The Role of Social Media in Branding in the UK - Dissertation Example

?III. METHODOLOGY The methods of inquiry used in this research are qualitative and quantitative approaches. At first glance they may seem to be different and divergent, hence, conflicting for determining social media’s role in branding. But this researcher maintains and proved that such differences in style and technique could provide a more superior research framework in investigating a new and complex phenomenon, involving an Internet platform. The idea was to combine their best features and support or address each other’s weaknesses in order to determine the role of social media in the branding for tablet computers. The result, as has been expected, was an effective investigative framework that would comprehensively and credibly cover all possible dimensions to the subject of this study. Adopting a mixed method such as what this study has done is equated with pragmatism and practicality because at the end of the day what matters is not about which research methodology is deemed more superior but which method(s) can result in the achievement of convincing answers to the research questions. For instance, in evaluating the branding strategy for Apple’s Ipad through social networking websites it is necessary to include field observations along with evaluations based on empirical data. According to Thomas, pragmatism rests mainly on the position that qualitative and quantitative approaches are alike in the fundamental values on which they are founded, including the “belief in the value-ladenness of inquiry, belief in the theory-ladenness of facts, belief that reality is multiple and constructed, [and] belief in the fallibility of knowledge.” (Thomas 2003) This research specifically worked within these fundamental principles, employing a combination of several investigative strategies under the qualitative and quantitative methods of research in varying degrees of usage. In order to demonstrate the importance of the mixed methods, there is the concept of triangulation. In the context of what this research has done, triangulation refers to the collection of evidences from both qualitative and quantitative research in order to confirm and support a particular claim. If, for instance, the result from qualitative and quantitative studies revealed similar findings that report social networking website is a potent tool to enhance a tablet computer’s brand image, then such finding or conclusion is made more credible. A good example, wrote some academics, is the comparison of quantitative evidence from surveys with field observations as well as when combining qualitative or quantitative evidence from interviews done with archival data. (Harkness, Braun, Edwards, Johnson, Lyberg and Mohler 2010) Before outlining the actual research methodology for this dissertation, it is important to explain basic concepts and definitions. Basic Concepts According to Carter and Thomas, qualitative method “the collection, analysis and interpretation on phenomena that are not easily reduced to numbers or that might be destroyed by any attempt to do so.” This research turned to a wide range of data and that by using qualitative methodologies, a cohesive framework in achieving the research objectives will be achieved by augmenting or supporting the quantitative results or vice versa. For this purpose, this study used Denzin and Lincoln’s explanation in order to provide a closer definition in the context of the investigative strategy cited. The authors stated qualitative methodology is: Multi method in focus, involving an interpretative, naturalistic approach to its subject matter. This means that qualitative research study things in their natural settings, attempting to make sense of or interpret phenomena in terms of the meanings people bring to them. Qualitative research involves the studied use and collection of a variety of empirical materials. (Denzin & Lincoln 2011) Many critics reject the qualitative model mainly because it is perceived to allow too much subjectivity on the part of the researcher. This researcher, however, believes that this can easily be addressed by adopting two significant strategies. The first of this is the employment of scientific method in data gathering and analysis. Here, objectivity can be had by following a scientific process and by gathering as much evidence as possible. This last element brings one to the second strategy, which is to get at the truth by perusing as many sources as possible. Quantitative research, meanwhile, belongs to the realm of empirical or statistical studies. It is, according to Ridenour, Benz, and Newman (2008), the dominant method in social science and is typified by experimental studies, quasi-experimental studies, pretest-posttest designs and so forth. For this study, quantitative study is given its due importance because it seeks causal explanations through the use of logic and critical rationalism. Kirst emphasized this by stressing, “the central ideas of quantitative methods are the isolation of cause and effect, the clear operationalization of the theoretical interrelations, and the measurability of phenomena, which all lead to models that provide general principles for the explanation of the real world.” (Kirst 2008) Quantitative methodology, however, has its share of weaknesses. Previously, it has been stated that empirical results or numbers do not mean they are free from bias that often taint research. According to Patton, “numbers do not protect against bias; they sometimes merely disguise it. All statistical data are based on someone’s definition of what to measure and how to measure it.” (Patton 1987) With these in mind, qualitative methodology cannot be considered secondary to the quantitative model. It is equal in its efficacy. There are even some academics who already think that the quantitative method is inferior because the qualitative approaches are more successful in probing what is below the surface especially in investigating motivations “because they are able to provide realistic results and show the natural emotions of people.” (Lehman 2006) In addition to this, there is also the fact that quantitative approach can be prone to stacked generalization. For instance, for statistical purposes, questionnaires could require questions that need to be answered by “yes” or “no”. This kind of query and its entailing answer may not provide the actual situation or perspective on a particular problem. Also, poorly designed questionnaires cannot yield true and actual results as respondents are in danger of misinterpreting questions. The researcher, as has been stated previously, opted to use the mixed methodology so that the effective features of both methods can be utilized and the weak and ineffective aspects done away with. In this regard, as Denzin and Lincoln (2011) outlined, the researcher can: Collect and analyze persuasively and rigorously both qualitative and quantitative data (based on research questions); Mix the two forms of data concurrently by combining them (or merging them), or sequentially by having one build on the other, and in a way that gives priority to one or to both; Use the procedures not just in a single study but also in multiple phases within it; Frame procedures within philosophical and theoretical views; and, Combine the procedures into specific research designs that direct the plan for conducting the study. (Denzin and Lincoln 2011) Methodology in Action With the mixed methodology approach, the research on social media’s role in branding tablet computers today followed a framework similar to the following model: The first stage is qualitative investigation. This is mainly typified by an interview for exploratory purposes. It is in the form of focus group approach, wherein a structured interview is devised for at least three but no more five industry resource persons. In order to do this, invitations will be sent out to a predetermined list of industry players selected both according to their track records and reputation in the marketing and technology sector. The researchers feels two social media users will join three branding experts in the conversation. Questions include how companies such as Apple build their brands using platforms such as social media websites and what are the important characteristics of social media that is inalienable to branding. The interview is free-flowing, following its exploratory nature. The result from this interview constitutes part of the primary data that will henceforth used to draft a questionnaire as well as to identify the appropriate research techniques. The focus group interview questions involve questions that are both targeted towards the respondents and amongst themselves. The data in this interview will also be qualitatively analyzed afterwards. The second phase involves the quantitative element to the research framework. A survey questionnaire will be drafted and sent out to the survey population composed of 10-50 respondents. As previously mentioned, the focus group interview on social media’s role in branding will determine most of the questions. The low number of respondents is due to the fact that the study is confined to the UK setting only and, more importantly, qualitative methods are also being used. For this purpose, a simple probability sampling method will be employed. Hall’s design is particularly helpful in this area. A respondent, for example, will be treated as a sampling frame in order to select a sample of volunteers from among the list taken from the Institute of Practitioners in Advertising (IPA) directory, which is available online. According to Hall, “the random sample may be chosen by reference to a table of random numbers or generated by a computer using a random number generator.” (Poggie, DeWalt and Dressler 1992). The evaluation and analysis of the quantitative data will be augmented by the outline of case studies. For example, how does Apple use Facebook to build and maintain Ipad’s image? Or a discourse on Samsung’s strategy for its Galaxy Tab to compete with the Popular Ipad through blogs and forums. According to Katsirikou and Skiadas (2010), it is the preferred strategy in order to answer how and why research questions and that it is a well-suited method to empirically investigate contemporary phenomena. Following the qualitative parameters cited earlier, case studies will be employed in order to explain in detail a particular case and that it could provide the basis for comparison and theory building. For this purpose, more secondary data are collected coming mostly from the extant literature found in academic sources such as journals, books and other published sources. Internet sources will also be included especially pertinent documents and information available from corporate websites. The information collected and their depiction as case studies will serve as components of the previously cited triangulation of information. Again, the methodology that has been employed by this research follows the linear progression of the academic investigation model. Here, a problem of interest is identified and explored before actual research is undertaken. The process includes the formulation of a thesis and proceeded with proving it with the actual study and its analyses. However, this research aims to go beyond this and attempt to assume a real-world, applied research. Using traditional research methodologies, this study attempts to distinguish itself from academic research by trying to address problem than just merely gain knowledge. Furthermore, and following Furnham’s set parameters, such as: getting effects instead of mere relations between variables; focus on the development actual interventions, strategies and services rather than emphasis on theories; and research on the field rather than in the laboratory, would, in effect characterize this research as an applied inquiry (Poggie, DeWalt and Dressler 1992). This research, particularly in its methods, has been attentive to the ethical manner by which its investigations were carried out. This is particularly important since the study involved human subjects as respondents. Research of this kind often raises ethical questions such as privacy, the use of deception, confidentiality, honesty in the collection and analysis of data, objectivity, and so forth. This research took pains in avoiding these issues by adhering to some basic ethical principles in research. The most fundamental of which is that guideline which stressed that researchers should make sure that no individual suffers any adverse consequences as a result of the survey and that if it is feasible, the research should also maximize positive outcomes of the research process. (Fowler 2002) These principles were all taken into account. This can be demonstrated in the specific actions that were undertaken, including: the security of the respondents’ consent with regards to how the information collected from them would be used; respecting the respondents’ right to privacy and their right to know the purpose of the research; and, to what end the data and information they shared will be used. In addition, respondents and other research subjects were volunteers, have given informed consents, the choice to stop or quit the study, among others. This survey never resorted to deception, invasion of privacy, harassment, and other questionable and inappropriate conduct. Steps have been taken in order to protect the research data. Smith and Albaum maintained that ethics has a bearing on the image and credibility of the research. (Smith & Albaum 2005) The researcher is confident that ethical standards were met in the way this study was approached. References Carter, Y and Thomas, C 1997, Research methods in primary care. Oxxon: Radcliffe Publishing. pp 31. Denzin, N and Lincoln, Y 2011, The SAGE Handbook of Qualitative Research. London: SAGE. pp 2. Fowler, F 2002, Survey research methods. London: SAGE. pp 147. Furnham, A 2005, The psychology of behaviour at work: the individual in the organization. New York: Psychology Press. Harkness, J, Braun, M, Edwards, B, Johnson, T, Lyberg, L and Mohler, P 2010, Survey Methods in Multinational, Multiregional, and Multicultural Contexts. Hoboken, NJ: John Wiley and Sons. pp 459. Katsirikou, A and Skiadas, C 2010, Qualitative and Quantitative Methods in Libraries: Theory and Applications: Proceedings of the International Conference on QQML2009. Hackensack, NJ: World Scientific. Kirst, P 2008, Supplier switching management: an empirical analysis of supplier switching activities in an industrial context. Gottingen: Cuvilier Verlag. Lehman, D 2006, Evaluating Measurement Properties of Collage Research: Development of Brand Representations. Norderstedt: GRIN Verlag. p. 3. Patton, M 1987, How to use qualitative methods in evaluation. London: SAGE. pp 166. Poggie, J, DeWalt, B and Dressler, W 1992, Anthropological research: process and application. New York: SUNY Press. pp 132-189 Ridenour, C, Benz, C and Newman, I 2008, Mixed methods research: exploring the interactive continuum. SIU Press. pp 7. Smith, S and Albaum, G 2005, Fundamentals of marketing research. London: SAGE. pp 22. Thomas, R 2003, Blending qualitative & quantitative research methods in theses and dissertations. Thousand Oaks, CA: Corwin Press. pp 7. Read More