Main Aspcts of Analysis of English Language - Research Paper Example

English Language Research Project Table of Contents Table of Contents 2 Chapter 3: Methodology 3 Research Approach 3 Ethical Issues 4 Sampling Selection 4 Data Collection Tools 5 Data Analysis 5 Limitations 5 Chapter 4: Results and Analysis 6 Chapter 5: Conclusions and Recommendations 12 References 13 Chapter 3: Methodology Research Approach Research approaches can be referred as a detailed plan or a strategic procedure to attain the objectives of the research study. Research approaches are usually of three types, which include qualitative, quantitative and mixed approaches, as suitable for the identified issue of the study. For instance, a qualitative approach is used to understand the behaviour and different aspects related to the issue considered in the study. This research is vital as it helps in determining the perceptions of people and explores the research objective effectively (Johnson & Christensen, 2010). On the other hand, quantitative research helps in identifying the relationship amid variables with the help of numerical and statistical procedures. This form of approach is used to ensure that the data collected are statistical in nature for effectiveness in achieving the objective of the overall research study. This research approach thus helps in attaining specific data to suffice the research objective. Another approach is the mixed method, which is a combination of both quantitative and qualitative variables to ensure reliability and validity of the study imbibing the qualities of the two mechanisms. With consideration to this particular quality of a mixed research, the same has been considered in this study, which involves both qualitative and quantitative variables (Creswell, 2013; Krishnaswamy & et. al., 2009). As mentioned, a mixed approach is a combination of both approaches and can prove complex in the absence of a particular philosophy or paradigm. To avoid such gaps, the study has been based on an inductive paradigm that would help in understanding the perceptions of respondents in the research study. Moreover, the positivistic philosophical view has been used in this study, as the information related with the study involves collection of data and transforming it into numerical illustrations to draw conclusions. For this research work, to be effective and to ensure validity, a mixed approach with positivistic and inductive paradigms was implemented (Gray, n.d.). Ethical Issues Owing to the ethical considerations related to any study involving human participants, personal information of the respondents selected were not disclosed in the further progression of this study. It is also to be noted that in order to ensure data accuracy and the internal validity of the study, no information has been misrepresented wherein value has been delivered to both confirming and opposing data to the research objectives. As a matter of ethical consideration, none of the respondents were forced to join the study as it was entirely based on their free informed consents. In order to mitigate the possible ethical issues inherent to any study, transparency was also considered with due significance to be maintained while collecting and evaluating the data. These responses attained were also on the basis of considering the free consensus of people. Sampling Selection Sampling method is vital for the research study to be effective. In this context, a sample of 36 respondents were selected, which also extended to six more respondents included in the focus group comprising 3 international and 3 British students. For the effectiveness of the research objective, non-probability sampling was considered so that the data is attained in precise and as per the need of the subject area (Durrett, 2010). In accordance, the convenience sampling technique was used so that relevant information was attained as per the need of the research study. Hence, sample was selected to understand perceptions and analyse the requirements of people regarding the vitality of language (Babbie, 2009; Lohr, 2009). Data Collection Tools To suffice the purpose of this study, data was collected through the use of questionnaire survey to understand the perceptions and behaviours of students regarding the importance of language when attracting customers in the fast food industry, taking the example of a renowned brand, i.e. Subway. In this context, a close-ended questionnaire was implemented to collect data. To ensure the validity of the questionnaire further, a pilot test was conducted (Thomas & et. al., 2011). The data was collected by sending questionnaires to students of Universities through emails and responses were collected from students who were willing to participate. Data has not only been collected through primary sources using questionnaire but also secondary sources were used for the study that included peer-reviewed journals and scholarly articles to ensure the validity of the research (Kothari, 2004). Data Analysis In this study, the gathered data is analysed using textual analysis through questionnaire to evaluate the information gathered (Columbia University, n.d.). This analysis helped in easy interpretation of the data for attaining accurate results. The data gathered through survey have been analysed using graphs and charts to attain the objective of the research study. To be noted in this regard, all the responses have been analysed using both primary and secondary sources to meet the study objective. Correspondingly, both the qualitative as well as the quantitative data were analysed to meet the research objective regarding the importance of language in the fast food industry. Limitations A small sample size was considered in this study, which can be an identified limitation for the research. Lack of face-to-face interview can be another missing aspect of the research wherein time constraints shall become a limitation. Moreover, inability of respondents to translate the data or information was another vital limitation of the research study, as the data collection process was implemented in a self-administered manner. Chapter 4: Results and Analysis As already mentioned above, relevant information has been gathered through the use of questionnaire survey and literature review analysis. In this context, feedback of the 30 respondents as well as focus group, comprising 6 students, were analysed using graphical representations to answer the research questions, which have been elaborated in the discussion below. From the review of the questionnaire, it was observed that 20 respondents were males and 16 females; while maximum of them belonged to the age group of 19 to 25 years and the remaining respondents were either under 18 years or were above 36 years. The respondents included young students, as can be observed, to identify their perceptions and views regarding the importance of language and slogan for the better performance of the fast food industry in the UK. The questionnaire survey reflected the fact that students visit fast food stores maximum on a weekly basis, as was stated by 26 respondents including the focus group. 3 British students of the focus group stated that they liked to visit fast food stores but due to the involvement of cost they preferred to visit on weekly basis rather than on a daily basis, which had considerable contradictions with the perceptions stated by the British students involved in the focus group, which showed little relevance to their language of communication. However, 6 respondents stated that they visit fast food industry on a daily basis while 4 remaining reflected about their monthly visit to the fast food industry. The following has been depicted below through graphs. The finding thus implies that students love to eat fast food on a weekly basis to enjoy and have fun. Figure 1 Subsequently, the fourth question focused on assessing the frequency of visits to Subway, which revealed that weekly visitors of Subway are more (i.e. 20) as compared to 5 visiting the outlet daily. However, 11 respondents stated regarding their opinion that they visit Subway on a monthly basis. With regard to the focus group, it was observed that they loved to visit Subway than other fast food centres on a weekly basis, irrespective of them being international or British. This provided a friendly environment and encouraged them for repeat visits. The following has been depicted through graph (refer to figure 2). This particular aspect hence reflects that Subway is famous among the young generation of the UK as they visit the restaurant on a weekly or a daily basis indicating the trend among young people to visit the UK fast food store of Subway. Figure 2 Analysing question 5 reflects the choice of slogan that UK people liked the most, which also aimed at addressing the impression created by languages on the preferences of the fast food industry customers. From the analysis of the responses, it was observed that maximum respondents are aware of two slogans the most, i.e. “I’m lovin’ it” and “Eat Fresh”. This reflects the aspect that slogans, which are short and have meaning with good language usage are known to people the most (refer to figure 3). Moreover, the 3 British students of the focus group stated that “I’m lovin’ it” and “Eat Fresh” are common slogans and are very interesting. “It is short and goes well with the foods,” as was stated by one among the 3 international students. Figure 3 The sixth question of the survey further emphasised with the aim to determine the understanding level of the slogan that “I’m loving it” and “Eat Fresh” are the two slogans those are easier to understand for the young customers and reflects the potential of the food that they have in the fast food store. Focus group was of the opinion that slogans those are easy to understand and have meaning are more attractive and help in gaining customer attraction. The below graphical representation herewith illustrates the slogans those are, as per the respondents, easier to understand. Figure 4 Question 7 of the questionnaire was subsequently aimed to identify the importance of language in advertising. As per the analysis of the responses, it was witnessed that 25 respondents, including the focus group, states that language is vital as compared to 11. 1 of the international respondents in the focus group commented that “Yes language is an important consideration”. The others also agreed that it affects the choice of selection as if the slogan is attractive and language use is correct it will be able to grab attention. This has been elaborated through a graph below. Figure 5 Precisely directed to identify the importance of language for retraining and attracting customers, the responses obtained with respect to question 8 reflected that 15 respondents perceived use of difficult vocabulary makes the slogan hard to understand. However, 10 stated the meaning of the slogan as an aspect that affects the choice. The obtained finding has been represented through the chart below. Notably, the finding from the focus group claims that if a language is easy to understand and attracts customers through its meaning, it is regarded to be effective in the long run. Figure 6 Furthermore, to analyse the language as substance for attracting customers, the responses obtained through the final question reflected that the use of English was a vital aspect to attract customers. In accordance, 13 respondents including focus group strongly agreed to the fact and 10 agreed. However, 8 and 5 respondents disagreed and strongly disagreed respectively, as pictured through the graph below. Hence, it can be stated that language is important as well as English is of significance to attract and retain global customers. Figure 7 Chapter 5: Conclusions and Recommendations From the above analysis of the research study, it can be reflected that UK fast food market depends largely on the young generation. It is important for the companies to attract customers and retain them to earn profitability by ensuring slogans those are meaningful and reflects what the fast food industry is offering. English as a language is important for retaining customers in the global platform as per the analysis of the responses. To be noted in this regard, as the finding revealed, Subway is popular among people due to its simple yet meaningful slogan. Advertising to promote fast food industry through English language and meaningful slogan is also the key to success. From the review of literature and primary data, it can be stated that advertising is effective when language and slogan are used efficiently. Thus, it is recommended that language when used in advertising must be clear and meaningful to attract customers of the UK market. English should be used along with the regional language for international customers, so that the customer relationship pattern can be enhanced. Language is also emphasised upon for the market share to increase in the UK fast food industry. It is therefore recommendable for the fast food sector to use language as a base for promotion and retain customers, as an important aspect to retain competitive advantages over the long run. References Babbie, E., 2009. The Practice of Social Research. Cengage Learning. Creswell, J. W., 2013. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications. Columbia University, No Date. What is textual analysis? Chapter 1. [Online] Available at: http://www1.cs.columbia.edu/~sbenus/Teaching/APTD/McKee_Ch1.pdf [Accessed April 22, 2015]. Durrett, R., 2010. Probability: Theory and Examples. Cambridge University Press. Gray, D. E., No Date. Doing Research In The Real World. Sage Publication, pp. 16-38. Johnson, B. & Christensen, L., 2010. Educational Research: Quantitative, Qualitative, and Mixed Approaches. SAGE. Krishnaswamy, K. N. & et. al., 2009. Management Research Methodology: Integration of Principles, Methods and Techniques. Pearson Education India. Kothari, C. R., 2004. Research Methodology: Methods and Techniques. New Age International. Lohr, S., 2009. Sampling: Design and Analysis. Cengage Learning. Thomas, J. R. & et. al., 2011. Research Methods in Physical Activity. Human Kinetics. Read More