1. Introduction:Research method is a systematic plan forconducting the research and analysis the collected data from several sources.As per the comments of Kettinger, Teng& Guha (2017), research methodology is a logical process whichprovides a framework to represent the relevant collected data.
The keyimportance of research is to fountain the knowledge, provide guidelines,identify the key issues of the procedure and provide appropriate solution asper that. For this study, the learner has considered several tools andtechniques to collect reliable and relevant information. The key objective ofthis research is to discover new facts, verify and test important facts, analyzethe cause and affect relationship etc.
Apart from that, research methodologyalso allow to find the scientific process, resolve the daily business processand most importantly helps in developing prominent strategies. Here, thelearner needs to pay proper attention towards the selection of tools andtechniques of research in order to get appropriate result. As per the nature ofthe topic, availability of data, research methods needs to be selected. In thischapter, the learner has considered research onion, approach, philosophy,design, sampling, data collection tools etc. in order to appropriate result.Even, this research work will support in evaluating and utilizing the data inorder to get a conclusion. 2. Research outline:Research outline provides an opportunityto the reader to view the tools and techniques selected for this study at aglance.
Apart from that, research outline also allow the learner to provideshort description of the techniques used for this study. In this regard, it can be stated that postpositivism research philosophy, deductive research approach and descriptiveresearch has been selected by the learner for this study. As research topic isrelated with digital marketing and consumer behavior, therefore, extendedresearch is required to collect related information. Descriptive research designallows the learner to present the collect data properly and maintain thequality of the research. Apart from that, quantitative as well asqualitative research study has been considered for the collection of real lifedata. Primary and secondary sources are taken into account to provide accurateand relevant information regarding digital marketing and consumer behavior ofC&C group. The data are collected by using probability and non probabilitysampling. Probability sampling is used for the primary data and non probabilitysampling is considered for secondary sources of data.
Survey and interview isconducted to collect quantitative and interview is considered for qualitative. Dataanalysis is conducted with the help of likert chart, tables, figures andgraphs. Structured, open ended and closed ended questions are used by thelearner to collect relevant information from primary sources. In case ofsecondary sources, the learner has considered related books, journals and websites. Research philosophy Post positivism Research approach Deductive Research design Descriptive Data collection Quantitative and qualitative Data sources Primary and Secondary Sampling methods Probability and non probability (Primary data) Inclusive and exclusive (Secondary data) Data collection instrument Survey questioners (Close ended, Structured) Interview (Open ended, Semi-structured) Data analysis techniques Linker’s chart, graphs, tables Table 1: Research toolsand techniques considered in this study3. Research onion:Research onion is an effectiveprogression through which a research methodology can be designed. Itillustrates the stages that must be covered in the time of developing researchstrategy. Research onion was developed by Saunders in order to describe the stagesof research study in the time of formulating effective methodology.
Researchonion has much significance in planning and carrying out the research. In thiscontext, it can be stated that the learner has followed the steps of researchonion properly to present the collected data in prominently. As per thecomments of Newman & Benz (2014)research onion ensure scientific and authentic use of tools and techniques fordata collection and representation. Figure 1: ResearchOnionResearch onion has six layers whichsupports the learner to analyze the collected data in proper way. The mostouter layers of research onion are research philosophy which indicated thatindicates selection of research philosophy needs to be done at first. In thesecond outer layer research approach has been found. Therefore, the learner hasconsidered research approach at the second stage and so on. Sommer & Sommer (2017) statedthat the progression and effectiveness of the research study is entirely dependson the research onion.