Quantaitive research
Chapter 3-Research Method
3.1 Introduction
The research methodology is considered as a blueprint for a research study which encompasses several research activities, description of procedures, formulations to access the growth and development and various other success-related factors. Enabling to evaluate and assess the collected data, research methodology acts as a reference outline in order to make sure that the collection and evaluation of the collected information is done appropriately to achieve the study’s objective (Sekaran, 2003). The chief aim of this section is to present an outline of the investigative plan that was utilized by the investigator while preparing this thesis, endeavoring to ascertain the part of leadership on job results so as to give validations for the method utilized in this research. This section elaborates in detail the investigative procedure taken up and further provides a detailed account of the information gathering and information assessing methodologies utilized by the investigator with the inclusion of validation for the techniques and methodologies utilized.
The section commences with the outline of the investigative plan and elucidates the utilization of the plan and philosophy by the investigator. The section explains the study intent, the investigative methodology utilized, the populace that is targeted, the sample size of the study, the method used for the sampling, tools used in the study, legality and dependability of the survey questionnaire and moral concerns. Talking about the methodologies utilized in this investigation, it is further essential to taken into account the basic intention of the investigation and the investigative method suitable for the investigation (Punch, 2005). This section further elucidates and validates the use of sampling methodology utilized and justifies employing normal data for taking up statistical study. The sources of primary and secondary information are clarified with relevant rationales. The compilation of the thorough questionnaire and the procedure utilized are explained in this section followed by the reliability and validity tests.
3.2 Research Approach
The research mainly focuses on analyzing and comparing the marketing strategies adopted by Apple Inc. for its iPhones in the developed markets of US and the developing markets of India. The research arranged following Saunder’s Onion Model (2009) as can be seen from the Figure 2 shown below:
Table 2.3.2: Onion Model for the present study
Source: Adopted from Saunders et al. (2009)
This is an apt model for analyzing the marketing strategies adopted by Apple iPhone in US and India. Moreover, this would be an exploratory research that would be qualitative in nature because it provides a flexible framework; however the research lacks a formal empirical analysis (Thomas, 2006).
Regarding the research approach since there is no hypothesis being developed that needs to be tested, we need to find out what types of marketing strategies are being used by Apple in US and India. Thus, it automatically emerges as an inductive research. There would be a collection of detailed data related to marketing strategies and how it impacts the marketing strategies (Strauss & Corbin, 1998).
To find an answer to the structured questions we use descriptive research (Ghauri & Grønhaug, 2005). Thus in order to find the answer to the questions like who, what, why, when, how etc. and to help in getting a clear and distinct population or to analyse an observed fact we use descriptive research. Descriptive research, in this case, would be best because the study be based upon the previous understanding of the research problem. Therefore for this research we have used descriptive research because this study needs to find out answers to the structured questions. For conducting the research, primary data is collected using survey instrument and secondary data would also be collected from various authentic sources.
3.3 Research strategy
3.3.1 Deductive approach
The answer given for the research question in this research methodology is pointed out through examining several hypotheses. Sources procured from preceding literature are studied to evaluate different hypothesis depending on the background of the study. This is superseded by the conception of research theory which executes to be the theoretical framework. Marcoulides (1998) stated that the systematized research hypothesis is then examined to evaluate and determine the research theory so as to reach the conclusion. The deductive approach is considered as a top-down approach.