Business Organizations in the UK Fashion Industry - Research Proposal Example

RESEARCH METHODOLOGY By Location Research Methods Justification Introduction The chapter focuses on the methodology for the survey besides giving appropriate justification for various strategies and methods adopted. The chapter delves into areas such as the design, the philosophy, the approach and the justification of the survey (Burgess, 2004). In formulating the research design, the research objective is an important element and is defined on the basis of the research questions as well as in line with the philosophy of the research. Specifically, this chapter will be designed to help the research in the study of the impact of business research on fashion retailers in the United Kingdom. This topic will help in identifying the policies, which business organizations in the UK fashion industry need to implement for purposes of competing effectively in the market, and also to satisfy the various needs of the population in the UK. The study will use a questionnaire design as well as secondary design, whereby a review of literature will be undertaken. Research philosophy In determining and formulation the research question for the survey, research theories such as principles of positivism and realism will be pivotal. The principle of positivism refers to the epistemological position that dictates the use of certain methods in natural science, to promote social reality in surveys. The principle, therefore, came handy in developing the research questions that addresses the topic of the survey exhaustively in line with the requisite approaches and models. The literature review will delve into various critical areas that will aid in the development of the research questions that will be addressed by the study. In order to address the research questions for the study exhaustively and amicably, it will be prudent to adopt the positivism approach. According to Burns (2004), realism approach revolves around “the way people experience social phenomena in the world in which they live.” The study will concentrate on assessing the impact of business research on fashion retailers in the United Kingdom, which has an aspect of human behaviour that the realism approach helps to bring out effectively. Preliminary Study justification Preliminary test is justified for the survey that will be conducted because it will provide the basis for conducting further experiments in the study. According to Feldman (2005), preliminary survey enables the researcher to identify errors and challenges in good time before setting up to conduct more experiments in the study. Moreover, conducting a preliminary study enables the researcher to ascertain the appropriateness of the method used in the survey as well as the option of using an alternative testing method. For the reasons stated above, preliminary tests will be conducted to test the appropriateness of the questionnaires and their relevance in the study. Due to preliminary tests, the final questionnaires dispatched for the study will be devoid of any vagueness or irrelevance. Research Approach Justification For the survey, both the inductive and deductive research approaches will be applied. Deductive research approach deals with quantitative data while inductive research approach concentrates on methodologies and models for obtaining quantitative data for analysis. The use of both research approaches is justified by the need give room for empirical analysis of data obtained for the study (Lancy, 2005). Through detailed empirical research on the survey topic enough data is obtained that can be analysed using relevant tools of analysis and the results used to make important decisions. Time Zones The major objective of the study is to examine the impact of business research on fashion retailers in the United Kingdom. In order to exhaustively survey the objective of the study, it is of utmost important that data is collected from the owners of the businesses as well as their staff. The required data for the study has a wide coverage in terms of the time frame; the wide coverage in time frame is based on time before the owners of such businesses conduct businesses research and after they have conducted the research. In this case, cross-sectional time horizon is more appropriate. Secondary Research Justification The contribution of the secondary research cannot be overlooked in conducting this study. There are several merits that justify the use of secondary research in conducting the study. The major merit is that secondary research is very cost effective; time saving; and also safeguards against the biasness that the researcher may have since the content in the secondary sources are always valid and fixed. The data from secondary sources will originate from quality sources such as academic journals, websites, as well as the text books (Maycult & Morehouse, 2004). Owing to the many factors that the study concentrates on, collection of the data through primary sources will be time consuming and subject to bias. Due to budgetary concerns and time constraint, it is important that the study uses secondary research approach to data collection. Moreover, the secondary research has vast background information regarding to the topic. Limitations of using secondary research Despite the fact that secondary research has important characteristics that addresses the budgetary concerns and time constraint, it has got its own weakness. Weaknesses of secondary research have the potential to compromise on the quality of the survey. The researcher can acquire vast data and previous study findings relevant to the topic. In spite of this, the facts and figures retrieved from the Secondary sources may be not accurate, resulting to loss of quality of the research (Miles & Huberman, 2004). The data is well documented, but some of these figures usually have discrepancies, which may compromise on the quality of the research. The authenticity and accuracy of the data must, therefore, be established and ascertained before being used in the survey. Primary Methods Justification Patton (2010) describes ‘primary data’ as any information obtained from observations, experiments or surveys that have been designed to test the hypothesis under investigation. Punch (2007) describes primary data as information collected for the first time, particularly for a research study. Out of the many primary data collection methods, only a few are used in the research. The common methods used in research comprises of use of questionnaires, observations, interviewing, focus group, diaries, critical incidence analysis, and case study (Punch, 2007). The survey will make use of questionnaires as the main method of data collection, but this does not mean in any way that the other methods are ineffective. So as to obtain sufficient data for the analysis in the survey, the questionnaire will aid in gathering data that is both qualitative and quantitative in nature. According to Strauss and Corbin (2010), the questionnaires also have the capacity to do away with incidences of “inappropriate uncertainty”. The choice of questionnaires is also backed by Punch (2008), who asserts that it aids in using multiple data collection strategies to verify or refute findings. In this case, the solution is to analyze all available data using multiple techniques and addressing rival hypotheses. According to McDaniel and Gates (2006), the duo-collection of data helps to manage extraneous variable besides addressing certain methodological inabilities that favors one method at the expense of the other. Online Survey Justification The survey questionnaire will be online based. There are several justifications for use and preference for online survey to other primary research methods such as research mail. Unlike other primary research methods, online survey has the aesthetic abilities, which make it more appealing hence motivating respondents to participate in the collection of data for the survey. Online survey is also basic and simple in its design as compared to other primary research methods; hence it enhances the confidence of the participants to complete it since it is not monotonous (Punch, 2008). The other reason that justifies the use of online survey is the fact that administration is easier and fast as compared to physical distribution of questionnaire. It is time consuming to distribute questionnaires and much involving as compared to online surveys. Platforms that are used to administer online surveys include blogs, websites, and social media. Online Survey Sample The sampling methods that will be used in the study include non-probability, snowball, and convenience. Non probability sampling is an approach that produces an un-randomized sample. This is justified because it has a design with detailed criteria that allows respondents to complete questions with much accuracy. On the other hand, snowball sampling is one that on the first instance uses few respondents but goes further uses the contacts of the respondents to gather additional information from larger respondents (Punch, 2008). Finally, convenient sampling has the capacity to factor additional subjects because the respondents are available in the geographical location of the study. Participants can be selected if they fill the necessary criteria, and provide an accurate representation of the target population (Punch, 2008). Online survey questions will be sent directly to 100 respondents through medium such as Facebook, or emailed to certain individuals. The target population for the survey will be respondents aged between 18 years to 65 years since this is the age group that mostly in the businesses that are studied. Online Survey Limitations and Methods of Resolution Despite the overwhelming merits of online surveys, it has its own demerits which need to be addressed in order to realize the major goal for conducting the project. The demerits of Online Survey to this study have been adequately addressed below. 1. Limitation: it is possible to structure the survey in a certain way that makes it skip the next question automatically. This has the danger of skipping a very critical question to the objective of the study. Resolution: provision of survey with basic design that is precise and easy to sue in order to motivate the respondents to complete it. 2. Limitation: Technical business jargon is used in some questions for the study Resolution: The survey questions were analysed prior to admission to ensure that all jargons are removed and that the questions are simple to be used by the general public. 3. Limitation: Answers from respondents are downloadable automatically which eliminates any issues regarding cording that usually appears when dealing with large numbers. Resolution: A snowballing method was used I the study to increase the sample size (Bryman and Bell, 2011). Online Survey Alternative Methods For this survey, online survey was preferred over postal survey due to a number of reasons. The main reason for use of online survey is that the responses from the respondents can be received faster as compared to postal survey. The other reason is that it is cheaper since emailing is free and it reaches people faster irrespective of the distance that the respondents are located in. it is also easier to collect data that is digitally stored in the computers as opposed to hard copy data in computers also are prone to less error (Strauss & Corbin, 2010). Data Analysis In order to improve on the validity of qualitative data collected, the voice recorder will be used. Moreover, auto recording and detailed transcript will also used to reduce biasness and enhance accuracy in the analysis of qualitative data. As proposed by Patton (2010), content analysis will be used on the transcript to structure and logically organize results. Moreover, the data captured from online survey will be analyzed using the statistical tool of analysis known as SPSS, which shows trends and patterns through charts and graphs (Patton, 2010). The data will be analyzed and comparison made with similar survey conducted in the past. Sampling technique and Target Group A non-probability sample technique will be employed for recruiting focus group participants. Non probability sampling is an approach that produces an un-randomized sample. This is justified because it has a design with detailed criteria that allows respondents to complete questions with much accuracy. Online survey questions will be sent directly to 100 respondents and sent to them through medium such as Facebook, or emailed to certain individual. The target population for the survey will be respondents aged between 18 years to 65 years. Reliability and Validity Mixed approach method was adopted because sample size from each group may not have been precisely factored in the target population used for the study. Moreover, in order to enhance reliability and validity, mixed approach method will allow data to be analyzed faster (Miles & Huberman, 2004). The reliability and validity of the survey willl also be realized through collection of accurate data for the study. Online survey respondents will be selected objectively so as to ensure accuracy and reliability on the data collected. Focus group discussions will be organized professionally to enhance participation and honesty. Feldman (2005) asserts that, “for any investigation, the selection of an appropriate research design is crucial in enabling you to arrive at valid findings, comparisons and conclusions.” (p. 25). These assertions necessitated the need to collect accurate data through the most effective methods of data collection. Ethical Consideration In order to abide by the requisite ethical guidelines and regulations an information sheet will be availed to respondents prior to the administration of the questionnaires. The sheet will provide an overview of the survey and gave the respondents the freedom to pull away from the study at any time they want to do so based on any reason known to them. Measures will also be taken to conceal the identity of the respondents so as to prevent them from being victimized by any person as well as to enhance the confidentiality of the information they provide for the purpose of the study. No detail of the participant will be included in the final report and information that will be provided by the respondents that is required to be used will be destroyed (Feldman, 2005) Research Instruments Online Survey Design A ‘self-completing’ approach will be adopted for the survey; hence it will be convenient for the respondents in the sense that they can complete the questions in their own convenient time. Social media platforms such as Facebook and Twitter will be used to reach out to potential respondents, who will fill the online survey. References Burgess, R.G. 2004. In the Field: An Introduction to Field Research, London: Allen and Unwin. Burns, R.B. 2004. Introduction to Research Methods. Melbourne: Longman Australia Pty Ltd. Feldman, M. 2005. Strategies for Interpreting Qualitative Data, Thousand Oaks. CA: Sage. GTZ. 2008. ZOPP an introduction to the method. New Jersey: John Wiley and Sons. Lancy D.F. 2005. Qualitative Research in Education: an Introduction to the MajorTraditions. White Plains, New York : Longman. Lancy D.F. 2006. Qualitative Research in Education: an Introduction to the Major Traditions., White Plains, New York: Longman. Maycult, P. & Morehouse, R. 2004. Beginning Qualitative Research, A Philosophic and Practical Guide, London: Falmer. Miles, M.B. & Huberman, A.M. 2004. Qualitative Data Analysis, London: Sage Publications. Patton, M.Q. 2010. Qualitative Evaluation and Research Methods. Newbury Park, CA: Sage.. Punch, K. 2007. Developing Effective Research Proposals, London, California. New Delhi: Sage. Punch, K. 2008. Introduction to Social Research. Quantitative and Qualitative Approaches, London, California, New Delhi: Sage. Strauss, A. & Corbin, J. 2010. Basics of Qualitative Research: Grounded Theory Procedures and Techniques. Newbury Park, CA: Sage Read More