching TV which is one
way for doing communication due to elimination of response (Arnold and et. al., 2015).
 For understanding noise which assist for resolving major issues or problems within
communication.
2.1.4 Social media integration theory model
There are certain models that concentrate on performing effective communication
system. There are several social platforms on which communication can be performed
effectively and efficiently. All these aspects have turn over the phase of integration model. While
adopting these concepts, there are several impacts that affect the consolidation process. As per
Davis, (2014) social platform is rendering many services to their users in the form of transferring
messages, understanding it and providing feedback in response. This model provides a
framework to carry out the process effectually.
6

Social media provides some platforms that involve certain aspects or processes that
include feedback, exposure and exchanging information with each other. There is some
difference in between traditional and modern communication system on assorted grounds.
 Social Bookmarking: this include number of social sites that include web pages, portals
that deliver important information to their clients. There are social media sites like
Facebook, twitter, Instagram that supply useful material to their customers. After
launching this information in the first step. These sites can be beneficial in number of
ways and has many perspectives associated with it.
 After first step it is than shared in all platform to the final clients. There is interactions on
several sites. Basically, it involve people are connected with each other either
individually, associations or in groups. Hence, the specific information goes viral. Here,
the model flow smoothly without any hindrance. These information is taken up by
distinct users according to their use (Bain, Robinson and Conser, 2014).
 Networking platforms provide the basis of connecting with huge number of people in the
society. This approach is known as engagement approach or two-way street
communication. It is directly connected with social bookmarking process.
 There are several forces like social reviews or recommendations is constituted to examine
the information or details collaborated into network process which is created for outgoing
purpose.
 After the outgoing process is conducted feedbacks are generated which can be positive or
negative. These depends upon the actions which are given by the final client on same
platform. The care should be taken that messages are delivered properly and accurately
and there are no barriers on its way.
Thus, from the above discussed points it can be concluded that majorly supply of
information, gathering it and delivering feedbacks are important components that are involved in
this type of model of communication. According to El Saghir and et. al., (2014) it focuses on
making the procedure simple and favourable so that there is will be no chance of generating
barriers in the system. In order to develop number of social media components, it is necessary to
consider all elements that are included in this platform. These platforms have to be examined
properly by each user who is using this activity.
7

Communication process refers to exchange of ideas, actions and thoughts between two
parties that are involved in the system. However, there are several grounds that involve this
procedure to be conducted smoothly. There is almost every person who is using social media
platforms to integrate with others and this is explained by social- media- Integration- Theory-
model. Modern system of communication has involved various concepts so that effective process
can be effectually carried out.
Feedbacks are also very important role in the system as it helps in calculating results or
outcomes of process. These assist in finding out whether it is favourable or unfavourable so that
final actions can be improved if there is any obstacle or hindrances. The other added advantage is
that first party can get to know about reaction of the another organisation. Hence, there are
number of benefits attached to it.
Barriers
The respected model has been improved which has numerous barriers that are restraining
in the integration of social media (Au-Yong, Ali and Ahmad, 2014). There are various loops
within system which can obstruct their growth and development of organisation within market.
One of the major issues that a firm faces is infrastructure of existing technology and what are the
methods which a company can use for saving data and managing information. There are various
channel of social media which leaves the organisation standard over the understanding of use of
certain media for targeting specific audience of consumers. Another major barrier which an
enterprise faces while implementing various elements is constant change in the behaviour and
choices of consumers. Social media shapes the views and decision making of people which vary
within a short span of time. This is hard to sustain and retain within competitive market with the
same services and technology that enterprise was using before. Thus, for making proper
evaluation, this requires a deep market analysis for an organisation to develop and improve
within the competitive market.
Limitation
It is extremely crucial to identify suitability of social media platforms for business so that
precious time and resources could be saved from being wasted. Without planning, social media
platforms tend to be disadvantageous for the organisation. The major limitations to integrate
social media marketing are as follows:
8

It is comparatively difficult to ascertain the success of social media strategies and their
impact upon organisation. For instance: number of followers are not equivalent to number of
sales relating to an organisation. The limitations is that success of incorporated approach on
social media which is superficial and does not carry significant impact upon organisation (Fox,
2014).
However, while choosing platform, marketers analyse the most suitable medium to
convey information to target audience. But in case of social media, popular platforms are more
emphasized rather than the suitability. Medium of visuals are Instagram and Pinterest however,
they may not be popular in the target market.
Criticism of social media integration theory model
Since social media integration theory model is having a strong impact on the lives of the
customers therefore, it is required to be applied in an effective manner. There are many
interactive social media platforms like Facebook, LinkedIn and Twitter, etc. which have
developed the communication process in organisation. But the impact is both positive and
negative on the lives of people. This method has also received criticism on various basis and it is
discussed in the following points:-
It has been researched that around 67% of the customers are interested in buying only
those goods which they see on societal media as every company is now having their webpage on
social media. But this is not good because there are so many local retailers as well which are not
having any presence on social media and so, their business gets affected from this system as
people do not visit them or lose their interest in such type of shopping.
Another disadvantage is that it is two way street like companies will convey message
and audience will receive it and can give their feedback. But there is no benefit of it as there are
thousands of people who are commenting on it. So, one good and effective comment is very
difficult to be noticed.
Another criticism is that there are various times that customers first choose the products
from social media but when later on they visit their sites for ordering, they notice that the prices
are not matched. So, they often loosed their interest for doing shopping from that same company
afterwards (Salas and et. al., 2015).
9

Also, there are chances of site hacking as well where the products and services in various
designs is being offered by them. If the site gets hacked then it can create a huge problem for
company. So, it can be said that social media integration is having various negative impacts.
10

REFERENCES
Books and journals
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five approaches.
Health promotion practice. 16(4). pp.473-475.
McCusker, K. and Gunaydin, S., 2015. Research using qualitative, quantitative or mixed
methods and choice based on the research. Perfusion. 30(7). pp.537-542.
McLeskey, J.L., Rosenberg, M.S. and Westling, D.L., 2017. Inclusion: Effective practices for all
students. Pearson.
O'hagan, S. and et. al., 2014. What counts as effective communication in nursing? Evidence from
nurse educators' and clinicians' feedback on nurse interactions with simulated patients.
Journal of advanced nursing. 70(6). pp.1344-1355.
O’reilly, M. and Parker, N., 2013. ‘Unsatisfactory Saturation’: a critical exploration of the notion
of saturated sample sizes in qualitative research. Qualitative research. 13(2). pp.190-197.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
Perrott, E., 2014. Effective teaching: A practical guide to improving your teaching. Routledge.
Salas, E. and et.al., 2015. Understanding and improving teamwork in organizations: A
scientifically based practical guide. Human Resource Management. 54(4). pp.599-622.
Shockley-Zalabak, P., 2014. Fundamentals of organizational communication. Pearson.
Silverman, D. ed., 2016. Qualitative research. Sage.
Smith, J. A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Smith, V. and et, al., 2011. Methodology in conducting a systematic review of systematic
reviews of healthcare interventions. BMC medical research methodology. 11(1). p.15.
Weller, J., Boyd, M. and Cumin, D., 2014. Teams, tribes and patient safety: overcoming barriers
to effective teamwork in healthcare. Postgraduate medical journal, pp.postgradmedj-
2012.
11

CHAPTER 3: RESEARCH METHODOLOGY
This part of research methodology considers various methods of research which help in
providing researcher while complete their research work. The main motive of this research
program is to accomplish potential outcomes or results in an efficient and effective manner. It
provides chances to researcher for selecting the best method or technique of research. These
types of research methods have been used which include some tools and techniques that assist in
rendering the best type of results or outcomes. It is stated that large number of researching
techniques can be developed by scholars from regular time period. Investigator is required to
select the foremost method and technique from alternate thought for deciding accurate
consequences.
For selecting the research methodology, it is required to choose the nature of research for
getting correct outcomes. It assists in attaining desired results for given time period. Along with
this, research techniques are extremely suitable for conducting proper research which is
represented in this section for presentation (Alvesson and Sköldberg, 2017). This part of research
provides accurate information regarding research method that helps in increasing the knowledge
of investigator. It is an important researching method in nature. In addition to this, this section
gives accurate information regarding the best method of research and their important benefits
which can be acquired by investigators. This will provide standard to researchers for finishing
their work in the best appropriate way. Research methodology is used in this present case that is
described as follows in detail:
3.1 Research philosophy
This is important and essential method which assists the investigator for determining
accurate way for getting facts and figures collection and supply profitable decision. This can
identified the considered pattern which should be followed by researcher while conducting
accurate research in better manner. It is essential for an investigator for selecting the best suitable
and efficient philosophy for supporting examination into consideration. Along with this, research
work is based on interpretivism and positivism philosophy. The positivism philosophy is useful
and suitable for investigation in which numerical and technological methods are adopted for the
motive of collecting and evaluating necessary information and data (McCusker and Gunaydin,
2015).
12

In addition to this, in an interpretivism philosophy, investigator uses the qualitative
method for accumulating data and also analyses and conducts particular techniques in an
appropriate and better manner. For management of research, an investigator adopts
interpretivism belief in an improved or systematic manner. Such type of research concept is the
best suitable for organising research to get appropriate results or outcomes.
Social behaviour shows the result of external force for passively accompanying to active
group. This was acknowledged that there are various things which describe verity and can be
used in further usage. This investigation method lead for developing methods which mainly
centring on producing desired objective data in the form of statistics. In this research, positivism
philosophy perspectives concept by the investigator for understanding the impact of
communication among children. It should be considered that both qualitative and quantitative
information are totally based on deriving different forms of expression.
3.1.1. Ontology
The ontology is the philosophical study of the nature of being, becoming, reality and
existence and the common categories of being and their relation. It is seen as major part of
philosophy which is known as metaphysics, ontology mainly deal with questions for concerning
what entity exist and said that how such ventures may be grouped.
3.1.2. Epistemology
It is the study of the nature and scope of knowledge and even beliefs. It can analyse the
characteristics of knowledge an how it is related to the similar opinion that includes truth, belief
and explanation. This philosophy also deal with means of production of knowledge.
3.1.3. Axiology
Axiology want to understand the nature of belief and valuable judgement. This will
closely related to two other sphere of philosophy that includes ethics and aesthetics. All the
major three branches are deal with worth.
3.1.4. Research philosophy
Research study is emphasised with qualitative evaluation where improvement and
development of effective communication is helpful in satisfying the needs and wants of their
customers. Thus, it shows the bias where there are necessity to take the appropriate enquiry into
circumstances which wholly depend on instructive philosophy in better way.
13

3.2 Research paradigm
Research paradigm is conceptual framework which researchers use to conduct the
research. There are two major research paradigm such as positivism and interpretivism.
3.2.1. Research paradigm for this research
It understand and selling the research paradigm without any doubt which is most
confusing part of the dissertation procedure for students. It is switch off when the people talking
about philosophies of research.
3.3 Five major philosophies
There are some major philosophies which are described as under:
3.3.1. Positivism
Positivism is the philosophical theory that states certain knowledge which is based on
natural development and their relations and properties. It is provide authentic cognition which is
scientific knowledge and this type of knowledge can come from positivism method.
3.3.2. Critical Realism
Critical Realism is the series of philosophical position on the range of matters that
includes causation, structure, individual, ontology and forms of explanation. This is the
philosophy of science which is based around large number of ontological principles.
3.3.3. Interpretivism
It is an approach to social science which contend the positivism of natural discipline. This
is one of the form of qualitative methodology. Interpretativism believe upon both the disciplined
investigator and measure certain phenomena and it will involves both observation and
interrogation.
3.3.4. Postmodernism
It is the broad movement which developed in the mid of the century in all over the
philosophy, arts, architecture and criticism that mark departure from modernity.
3.3.5. Pragmatism
Pragmatism is the philosophical movement which includes those who claim that an
ideology or preposition for satisfying work. It will help in research for evaluating different
concepts and beliefs in term of attainment of their functional application.
14

3.3.6. Main research philosophy for this research
The research philosophy indicate the authors important anticipation and such assumptions
provide base for the research strategy. On the other hand, research philosophy has many
divisions which are related to wide range of disciplines.
3.4 Research Method Approaches
The approach adopted by qualitative researchers tend to be inductive which refers that
they develop specific concept and theory or look towards structure of meaning on the basis of
data and information which has been collected. This approach help in collecting and analysing
data but also allow for higher flexibility rather then in quantifiable investigation.
3.4.1. Inductive
Inductive research method starts with some observation of nature along with major goals
for identifying the some, powerful statements regarding nature working. It is mainly concerned
with the generation of new theory that emerge from the data.
3.4.2. Deductive
It is based on testing and observing theories. Deductive research works from more
general to the more specific. This is generally called as “top down” approach. This is concerned
with developing hypothesis which is based on existing theory, then designing and preparing
research strategy for testing the concepts.
3.4.3. Abductive
Abductive method of research is the form of logical inference that starts with an
observance then want to identifying the simple and most likely with the statement.
3.4.4. Research Method Approach for this Research
Inductive is the best research approach which help in analysing and examining the major
goals and objectives in better manner. Company will use inductive research approach for
providing specific theory and concepts.
3.5 Research strategy
It is an activity which require to be undertaken for make sure that there are adequate
resources which are accessible for complete the study in given time frame, also ensure that
approaches for designing the study which is suitable for achieving the major objectives of the
examination.
15

3.5.1.Experiment
It is an experiment where the investor manipulate on one variable and control the
remaining changeable. This has been manage and control the teams or group, on the other hand,
subjects have been randomly allotted among groups and researcher test major impact at specific
time.
3.5.2. Survey
In survey, the investigator select sample of respondents among the large population and
managed the standardized questionnaire for them. The survey and questionnaire can be in form
of written document which has been completed by an individual while survey, such as face to
face interview, online questionnaire and telephone interview.
3.5.3. Case study
A case study is determined as in depth examination and study of some particular situation
rather than indiscriminate statistical survey. It is the techniques and method which is used for
narrow down the advanced field of research in the one simple investigating topic or theme.
3.5.4. Action research
Action research is that research which immediate for solving such major issues and
reflective procedure of advanced problems which led by an individuals who are working with
others among teams and also determine as the part of “community of exercises” for rising the
mode by addressing some major issues and problems.
3.5.5. Grounded Theory
Grounded Theory is an inductive methodology and it is also consider as qualitative
method but it is not. This is general method. It is systematic generation of theory with the help of
systematic research.
3.5.6. Ethnography
It is the systematic study of people and cultures. This is designed for exploring the
cultural phenomenon where investigator observe the society from the point of view of the subject
study. It is the primary method of culture and social anthropology but it is an integral part of
social science.
16

3.5.7. Archival research
Archival research is that investigator which includes primary method that held in an
collection and other repository. There are various archival sources such as documents, records,
manuscripts, sound, objects ad audiovisual materials and other materials.
3.5.8. Research strategy for this research
For this part, survey is the suitable method which help in analysing and examining the
different person point of view. Also it will play an essential role in identifying the major sources
in better manner.
3.6 Research Choices
Research Choices seeks to informing regarding what type of data has to be collected and
gathered and it is responsible research through online. It is used for audience which assist in
measuring research and make sure for keeping data in proper manner.
3.6.1. Mono Method (Qualitative and Quantitative)
Mono Method study is used by only one type of method in which one is quantitative and
qualitative. In this context, quantitative research is in the form of numerical and this information
is analysed and examined by using quantitative data analysis methods.
3.6.2. Mixed Method (Simple and Complex)
Mixed Method research define as more specific which includes mixing of qualitative and
quantitative methods, data, methodologies and prototype are included in this research study and
setting related investigation. The mixed method of research is the specific case of multi method
of research.
3.6.3. Multi Methods (Qualitative and Quantitative)
It is the method which is used on both research methods and it help in analysing and
examining the all major factors which directly impact on business operation and functions in
proper manner.
3.6.4. Research Choice for this Research
In this research choice is best method for doing research and multi method help in
analysing and examining the both methods such as mixed and mono method in better manner.
17

3.7 Research Time Horizons
Longitudinal study are continual in the given time period. Cross sectional examination
are limited for particular time frame work. This investigation is limited for specific time period
and therefore research time horizon is used.
3.7.1. Cross Sectional
A Cross Sectional research is that type of observational study which help in analysing
data from the population and their representative market at specific time frame which is known
as cross sectional data.
3.7.2. Longitudinal
A Longitudinal study is an observational research method which help in collecting data
and information for the same subjects repetition within specific time period. Longitudinal
research method can broaden over few decades. It is very effective method for doing perfect
research.
3.7.3. Research Time Horizon for this Research
Longitudinal study are repeatedly extending for some time period. Another is cross
sectional examination are less used in particular time framework. This is best method which
assist in solving major issues and problems in better manner.
3.8 Research Method and Design
The design of research define the study form such as descriptive, correlative, semi
experimental, experimental, review, meta analytic and on the other hand, sub types are
descriptive longitudinal case study. The research problems, hypothesis, independent and
dependent variables, experimental designing and data collection method.
3.8.1. Data collection methods
It is that process which help in collecting and gathering important data and information
on variables of interest and it is established in systematic manner which enables them for answer
such research questions, evaluate results and test by possibility. These are different types of
collecting data are as follows:
18

3.8.1.1. Focus groups
Focus groups is the collecting of deliberately selected people who participated in planned
discussion which can intended for elicit the customers perceptions regarding specific area or
topic. The focus group should be used for collective purpose.
3.8.1.2. Observations
It is the active acquisition of information with the help of primary sources. Observation
can be involved in recording the appropriate data with the use of scientific instruments.
3.8.1.3. Interviews
A Interview is the conversation with one person acting in the role of the interviewer and
another in the role of the interviewees. They are doing research by conducting interview sessions
wit different type of people.
3.8.1.4. Questionnaires
Questionnaire is the research instrument which consist of series of questions whose main
purpose is to collect and gather data or information from respondents. They are filling the form
of questionnaire which help them for analysing the opinion and idea of various people.
3.8.1.5. Research Method and Design for this research
In research design, all the above methods are used for doing proper investigation and
analysing the designing approach of the firm. All the methods and techniques are used for doing
research which help in gathering data and information.
3.8.2. Research Ethics
Research involves human subjects or participates in complex and unique legal, ethical,
social and political issues and problems. Research ethics is generally concerned in analysing the
major ethical issues which are increasing when people involved in term of participants in
investigation.
3.8.3. Sampling strategy
Sampling strategy is used in population sampling condition and situation when reviewing
the batch data and information. The strategy is that plan which set sample which is used in the
research study that represents population.
Type of investigation
19

It is the responsibility on investigator for considering nature of research working while
selection of investigating techniques and tools. It can be identified that research is mainly of two
types which are qualitative and quantitative in nature. The main motive behind qualitative
investigation is to find out correct data and information which is perfectly accurate. Along with
this, qualitative techniques of research are used for such type of analysis in a better manner. The
study deals with determining correct feeling and perception of each individual which is known as
qualitative research.
On the other hand, quantitative research involves uses of statistical methods should be
carry out with their work (Flick, 2015). If such matter of examination deals with accurate facts
and figures, after that, these research can be said as quantitative in nature. In current scenario, the
major aim of this study is to understand effectiveness of making customer relationship
management for an organisation. In this study, research should be conducted for making strong
relationship with their desired customers and also analyse their required wants and needs in
proper manner. This will define the nature of study which is qualitative. The investigator
required necessary qualitative methods and techniques for bring out their researching work in
better way.
Research design
This is an important section of dissertation and it emphasises on determining the methods
and techniques where research can be conducted for investigating in an appropriate and better
manner. It is such kind of blueprint by which different research activities are carried out in an
effective way. There are different types of research designs on which research work is totally
based such as meta-analytic, descriptive, exploratory and experimental. The main motive of this
descriptive research is to analyse detailed manner regarding specific facts and figures which are
available.
On the other hand, the main concern of exploratory system for analysing new data and
information which are effective in operating business. The experimental design will totally
depend on evaluating and measuring the scientific system along with mathematical computation
for providing effective models and concepts in a better manner. Along with this, researcher will
adopt descriptive design because it helps in providing the necessary data in a detailed and
appropriate manner which directly impact on communication models and theories as well as
assist in making proper improvements (Gale and et.al., 2013).
20

The study of research design is that process which guides investigator regarding way to
gather or collect, analyse and interpret data and information. This is very logical facts which help
in guiding researchers to the different stages of research in appropriate manner. In this section,
there are various approaches which can be taken such as inductive, qualitative and quantitative.
Deductive research begins with current theories and models for developing hypothesis which are
tested in a proper manner and on the other hand, inductive research starts with different
categories, data, concept, models, and theories from such inputs.
After the first stage, all these types of research are became repetitive between inductive
and conductive. Another is qualitative method whose main aim is to achieve understanding
different situations and collect of interpretive methods and techniques which help in describing,
translating and acquire the significance of natural happening.
In deductive research concept, approaches are developed for designing testing hypothesis
theory. An inductive approach help in collecting data and analysis of theory (Gioia, Corley and
Hamilton, 2013). Qualitative research approach refers that study of social world which desire or
seek to describe and analyse the person culture and behaviour regarding study of point of view.
Primary research- This can be used for including experimental, surveys, case studies,
interviews. The strategy selection is totally based on three different situations or conditions. Such
includes type of research question, control the investigator has real behavioural case and focus
on contemporary events for compare with behavioural effects.
There are three main designs of research that are described as follows: Exploratory research- An exploratory research is a small scale study which gain short
time period and this should be carry out while awaring about some issues and problems.
This may involve description and comparison. Descriptive research- This can be defined as that study which describes the pattern of
disease which occurs in relation of health condition or situations by people, place and
time. It has been designed for explaining something that includes demographic
characteristics of customers who used for developing products. Also, they deal with
determining frequent which occurs how two variables are link together. This study also
guide by initial hypothesis (Khan, 2011).
21

 Analytics research- This study can be defined as an examination which is used to test
hypothesis that is mainly concerned with making relationship between suspected risk
aspects and measure association in proper manner.
Research approach
This is that type of method which helps in outlining the entire research study that can be
identified with the help of investigator. Point of view of researcher at the time of conducting
research work which show the concept of adopting such analysing research. There are basically
two correct research which includes deductive and inductive methods. An inductive research is
mainly concerned with using qualitative research and it is emphasis of present facts and figures
which is required. As per conducting some measurement, there is specific structure which has
been formulated. This will help in providing particular theory for developing conditional
analysis. By using this research approach, company can identify the benefits of improving
effective communication.
Along with this, deductive approach provides specific data and information in a better
manner (Lewis, 2015). This is related to develop a hypothesis which is totally based on present
theory and design the effective research that relates to particular strategy. For doing accurate
results or outcome, need to do research for providing data and information. There are various
models and theories which help in improving effectiveness within communication for proper
flow of information in an organisation. With the help of conducting this research, researcher
adopts inductive approach for creating better and effective outcome in appropriate manner. There
are two common approaches of research such as qualitative and quantitative. This will determine
their characteristics, features and some others which explain the same.
Significance of research
The role of research in various sector is applied economics, it is related to business or
their economy condition. For increasingly difficult nature of business whose main motive is to
focus attention on the utilisation of research for solving operational and functional problems.
Research helps in making effective economic policy for gaining importance to both government
and business. Investigation provides the basis for all authorities policy in an economic system.
For period of time, government budget is main part for analysing needs and demand of the
people and availability of income will reach such requirements. The amount of needs has
equated to probability revenue and income for achieving desired research. Investigation is very
22

important for social scientists in examining social relationship for searching different issues or
problems. It gives intellectual satisfaction for knowing some things to gain knowledge and also
take practical utility for social scientist to understand in a better and effective manner.
Investigation is mainly concerned with both skills and knowledge for their personal benefits and
contribute to functional concerns.
Data collection method
Data gathering technique is an important element of the research work. Along with this,
duty of investigator is gathering accurate or correct data which is wholly related to research
themes. There are mainly two sources of research collection that include primary and secondary.
Under the primary sources, data and information should be gathered with the assistance of
questionnaire, interrogation, personal observance, survey and some others. In addition to this,
data is assembled for the first time usage. Another is secondary data method which assists in
collecting information with the help of books, journals, library, etc. Research is taken into
consideration that selected perfect data and also analyse the information in both primary and
secondary sources (O’reilly and Parker, 2013).
Research can determine the actual facts and figures for analysing primary and secondary
method in a better or effective manner. This is in-depth assessment of the primary as well as
secondary data and information where researcher is capable for generating valid and reliable
results. In this, secondary information and data for present case can be assemble from referred
articles, published material and also journals or books. In this context, for accumulating primary
data and information, the sample size of people is around 30 which has beentaken. In this part,
there is questionnaire which has been prepared with the help of researcher and by this,
investigator taken the feedback or responses from selected respondents. Along with this, primary
and secondary data is helpful in collecting information which is used in conducting research and
gaining better results or outcomes.
There are two categories for gathering data and information such as primary and
secondary method. Primary data is used for collecting particular motive by the researcher and
also collect accurate information by using questionnaire, interviews and observations. The
primary data will be gathered through interviews and questionnaire. On the other hand,
secondary data is used for different forms such as reports, books, journals, articles, media and
collecting necessary facts and figures in a proper manner.
23

Primary data collection- This data is used for collecting by administering the interviews
schedules to the children and their studying the private and public educational institutions which
are situated in rural and urban environment (Panneerselvam, 2014). This study was conducted in
two phases. In the first phase, wide collection regarding family heritage and personal information
for assembly in different subjects. Another is second phase of research, the standardized
interview programme directly impact on business operations and its functions.
Secondary data collection- The current study is systematic that carries out common
correct and relevant data of secondary such as annual report, census, media reports and other
publications which are related to research topic. Such sources are contained with government
comments and criticism on different factors.
Sampling method
This sampling method is emphasised for selecting individual which duplicate from entire
aggregation. In these circumstances, researcher can use or adopt non probabilistic and
probabilistic sampling techniques. Under this probabilistic method, it will consist with simple
sampling method which is totally equal probability has been assigned for each observation in
appropriate manner. The second method is non probabilistic which consist the convenience and
purposive sampling techniques for organisation (Silverman, 2016). On the basis of convenience
sampling method, researcher tends to select an appropriate population sampling which is based
on investigator suitability. Along with this, researcher motivator techniques of sampling help in
emphasising the selected sample which can serve with the account of research survey into
specific consideration. Under all the provided techniques, an investigator adopts purposive
method to select correct and effective population sampling tool. In present research survey, there
is always a requirement for investigator to choose sample size of around 30 respondents which
are capable for giving some of the precious outcomes or results that are concerned with research
work.
A population consists of all essential components, items or characteristics which are
studied. Sampling technique provides different range of methods which enable for reducing the
cost of data and information which are required to be gathered in sub groups rather than all
possible cases in a better manner. There are two major alternatives which help in describing how
to choose correct selection, random sampling and non-random sampling. The random sampling
that includes selection of desired sampling people which is based on random option like personal
24

judgement and suitability. There are different qualitative aspects which should be taken into
consideration while determining appropriate sampling size of investigation. Such involves
significance of decision, nature of research, number of variables, sample size used in same report
and frequency cost.
Data analysis
The measurement and evaluation of in-depth analysis is concerned which is a necessary
element for making research work in a successful manner. For conducting appropriate research
analysis, it is necessary for investigator to use or adopt the best suitable technique such as
qualitative and quantitative in a better manner. With the use of both methods of doing effective
research analysis, investigator examines the valid outcomes and results. Research should be
taken for considering within qualitative existence in turning of qualitative utilization. In this,
collection of information and data can be analysed by using thematic analysis. Methods and
techniques are emphasised on developing themes in an appropriate manner. So, by this, data
analysis is seen as effective and systematic in nature. Segregation of data collection in different
topic which is useful for conducting data analysis for getting more information. If facts and
figures will be correct or applicable according to thematic analysis can be better and assumption
will be dependable.
Accessibility issues
This can be accent on availability of correct resources along with desired information that
is necessary for conducting appropriate investigation in proper or systematic manner. While
conducting proper research, there are certain issues or problems which can be faced by doing
research with less accessibility of correct or specific information. The regulation has been given
for selected respondents sections to provide basic data which can increasing problems for
investigators in badly manner (Smith, 2015). Money and time; both are major issues which
company will be facing while conducting research. For conducting investigation, there are some
requirements for investigators to spend appropriate sum of finance and time so that all the main
problems can grow in conducting research programmes in a systematic and effective manner.
With the assistance of such results that will getting better and appropriate goals. For doing
effective research work, it is necessary for the researcher to make sure that investment resources
help in extracting correct and relevant data or information.
Ethical issues
25

In this, ethical consideration is one of the most essential features for conducting research
sessions in a better manner. Researcher is obligated for ensuring care of all the parties which
includes in this research work. Along with this, investigator is responsible for maintaining
effective facts or figures for categorised responsive. It is necessary for the researcher to assure
that sentiments of an individual would not harm by using questionnaire and not any type of
personal data or information which has been taken from them. Along with this, for conducting
appropriate research, investigator should make sure that research will be based on basic
objectives with an assistance of company and it is made successful for doing research and
effective consequence in better manner. It is essential for investigator should be included the
ethical consideration in their research by following rules and regulations in proper way. This can
be said that researcher is responsible and answerable for conducting research work for setting
principles or other guidelines.
Validity and reliability
This is essential for researcher to develop and produce reliable and valid results for
investigating work. In this, validity and reliability; both are regarding as most important factors
for conducting investigation in proper manner. Under this validity making, there is certain need
for researcher is to gather or collect correct information from authenticated resources in better
way. It is essential that investigation will be valid and reliable so that results will be drawn
appropriately (Lewis, 2015). On the other hand, reliability is that degree which assessment
method and technique can develop the stability and consistent results. This can be applied for
only measurement of individuals. Along with this, validity is that term which believability and
credibility of investigation should be done in proper manner. It is required for company to find
out correct and relevant data and information in a better and systematic way.
Reliability - It is about getting accurate results for dong proper investigation which has
been reliable in nature. There are certain changes in the population in between two researches in
a proper manner. By using deductive perception, company will easily measure or evaluate the
correct outcomes in different occasions and form an inductive point of view which is similar to
observe different investigations (Smith and et, al., 2011). This is necessary for reducing the bias
subject which make and develop respondents for maintaining confidentiality. Along with this,
questionnaire is designed to observe or analyse appropriate facts and figures required.
26

Validity - This is very important for making validity in this project report for getting
accurate results or outcomes in a proper manner. It helps in establishing accurate operational
activities and functions for required approaches and concepts. Along with this, internal validity is
applicable for casual and exploratory research (Khan, 2011).. This will establish a strong
relationship with their customers that show the correct position or condition in a better and
appropriate way. Another is external validity which should establish the domains for analysing
further studies or investigation.
Limitations of study
This section of project is limited by reliability of secondary data and information. Such
facts has been gathered by other person so it help in managing and controlling specific study of
research. This is not practically possible for the investigator is to take benefit of available data to
all educational associations. The major limitation of examination method includes time,
recollection, improper and communication are experiment by the researcher. Sampling
techniques and methods was followed by selecting the respective respondents in a better way
This can assist in taken all data which has been collected primary and secondary data.
Conclusion
The project used secondary data and information in a proper manner. The reliability of
historical data which is complex to assess correct or relevant information regarding economic
and market place and it have been substantiated from different number of sources and ways.
Along with this, secondary data with the help of central authorities which can expect the
reliability and validity in better manner The data and information has been displayed for
developing line charts, bar charts and area charts that allow trends which is more clearly
analysed and concluded in effectively. This part of research provides accurate information
regarding research method that help in increasing knowledge of investigator. It is very important
researching method in nature.
27

REFERENCES
Books and Journals
Alvesson, M. and Sköldberg, K., 2017. Reflexive methodology: New vistas for qualitative
research. Sage.
Arnold, R.M. and et. al., 2015. The critical care communication project: improving fellows'
communication skills. Journal of critical care. 30(2). pp.250-254.
Au-Yong, C.P., Ali, A.S. and Ahmad, F., 2014. Improving occupants' satisfaction with effective
maintenance management of HVAC system in office buildings. Automation in
Construction. 43. pp.31-37.
Bain, A., Robinson, B.K. and Conser, J., 2014. Perceptions of policing: Improving
communication in local communities. International Journal of Police Science &
Management. 16(4). pp.267-276.
Davis, A., 2014. Core Communication Competencies in.
El Saghir, N.S. and et.al., 2014. Tumor boards: optimizing the structure and improving efficiency
of multidisciplinary management of patients with cancer worldwide. Am Soc Clin Oncol
Educ Book. 34. pp.e461-6.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Fox, M.Y., 2014. Improving communication with patients and families in the intensive care unit:
palliative care strategies for the intensive care unit nurse. Journal of Hospice & Palliative
Nursing. 16(2). pp.93-98.
Gale, N. K. and et.al., 2013. Using the framework method for the analysis of qualitative data in
multi-disciplinary health research. BMC medical research methodology. 13(1). p.117.
Gioia, D. A., Corley, K. G. and Hamilton, A. L., 2013. Seeking qualitative rigor in inductive
research: Notes on the Gioia methodology. Organizational research methods. 16(1).
pp.15-31.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
Khan, J. A., 2011. Research methodology. APH Publishing Corporation.
28