Research Methodology

Research Methodology is the method that is used to get the solution to the statement of problem and research question defined in every research project. The quantitative methodology will be used for the solution of the research problem(Gustavii, 2012).

Research MethodologyUnit-2 Marketing Management Strategic Assignment Data collection

For the research, both primary and secondary data are collected. Primary data is fresh data collected by the researcher. Secondary data is the data that is referred to by other researchers.
Primary data can be collected by preparing a questionnaire and filled them by the target people, by personal interviews, surveys, case studies, etc.
Secondary data can be collected by books, journals, websites, and newspapers(Gustavii, 2012).

Unit-2 Marketing Management Strategic Assignment Sampling of data

There are two methods of sampling which can be used in the research project Random sampling and Stratified sampling. In random sampling, random means a sample of the same interest and likes. And in Stratified sampling, the population is divided or reproduced in some categories of different aspects. In the research project, the sample will be taken according to random sampling.

Research process

First, the topic is identified by doing the research topic identification process and then a statement of the problem is executed by analyzing the topic. Then the objectives are defined for the study and a Literature review is executed which gives detailed knowledge about the research topic. After that research questions are framed and research methodology is decided which includes the collection of data and sampling of data. And at last, the benchmark is set which defines the expected outcome of this research(Beardsmore & library, 2013).

Expected Research Outcome

This Research is an analysis of the impact of Strategic Management on Marketing Management. At the end of this research, we will come to know that what are the strategies followed by Starbucks which helping the company to retain its customers and make a brand name(Payne & Frow, 2013).

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Research Methodology

Ethics checklist

1) Will the human subjects be informed of the nature of their involvement in the collection of data and of features of the research that reasonably might be expected to influence willingness to participate?

Yes

2) Will the human subjects be told that they can discontinue their participation at any time?

Yes

3) Will the human subjects in your study be aware that they are the targets of research?

Yes

4) If the subjects are underage, will their guardians be asked to sign the consent form?

N/A

5) Is the confidentiality of the human subject’s identity positively ensured?

Yes

6) In cases where there is a possibility that the human subject’s identity can be deduced by someone other than the researcher, is the subject’s right to withdraw his/her data respected?

Yes

7) Will the researcher fulfil all the promises made to the human subjects including providing the summary of the findings upon request?

Yes

8) Will all necessary measures be taken to protect the physical safety of the human subjects from dangers such as faulty electrical equipment, poor grounding, lack of oxygen, falls, traffic & industrial accidents, possibility of hearing or vision loss etc.?

Yes

9) Will the human subject be debriefed (told the true nature of the study) after the data has been collected?

Yes

10) In cases in which the human subject is dissatisfied or a complaint about the researcher or procedure, will the researcher explain to the human subject that he or she may express this complaint to the Subject Coordinator?

Yes

11) Does the study involve concealment from and/or deception of the human subject?

No

12) Will deception be used in order to obtain agreement to participate?

No

13) Will the study involve human subjects who are legally or otherwise not in a position to give their valid consent to participate such as children, prison inmates, and mental patients?

No

14) Will information on your human subjects be obtained from third parties?

No

15) Will any coercion be exerted upon subjects to participate?

Yes

16) Will the study involve physical stress to the human subjects such as might result from heat, noise, electric shock, pain, sleep loss, deprivation of food and drink, drugs, alcohol?

No

17) Will the study cause any mental discomfort to the human subjects such as fear, anxiety, loss of self-esteem, shame, guilt, embarrassment etc.?

No

18) Could publication of the research results possibly interfere with strict confidentiality?

No

19) Could publication of the research results possibly harm the human subject – either directly or through identification with his/her membership group?

No
20) Are there other aspects of the study that may interfere with the protection of the well-being of the human subjects?

No

References

Beardsmore, C. & ebrary, I. 2013, How to do your research project: a guide for students in management, 1st edn, Wiley-Blackwell, Hoboken, NJ;Chichester, West Sussex;.

Enz, C.A., & Harrison, J.S. 2010; Hospitality strategic management: concepts and cases, 2nd;Second;2; edn, J. Wiley & Sons, Hoboken, NJ.