Research Methodology and Methods - Term Paper Example

? Research Methodology and Methods of the of the of the Research Methodology and Methods Introduction: Choosing an appropriate research methodology plays a significant role in conducting a research successfully as it helps the researcher to achieve accurate and desired results. It is vital for researcher to have a complete knowledge of all available methodologies and then selecting a methodology that is according to research questions and objective. Current chapter focuses on devising methodology adopted for this research and deciding upon data collection methods including primary and secondary resources. Different tools of research and data sources in relevance with qualitative methodology are discussed in the chapter. Sample size, selection of sample, and target population are also explained in this research methodology along with the limitations of the methodology used in this study. Research philosophies/methodologies: The research is mainly based on the determining the effects of applying the Efficient Customer Response (ECR) in different convenient stores on customer value. As previous researches have indicated that the consumer value is based on the interest of the consumer therefore, it is argued that Positivist Research is not completely applicable and implemented in this research and limitation on this type of research cannot be ignored or avoided. Therefore, the use of Interpretative Research is given consideration, which is helpful to analyze the customer value with help of surveys, questionnaires, and interviews. The dimension of customer perception shifted from independent store to major multiples has the ability to make use of ECR method resulted from this change. Qualitative data is more appropriate to explore in this topic therefore, Interpretative Research is suitable to conduct this research. It is important to enter and analyze social world of this research subject and understand the point of view of the world. This is very important aspect as the customer needs and wants is the final objective of any successful business. Applied Methodology: Interpretative paradigm is a framework that is used to develop in-depth analysis of human experience. This technique is helpful to make models, theories, and explanation that help the researcher to understand the experience of human in better way (Saunders, Lewis and Thornhill 1997). Different people have different experiences because they have experienced different parts of reality in their life. The analysis of interview data is a rational method in understanding the difference between the experiences of people (Fade 2004). In this research, different managers are working for different convenient stores and they have experienced different behaviors and attitudes of customers coming in their stores. Through analyzing and combining their views on customer value and effective implementation of ECR, a new paradigm is achieved through this research work. The researcher has used qualitative approach to make sure that all the goals and objectives are met to reach a conclusive result. The reason to use qualitative approach is that manipulation of data is made easy in this approach and information utilized in such a way that researcher comes to the desire result. This approach presents the result of study in subjective manner and help to make hypothesis so that it becomes easy for researcher to evaluate the reliability and validity of the problems and questions of research (Saunders, Lewis and Thornhill 1997). By looking at the nature of the study, qualitative approach is appropriate of this research as it focuses on extending and evaluating the findings and theories of studies conducted in past and presents new dimension of subject under research. The study provide in depth understanding on the concept of efficient consumer response and customer value of different convenience stores. Kurnia, Swatman and Schauder (1998) conducted a comprehensive research on Efficient Consumer Response (ECR) in which they have analyze all the previous research regarding ECR and data is evaluated on basis of previous survey in UK and USA (Kurnia, Swatman and Schauder 1998). Similarly, this research is descriptive in nature and results are based on interviews conducted. Studies conducted on qualitative approach generally use inductive approach because in this approach, it is the requirement of researcher to make hypothesis in order to test the validity of research that is studied by him. It is important that researcher does not try to test the hypothesis, already tested in the past. This approach limits the study under define research premises and validity of hypothesis are analyzed on the basis of academic models and available information that are used and implemented by previous researchers in their work. The inductive approach also facilitate the researcher to make clarity in the concepts and definitions of factors and elements of different subjects in studies and reduce the uncertainty that often occurs in conducting any research (Marlow and Boone 2011). The present study aims at focusing the efficient response of consumer and value of customer therefore, inductive approach assists the researcher to test hypothesis as there are limited number of respondents selected for sampling and responses collected from them can easily be evaluated in a generalize form. Sampling: A process in which research is conducted is known as Sampling and researcher in sampling selects population or groups of population to conduct research on them. The respondents or sample provides different responses in which research tests the hypothesis by analyzing their responses (Seidman 2006). The sampling approach adapted in this research is non-probability purposive sampling because in this approach, the aim of sampling is to access the whole population of a limited subcategory or circle of the population. This sampling method is successful when organizational settings, limited groups, or societal groups are studied. Based on purposive sampling method the independent convenient stores that have been opened in the past ten years are approached for collecting information to be analyzed and correlated with customer value and ECR. The researcher has selected four managers working in different convenient stores including Tesco Express, Spar, Sainsbury’s Local, and Waitrose in London. Researcher has selected those managers who are working at different positions and they are allowed to take decisions for improvement of these convenience stores. Purpose of Interviewing: The target respondents interviewed because it helps the researcher to recognize the fact by listening to the live experiences of people and it helps to understand their beliefs and perception regarding any specific topic. In this manner, the researcher is able to get the answers of the research questions and hypothesis are tested based on information gathered from respondents and information or data is evaluated so that logical conclusion is presented in the form of results. Most of research in which qualitative approach is used, interviews are conducted and researcher have to take his personal interest and have to visit different areas and people to make his result accurate and according to research philosophy (King and Horrocks 2010). This is the reason that it is difficult to make classification of responses through numerical figures or some coding Interviewing is define as the collection of data technique that enables the researcher to understand and observe the behavior and attitude and interprets the meaning of these attitudes and behaviors to reach the objective of his research. For the current study, interviews questions are semi structured that enables the researcher to implement a flexible and open framework when he is interviewing the target population and room provided to focus on gaining the information required by help of the two-way conversation. A common semi structured interview starts with general discussion and questions relevant to the topic of study and the biggest advantage of using the tool of interview is that it is not complex and interfering to the respondents allowing them to ask counter questions. Another advantage of semi-structured interviews is that researcher is allowed to check the validity of the previous research theories and accuracy of result is achieved by this way. In semi-structured interviews, some questions are planned, some questions are not planned, and researcher has the liberty to ask relevant question that comes in his mind during the interview. In brief, semi-structured interviews is a two way verbal communication process that involves an interviewer and interview in which interviewer is researcher and interviewee is respondent. These interviews allow the participants to explore and recognize the issues freely (King and Horrocks 2010). Interview Guideline: The interview have semi-structured questions that serves as guideline for researcher to investigate the aim of convenient stores to fulfill the needs of the customers, application of ECR by major multiples and the effectiveness of ECR. These questions enable the researchers to clear the concepts and create understanding of theories and past studies to inquire about the elements and factors that are incompletely responded by the managers. The dimensions of customer value are kept under consideration in the interview and these dimensions include conformance to requirements, product selection, value added services, price, brand, relationships, and experience. The researcher also attempts to acquire information to clear the concept of ECR during the interview and about the ways adopted by selected convenient stores for achieving ECR. Secondary Research: For studying the relevant literature provided by previous researcher on the same topic, researcher have make use of the secondary data regarding the customer value and efficient customer response Different theories of ECR have been studied by researcher to understand the value of customers and their responses in different businesses. The researcher has tried to use the information that is publically publish only and took permission from the convenience stores before analyzing their internal data. Researcher to collect the required information uses both offline and online mediums. This information includes the online and offline published books, articles, research journals, newspapers, journal articles, company reports, and documents that are available on different websites (Saunders, Lewis and Thornhill 1997). The offline sources for carrying the secondary research have been used in the library of the university. These sources help the researcher to developed objectives of the study regarding the efficient consumer response and consumer value in their respective stores. Thematic Analysis: The researcher uses thematic analysis for the analysis of the qualitative data based on the conceptual framework identified in the previous chapter. This method for analysis is considered to be difficult for the researchers to use this tool and the quality of result obtained from this tool is low as well since unlike other qualitative tools, thematic analysis does not make use of theories and phenomenon and researcher only have to adopt the themes that are related to literature of the research. (King and Horrocks 2010) However, in this study the data that is obtained from the respondents, the researcher have used thematic analysis and the information collected from the primary research is interlinked with the models and theories presented by previous research work for the measurement of validity of research questions. Time Horizon: The research is based on weekly or monthly basis to follow the changes or development related to customer value therefore, it is clear that this study is not longitudinal. The study looks at the changes and development of customer value and efficient customer response, in the last ten years amongst different convenient stores located in London, UK and this is the reason that this study is a cross sectional in nature. The limitation of this type of time horizon is that during the present era, if any new changes and development comes regarding this topic than the results from this study will not be applicable to them. There could be very important and major changes that could come regarding customer value but it is not possible for researcher to study them. Limitation of the Study: The adopted research methodology is the most suitable by keeping in view the focus of this study that focuses the value of customers and efficient customer response (ECR), but there are limitations of this research that are as follow: The foremost limitation of this research is the accessibility of information regarding this subject. There is not a lot of work is done for the customer value and efficient consumer relationship for convenient store therefore it was difficult for the researcher to gather relevant data. The purposive sampling approach that is used for sampling can result in adding the level of certain subjectivity and there can be an element of biasness in responses gathered for the selected sample. This research presents the study of involvement for different managers working different convenient stores in London therefore; this can limit scope of the study as not many stores and managers have been involved in this research. There are certain factors like time constraints and cost of research to conduct this research, that have a certain impact on range of scope study. Because of the lack of funds from university and outside sources, the researcher has tried to keep the cost at minimum. List of References Fade, S. (2004). Using interpretative phenomenological analysis for public health nutrition and dietetic research: a practical guide. Proceedings of the Nutrition Society , 63, 647-653. King, N., and Horrocks, C. (2010). Interviews in Qualitative Research. London: Sage Publications Ltd. Kurnia, S., Swatman, P., and Schauder, D. (1998). Efficient Consumer Response: A Preliminary Comparison of U.S. and European Experiences. Bled: International Conference on Electronic Commerce. Marlow, C., and Boone, S. (2011). Research Methods for Generalist Social Work. California: Cengage Learning. Saunders, M., Lewis, P., and Thornhill, A. (1997). Research Methods for Business Students. Fourth Edition. Essex: Pearson Education. Seidman, I. (2006). Interviewing as Qualitative Research. New York: Teachers College Press. Read More