BU048 IMP: Research Strategies Justification for Protein Supply

This report, part of the BU048 Integrated Management Project, focuses on justifying the selection of research strategies and methodologies for a project centered around a unique protein supply via vending machines for gym members in New Zealand. The report explores various research strategies including surveys, case studies, narrative inquiry, and ethnography, detailing their applications and limitations. The author then connects these strategies to specific research questions, such as the willingness of gym members to use the service, factors influencing purchase decisions, and effective marketing strategies. The chosen methodology, survey methodology, is justified as the most suitable for gathering data on the target market's perspective and analyzing the acceptability of the protein vending machine concept. The report also provides a detailed outline of the research questions and how different methods can be used to answer them, including the use of Google Forms and Survey Monkey for data collection. The overall goal is to determine the best approach for introducing and promoting protein supplements through vending machines within the New Zealand gym market.

BU048- Integrated Management Project (IMP)
Individual Assessment
Justification for Choice of Research Strategies and
Methodologies
Unique protein supply for Gym members in New Zealand Research Project:

Table of Contents
1. Introduction..................................................................................................................................3
2. Discussion....................................................................................................................................3
2.1. Research strategies....................................................................................................................3
2.1.1. Survey....................................................................................................................................4
2.1.2. Case Study.............................................................................................................................5
2.1.3. Narrative Inquiry...................................................................................................................5
2.1.4. Ethnography...........................................................................................................................6
2.2. Research question and selected research methods....................................................................7
2.2.1. Research question and methods outline.................................................................................7
2.2.2. Appropriate research methodology and research strategies..................................................9
3. Conclusion.................................................................................................................................10
References......................................................................................................................................12

1. Introduction
Some of the most important factors in the research project is research strategy and
research methodology. This research strategy and methodology is important in the case of the
research project called the Vending machine that offers protein supply to members of the gym in
New Zealand as it helps the researcher in gathering data, knowing the limitations and
identification of its uses. In order to the understand the factors affecting the Vending machine
providing protein supplies in new Zealand, market segmentation will be done such that it can
help in analysis and serving the market strategies that are effective for product promotion, this
technique is used. Research methodologies can also help in affecting the conclusion that provides
for influencing and researching the phenomenon. For this purpose research question, time,
research objectives and resources will be used by the researchers (Saunders, Lewis, & Thornhill,
2009). The overall goals of the research will be achieved by collection of appropriate data with
the help of research methodologies. In order to get the research results successfully, the research
questions will be answered by establishing and linking the research methodologies ((Austin &
Sutton, 2014). Therefore it associated with the research validity and it is also associated with
means that can be replicated.
2. Discussion
2.1. Research strategies
In order to get the detailed outline and to create successful results in time and in proper
order the action plan uses a step by step process to define the research strategy. It helps the
researchers in improving quality, in focusing and for saving time and resources. Various theories

are discussed for the purpose of this research and the research also describes the activities in
order to achieve the overall objectives and goals of the research (Dinnen, 2014).
The strategies that are commonly used for the purpose of conducting the research
systematically is as follows.
2.1.1. Survey
Survey help in answering all descriptive and exploratory questions and is one of the most
useful and popular strategies. Survey can be used for qualitative research in form of questions
that are open-ended, or it can be used in quantitative methods of research that is through
questionnaire that is generally rated numerically, or it can also make use of a mixed strategy such
as both the methods are used. The survey research is carried out to describe characteristics of
sample population and to acquire the necessary data over a short period of time (Check & Schutt,
2012).
In order to describe the sample structure and to collect the demographic data the survey
method is used. Surveys can also help in generating data based on behaviours which difficult tom
measure and it can be used in observational methods. However survey does not provide accurate
measurement it provides the estimates of the actual population. Surveys are not considered as
appropriate when historical context is to be considered and there can be many biases because of
inaccurate response and also lack of any response from all the respondents (Ponto, 2015).
Various methods can be used in survey research for gathering data with the help of
interviews and questionnaires. In case of questionnaire, it can be in form of a print and can be
mailed to the respondents whose Reponses are sought after and it can be delivered to the
respondents also with the help of internet or email or other applications such as Google forms

and survey monkey (Dillman, Smyth, & Christian, 2014). On the other hand methods such as-
phones, internet or face to face methods can be used for conducting interviews. The main reason
why face to face interview is preferred is that it can help both the parties in clear communication,
it can help in getting feedback that is non-verbal. However, in case of large samples interviews
area not considered as a feasible option because they consume much time and are expensive
(Singleton & Straits, 2009).
2.1.2. Case Study
Case study is a type of investigation that belongs to the qualitative methodology, where
the phenomenon can be characterised, explained and explored. In case of inquiry processes
related to study’s authors have an important role to play. It helps in describing and studying the
research problem complexity. It is usually more complex than research article and it includes
combining creative contexts with the data streams (Creswell, 2018). The interpretation power
and complexity that is there in the case study can help the readers in knowing whether the result
is relevant beyond setting. It generally evolves continuously and is often reinterpreted (Yin,
2018).
The source of evidence in case of case studies basically includes documents, interviews,
records, different observations of physical object and participants and include direct
observations. One of the most important source of data for a case study that is of qualitative
nature is interview. In order to unobserved response that is uninfluenced, a method of direct
observation can be used that can also help in gathering data without being noticed (Yin, 2018).
Further, physical artefacts includes instruments, electronic devices, video clips and others and
observation is a part of culture (Emerald Publishing, 2016).

2.1.3. Narrative Inquiry
Narrative Inquiry is a quantitative method that is used for data collection, data analysis,
and also helps in systematically representing the stories of people with actual experiences. With
the help of narratives, not only a person can understand how the stories work but also the
structure of the story. It also discusses about the person who creates the story, gives them a
meaning, the techniques that are to be used for the same purpose and the way they are argued
and accepted ( (Narrative Research, 2014).. It is a process that is responsive in nature and starts
with storytelling and ends with research contents. It can help in analysing and investigating the
real life scenarios that can be solved with the help of measures of the real world. It is basically
subjective in nature and therefore it becomes difficult to quantitatively asses the same
(Clandinin & Connelly, 2000).
The data that is gathered may be generally in form of transcripts of interviews, journal
records, autobiographical writing, story-telling and others. It also helps in collecting the data
with video and audio recording (Narrative Research, 2014). In the narrative inquiry various field
texts cab be used such as places that help in building conceptual framework, sociality and others.
This differentiates narrative inquiry methodology with other forms of methodologies (Clandinin
& Connelly, 2000).
2.1.4. Ethnography
Ethnography is a type of a qualitative methodology that is used for engaging and
analysing the actual environments of research respondents. It helps in deeply understanding the
problem of the research that belongs to a particular field, methods, audiences and objectives. The
main advantage of using this method is that it provides for an accurate and detailed behavioural
presentation and the approach towards respondents. For the purpose of understanding and

identifying the attitudes and emotions of users the ethnography method is used. However this
method also suffers with a disadvantage that is it is a time consuming process. For example in
case of studies that are for a shorter period, the researcher may fail to gain the trust of the people
and therefore this prevents them from behaving natural, in case of longer studies this
disadvantage is overcome (Weston, 2011).
The collection of all the data in case of ethnographic methodology comprises of
interviews, documents and observation. Through proper response from the respondents,
appropriate documents can be selected. This methodology includes feasible documents such as
finances, job description, transcripts, advertisements, annual reports, newsletters, web pages and
various others (Crockford, 2018).
2.2. Research question and selected research methods
One of the most important parts of the research project is the research method and the
research questions. These two are related to each other because research question affects the
selection of the methods and the answers of the research question are obtained from the same and
the observations may be misrepresented or validated through these methods (Yin, 2018).
2.2.1. Research question and methods outline
In this research project named Vending machine that offers protein supply to the
members of the gym in New Zealand, the following are the research questions and it is also
connected to the research methods and strategies.
Research Question #1. 1. What percentage of the Gym members is willing to use the
service in purchasing protein products through vending machine?

Research Question #2. 2. What are the factors that influence Gym members in buying
bulk or smaller quantity of protein supplement?
Research Question #3. 3. What are the effective marketing strategies in promoting
the protein supplement products?
In order to investigate the research question outline the best tool is survey methodology.
The marketing strategies that are mostly liked by the smart kiosks target market can help in
obtaining insights. With the help of the questionnaire conducted by the Google forms and Survey
Monkey the accurate data can be collected by the researchers. In order to gather data about the
market segment that will be purchasing healthy items the survey method can become helpful that
helps in gathering demographic data. In order to promote their meals of healthy salad, the target
market needs to be identified.
In order to generate ideas about those aspects that has an influence over the consumers
and their perception, the method of case study can prove to be an effective method. For
stimulating the new research of particular market that accepts industry of vending machines with
new trends, the case study method should be used for understanding the vending machines that
were traditionally used. This method helps the researchers with an appropriate reason why the
consumers can have protein shakes of the flavours they like also in smaller amounts such that it
can be economical and affordable for them.
By investigating these research questions, the method of narrative inquiry will be the best
suitable because there are many reviews currently that basically present the factors which has an
influence over vending machine of protein shake’s acceptability and it also methodology
effectiveness in this topic. The participants can help the researchers by actually sharing their real

life experiences about purchase of the protein shake. There in order to get a real world answer to
the same, the narrative inquiry method can be used. In order to improve the smart Kiosks
marketing content, it can become helpful in providing a better strategy.
For identifying the customer behaviour especially when they are presented with a new
product for acceptance in the market of vending machine industry of protein shake for members
of gym, the researchers can make use of ethnography. Consumer ethnography refers to providing
information about gym members or the market which will be purchasing the protein shake in
smaller amount and the main reason behind buying the same. A strategy can be formulated with
the help of the information gathered for all those market segments that promotes the healthy
products that is offered to them. With the help of the same, the researchers provide an overview
of vending machine protein shake to participants and therefore help in identification of
marketing strategies that are effective.
2.2.2. Appropriate research methodology and research strategies
The most suitable and powerful method for the topic of the research that is providing
protein shake that is unique to the members of the gym in New Zealand, is Survey Methodology.
This method will be used for collection of information and data for analysis and also
investigating the acceptability and perspective the sample size of the target market (Check &
Schutt, 2012).
For the purpose of this study, a method that will be integrating qualitative and
quantitative research method or the mixed method will be used. It will therefore help in the
generation of a complete understanding and extensive understanding of the problem of the
research than these methods can individually understand. Mixed methods are adaptable and

flexible to the methodology of the research, that will also help in further gathering information
that the quantitative methods alone cannot gather (Gunnell, 2016). This method will also be
helpful in analysing the acceptability and carrying out further investigation and acceptability of
the new products to consumers related to vending machine providing protein shake that helps in
promotion of a lifestyle that is healthy.
The method of data collection and gathering once the research questions have been
formulated and after finalising the research methods. Research methods that are quantitative in
nature for instance survey are non-biased or objective approach that helps in data collection and
investigation of the data so collected from participants for answering the research question, The
surveys are always used as a quantitative approach by the researchers (Anderson, 2010). The
questionnaire comprises of questions that are close ended and can help in identification of
acceptability by the target market and also food products choice in case of the vending machine.
The sample size for the purpose of this study and for the purpose of obtaining accurate data is
100 Auk land markets. The information so gathered by the researchers will help in gaining a
proper and deeper understanding of target market for the products and services and also identify
the factors that influence the consumers behaviour who are purchasing the protein shake from the
vending machine which will help in effectively building a strategy of promotion and introduction
of products in the market of New Zealand.
In order to answer the research questions that are broad, the research will make use of
qualitative method such as face to face interviews that is basically a biased approach or a
personalised approach for gathering information from the participants and also for examining the
responses (Anderson, 2010). A face to face interview will be conducted by the researcher for the
purpose of obtaining information related to vending machine latest trends. User friendly methods

will be incorporated by the stakeholders group and the suppliers of the vending machine also
needs to be interviewed. With the help of the same, the researchers are capable of getting
information from respondents for the research questions. There will close ended interview
questions that are specific in nature for the purpose of this study. This can help in providing more
accurate data than any other methods. Moreover the interview will help in getting data that is
detailed and rich and will also be providing an insight into the latest trends of New Zealand’s
vending machine.
3. Conclusion
It can be concluded that in order to answer the research questions, research strategies and
methodologies area must. Therefore it needs to be appropriate and be able to gain data that is
accurate for the success of the research projects. The methodologies are required to create and
analyses the link between the research questions and the methodologies for the purpose of the
project called protein supply that is unique for the members of the gym in New Zealand that will
be providing necessary information to achieve the overall goals of the study. The most important
methodologies of all that is the survey is required to gather data that is reliable because that can
help the researchers in achieving success. On the other hand, mixed methods, which will be
balancing the qualitative and quantitative methods in order to have better data and to introduce
trends will be used and thereby promote a healthy lifestyle for the people.
Through this research I have also understood that following a process is very important
for the whole research. Many factors need to be considered. All these factors need to be
considered in order to have a positive impact on the results of the research.

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