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Essay example - Brand Identification Plays In Brand Loyalty and Brand Promotion
Pages 6 (1506 words)
Research Methodology This section aims to define the methods of achieving the research objectives and research approach that will be followed to solve the research problem. This section will also analyze some other topics such as proposed approach to Primary Research, Research Philosophies like Interpretivism and Realism, Research Approaches like Deductive methods, Research strategies such as survey, case study, sampling and Data collection etc…
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3.2 Research Methods This research uses both primary data collection and secondary methods for testing the research hypothesis. The secondary research consists of a literature review that contains a critical analysis of the available literature and research on the customer brand identification, brand loyalty, brand promotion, customer satisfaction and retention. It also covers the theories on these variables and discusses any linkages between them. The primary research is carried out among 159 mobile customers in UK with the help of a questionnaire. The data collected in the city of York. Respondents of questionnaire were selected randomly and the target samples were shoppers from all age ranges from 18 to 66 years or more. Both males and females, who come out of retail settings, were used. The strategy used was to approach every third person coming out of a shops (Tesco, Asda, M&S, any high street shop, etc) to ensure that we get a random representative sample whose mindset is similar (shopping). ...
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