Research Methodologies Proposal: Wine Industry and Social Media

This report presents a research proposal examining the impact of social media practices on the wine industry, specifically focusing on the Brazilian market. The introduction highlights the growing importance of social media in the wine industry and the need for effective marketing strategies. The report outlines the research rationale, emphasizing the need for improved research, time management, and communication skills in the context of the changing market. The main body details the research methodology, including the research philosophy (interpretivism), research approach (deductive), research strategy (systematic literature review), and research choice (mono method using qualitative methodology). The report also addresses ethical considerations, ensuring adherence to ethical guidelines in data collection and analysis. The report aims to analyze the impact of social media marketing on the wine industry, formulate effective social media strategies, and evaluate the associated challenges, using thematic analysis to analyze secondary source data.

Research
Methodologies
proposal
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Table of Contents
Introduction......................................................................................................................................3
Research rationale:.................................................................................................................4
Main body:.......................................................................................................................................4
Research methodology.....................................................................................................................4
REFERENCES................................................................................................................................9
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Introduction
Mass media is having a string impact on the n functioning of many different industries across
different parts of the world the communication and information aspects of social media have
created a profound impact on the functioning of wine industry across different parts of the world.
Social media is a new concept in the business world and it is becoming extremely important for
business organizations and customers to meet the existing customer needs by suing of such social
media applications (Neill and Roberts, 2019). Social networks are playing a role as a new
technology in marketing of wine and the overall importance of self government in the wine
industry is also very significant.
Present report is based on making a detailed evaluation of the overall impact of social media
strategies in functioning of wine industry, different strategies that can be formulated by the wine
industry and to deal with challenges associated with social media marketing in wine industry.
For this purpose different research methodologies are to be applied in order to reach towards
relevant conclusion and recommendations as per laid aims and objectives of the report.
Background of the topic:
The main purpose of marketing is to promote a brand, industry or product over target segment of
customers. Marketing is defined as activities of processes and institutions that is used for
creating, providing, communicating and exchange of offers that have value for customers,
partners, client and society as a large. Marketing in wine industry is use to promote and collect
information to influence the customers and attract as per specified requirements of a brand.
Marketing is hyper competitive in the changing global environment that is related to deal with
continual challenges that is full of different choices. There are different marketing strategies that
can be used by wine industry in order to enhance its competitive position (The Importance of
Social Media from the Wine Marketing Perspective, 2017).
Aim: “To analyse the impact of social media practises on the wine industry in Brazil”. A study
on Brazil wine industry.
Objectives:
1. To analyse the impact of social media marketing aspect on the functioning of wine
industry.
2. To formulate various social media marketing strategies to enhance marketability of wine
industry in Brazil
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3. To evaluate various challenges associated with the social media marketing aspect on the
functioning of wine industry.
Research rationale:
The changing environment requires having detail understanding of the different skills and
knowledge base that is required to adopt various marketing technologies as per changing
requirements of external environment (Peterson and Albertson, 2019). For this purpose present
report is going to assist in the process of improving researching skills, time management skills,
resource utilisation skills and communication skills. This research work is going to assist in
future formation of social media marketing strategies for the purpose of enhancing the
marketability position of wine industry in the changing competitive market.
Main body:
Research methodology
Research onion illustrates the various stages that are concerned in the growth of investigation
work. It was developed by Saunders in the year 2007. It gives various layers that can provide
explanation of various stage of research process (Fetters and Molina-Azorin, 2017). It helps in
providing effective profession through which an effective research methodology can be planned
in course of a research, in present scenario there is analysis of the different aspects of research
work that can be used in order to analyse its use in context of a present research.
Research philosophy: it is regard as the set of philosophy that is apprehensive with reality
which is invested. It differ on goals of a research that is to determine the best technique to
achieve set goals research viewpoint is based on the type of knowledge that have to be
investigated in a particular research work (McKim, 2017). There are different types of research
philosophies that include interpretivism, positivism & realism, realism allows one method in a
research work. Interprestivism is based on analysing the way people seek their own actions.
There are three major research philosophies that are part of a research work:
Ontology: It is study of reality. It describe the nature of reality that is it is related to conducting
of research along with relational impact on the surrounding and society ontology clear the
dissimilarity amid realities & way it is perceived. It makes to learn the difference between the
ways it has an influence on behaviour.
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Epistemology: It is used in scientific researched that helps in discovery in sequence that can be
proved exclusive of a uncertainty, it is finish the common satisfactory knowledge & addressing
the evidence accordingly (LoBiondo-Wood and Haber, 2017). There are manly three aspects of
epistermology that induces inetrpretivism, positivism and critical realism that are parts of
philosophical positions. Realism is based on using new methods in a research work it may not
support scientific methods that is done in course of using positivism theory, inetrpretivism
further assists researcher in interpreting the way people see their own and others action. It helps
in understanding of the culture and the way people are participating the social life.
Positivism is a research philosophy that comes up with development of hypothesis and research
questions that have to be analysed and further evaluated. In this there is measurement of common
knowledge by use of positivism. It is based on research questions that have to be further tested in
course of a research work. There is need to find the explanation of the generally expected
knowledge of people.
Justification: In present research work there will be use of interpretivism to understand the way
people interpret their actions (DePoyand Gitlin, 2019). It will help in understand the way people
participate in social life and impact of social media culture on wine industry.
Research approach: It is based on analysing the approach that is selected by researcher in
course of the research work. For instance there are two main type of investigation approach that
includes deductive & inductive approach. Deductive approach is based on development of
hypothesis on a pre existing theory and further testing of research approach. It is from general to
particular. It is an approach based on creation of understand of the observation that allows to take
comparison of different understand of people by use of empirical data. The data is use to
conform or decline the questions the process is further constant in the report.
Inductive approach is based on creation of a theory rather than adopting an existing theory. This
approach is moving from specific general. In this approach there is no specific framework that
has to be followed there is collection of data and the research is focussed or formed after the data
has been collected (Bradshaw, Atkinsonand Doody, 2017). It may be seen as a point where there
is generation of new theories with analysis of data that can fit in the existing theory.
Justification: In present research work there will be use of a deductive approach as there will be
development of hypothesis on a pre existing theory that is going to assist in formulation of
hypothesis testing of the laid aim of analysing social media marketing on wine industry.
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Research strategy: It describes the way research intends to vary the whole research work in this
strategy includes various different approaches that is experimental research, surveys, action
research, interviews, case study research & systematic literature review. A particular
investigation strategy has to be selected as per specific requirements of research and the
requirements of laid research aims & objectives. There are different approaches to a research as
mentioned below:
Experimental: It is regarded as an approach of create a study process that examine the result of
testing of normal results (Pelto, 2017). It can be adopted in different research areas. There is
consideration of moderately partial numeral of factors in this approach of research.
Survey method: this strategy of study onion is inked with the deductive approach. It is one of the
economical and finest research strategies, in this there is collection of reliable data through this
method. It is generally used in quantitative study projects there is example of representative
amount of population.
Case study: It is a research strategy that is focussed on one or more people on a single aspect. It
offers insights in the specific nature of example. There is establishment of society importance &
context in difference between cases. This scheme is generally additional suitable in case of
monetary research (Liu, Zeng and Ngadi, 2018). Hence this method is not suitable in present
research work because it involves analysis of research into wine industry and various social
media strategies aspects.
Action research: it is a form of research that is used in professions like nursing and reaching in
which there is practioner assessments of ways to improve the understand and the professional
approach. This strategy is used to find solutions of various problems that are faced in the course
of a research work.
Justification: In the present research work researcher will be using the research strategy of
systematic literature review. In the existing sources of information will be used to draw the
required information based on which further evaluation and analysis has to be conducted.
Research choice: this layer of research onion is based on understand the choice of methods for
research. There are different choices of methods that are available with a researcher that includes
mixed, mono or multi method (Gephart, 2017). There is analysis of some of the methods that are
mentioned below:
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Mono method: It is based on using one particular type of in sequence that is based on by of
either the qualitative or quantitative methodology there is no combination of two methods
together (Amare, 2020).
Mixed method: It is a method that permits the connation of both qualitative and quantitative
methodology in a research for the purpose of creation of precise set of data. Mixed method is
used for creation of single data set where the investigation is divided in various segment by
producing a specific data set.
Multi method: It is a method that is parallel to mixed method where there is combination of
qualitative or quantitative methodology in a study there can be presence of some differences.
Mixed method combines both the methodologies.
In present research work investigator will be using mono method.
Justification: The mono method will be used by the researcher in order to assemble one type of
information that includes qualitative or quantitative methodology. Such as present research is
based on analysing the impact of social media practises on wine industry of Brazil (Chambliss.
and Schutt, 2018). For this there is focus on collection of information from secondary sources of
information so that further systematic literature review can be formulated. For this purpose there
will be use of qualitative methodology by the researcher.
Analysis of data collection: this is the final layer of research onion that is used for purpose of
designing analysis method that has to be used by researcher in order to reach towards relevant
conclusions. For this purpose there will be use of thematic analysis as a method in present
research work (Grode and et.al., 2017). The main aim of choosing this method is to analyse the
overall collected secondary sources of information can be analyses by use of thematic analysis as
one of the most suitable form of analysis.
Ethical considerations: It is important to ensure that all the ethics and regulations are properly
followed in the course of the research work. In present research work there will be adherence to
all such basic ethical issues to ensure that data and information is collected from relevant and
authentic sources only. For this purpose all such ethical considerations are taken into
consideration that includes privacy and confidentiality issues that are affecting a particular
industry with respect to changing external environment.
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REFERENCES
Books & Journal
Liu, Z.W., Zeng, X.A. and Ngadi, M., 2018. Enhanced extraction of phenolic compounds from
onion by pulsed electric field (PEF). Journal of Food Processing and
Preservation, 42(9), p.e13755.
Amare, G., 2020. Review on Mineral Nutrition of Onion (Allium cepa L). The Open
Biotechnology Journal, 14(1).
Grode and et.al., 2017. Onion thrips (Thysanoptera: Thripidae) feeding promotes infection by
Pantoea ananatis in onion. Journal of economic entomology, 110(6), pp.2301-2307.
LoBiondo-Wood, G. and Haber, J., 2017. Nursing research-e-book: methods and critical
appraisal for evidence-based practice. Elsevier Health Sciences.
O'Neill, M. and Roberts, B., 2019. Walking methods: Research on the move. Routledge.
Peterson, S.L. and Albertson, T.E. eds., 2019. Neuropharmacology methods in epilepsy research.
CRC press.
Fetters, M.D. and Molina-Azorin, J.F., 2017. The journal of mixed methods research starts a new
decade: principles for bringing in the new and divesting of the old language of the field.
McKim, C.A., 2017. The value of mixed methods research: A mixed methods study. Journal of
Mixed Methods Research, 11(2), pp.202-222.
DePoy, E. and Gitlin, L.N., 2019. Introduction to research E-book: understanding and applying
multiple strategies. Elsevier Health Sciences.
Bradshaw, C., Atkinson, S. and Doody, O., 2017. Employing a qualitative description approach
in health care research. Global qualitative nursing research, 4, p.2333393617742282.
Pelto, P.J., 2017. Mixed methods in ethnographic research: Historical perspectives. Taylor &
Francis.
Gephart, R.P., 2017. Qualitative research as interpretive social science. The SAGE handbook of
qualitative business and management research methods, pp.345-358.
Chambliss, D.F. and Schutt, R.K., 2018. Making sense of the social world: Methods of
investigation. Sage Publications.
Online
The Importance of Social Media from the Wine Marketing Perspective, 2017
[online], Available through<
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he_Wine_Marketing_Perspective>
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