Business Research: Marketing Strategy and Consumer Behavior Analysis

This report examines the impact of marketing strategies on consumer buying behavior, focusing on the Australian context. It outlines the research aim, objectives, and hypotheses, employing a deductive research philosophy and a mixed-methods approach, combining quantitative and qualitative data collection techniques. The research design includes surveys and literature reviews to analyze the relationship between marketing strategies and consumer decisions. The report details data collection methods, including primary and secondary sources, along with sampling strategies. It also addresses research limitations, such as time constraints and resource availability, and concludes with a summary of findings and implications for businesses. The report provides a comprehensive overview of the research process, from problem identification to conclusion.

Running Head: BUSINESS RESEARCH METHODS
Business Research Methods

2
BUSINESS RESEARCH METHODS
Table of Contents
Introduction...........................................................................................................................................3
Business problem..................................................................................................................................3
Research aim and objectives..................................................................................................................3
Research hypotheses..............................................................................................................................4
Research methods..................................................................................................................................4
Research Philosophy..........................................................................................................................4
Research Approach............................................................................................................................4
Research Design................................................................................................................................5
Research Strategy..............................................................................................................................5
Data Collection Method.....................................................................................................................6
Sampling............................................................................................................................................6
Research plan for completing the project...........................................................................................7
Research limitation............................................................................................................................7
Conclusion.............................................................................................................................................8
References.............................................................................................................................................9

3
BUSINESS RESEARCH METHODS
Introduction
The main aim of this report is to discuss the impact of marketing strategy on consumer
buying behavior. It also demonstrates the research objectives and aim. It shows the
hypothesis of this research. It supports to provide depth knowledge regarding the research
methodology which can be significant to determine the research tools. It also presents the
action plan and research limitation (Solomon 2014).
Business problem
The research topic is” to analyze the impact of marketing strategy on consumer buying
behavior”: In the context of Australia. In the existing business situation, it is mandatory for
an organization to imply the marketing strategy for enhancing the consumer buying behavior.
It will help an organization to get the competitive advantages and enhance the profitability in
long-run (Armstrong et al 2015). Due to this, a company can concentrate on the
implementation of the marketing strategy for improving the consumer buying behavior of the
firm. In the existing business scenario, a large number of larger companies implied the
marketing strategy to appropriately control on the unexpected occurrence. Through this, a
company is able to improve the internal situation as well as making a robust relationship
along with avoiding the unforeseen incidence. It will support to gain the knowledge about the
competitive benefits (Bauer 2014). In the upcoming period, the consumer buying behavior
could be a major issue, which will be discovered by the researcher including different region
(Papadopoulos 2014).
Research aim and objectives
The major aim of this research is to analyze the impact of marketing strategy on consumer
buying behavior: In the context of Australia. The objectives of the research are discussed as
below:
 To describe the meaning and concept of consumer buying behavior

4
BUSINESS RESEARCH METHODS
 To address the marketing strategy that influences the consumer buying behavior.
 To evaluate the impact of marketing strategy on consumer buying behavior
Research hypotheses
Null Hypothesis: There is no relationship between the marketing strategy and consumer
buying behavior.
Alternative Hypothesis: There is a positive relationship between the marketing strategy and
consumer buying behavior.
Research methods
The research methodology can be imperative to determine the effective tools and techniques
for collecting the data regarding the research problem. A researcher will entail many methods
in the research mythology such as research philosophy, research design, data collection
method, research approach, ethical consideration, and data analysis (Pappas 2016).
Research Philosophy
For this research, a researcher will imply deductive philosophy to gather the information
regarding the research issues. The deductive approach is used to test the research hypothesis.
A researcher will not consider the inductive philosophy because this research dilemma is
objective in nature. The positivism philosophy is included by the researcher to perform this
research appropriately (Baker 2014). In this research, a research will develop the research
hypothesis by using the many approaches and afterward hypothesis will be accepted and
rejected by the researcher.
Research Approach
For this research, the researcher will use the deductive approach as compared to the inductive
approach. The deductive approach can be supportive to generate the research hypothesis by
using existing data. On behalf of the research hypothesis, a researcher will reject and prove

5
BUSINESS RESEARCH METHODS
the research issue (Ioanăs 2014). It will also support to obtain the feasible outcome in the
specified time and cost.
Research Design
For this research study, a researcher will imply the mixed data collection technique. It entails
both quantitative and qualitative method. The mixed research method will support the
researcher to avoid the disadvantages of both methods and take the benefits of the qualitative
and quantitative method (Horner et al 2016). Moreover, the researcher will imply the
quantitative research method to demonstrate the numeric data by using the statistical
techniques. Beside this, qualitative research enabled the researcher to collect the theoretical
data about research issue. Thorough mixed research method, a researcher will able to collect
the appropriate outcome. A researcher will maintain objectivity and strive to imply
appropriate tools for attaining the research aim.
Research Strategy
The research strategy is significant for the research study because it will help to identify the
appropriate data collection method to get a feasible outcome. Research strategy will use by
the researcher to accomplish the research objectives. The research strategy entails literature
review and surveys through a questionnaire to meet the specified goal in a systematic manner
(Billig 2014). By using such strategies, researchers will capable to analyze past collected data
to accomplish the research aim. Further, the research will execute the survey through a
questionnaire for collecting the responses of participants about the research dilemma. It will
help to obtain the actual result and perform the task in an appropriate way (Panneerselvam
2014). For this, a researcher will imply the literature review to collect the conceptual
knowledge about research issue to meet the research aim (Hajli, 2014). From this, the
researcher will use many secondary data collections sources like a company website, journal,
magazines, online sources, and reference books. The researcher will imply the research

6
BUSINESS RESEARCH METHODS
method to gather the valid and reliable data regarding the research problem. In contrast to
this, the literature review part support to develop the conceptual framework to determine the
impact of marketing strategy on the consumer buying behavior (Mackey 2015). However,
these techniques can support the researcher to enhance the consistency of research result.
Data Collection Method
A researcher will use the data collection method to collect the appropriate information about
research issue. It also enabled the researcher to collect the adequate information and get a
feasible result (Taylor 2015). For this research, research will imply two collections of a
method like primary and secondary data collection method. A researcher can imply the
primary data collection method to gather the first-hand data. In the primary data collection
method, a researcher will entail many methods like a focus group, questionnaire, interview,
and observation (Siegel 2016). Besides this, secondary data is collected by using the existing
information. A researcher will use many sources to collect the secondary data collection like
a case study, journals, office sources, books, and online data to get the reliable outcome
(Brinkmann 2016). In this research, the literature review is also considered as a secondary
data source to meet the feasible result.
Sampling
A sampling data collection method can be effective to choose the sample from the whole
population to obtain appropriate data regarding the research issue. In the sampling method,
two types of methods are considered such as probability and non-probability sampling
methods (Silverman 2016). In this research, the researcher will imply the probability
sampling method to provide the equal chance to the participants for reacting in oppose to the
survey through a questionnaire. For this research, a researcher cannot imply the non-
probability sampling method to collect the data regarding the research issue (Vaioleti et al

7
BUSINESS RESEARCH METHODS
2016). A researcher will select 55 employees of Woolworths Limited, David Jones limited,
and BHP Billiton to gather the information regarding the research questions.
Research plan for completing the project
Research Activities Timeframe
1 2 3 4 5 6 7 8 9 10
Research topic selection
Development of research aim and objectives
Data collection method selection
Selection of research Questionnaire
Sample size
Data assessment
Writing of report
Final submission
From the above table, it can be analyzed that data collection method takes extra time as
compared to the other research activities (Gast et al 2014).
Research limitation
The research can be an imperative part of the research due to accomplishing the research
activities. A researcher will consider many factors in the research limitation such as time,
cost, and lack of resources (Flick & Uwe 2015). Specified cost can negative impact on the
research result. The time structures can also a direct impact on the research. Moreover, a
researcher will also face issues regarding the specified time. The specified time enabled the
researcher to complete the research objectives in given time that will become a major issue in
the research (Neuman 2015). Moreover, a researcher will strive from the lack of resources to
meet the research objectives. At the same time, it can also be said that a researcher can
directly converse with the candidates to get the feasible result through questionnaire method

8
BUSINESS RESEARCH METHODS
and email (Smith et al. 2015). The researcher can save the confidential data of candidates due
to making a robust relationship with participants.
Conclusion
On behalf of the above discussion, it can be concluded that the marketing strategy can
positive impact on the consumer buying behavior. It can also be summarized that research
methodology can be imperative in the research to identify the appropriate techniques for
accomplishing the research objectives systematically. Additionally, it can also be illustrated
that the research limitation can influence the reliability of research outcome. Finally, it can
be concluded that the time plan can be appropriate to estimate the time do the research
activities.

9
BUSINESS RESEARCH METHODS
References
Armstrong, Gary, Philip Kotler, Michael Harker, and Ross Brennan. Marketing: an
introduction. Pearson Education, 2015.
Baker, Michael J. Marketing strategy and management. Palgrave Macmillan, 2014.
Bauer, Greta R. "Incorporating intersectionality theory into population health research
methodology: challenges and the potential to advance health equity." Social Science &
Medicine110 (2014): 10-17.
Billig, Shelley H., and Alan S. Waterman, eds. Studying service-learning: Innovations in
education research methodology. Routledge, 2014.
Biswas, Aindrila, and Mousumi Roy. "Green products: an exploratory study on the consumer
behavior in emerging economies of the East." Journal of Cleaner Production 87 (2015): 463-
468.
Brinkmann, Svend. "Interview." In Encyclopedia of Critical Psychology, pp. 1008-1010.
Springer New York, 2014.
Flick, Uwe. Introducing research methodology: A beginner's guide to doing a research
project. Sage, 2015.
Gast, David L., and Jennifer R. Ledford, eds. Single case research methodology: Applications
in special education and behavioral sciences. Routledge, 2014.
Hajli, M. Nick. "A study of the impact of social media on consumers." International Journal
of Market Research 56, no. 3 (2014): 387-404.
Horner, Susan, and John Swarbrooke. Consumer behavior in tourism. Routledge, 2016.
Ioanăs, Elisabeta, and Ivona Stoica. "Social media and its impact on consumers
behavior." International Journal of Economic Practices and Theories 4, no. 2 (2014): 295-
303.

10
BUSINESS RESEARCH METHODS
Mackey, Alison, and Susan M. Gass. Second language research: Methodology and design.
Routledge, 2015.
Neuman, W. Lawrence, and Karen Robson. Basics of social research. Pearson Canada, 2014.
Panneerselvam, R. Research methodology. PHI Learning Pvt. Ltd., 2014.
Papadopoulos, Nicolas, and Louise A. Heslop. Product-country images: Impact and role in
international marketing. Routledge, 2014.
Pappas, Nikolaos. "Marketing strategies, perceived risks, and consumer trust in online buying
behavior." Journal of Retailing and Consumer Services 29 (2016): 92-103.
Siegel, Eric. Predictive analytics: The power to predict who will click, buy, lie, or die.
Hoboken (NJ): Wiley, 2016.
Silverman, David, ed. Qualitative research. Sage, 2016.
Smith, Jonathan A., ed. Qualitative psychology: A practical guide to research methods. Sage,
2015.
Solomon, Michael R. Consumer behavior: Buying, having and being. Vol. 10. Upper Saddle
River, NJ: Prentice-Hall, 2014.
Taylor, Steven J., Robert Bogdan, and Marjorie DeVault. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons, 2015.
Vaioleti, Timote M. "Talanoa research methodology: A developing position on Pacific
research." Waikato Journal of Education 12, no. 1 (2016).