Strategic Marketing Planning: a Grounded Investigation - Essay Example

Marketing Due paper Introduction Methodology is designed to test the applicability of the theories leaned in the literature review (Xu et al., 2008). According to Baines (2011), there are several stages that must be covered when developing a research strategy. The research onion was created in order to provide an effective progression through which a research methodology can be designed (Saunder, 2011). An unreliable methodology will result in fallacious results and will weaken the value of the findings and result in a completely different image of the same phenomenon (Nummela, 2006). According to West and Ibrahim (2010), market research always falls into two main methodological paradigms: qualitative and quantitative. Quantitative and qualitative research methods investigate and explore different claims to knowledge and both methods are designed to address a specific type of research question. While the quantitative method provides an objective measure of reality, the qualitative method allows the researcher to explore and better understand the complexity of a phenomenon (Prado, 2003). The researchers choose the most appropriate research methods that fit their research purposes. The following report will evaluate the research methodologies and analyze how academic journals have used the following methods to find answers to the phenomenon (Ibrahim et al., 2010). 2. Literature Review The researcher first needs to decide which philosophical view to undertake, which will then help to provide the knowledge of the best methodological paradigm (Saunders et al., 2012) (Appendix 1). For example, positivism researchers believe in a pattern of cause-and-effect that can be used as a basis for predicting and controlling natural phenomenon (Creswell, 2012). The following philosophical view complements the deductive approach because it is highly concerned with testing the hypothesis (Baines et al., 2011). Moreover, choosing chosen concepts from the “research onion” can help to guide the researcher in choosing the pre-planned descriptive research design and the information obtained can be statistically inferred on a population. Therefore, the most comfortable research methodology to apply would be the quantitative technique (Crouch & Housden, 2012). Because quantitative techniques can obtain statistical information from the respondents that can be quantified into frequencies and percentages that positivistic researchers aim to obtain (Baines et al., 2011). The quantitative approach is known to apply the “etic” point of view that refers to a distant, analytical orientation to experience (Lett, 1990). The quantitative research approach can be used in response to relational questions of variables, for example, in the studies that seek explanations and predictions that will generate to other persons and places (Sekaran & Bougie, 2009). The quantitative research can be conducted through the use of mass observation modeling, experiments, casual modeling, and questionnaires (Yeung, 1995). According to Sekaran (2009), quantitative approach produce findings that are generalisable to the larger population based on data from a large number of people. Quantitative data are collected through formalized processes and standardized tools, which means that research questions are formulated before the data gathering process (Shenton, 2004). Instruments are developed, tested, and applied following the standardized procedures; therefore, fully controlled research questions and tools guarantee quality and comparability of the final results (DeJong et al., 2013). With latest technological advances, quantitative research can be carried out online, which helps to gather the needed information in a short amount of time due to the instant feedback from the participants (Nummela, 2006). The quantitative technique is also affordable, as the data can be quantified through the use of a software package, such as, SPSS or AMOS (Cooper & Sun, 2006). However, interpretive researchers argue that quantitative approach does not show the in-depth and accurate picture of the phenomenon, unlike qualitative approach. Qualitative methodology perceives the phenomenon from the “emic” perspective, as the participants provide the source of meaning, rather than the perspective of the researcher (Boswell, 2014). Qualitative research is always applied by the interpretivists because the following approach helps them to gather the “why” in the research problem (Tung et al., 2011). The exploratory research design also uses the qualitative technique because it assesses the uncovering prevalent trends in thoughts and human personal opinions (Bradley, 2013). The qualitative research needs a small number of the respondents on a specific research problem that can help to provide a full revelation on how they truly feel about the issue and perceive their own situation and problems (Yeung, 1995). Wood (2007) agrees with the significance of the qualitative research and believes that it is better to start with the interviews or focus groups at the beginning of the research because it can help to generate the hypotheses that can then be tested later on by quantitative methods. Calder (1977) supports that focus groups and interview’s purpose is really to stimulate the thinking of the researchers. For instance, in-depth interviews will identify the issues the research did not considering important, but after the revelation will include in the survey as it is a key factor in the research (Cooper, 2006). Unlike quantitative methodology, the qualitative research can help the researcher to organize data in a meaningful way and then critically interpret what it means (DeJong, 2013). Qualitative methods are flexible because the questions are asked in the interviews an open-ended structured and the researcher encourages information sharing in order to achieve a holistic understanding of participant’s personal experiences (Housden et al., 2012). Sample size for the qualitative is subjective than for the quantitative research and is not fixed at the start of the research, as new factors that need to be looked further may be discovered (Bradley, 2013). There are several different methods for conducting a qualitative research; case studies, grounded theory, ethnography, content analysis, and phenomenological. Creswell (2003) describes how these methods meet different needs. For instance, case studies and the grounded theory research explore processes, activities, and events while ethnographic research analyses broad cultural-sharing behaviors of individuals or groups (Ormrod, 2005). Boswell (2014) adds that case studies, as well as, phenomenology can be used to study individuals without reference to a comparison groups. On the other hand, according to Prado (2003), the quantitative and qualitative approaches are incompatible and need to be mixed. Williams (2007) adds that by combining multiple observers, data sources and methods could overcome the intrinsic bias that comes from single-method studies. Moreover, the data-triangulation approach has significantly increased in use among the marketing researches because additional sources of information provide more insight into a phenomenon (Bradley, 2013). For example, a researcher may want to use the technique commonly used by quantitative approach such as surveys or performance tests, but then also carry out the interviews or observations for a maximum understanding (Xu et al., 2008). This shows that triangulation is highly useful for the enhancement of knowledge about the phenomenon (Ormrod et al., 2012). Triangulation also means using several kinds of methodology, such as primary and secondary sources, and it also applies to the combination of theory (West & Ibrahim, 2010). For instance, the writer can find a theory that undermines the credibility of a data set when another theory is applied (Crouch, 2012). The combination of the two approaches also provide researchers with the ability to design a single research study that answers questions about both the compiles nature of phenomenon from the participant’s point of view and the relationship between measurable variables (West & Ibrahim, 2010). 3. Discussion and Evaluation According to Numela (2006), out of 484 marketing journals, 269 preferred the use of the quantitative methods, comparing to 57 of qualitative studies, which shows that quantitative data is highly useful in showing the results in numerical forms and visual graphs. Ibrahim (2010) added that in marketing research, even if the study is mixed-method, the quantitative data is the dominant in the initiation phase of the study, in which qualitative only used for facilitating roles in the research. However, researchers face limitations when conducting the quantitative research, for instance, the validity may weaken because the respondents may deceive or they may understand what the study is about and play along (Bryman, 2006). A study by Hill (2006) carried out the longitudinal questionnaire survey of advertising managers to research their satisfaction rate with the agency creative services. The researcher noted that the participants might not remember what they had referred to in their initial questionnaire responses when completing the second questionnaire. However, participants wanted to be a part of the research, as they want to produce a positive image of themselves (Williams, 2007). According to Baines (2011), social desirability in researches can be overcome by explaining that the respondents will not be judged from their answers or keep the survey anonymous, as it will improve reporting accuracy. According to Williams (2007), it is important that the individual’s responses remain relatively same throughout data gathering because unstable responses will lead to unreliability. The reliability can be measured using the test-retest method at two different times, and the high degree of reliability can be evaluated by the high degree of response stability rates (Crouch, 2012). However, another limitation of the quantitative method is that the researchers face with the lower than expected response rate of the participants (Bradley, 2013). According to Cooper (1983), the surveys need to be carried out face-to-face or mail posted surveys in order to maximize the response rate. However, since the Cooper’s (1983) study, the technology has evolved, and nowadays researchers are able to distribute the surveys online (Sekaran & Bougie, 2009). For instance, a study by Suki (2015) has sent the self- administered questionnaires electronically and the result was 80 % response rate, this shows that online distribution provides significantly high participant’s response rates. Moreover, the design of the questionnaire also played an important part, as it was close-ended questions survey the respondents were likely to agree to take part, as it is less time consuming (DeJong, 2013). For the researcher the close-ended questions are also time efficient, as it is time-efficient and easy to code the responses. For example, the SPSS software, as shown in Figure 1, can calculate the frequencies, means, and regression equations in the coefficient tables without counting them by hand (Boswell & Cannon, 2014). The reliability in qualitative research refers to the concept of a good quality research, for example, a 4* academic journal will have a primary purpose to generate an understanding of the phenomenon with clear results and conclusions (Kelly, 2010; Crouch, 2012). According to Golafshani (2003), reliability in the quantitative study can be enhanced by using the “inquiry audit”, as this tool examines the process of the research and evaluates the consistency. Creswell (2012) adds that the consistency of the study can also be measured through examination of items such as raw data, data reduction products, and process notes. Moreover, the researcher needs to verify if the essential criteria for quality, such as; dependability, consistency, neutrality and credibility exist in the research (DeJong, 2013). In order to get efficient conclusion, validity also needs to be taken under the consideration during the qualitative research (Perry, 2000). To maximize the validity, the researcher needs to ensure that the conclusions are based on supporting evidence and include analysis of cases that fit within the conclusions (Golafshani, 2003). In addition, the trustworthiness is also highly questioned in qualitative research because, comparing to the quantitative research where graphs with actual numbers are visible, the qualitative highly reliable on the participant statements (Lett, 1990). The participants play the key role in the study because their opinions create the conclusions; therefore, it is important that they are respond with honesty (Leedy, & Ormrod, 2012). According to Shenton (2004), one of the tactics to ensure honesty in participants is to provide the opportunity for people to refuse to participate in the research and include only those who are genuinely willing to take part and prepared to offer data freely for the research. Ashill & Davies (2003) have created a framework that explains the “SMP” process that provides a detailed understanding on marketing strategy by using the ground theory. The following study shows that by using the qualitative technique it is possible to bring a major contribution to the marketing and business world (Bryman, 2006). The study gathered the “grounded events” and incidents in the four large organizations who undertake formalized “strategic marketing planning” activity. The data was then analyzed to reveal broader patterns, which led to the theory building in SMP process (Ashill & Davies, 2003). The conclusions include the newly created framework of the SMP process consisting of several “layers” of factors or themes, which can be helpful to the organizations that want to know insights of how a SMP process can be managed more effectively. In order to minimize the weaknesses of the quantitative and qualitative methods, researchers prefer to use the mixed method approach (Eriksson & Kovalainen, 2008). The supporters of this approach argue that it is impossible to get a whole meaning of the phenomenon in the complex environment by using only the single-method will as it will present only the “small slice of reality” (Nummela et al., 2006). Therefore, the mixed method is used to add value to the research and give a deeper, broader and more illustrative description of the phenomenon (Saunders, 2012). Moreover, the ability to design research studies that combine data collection or data analysis methods from the quantitative and qualitative research approaches, researchers are now able to test and build theories (Kallet, 2004). Various marketing studies have demonstrated the use of combining data collection methods, for instance, a study by Jones (2008) that investigated the hotel’s marketing activities decided to use the face-to-face and telephone interviews, as well as, to carry out the secondary sources such as the website analysis and academic journals, in order to enhance the findings and make a unique recommendations to the phenomenon researched (Wood, 2007). Another marketing study combines the questionnaire surveys or the semi-structured interviews with observations or case-study research to increase confidence in the findings (Westberg et al., 2010). However, it is important to choose the complimentary research techniques and ensure that the data research is time manageable (Bradley, 2013). Bryman (2006) states that the researcher needs to recognize that there may be a disjuncture between the two approaches when concrete examples of research are examined. Therefore, choosing the typology of mixed-methods will be helpful to researchers in clarifying the nature of their intentions, for example, “Triangulation” for greater validity or “Unexpected results” when findings gathered unpredictable data. Nummela (2006) adds that when the multi-method is applied correctly, it can offer several benefits than traditional, single-method research. 4. Evaluation of the Module This module has taught me the three common approaches to conducting research that are quantitative, qualitative, and mixed methods. The following approaches are highly complex in nature and consist of different characteristics that differ from one another. For example, the quantitative method provides an objective measure of reality; whereas, the qualitative method allows the researcher to explore and better understand the complexity of a phenomenon. The mixed method is also becoming an important approach in conducting the research as it adds value to the findings and provide a clearer understandings and insights to the research problem. The course has also taught me that the international companies are highly in need of highly respected, 4* marketing journals because they provide the information that can drive the business forward (Saunders, 2012). Moreover, the journals minimize threads of risk-taking by ensuring that the decisions are well informed. The ABS ranking journals provide the in-depth data analysis that has been carried out on the real-life participants that agreed to take part in the research (Tung et al., 2011). Therefore, the ABS journals offer the customer insights that the companies seek in order to make the correct choice and increase business revenues (Kovalainen, 2008). References Ashill, N. & Davies, J. (2003). Strategic marketing planning: a grounded investigation. 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Qualitative personal interviews in international business research: some lessons from a study of Hong Kong transnational corporations. International Business Review, 4(3), pp. 313-339. Read More