Research Methodology: Social Media and Buyer Behavior Analysis

This report explores the research methodology used to investigate the challenges companies face in influencing buyer behavior through social media advertising. It outlines a qualitative research approach, emphasizing interpretivism philosophy and an inductive research approach. The report details the use of descriptive research design, primary data collection through questionnaires, and secondary data from books and journals. Thematic analysis is employed for data analysis, focusing on identifying patterns and themes within the collected data to understand the impact of social media on consumer behavior. The study aims to provide a detailed description of the challenges and offer insights into how companies can improve their social media marketing strategies. This study is contributed to Desklib, a platform providing AI-based study tools and resources.

BUSINESS
RESEARCH DESIGN
AND
METHODOLOGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
RESEARCH METHODOLOGY.....................................................................................................3
EXPECTED FINDING....................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Research Methodology is a general strategy to pursue the research. It is a systematic
analysis of the techniques and methods which is applied to research study. Research
methodology is specific techniques, process or procedures which is used by the researchers to
analyse the information of its research aim (Hickson, 2016). Methodologies which can be used
by research scholars are:- qualitative research, quantitative research, applied research, problem
oriented and problem solving research. Present study will explain research methods to address
the research questions of challenges faced by companies to influence buyer behaviour through
social media advertising.
RESEARCH METHODOLOGY
Research type (Qualitative and qualitative)
Research are mainly of two types i.e; quantitative and qualitative research. Quantitative
research methods mainly insist on the statistical and numerical data analysis, measures the
objectives of the research. In this method, data are collected by the researchers through field
surveys, questionnaire and also through manipulating and influencing the mathematical data
which are already in the existence by using the different techniques of computation (Attia and
Edge, 2017)
Qualitative research method is a method in which the nature of the collected data is non-
statistical. In this method the research study is based on certain theories and concepts. This
method is more reliable in comparison to quantitative research method, as it supports the
investigated situations with deep understanding. This method is generally applied on small
sample which makes the research analysis less time-consuming. The results of this study cannot
be generalized on wider population and can't be applied to another contexts of the population
(McCusker and Gunaydin, 2015). In the present study on challenges faced by companies to
influence buyer behaviour through social media advertising scholar has taken assistance of
qualitative research type which has helped in using theories in order to know more about use of
social media in influencing the behaviour of consumers.
Research Philosophy
It is a part of research methodology which plays an important role in the research study of
the researcher. As it is considered as a belief regarding the different ways of analysis and
collection of data for a particular phenomenon. It refers to the knowledge development which is

adopted by the scholars in its research study. Research philosophy is a theory which provide
directions to the scholars or researcher about the collection and analysis of data for any
phenomenon. To conduct the research, a researcher can follow the different kinds of research
philosophy such as:- pragmatism, realism, interpretivism and positivism in its study, according to
the nature and methodology used for the research, as the philosophy of research reflects the
assumptions of the researcher and further provide the base for the strategy of research(Shelton,
Haynes and Creghan, 2018
For present research study, the researcher use the interpretivism philosophy to analyse the
challenges faced by companies to influence buyer behaviour through social media advertising.
Researcher use this philosophy to conduct the research as because in interpretivism philosophy
the researcher emphasis on the deep understanding of the study and the interest of scholars is
focused on the specifications and uniqueness of the study. Data is generated through
interpretation of the study and for the purpose of pursuing the investigation regarding research
the scholars or researcher will prefer field study. In this philosophy the researcher will conduct
its research on small samples which assists to develop in-depth or deep understanding about the
followed phenomena, and data are generated through primary sources which ensures the validity
of high level and study considered to be honest and trustworthy. In this philosophy the acquired
knowledge has been constructed socially rather than perceived and analysed objectively. The
motive of the researcher behind following the interpretivism philosophy is to understand and
give interpretation of the meanings in the behaviour of humans rather than generalizing the
interpretation and prediction of cause and effects of human behaviour (Ndlovu-Gatsheni, 2017).
Research Approach
It is a technique and plan which includes the procedures or steps of assumptions of
method in detailed manner for collections, interpretation and analysis of data. That is why,
research approach is based on the addressed research problem which is affected by the nature of
research problem. The interpretation of the study is affected by the type of research approach
followed which is supposed to be philosophical assumptions which is introduced by the
researcher in its study).
Further, the research approach are of three types i.e; inductive, deductive and abductive
approach. The main and important basis of difference among these three approaches is the
relevancy of hypotheses of the research study. In this study on ' Effects of social media on buyer

behaviour' the scholar used the inductive research approach to pursue its study. The main motive
behind following the inductive approach is generation of meaning from the collected set of data
with regard to introduce the emergence or need of theory through identification of the
relationships and patterns by using existing theories for the formation of research questions.
While adopting the inductive approach for the study, the scholar has to develop
generalization which must be factual and practical. For the researcher, it is not necessary to
formulate the hypotheses at the beginning of the research, as because the researcher can't predict
the results of the research and also the nature and types of findings of the study is unknown to
the scholar till the completion of the study (Cope, 2015). The researcher first concerned with the
data gathering and then determines the set patterns with the motive of development of new
theory which is based on the study and the interpretation of the data. The researcher by following
this approach of research generalize the findings from specific to general, mainly.
Research Design
It can be expounded as framework of procedures and methods which is preferred by the
scholars, in order to handle the research problem efficiently by combining the different elements
and factors of the research in fairly sensible manner. This framework provides the vision and
understanding of the use of certain methodology. Research design assists to the scholar in the
assessing the questions of research which is prepared to conduct the research. To reduce the
possibility of errors and misconception in research, the researcher have to choose the most
appropriate type of research design according to the nature of the study and research
methodology. There are broadly two kinds of research design is followed to conduct the research
i.e; qualitative and quantitative research design, which is further divided in five kinds:-
experimental, diagnostic, explanatory, descriptive and correlational research design(Hickson,
2016).
For the present research study, descriptive research design has been used by the scholar.
As in this design the scholar emphasis on providing description of the situations of the research
study. For the topic, 'effects of social media on buyer behaviour' the research prefer descriptive
research design and presents the detailed description of social media's impact on buying
behaviour of the consumers. Descriptive research design is method which ensures that the
researcher will provide the description of the case of the study and observes the collected and
analysed data without influencing the elements and variables of the study any way.

In this research, the researcher uses descriptive research design because of its
effectiveness on analysis of non-mathematical cases and topics. It consumes less time of scholar
as compared to quantitative research. The researcher has to interpret the data rather than
measuring the objectives of statistical or mathematical data. This research design is beneficial to
the scholar as this design emphasize on observing and determining the phenomenon of the
research study
Data collection
Data collection is the procedure of assembling and measuring information and targeted
variable in established system, which is enabled one to answer proper question and evaluate
outcomes. There are two types of data primary data and Secondary data. Primary data is term of
data collected at source. This type of data is collected directly from the first-hand source with the
help of survey, experimentation and observation is called primary data(McCusker and Gunaydin,
2015).
Various types of primary source are: Observation method is commonly used of an
behavioural science. Under this method researcher use scientific tools for collection of data,
where it provides formulated researcher. It is a systematic way of planned and subject to control
and check. Interview method is the process of involving presentation of oral and verbal form of
collecting data. Data can be collected by two ways whereas first is personal interview and second
one is telephonic interview. In this questionnaire method the questionnaire send mail to the
concerned person who expected to read, understand and reply to the questionnaire. It consists
number of question printed in definite order (RESEARCH METHODOLOGY, 2019). Schedule
method of data collection is similar to the Questionnaire method where different schedules is
filled by enumeration specially appointed for purpose. It explains the aims and objective of the
investigation and remove misunderstanding and helps respondent to record answers.
Enumeration should be trained well to perform their job well, it should be honest and hard-
working. This type of method is helpful in extensive enquiries. Hence, it is expensive method of
data collection. Secondary data is collected by other person than the user. This data is already
exist in the market and already analysed by any other person. Such types of secondary data are
available in the form of books, journal, newspaper, magazine etc.
In order to conduct research on the topic challenges faced by companies to influence
buyer behaviour through social media advertising here researcher collect data from using

primary sources that is questionnaire and also scholar has used secondary data collection sources.
The reason behind use of questionnaire method to gather data was to gain factual and current
detail related to social media and consumer behaviour(Shelton, Haynes and Creghan, 2018).
Primary data is collected through questionnaire, by asking questions from respondents
researcher can be able to get more in-depth information about how companies face challenges in
influencing buying behaviour of consumers through social media. Apart from this, secondary
data sources have been used by researcher in which scholar has taken assistance of books,
journals, internet etc. All these things have supported scholar in gaining more detail about
subject matter an answering research questions of challenges faced by companies to influence
buyer behaviour through social media advertising effectively (RESEARCH METHODOLOGY,
2019).
Data Analysis
It is explained as a procedure of application of sensible and statistical methods or
techniques for the evaluation of the data with the motive of finding the productive and
advantageous information which assists the business organization in its decision-making process.
The data analysis which is used for qualitative research gives understanding of the research
objectives to the researchers by divulging the patterns of the data
As the nature of present study is qualitative, that is why to analyse the data the researcher
has been used the thematic data analysis technique to conduct the research. Thematic analysis
has been used to focus on the examination of themes in data, as this technique mainly emphasize
on the description of set of data and works on the recognition of implicit as well as explicit plan
and intentions within the research data. The researcher follows the thematic analysis to further
analysing the research data with the help of graphical presentation of collected data and then the
interpretation of data has been done to show the 'effect of social media on buyer behaviour'.
Thematic analysis aids the researcher in moving towards inspecting the patterns from the
inclusive study of collected data and also helps in drafting a distinct research questionnaire. This
technique of data analysis enables the researcher to gain in-depth knowledge from collected set
of data. This technique have been used by scholar of the present study because in this kind of
research it is not convenient or possible for the researcher to determine the responses of the
respondents, hence this analysis is immensely inductive in nature. In this technique of data
analysis the patterns of collected data has been identified by following different procedure of

familiarizing of data, coding, revision and by developing various themes from collected
data(Hickson, 2016).
Sampling Methodology-
It is a procedure for selecting the sample member from the population. There are two
types of sample method probability method and non-probability method. Probability Sample-It is
a method of selecting the random member from the population by setting few selection criteria.
This method allows every member have equal opportunity to be an part of various sample. Non
Probability sampling- This method is reliant on researcher ability to select randomly. It is not a
pre-defined and fix selection process which make difficult for all element population to have
equal opportunity
Here the researcher are using the Simple random sampling method to conduct research on
“effect of social media on buyer behaviour”. It is a part of Probability sampling method. It is one
of the best probability sampling techniques and it helps in saving time and resource is called
random sampling, where every single member of population chosen randomly. As a part of this
sample each member having the equal chance and have same probability (RESEARCH
METHODOLOGY, 2019). Researcher used the random selection method because it has been
selected for various reasons as Equal chance of selection- This method allows everyone to have
equal chance of selection. This help in create more accuracy within data collection as all gets
equal opportunity. It builds a fairness into the research as no previous data of individual are
involved in it. Thus, the researcher chose the random sampling as it offer equal chance to
everyone.
Require less knowledge- Here the researcher do not require the particular knowledge
about the data collection and be effective at job. For example here researcher can ask anyone
who they prefer to next US president without knowing the knowledge of the US. Hence, it
requires less knowledge and no specific skill is required that's why researcher use this method to
get accurate data by using random method(McCusker and Gunaydin, 2015).
The simplest form of data collection- it involves basic recording and observation skill. It
requires no basic skill and also remove classification error if other data collection being used.
Finding applied on the entire population base- Here the data collected can produce result on large
frame because there is little relevance of bias within finding. Researcher uses random sampling
as it is cheaper and less bias are their. Provide Chance to perform data analyse and less risk of

carrying error- researcher allows to perform an analysis of data collected with a lower margin or
error, here whole process is randomized and it reflects the entire population & allow data to
provide accurate insight in particular subject matter (Shelton, Haynes and Creghan, 2018).
In the current study on challenges faced by companies to influence buyer behaviour
through social media advertising researcher has used random sampling approach which has
supported in involving people those who have knowledge about social media and its impact on
consumer behaviour. People are selected randomly hence no issue of biasness is here and people
are giving answers easily. Furthermore, 25 consumers have been selected as sample in this study,
consumers those who are using social media frequently are selected for the current research.
Ethical consideration
It can be specified as one of the most important part of the research. Ethics are norms or
standards that conduct to distinguish between right and wrong. It helps to determine the
difference between acceptable and unacceptably behaviour. In this research, Researcher had
considered certain ethics, where researcher participate not to harm any of the respondent in any
condition while did the research. In the research Researcher had priority to respect each of
dignity of research participants. Before the research study the researcher took full consent from
the participants about the research and make ensure that they well about the research. The
researcher has to be ensured about the protection and take care off & also maintained the privacy
of the research participants. Make ensure about Anonymity of organization and individual
participants in the research. The researcher avoids all kind of deception or exaggeration about the
aim and objective of the research. Any kind of communication related to the research the
communication transparency done with honesty while in the research. It's researcher
responsibility that any misleading information is their regarding the research than the researcher
avoid such misleading information so that no bias and error occur at the end of the research. Any
form of relation or source of funding as well as any conflict of interest is their than the researcher
had to declare
EXPECTED FINDING
It is expected that consumers are the major player in business if their buying behaviour gets
changed then it can create problem for business unit. One of the major challenge that faced by
the firm is use of correct social networking sites and giving adequate detail that can gather
attention of buyers. If enterprise fails to provide them necessary information then it can be

problematic for the firms to influence their buying pattern. Another challenge face by companies
is to retain consumers in such high competitive era that can be problematic situation for the firm.
Because many other competitors are using advance techniques to make effective coordination
with buyers to make them positive towards the brand.
CONCLUSION
From the above study it is found that use of primary and secondary data collection
sources is helpful in finding more accurate information about subject matter. Questionnaire is the
best primary method to gather data, that gives current factual information related to topic and
supports researcher in answering research questions in effective manner.

REFERENCES
Books and Journals
Attia, M. and Edge, J., 2017. Be (com) ing a reflexive researcher: a developmental approach to
research methodology. Open Review of Educational Research. 4(1). pp.33-45.
Cope, D.G., 2015, November. Case study research methodology in nursing research.
In Oncology nursing forum (Vol. 42, No. 6, pp. 681-682). Oncology Nursing Society.
Hickson, H., 2016. Becoming a critical narrativist: Using critical reflection and narrative inquiry
as research methodology. Qualitative social work. 15(3). pp.380-391.(
https://journals.sagepub.com/doi/abs/10.1177/1473325015617344?journalCode=qswa)
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.(
https://www.ncbi.nlm.nih.gov/pubmed/25378417)
Ndlovu-Gatsheni, S., 2017. Decolonising research methodology must include undoing its dirty
history. Journal of Public Administration. 52(Special Issue 1). pp.186-188.
Shelton, K., Haynes, C.A. and Creghan, K.A., 2018. Fundamentals of Delphi research
methodology. In Handbook of Research on Innovative Techniques, Trends, and
Analysis for Optimized Research Methods (pp. 233-257). IGI Global.(
https://pdfs.semanticscholar.org/a2f6/d6175467058e54475ca7b12e41799c8e6de3.pdf)
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