Promotion Methods on Increasing Sales in Alounak Restaurant - Research Proposal Example

Research Methodology Name: Grade Course: Tutor’s Name: Date: Research Methodology 3.1. Introduction This chapter brings forth a number of issues related to the research methodology adopted. In doing so, a recap of the research questions, aims and objective is done, the rationale of importance of the study is also brought forth, other issues of significance that are covered in depth include the research philosophy, research approach, research design which include qualitative, quantitative, mixed research design, rationale for selecting quantitative design. Research strategies which include survey and case study research approach and the rationale for selecting survey strategy are presented clearly. The time horizon for the study is also explained. Another section is devoted to research instruments where the sampling instrument data collection instrument and data analysis instrument are discussed. Issues of validity and reliability, research access, limitations, resources and ethical considerations form the last part of the chapter. Summary of what has been presented is then presented. 3.2. Research Question, Aim and Objectives Research question 1. To what extend does the different promotion methods can increase sales in Alounak Restaurant? Research Aim The aim that will guide the proposed study is to evaluate the impacts of the different promotion methods on increasing sales in Alounak Restaurant. Research Objectives With this aim there are specific objective that will be guiding the study; 1. To find out the major types of promotional methods used by Alounak Restaurant to increase sales. 2. To establish how effective each of the identified and used promotional methods are in increasing sales of the company. 3. To recommend to Alounak Restaurant and other closely related businesses the best combination of promotional methods that can yield higher sales volumes. 3.3. Importance of the research (Rationale) The findings of the research are important to scholars in the marketing as well as promotion department of various related businesses as it will form a background or a springboard from where they can chose a combination of promotion methods to enhance sales in their respective organizations (Flick, 2011). More importantly, the research will add to the knowledge of scholars as well as from where future research studies will be conducted for instance using different research design, population size among others (Solis, 2011). Regardless of the business type promotional strategies help firms to be stable even in times of economic crisis, changes in the markets as well as volatility in the markets. Similarly it allows the firm to be customer-centered hence creating a unique selling point as well as value Rotimosho, 2003). Promotional strategies studies will help businesses be able to reach their various audiences hence an effective platform where customers get more vital information about the firm’s goods and services (Adèr, Mellenbergh & Hand, 2008). 3.4. Research Philosophy After due consideration of the various philosophies of research, the principals of realism was adopted for this study. It has the elements of both constructivism and positivism (Creswell, 2012). Constructivists hold that in order for one to learn more emphasis should be place on the manner in which individuals create meaning of the world via a sequence of personal constructs. These are various filters chosen to be place over human realities thereby changing reality from chaos to order. This philosophy allows learners to experience a fist-hand environment hence gaining access to reliable information (Creswell, 2012). On the other hand positivism is a philosophy of science holds that both social and natural sciences data obtained from sensory experiences mathematical approach as well as logical treatment are all fashionable foundation of all dependable understanding and knowledge. It is important to mention that realism concerns multiple perceptions with regards to a single, minded-independent reality (Adèr, Mellenbergh & Hand, 2008). It is also value cognizant meaning that it is conscious of values of human systems as well as of the researcher (Belk, 2006). More importantly realism recognizes that perception is linked to plasticity hence a difference between reality and perceptions of individuals with regards to reality (Saunders, 2008). Refer to Fig. 1 3.5. Research Approach With regards to the approach adopted for this study a deductive research approach best suits the situation. The approach allows one to work from a broad to a specific. One critically looks at the different theories before developing ideas that will either add or extend the knowledge in a particular field (Flicks, 2011). The conclusions arrived at rests on the premises or available facts. In other words deductive reasoning is where, roughly, the truth of the input propositions (the premises) logically guarantees the truth of the output proposition (the conclusion), and only if no mistakes were done while reasoning provided that no mistake has been made in the reasoning. The premises may be propositions that the researcher believes or assumptions being explored (Creswell, 2012). Figure 1 Research Onion 3.6. Research Design Usually there are three major research design that researcher can choose from, these include qualitative, quantitative and mixed research design. 3.6.1. Qualitative, Quantitative & Mixed Research Designs Qualitative is a research design that “seeks to contextualize a study by immersing the investigator into the research situation and with the research subjects in which hypotheses are developed and data are collected and results tend to be subjective” (Creswell, 2003, P. 23). Usually the design provides a deeper comprehension of how the issue at hand is perceived, however it is does not offer projectable data. What this means is that it is difficult to generalize the findings to the entire population. On the other hand quantitative research is an approach that involves a step by step empirical investigation of social phenomenon through statistical techniques (Tashakkori & Tedllie, 2003; O'Leary, 2004). This approach is projectable since it uses larger sample sizes which can be a representative of the population. The major approaches to collecting quantitative data include surveys, structured interviews and observation, secondary analysis and official statistics, content analysis based on the coding systems, quasi-experiment as well as classic experiments (Creswell, 2012). Mixed research design has been thought of as a research design where multiple approaches are used, for instance combining qualitative and quantitative research design. Ideally it centres on “collecting, analyzing, and mixing both quantitative and qualitative data in a single study or series of studies.” The major reason to employ this design in research is to bring the concept of triangulation where the weaknesses of individual research design that is qualitative and quantitative are offset (Flick, 2011). Table 1 Qualitative and Quantitative research Qualitative Quantitative 1. The aim is to understand and interpret social interactions 1. Main purpose is to test hypotheses, examine cause and effect as well as make predictions 2. The group to be investigated is small and not selected randomly 2. The group under investigation is large and section of ample is random 3. Entails studying a whole or entire targeted population 3. Certain Variables of interest are studied 4. Data collected is in form of words, images as well as objects 4. Data collected is numeric 5. Data analysis looks for patterns themes and common features 5. Data analysis identify statistical relationships 3.6.2. Rationale for selecting Quantitative Design The approach was chosen since it makes it possible to measure as well as make analysis, establish association between dependent and independent variables. Similarly it allows testing of hypotheses as well as generalization of the findings (Mungenda & Mungenda, 2003). 3.7. Research Strategies 3.7.1. Survey & Case Study Research Strategies It is worth mentioning here before proceeding that there are over 5 research strategies; these include experimental research, cross-sectional, longitudinal, case studies, comparative, participatory research and survey strategy. However for the purposes of this project a case study will be used. According to Yin (1984, 23) case studies refer to “as an empirical inquiry that investigates a contemporary phenomenon within its real-life context; when the boundaries between phenomenon and context are not clearly evident; and in which multiple sources of evidence are used.” It includes the following steps determining and defining the research questions, choosing cases and deciding on the data collection and analysis techniques, preparing for data collection, collection of data, evaluating and analyzing the data and finally preparing a report (Belk, 2006). On the other hand survey strategy is a method of data collection where researchers develop a set of either structured or unstructured questions to be answered by the respondents and the same can be returned on the same day or at a later day that is agreeable between the two parties. Important steps after developing the questions is to select a sample, administer the questionnaires, collect them , do data cleaning, coding, transformation and analysis (Flick, 2011). 3.7.2. Rationale for Selecting Survey Strategy The major advantages associated with survey strategy is its ability to cover a larger geographical region and larger population, due to its use and familiarity respondents may not be receptive, it is cheaper compared to face-to-face interview, data analysis can be easily accomplished. However as suggested by Saunders, (2008) this approach of data collection is associated with issues related to non-response, due to standardization some important variables and information may not be included. 3.7. Time Horizon There are two main types of horizons longitudinal and cross-sectional time horizons. Longitudinal is type of study that will take much longer time frame for instance years. It is usually applied in psychology or medicine where a population or a sample is studied and follow ups are then conducted after specified time frame for instance 12 months, 48 months or even 5 years down the line (Trochim, 2006). 3.8.1. Cross-Sectional Research Since the study will chose one case and evaluate the data at a specific time, the time horizon for the proposed study is a cross-sectional study. A cross-sectional study is usually descriptive. 3.9. Research Instruments 3.9.1. Sampling Instrument Simple random sampling will be used. This is a probabilistic sampling method in which each element or subject in the population of interest stands an equal chance of being selected into a representative sample (Tashakkori & Tedllie, 2003). It is worth mentioning that the chance of a subject, individual or element to be selected is known. In simple random sampling two main approaches are used to select elements, they are lottery methods and random numbers (Holloway & Daymon, 2010). The lottery method is where a list of the population is prepared and numbers assigned to them. The papers which are identical are thoroughly mixed in a drum and a paper is drawn one at a time, this is done until the desired number of the sample is obtained (O'Leary, 2004). Random numbers methods are where a sampling frame of the population elements, the numbers is used to select the desired sample. In most cases computers or calculators are used to generate the random numbers. The advantages of simple random sampling include time saving as well as being cost effective. However the approach might be expensive if the population to be investigated is spread over a large area and in situations where the process of sample selection is completely left to chance, there is the danger of not having a representative sample (Mungenda & Mungenda, 2003). The desired sample size is 100. 3.9.2. Data Collection Instrument The required data will be collected through questionnaires. This involves developing a sect of questions in a structured as well as unstructured manner to be sent to or given to selected individuals to fill (Kothari, 2004). 3.9.3. Data analysis Instrument The collected data will be analyzed using SPSS version 16. Frequencies and percentageswill be used to analyze the collected data. Presentation of the findings will be done through tables, figures and graphs (Mungenda & Mungenda, 2003). 3.10. Validity and Reliability In the field of research the concept of reliability and validity are of utmost importance and should be treated with care. Ideally these two concepts are important ways of reporting the rigor of the research process as well as the trustworthiness of the findings. Reliability refers to the degree to which outcomes or findings are dependable (Roberts, et al., 2006). Attributes closely associated with reliability are repeatabity as well as replicability of findings. In order to uphold the principle of reliability, a test-retest method will be adopted. On the other hand validity in quantitative research is associated with whether the measure is what was intended to be measured or the trustworthiness of the findings. To guarantee validity of the findings, the concept of triangulation will be used. This entails supporting the findings from a multiple of sources, seeking advice from experts in research methodology (Roberts et al., 2006). 3.11. Research Access, limitations, Resources Before one conducts a research study, there is need to seek approval from the relevant authorities. First in order to gain entry or access to the relevant materials and participants, I will write to the University Independent Review Board so that it can approve my study. Similarly I will seek formal permission from the Alounak Restaurant as well as the participants I will interview. Since I am an employee of the restaurant, I am sure to obtain the necessary information. The major limitation of the study is with regards to the fact that the data will be collected from one company. Having in mind that every business has unique setting, it might be irrational to use the results obtained in this study to generalize the findings to other businesses (Kothari, 2004). First there will be need to have $100 to aid the researcher accomplish a number of tasks such as travelling, accommodation, buying paper for printing, mailing questionnaires, hiring a research assistant as well as acquisition of recording equipment. In terms of time, the research will require a 12 weeks to be completed and handed over to the school. Other physical resources that I will need include statistical software for data analysis, a computers and a printer. More importantly the proposed study will require vital information from both primary and secondary source. Sales data will be required by the researcher. 3.12. Ethical considerations Before proceeding with the study, the Independent Review Board of the University will review the study before giving the researcher a node to carry out the research. The respondents are to be fully informed about the research in advance before the actual day of interview. No one will be forced to take part in the project (Flick, 2011). In the interview, respondents will be made to understand that they were free not to talk about things that he or she is not comfortable with. The researcher will also promise the respondents that they were guaranteed of their privacy (Saunders, 2008; Sellers, 1998). Additionally one will be free to withdraw from the study without any intimidation. Concerning data sharing, the same will only be shared with the supervisor. Similarly, I will give due credit to creative work and contribution of other scholars with regards to my topic of investigation by properly referencing my work. This is aimed at adhering to provision of plagiarism in the University. 3.13. Chapter summary The chapter has thoroughly looked into the steps to be followed in order to conduct the research and to answer the research question. Issues relating to the aim, rationale of the study, philosophy behind the study, research design, data collection and analysis, limitation among others have been succinctly brought to light. References Adèr, H., Mellenbergh, J., & Hand, D. 2008. Advising on research methods: a consultant's companion. Huizen: Johannes van Kessel Publishing. Belk, R. (2006). Handbook of Qualitative Research Methods in Marketing. New York: Springers. Creswell, J. 2012. Educational research: Planning, conducting, and evaluating quantitative and qualitative research. Upper Saddle River, NJ: Prentice Hall. Flick, U. (2011). Introducing research methodology: A beginners’ guide to doing a research project. London: Sage. Gratton, C. & Jones, I. 2004. Research methods for sports studies. London: Routledge. Holloway, I. & Daymon, C. (2010). Qualitative Research Methods in Public Relations and Marketing Communications. London: Sage. Kothari, C. 2004. Research methodology: Methods and techniques. 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