The Impact Of Integrated Marketing Communications On Consumer Behavior – Part 4


Chapter 3: Research Methodology

3.1 Introduction

The chapter of research methodology plays a pivotal role in the process of the research development (Saunders et al., 2011). Saunders et al., (2011) believe that research methodology helps in directing the research study and discusses about the methods that researcher uses to collect data and prepare the research study.

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3.2 Research Philosophy

The philosophy of the research provides ground on which the structure of the entire research methodology is built. The research philosophy provides the position stance for developing a research study. The underpinning philosophy of the research is defined as the combination of the phenomenological and the positivistic research philosophy. The study is phenomenological as it aims to address the subject which is humanistic while it is positivistic as it aims to identify, explore, and evaluate the existing phenomena in addition to explaining the reason working behind such phenomena (Saunders et al., 2011. pp.113).

3.3 Research Strategy

The strategy in simple meaning is the course of action that guides for the achievement of certain objective (Hatch, 2002). The research philosophy underpins the strategy of the research. For the study related to discussing the impact of Integrated Marketing Communications on the consumer behavior, a scientific research strategy is employed. Of the two categories of research strategy being deductive and inductive, the dissertation is following the deductive research strategy. The definition of the deductive research strategy implies that it takes into account the model and theories already developed in previous research work and theoretical aspects for the assessment and analysis of results of the underlying study (Collins, 2010). Integrated Marketing Communications.

3.4 Research Approach

Implementation of the research study requires defining the approach in order to implement the strategy effectively, efficiently and systematically. Broadly the research approach for the research study is categorized into qualitative and the quantitative approaches (Hartas, 2010). Thisdissertation combines of the both categories for the development of the study that is comprehensive in terms of information provision. The quantitative research approach refers the information that includes numerical evidence and references for the matter of rationale provision (Hartas, 2010). The discussion section has provided references to the various studies that have empirically tested and concluded the relation and impact of combination of Integrated Marketing Communications in driving the consumer behavior to a certain direction.

On the other side of the research approach quantum, the qualitative research approach takes into reference the information that provides evidences without numerical evidences. With this definition at work, the qualitative research approach is applied in the development of the literature review chapter and the discussion and analysis chapter (Hartas, 2010). The discussion chapter also provides rationale and explanation of the impact of the marketing activities that are integrated with order to impact and derive certain type of consumer behavior.

3.5 Research Method

Comprehensive research methodology literature has provided two possible methods for the implementation of the research approach: primary and secondary research methods. In this research study, the researcher has used secondary research method to collect data (Walliman, 2010). Integrated Marketing Communications Integrated Marketing Communications The study has developed a discussion and analysis with respect to the topic under discussion, making use of existing scholarly literature, as well as other authentic sources of information (Walliman, 2010).

Application of the secondary research methods is supported by the fact that it provides an opportunity to complete the task in a comparatively smaller time frame as compared to primary research methods (Patzer, 1995). Moreover, secondary research methods require limited cost as the material and data required for the assessment is already compiled and developed. Also, it requires limited expertise in arranging and managing the data that is crucial for exploring the insight from information. All these advantages offered by the secondary research methods also bring with it certain limitations. The secondary research methods rely on the already collected, developed and analyzed data, therefore this limits the ability of the research to explore further insights from data (Rugg, & Petre, 2006). Another important limitation of the research study is that the researcher cannot guarantee whether the data is valid or exactly relevant to the main topic of the study because the researcher was not involved in the data collection and data preparation process.

3.6 Data Collection And Analysis

The importance of the data collection lies in the fact that results of the study are widely dependent on the type and quality of the data (Rugg, & Petre, 2006).

The secondary sources used for this research study include scholarly articles, books, company and other research agency publications. Moreover, the reviews and information from the newspaper are also collected for the discussion and analysis. The analysis of the secondary data collected is conducted by developing discussion on the basis of the results and proposition of the different research, articles. The discussion chapter entails debate about the different perspectives of the impact of IMC in generating a particular type of desired behavior from the consumers.

3.7 Ethical Consideration

Ethical aspects of research study are important that researcher needs to address (Gregory, 2003). The secondary data that have been used in this study are properly cited and reference about the source of information. Moreover, for the objective of the underlying study the researcher has also ensured the research takes information that is provided in the results section of the reference source and it is not manipulated in any way.

There is an immense literature on the topic under development; however, the study for the purpose of analysis has only taken into consideration the information from authentic sources. Also, the complete list of sources is also provided for any cross reference check, in line with standard academic procedures.

3.8 Limitation

As a matter of fact, the study has taken into account different important aspects to produce the comprehensive results for the research objectives. However, due to the constraints of time, cost and other factors, the research still has certain limitations. Some of the limitations posed to the study are as follows:

The research with respect to the impact of Integrated Marketing Communications on the consumer behavior is accounting a wide topic. There are various elements in integrated marketing communications, and each element is a complete domain in itself. With this factor at work, the study is faced with the limitation of inability to explore and assess the impact of each element in detail.

The study is also faced with the limitation of the fact that results cannot be generalized. On practical grounds, each business has its set and mix of the elements of the marketing communication that are integrated to produce desired business objectives and results. As the objective of each business different, so the impact of IMC will be different also. Hence, the study is not able to provide a comprehensive guideline to any particular business or industry. However, it can be used as a reference guide in order to produce the analysis of the impact of IMC on any specific industry, as well as company.

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3.9 Summary of Research Methodology

The study relies on secondary data. The secondary data as already mentioned in the data collection section is based on the past studies. The referred studies were developed for certain other specific objectives which may not be fully aligned with the objective of the underlying study. Hence, the discussion and analysis is faced with the limitation of extracting due information from the data already transformed into information for some other purpose. Therefore, this raises a limitation of missing crucial information for the underlying study.

The researcher has, though, attempted to develop an analysis section without any bias. However, limited expertise of the researcher as being a student of the research discipline, the study is faced with the potential limitation of biasness.

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