The Impact of Cause Related Marketing on Consumers - Research Paper Example

This study employs the descriptive research method, which uses observation, interviews, and surveys. In this method, it is possible that the study would be convenient and quick since this paper aims to determine the role of training in cultivating a corporate culture in managing quality. Descriptive research could also suggest unanticipated hypotheses. Nonetheless, it would be very hard to rule out alternative explanations and especially infer causations. Thus, in this paper, it is practical and reliable to use this kind of research approach. This descriptive type of research also utilizes observations in the study. To illustrate the descriptive type of research, Creswell (1994) will guide the researcher when he stated: Descriptive method of research is to gather information about the present existing condition. The purpose of employing this method is to describe the nature of a situation, as it exists at the time of the study, and to explore the cause/s of particular phenomena. The researcher opted to use this kind of research considering the desire of the researcher to obtain first-hand information from the interviewees so as to formulate rational and sound conclusions and recommendations for the study.

All research will possibly involve categorical or numerical data or data that can be used for analysis to help the researcher answer the research questions (Saunders, Lewis,& Thornhill, 2004). Moreover, Saunders et al (2004), defined quantitatively as a type of empirical knowledge. Actually, qualitative data are described in expressions of quality (Saunders et al, 2004). Qualitative is the converse of quantitative, which more precisely describes data in terms of quantity (that is, using 'formal' numerical measurement).

In connection to this, this chapter will discuss the research approach, information-gathering method, perspective of the research, the research plan, unit of analysis, the respondents of the study, design of interviewing guidelines, validation of the instrument, data representative and reliability, and statistical treatment of data.

Research Approach
The research described in this document is based fundamentally on both qualitative and quantitative research methods. This permits a flexible and iterative approach. During data gathering, the choice and design of methods are constantly modified, based on ongoing analysis. This allows investigation of important new issues and questions as they arise, and allows the investigators to drop unproductive areas of research from the original research plan.
Basically, the quantitative method is compatible with this study because it allows the research problem to be conducted in very specific and set terms (Frankfort-Nachmias and Nachmias, 1992). Besides, quantitative research plainly and distinctively specifies both the independent and the dependent variables under investigation (Matveev, 2002). It also follows resolutely the original set of research goals, arriving at more objective conclusions, testing hypothesis, determining the issues of causality, and eliminates or minimizes subjectivity of judgment (Matveev, 2002).