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. ...
revealed similar findings that report social networking website is a potent tool to enhance a tablet computer’s brand image, then such finding or conclusion is made more credible. A good example, wrote some academics, is the comparison of quantitative evidence from surveys with field observations as well as when combining qualitative or quantitative evidence from interviews done with archival data. (Harkness, Braun, Edwards, Johnson, Lyberg and Mohler 2010) Before outlining the actual research methodology for this dissertation, it is important to explain basic concepts and definitions. Basic Concepts According to Carter and Thomas, qualitative method “the collection, analysis and interpretation on phenomena that are not easily reduced to numbers or that might be destroyed by any attempt to do so.” This research turned to a wide range of data and that by using qualitative methodologies, a cohesive framework in achieving the research objectives will be achieved by augmenting or supporting the quantitative results or vice versa. For this purpose, this study used Denzin and Lincoln’s explanation in order to provide a closer definition in the context of the investigative strategy cited. The authors stated qualitative methodology is: Multi method in focus, involving an interpretative, naturalistic approach to its subject matter. This means that qualitative research study things in their natural settings, attempting to make sense of or interpret phenomena in terms of the meanings people bring to them. Qualitative research involves the studied use and collection of a variety of empirical materials. (Denzin & Lincoln 2011) Many critics reject the qualitative model mainly because it is perceived to allow too much subjectivity on the part of the researcher. This ...
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They are found to be increasing their sales as well as revenues with the effective implementation of social media strategies. Along with this, companies have also been learnt to be implementing social media networks for the purpose of escalating brand awareness and likewise improving brand image.
Likewise, different methodologies are used in different social sciences. The social sciences include geography. Traditionally, there are no quantitative studies in the humanities are increasing their use of the most effective methodologies in statistical research (Triola, 2009).
cal Considerations 19 4.FINDINGS AND ANALYSIS 21 4.1 Findings from Questionnaire A for Tourists 21 4.2 Analysis of Questionnaire A for Tourists 32 4.3 Findings from Questionnaire B for Locals 33 4.4 Analysis of Questionnaire B for Locals 35 4.5 Findings from Questionnaire C for Businesses 35 4.6 Analysis of Questionnaire C for Businesses 37 4.5 Discussion 37 5.CONCLUSION 40 5.1 Revisiting Research Aims 41 5.2 Recommendations 42 REFERENCES 43 APPENDIX – I 47 1.
Celebrity Endorsement Exploring the contribution of celebrity endorsement to achieving marketing communications objectives in the retail clothing industry: a case study on Topshop.
Over much of the past decade and the half century prior to it, advertisers have been using celebrities to endorse their products, beginning with endorsements by Marilyn Monroe and Marlene Dietrich to the latest times.
The phenomenon under study is what marketing strategy should be adopted to attract international students. Literature review has given an approximate idea of the number of students that come from different countries. This information helps select the right target segment and focus marketing attention on that segment.
Since its invention back in the 1980s, the Internet has rapidly evolved with the equally robust advances in information and communication technologies that enabled it to achieve the speed, coverage and accessibility crucial in the introduction and real-time delivery of rich media content, sophisticated web applications and systems.
gy markets 15 2.6. Branding in the tablet industry 19 2.7 Chapter Summary 22 2.8 Research Hypothesis 23 References 24 Appendix 1: Questionnaire 28 Questionnaire on Consumer Perception 28 Perception on branding practices 28 Perception on tablet PCs 31 Tell us about your self 31 Table of Figures Figure 1: Literature review process flow followed for this study 7 Figure 2: The concept of branding 9 Figure 3: The branding scene below is shown on Egyptian Tomb walls dating back to 2,000 B.C.
It is therefore clear that television has the potential to trigger emotion by simply trying to give visual details of specific information. People may not be focusing on the opinion of the news report but they are actually after of what they see.
nology markets 12 2.6. Branding in the tablet industry 15 2.7 Chapter Summary 18 2.8 Research Hypothesis 18 Chapter 3: Research Methodology 20 3.2 Research Method 21 3.3 Research Design 22 3.3.1 Types of study 23 3.3.2 Theoretical vs. empirical 24 3.3.2 Nomothetic vs.