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A writer of the paper "Research Methods for Business Students" outlines that objective of this market research would also be to understand people’s perception towards the suburb and ways in which suburb has changed energy consumption pattern of respective residents…
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Research Methods for Business Students
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Download file to see previous pages The objective of this market research would also be to understand people’s perception towards the suburb and ways in which suburb has changed energy consumption pattern of respective residents. Research questions in this scenario need gaining of understanding instead of establishing the incidence of the phenomenon or analyzing the relationship between variables (Saunders, Lewis and Thornhil, 2009). Therefore, in order to gather the required understanding, exploratory research needs to be conducted. Zikmund, et al. (2012) suggested that qualitative research strategy is most suitable in case of exploratory study. Taking the suggestion on its face value, qualitative research will be needed in this case. Apart from focus group interview, other data collection techniques will not be applicable in this study due to three reasons. Reason 1- an ethnographic interview is suitable for cultural studies, but the objective of this qualitative research is different (Leech and Onwuegbuzie, 2010). Reason 2- buying and living in Lochiel Park by residents is a longitudinal process, which is why there is hardly any scope of employing short time interval driven observation method of data collection (Maxwell, 2005). Reason 3- nature of the research problem provides hardly any scope for applying projective techniques of data collection. Saunders, Lewis, and Thornhil (2009) pointed out that longitudinal time horizon is needed to study pattern and trend of occurrence of a particular phenomenon for many years. Lochiel Park’s ‘green village’ concept is comparatively a recent development and performing a longitudinal study will increase time and cost of doing the market research project. Hence, in order to lower cost and time duration of this market research project, cross-sectional time horizon (1-month timeframe) will be used. ...Download file to see next pagesRead More
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