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Dissertation Methodology Under Title: "The Role of Social Media in Branding in the UK"
Pages 8 (2008 words)
III. METHODOLOGY The methods of inquiry used in this research are qualitative and quantitative approaches. At first glance they may seem to be different and divergent, hence, conflicting for determining social media’s role in branding. But this researcher maintains and proved that such differences in style and technique could provide a more superior research framework in investigating a new and complex phenomenon, involving an Internet platform.
Adopting a mixed method such as what this study has done is equated with pragmatism and practicality because at the end of the day what matters is not about which research methodology is deemed more superior but which method(s) can result in the achievement of convincing answers to the research questions. For instance, in evaluating the branding strategy for Apple’s Ipad through social networking websites it is necessary to include field observations along with evaluations based on empirical data. According to Thomas, pragmatism rests mainly on the position that qualitative and quantitative approaches are alike in the fundamental values on which they are founded, including the “belief in the value-ladenness of inquiry, belief in the theory-ladenness of facts, belief that reality is multiple and constructed, [and] belief in the fallibility of knowledge.” (Thomas 2003) This research specifically worked within these fundamental principles, employing a combination of several investigative strategies under the qualitative and quantitative methods of research in varying degrees of usage. ...
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