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The effect of economic crisis to the marketing strategy of Volkswagen in Asian market: The case of Vietnam - Literature review Example

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The effect of economic crisis to the marketing strategy of Volkswagen in Asian market: The case of Vietnam

The research has been divided into six segments. The first section is the research philosophy based on which a particular approach among positivist or interpretivist will be chosen. The next segment will illustrate the research design, where both qualitative and quantitative approach will be evaluated and a suitable approach will be selected. In the third section, the research questions will be highlighted. The fourth section is of prime importance, as this section will put emphasis on the research method for this study. Moreover, it will also shed some light on the chosen method as well on the alternative method available for the study. The subsequent segment will examine the reliability and validity of the research. Finally, the last segment will emphasize on the ethical factors pertaining to the research that is to say it will highlight the ethical considerations adopted for this study. 3.1. Research Philosophy Research Philosophy is a belief about the way data must be gathered, used and analysed for a particular phenomenon. In general there are two major research philosophies namely positivist and interpretivist (City University of Hong Kong, 2011). Positivists are often referred to as scientific methods whereas interpretivists are often regarded as anti-positivist (Tobin and Joseph, 2006). Positivism is a type of research philosophy where it is believed that reality is stable and can be expressed from objective point of view (Mukherji and Albon, 2009). However, it does not interfere with the phenomenon that has been studied. According to this approach, observations must be repeatable while phenomenon must be isolated). In positivism approach the researcher believes that ‘reality’ can be captured with the help of research instruments such as questionnaires and experiments. The primary intention of a positivist research is to offer explanation that leads to predictability and control (Blaxter, Hughes and Tight, 2006). According to Guba and Lincoln (2005), positivism approach has been a predominant way of understanding the social world. In this approach, some of the instruments that are used for the purpose of collecting data questionnaire surveys, structured interviews. Hence, it involves collection of quantitative data. On the other hand, interpretivism approach is another example of research philosophy where the researcher believes that behaviour portrayed by human beings is what they perceive about the circumstance (Hinkel, 2005). In addition, interpretivists believe that the behaviour of people is highly influenced by the meaning and interpretation they give to the communal circumstances. Therefore researchers who belong to this category try to gain insights about these meaning and interpretations and attempt to underpin how people understand and see the world around them (Saunders, Lewis and Thornhill, 2009). According to interpretisvists, instead of collecting or gathering statistical information, it is better to discuss and get emotionally attached with the people. This will facilitate better understanding of the fact that how people observe the world and interprets the same. Some of the popular instruments for this context are in-depth interviews and unstructured interviews (Browne, 2006). Hence it involves collection of qualitative data and based on the findings from the study and also considering the ...Show more

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The Effect of Economic Crisis to the Marketing Strategy of Volkswagen in Asian Market: The Case of Vietnam 3. Research methodology Research is commonly referred to as the search of knowledge. Apart from that, one can also consider research as a systematic and scientific way of exploring information on a particular area of study (Kumar, 2005)…
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The effect of economic crisis to the marketing strategy of Volkswagen in Asian market: The case of Vietnam essay example
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