Marketing Research Methodology: Social Media Marketing Study

This report delves into the research methodology employed to study the role of social media in marketing and consumer attitudes. It outlines the research questions, including the development of social media marketing, the impact of consumer participation, word-of-mouth communication, Weibo marketing features, the influence of social media celebrities, and consumer behavior under supervision mechanisms. The study adopts a qualitative approach, justifying its choice over quantitative methods due to the exploratory nature of the research and the need for in-depth insights. The report details the use of semi-structured interviews, the development of an interview guide, and the selection of non-probability sampling techniques due to the difficulty in identifying the entire population exposed to Weibo marketing. The methodology section also discusses primary and secondary research, and compares quantitative and qualitative methods, with justification for the qualitative approach. The report concludes with a discussion of sampling techniques, differentiating between probability and non-probability sampling methods and the reasons for selecting the latter.

Running head: MARKETING
Marketing
Name of the Student:
Name of the University:
Author Note:

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Chapter 3: Research Methodology
3.1 Introduction
The research methodology represents the adopted research method for carrying out and obtaining
data through using relevant tools for determining the aim the research (Leedy and Ormrod 2005).
This is the portion of dissertation that explains the ways of conducting research, where the data is
derived from and that identifies the data collection techniques. This particular section intends to
explain why the dissertation has used the particular technique for collecting data. The aim of the
study lies in identification of the role of the social media in marketing and attitudes of consumers
towards different kinds of marketing on the social media. After analyzing and going through the
relevant literature, the chapter validates and identifies method of adoption, sampling and the
analytical procedures implemented by researcher.
The research questions include:
1. The development of the social media marketing
2. The influence of the participation on the buying decision of the consumer
3. Communication via Word-for-mouth seem to promote marketing
4. The key features of the Weibo marketing
5. The impact of the celebrities of social media on the brand value transfer in the buying
decisions of the consumer.

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6. How do the consumers treat the Weibo marketing correctly under defects of supervision
mechanism?
3.2 Research Philosophy:
Research philosophy enables researcher in identifying essence of the study by adoptive adopting
efficient research paradigm. It has been found that epistemology (what has been found to be true)
compared doxology (what has been believed to be true) encompass various approaches of
research philosophies. The purpose of the science represents the procedure of transforming the
things that are believed into the things that are known i.e. doxa to the episteme. Two key
research philosophies have been identified in Western science tradition known as the positivist
(also called scientific) and the interpretivist (also called anti-positivist) (Galliers, 1991).
3.2.1 Positivism
Positivism depends on existence of the reality through usage of the proven techniques. Positivists
holds the belief that the reality is stable and can be described and observed from the objective
viewpoint (Levin, 1988) without interference with the phenomena studied. The positivists
contend that the phenomena should remain isolated and the observations must be repeated. This
involves the manipulation of the reality with the variations in single independent variable for
identification of regularities thereby forming relations between certain constituent elements of
social world. Predictions are possible to be made based on the observed and the explained
realities and the inter-relationships. This view has been supported by the Alavi and Carlson
(1992) who while reviewing the 902 IS research articles identified that all empirical studies have
been positivist in the approach. Positivism has also been found to have successful association
with the natural and the physical sciences. However, the difficulties experienced through the

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research like the inconsistency in the results have attributed to the unsuitable paradigm for such
domain. On a similar note, some of the variables or the constituent parts of the reality has been
thought to be immeasurable under positivist paradigm and therefore has not been researched
previously.
3.2.2 Interpretivism
Interpretivists assert that the only means of subjective interpretation and the intervention of
reality lie in complete understanding of the reality. The study of the phenomena in natural
environment acts as the key for interpretivist philosophy along with acknowledgement that the
scientists are not being able to avoid influencing the phenomena being studied. They admit
towards then fact that that there might be various interpretations of the reality and maintaining
the interpretations have themselves been part of scientific knowledge they pursue. Interpretivism
follows a tradition that it is no less compared to positivism or shorter.
The philosophy of interpretivism depends on the understanding of the experiences through
incorporation of the human interest into the research. The interpretative philosophy depends on
the critique of the positivism in social sciences. Hence, the philosophy emphasizes towards the
qualitative analysis. However, the interpretative approach depends on the natural methods of
collection of data like observations and interview. Secondary research of data is also a welcome
step by the interpretivism philosophy. In such research, meaning is mostly derived in final stages
of research.
On a positive note, it can be said that use of interpretivism allows in depth study of the
qualitative fields of research such as ethical issues, cross-cultural differences within
organizations, leadership and the analysis of the factors impacting leadership. The data generated

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through interpretative research is related to the higher levels of the effectiveness since data in
such studies have been honest and trustworthy.
The key shortcomings in association with interpretivism relates to subjectivity of the approach
and enormous space that represented bias of researchers. The data collected in the interpretative
research might not be generalized since the data remains hugely influenced by the personal
values and opinions. Hence, the representativeness and the reliability of data are also found to be
damaged till certain extent.
3.3 Research Methods
3.3.1 Primary and Secondary research
There are basically two kinds of research approach, the inductive approach and the deductive
approach used by the researchers (Walliman 2005). In this particular research the survey on the
social media marketing and literature review in Chapter 2 is a part gathered through secondary
research by reviewing huge number of academic reports, journals and the online materials.
Secondary research is useful since it aids the researchers in identification and better
understanding of the research questions, develops the methods for addressing the research goals
and explains the collected data thereby providing in depth insights (Malhotra and Birks, 2007). It
further allowed exploration of the research goals and enables the researchers in supporting the
findings found in research.
Secondary research is always not specific to the research topic since carried out for the purpose
of research. Hence, it is vital for the researchers to carry out a preliminary research that allowed
control over the data and the information collected. As the preliminary studies appear in the

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qualitative form including the information collected through interview so an inductive approach
was followed for this particular research.
3.3.2 Quantitative vs Qualitative methods
The key aspects in collection of quantitative or qualitative data lie in reliability,
effectiveness and accuracy. In the previous academic papers and journals most researchers
prefers to use either quantitative analysis or the qualitative analysis. There are various
advantages and disadvantages to the methods that need consideration before making decision.
Qualitative research remains flexible and data derived explains smaller number of respondents’
and provides the researchers with feelings, ideas and perceptions. In depth interviews, group
discussions, semiotic analysis and observations represents some of the practical type of data
collection. When used accurately, this type of data provides the researchers with the depth and
richness one is unlikely derive through the surveys. Quantitative research on the other hand is
fixed and checks relationship between the variables for answering the hypothetical questions and
focusing on the statistical analysis for providing observations and measures of the theory.
Besides, quantitative data is however structured and put across scientific and predictable results.
It is also to be noted that since the fieldwork is performed without the predetermined category of
the analysis hence it provides detail and depth. Quantitative methods that represent a statistical
measure and an evaluation of the reactions of the greater number of individuals, it remains
limited to a particular category of questions and standard categories of answer. Qualitative study,
however, cannot reach same breadth due to reduced number of the cases (Patton, 2002). Sayre
(2001) puts forward an overview of the key differences between the qualitative and the
quantitative research.

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Table: Quantitative vs. Qualitative research
Moreover, in quantitative research, hypothesis are created and applied to the different
cases which is also known as deduction whereas the qualitative research makes use of inductive
reasoning that proceeds from specific or more generalized statements. In order to perform this,
qualitative research borrows methods from the humanistic researchers who believes in the
multiple realities and focuses on the interpretation of the interaction between the researcher and
the phenomenon(Sayre, 2001).
3.3.3 Why Choose a Qualitative Approach for this Particular Study?
The answer to such a question is pragmatic since research questions of this particular
study cannot be answer through application of quantitative methods. This is because of the two
reasons. Firstly, the study has been exploratory in nature and secondly, the purpose lies in
gaining insight into the topic. The aim of the study did not lie in measuring or quantifying
something but in improving the understanding of phenomenon through attaining information
from the experts on the critical incidents and the personal experiences. The key aim of the study
lay in exploring how the social media marketing works and attracts the customers. The answer to

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this cannot be quantified and requires an in-depth qualitative analysis. Personal interview have
been considered an appropriate means of conducting in depth research.
3.4 Interview Guide:
Researchers should helps in establishing a stronger rapport with the respondents for ensuring
quality of the information (Wilson, 2012). Hence, the interviews remains semi-structured like
the "purpose dialogues"(Wheaton 2000) where the respondents have been encouraged in
answering freely allowing them in telling the stories and focusing on personal experiences (Cova
et al. 2007 and Queker et al. 2006). This makes the interview not only real but natural that acts as
the basis for providing textured and vivid information (Puri 2007 is quoted in Zaglia 2013). The
researcher maintains the structure throughout conversation and also redirects conversation
towards predetermined question (Appendix 2) for retrieving the required data (Crowther 2000).
This helps in guiding the researchers with theoretical concepts and series of questions developed
from literature review (Wheaton 2000). For instance, the researcher would provide an example
or case thereby asking the respondent about their reaction.
3.5 Sampling
3.5.1Probability versus Non-probability Techniques of Sampling
The two key methods used in the survey of the research are the probability and the non-
probability sampling. The huge difference lies in that fact that in probability sampling there is a
chance of selecting all the individuals and results likely reflects the entire population in an
accurate manner. Although, it is always feels nice while considering a probability-based sample
but there are other factors as well that needs consideration. Some of the characteristics of these
two methods are as follows:

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Probability Sampling
 Here you possess a complete frame of sampling and have contact information of the
whole population.
 A random sample can be selected from the population. Since all individuals possess an
equal opportunity of getting selected through the survey, participants can be selected
randomly without missing the entire portions of the audience.
 Here the results can be generalized from random sample. Results can be extrapolated for
the entire population given this method of data collection and a decent response.
 The process can be time consuming and expensive compared to the purposive or
convenience sampling.
Non Probability Sampling
 It is used in absence of availability of exhaustive population list. Here some of the units
remains unavailable for selection therefore there is no means of either knowing size and
the impact of the sampling error (unequal representation, missed persons etc ).
 It is not random
 It is effective when used for getting feedback and generating ideas although the results of
the entire population cannot be generalized with higher level of confidence. For example
quota samples (female, males etc).
 The process is increasingly convenient and less expensive and do not hold up to the
expectations of the theories of probability.
3.5.2 Non Probability Sampling

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It has been found that non-probability overprobability is selected since it is not possible to know
each person who remains exposed to the Weibo marketing. Hence each member of interested
group have unknown chance of getting selected (Saunders et al. 2012). Besides, the use of the
non-probability would allow the researchers in faster interviewing the users of Weibo marketing
(Corbetta 2003). For the non-probabilistic techniques, when the interested population is small or
is hard to identify then often the snowball sampling is adopted. Here, the respondents’ remains
selected depending on referrals and the pre-existing contacts (Wilson 2012). Researchers have
adopted the approach since there is difficulty in identifying the Weibo users in all the
populations. The requirements of the respondents' follows basic standard and hence all
respondents should use Weibo. Researchers have used the conversational queries for determining
the target audience while selecting the respondents.
3.6 Ethics
It is vital to follow the ethical standards of research for various reasons. Besides, values
like mutual trust, confidentiality and the accountability of the researcher remains vital to the
success. To conduct the study, participants should agree in participation and remain informed
that they possess the right of withdrawing from study at without any consequences. For all the
face to face and the telephonic interviews the respondents remain informed about the nature,
purpose and the background of study. Finally, for ensuring that no single participant remains at
risk, their anonymity remains confidential and there is non-disclosure about the identity of
respondent. Bin remains concerned about the fact that respondent needs to sign a confidentiality
agreement before visit.

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3.7 Data Collection Process:
A major advantage of using the interview as a method of data collection lies in the ability of the
researchers in capturing both the verbal and the non verbal questions during the data collection.
Since, it is a face to face method so the researchers can give attention to the expression and the
body language that indicates the level of discomfort and excitement caused by specific problems.
Based on the skill set of interviewer, interviews can be considered as a major focus area for data
collection. The interviewer represents the person who can not only control interview but enables
the respondent to remain successful and focused. Interviews however require additional
intervention whenever required. This might include increasing level of explanations for
clarifying the issues and asking the respondents and further explaining the ambiguity of the
answers provided.
In this particular research interviews would be conducted in two different manners, one is the
face-to-face interviews and the other is the phone calls. The research study would include 10
interviews, each lasting for close to 30 to 60 minutes. The process of interview would also be
recorded. During the interview, the researchers would make use of records for collection of
information put forward by respondents for facilitating the analysis of the subsequent data.
3.8 Data Analysis Plan:
For laying groundwork for the data analysis, the researchers have transcribed the
interview w records before analysis. The researchers followed line by line analysis for finding
the expressions, word or the phrases that revealed opinions of the respondents. The researcher
also observed the differences and the similarities in narrative of the interviewee thereby looking
for patterns and topics that would provide insight to the feelings of the respondents. The

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researchers then uses tabular approach for breaking identified differences and similarities in the
relevant boxes based on identified topics. Grouping the insights of the interviewee provides an
complete view of the data thereby putting forward a complete understanding of the feelings and
opinions of respondents.
3.10 Limitation
The key limitations of the study have been the single research method and the in depth
personal interview. Although it tries to provide rich and in depth data, there have been some
limitations. The efficiency of interview is dependent on the skills and comprehensive training of
the interviewer along with strict supervision. If this is not followed then the recorded data seem
incomplete and inaccurate. Sometimes the interview last for a long time and is found to be
largely influenced by the style of the interviewer. Besides, the extensive interview not only
causes fatigue leading to incomplete recording of data. Further due to the longer timetable for
interviews, there has been limitation in the number of interviews that also leads to unconvincing
results of the analysis.