The paper "Research Skills for Marketing " is a good example of marketing coursework. Quantitative approach in research methodology starts by the researcher selecting the topic of interest. The researcher must then narrow the topic and focus on the specific research question (Bryman, 2015). In this case, one is supposed to research the marketing of houseplants by a leading UK supermarket. This will require a careful review of the research literature and coming up with a hypothesis which in most cases is based on social theory (Vogt, 2007). Quantitative research methods try to maximise objectivity, generalizability and replicability of the findings.
The researcher, in this case, is expected to maintain objectivity by eliminating bias and perceptions. The main features of quantitative research are the use of instruments in data collection and the use of probability theory to test a statistical hypothesis (Dö rnyei, 2007). This implies that the research will require the administration of tests and surveys to collect data. These may be carried out online by sending the participants online survey questions to fill. The inference from tests and statistical hypothesis will lead to a general inference on the population characteristics.
This makes the method deductive in nature. Using quantitative methods involves assuming that there is a single truth that exists in human perception (Vogt, 2007). Quantitative research method involves phases which looks similar to those used in qualitative research but are very different in purpose and execution. The phases are; Introduction This includes the purpose of the research and the research questions that are to be used. Theoretical perspectives/models This involves the relevant literature review on the research topic (Neuman, 2005). In this case, it will include the background on houseplant market in the UK, the main target group, the leading sellers of houseplants and the buying patterns.
For example, “ UK houseplants and flowers market has been on the decline in the past five years. The data shows a 0.5% decline from 2010 to 2016. The market has been hit hard by the economic downturn. The market is segmented into the consumer market and interior-scaping. For the consumer market, there is own use, gifts and funeral. For interior scaping, there are an architect and interior landscapers. Despite the market being dominated by the Netherlands, UK is a major player in the houseplants market (Mintel, 2015)” . This phase gives all relevant literature on the UK houseplants, the under 30s segment and their shopping behaviour.
Market trends are analysed in this section. Methodology This phase involves sampling and evaluation of external validity. It also includes instrumentation which in some cases may include evaluation of the validity of the construct. Experimental design involves evaluation of internal validity data collection and data analysis (Vogt, 2007). Data analysis involves the evaluation of the statistical conclusion validity.
The data, in this case, includes the respondents’ age, social status, shopping frequency, preferred shopping locations and expenditure among others. The data analysis is carried out in this phase. This involves determining the validity of the collected data. Reporting of results The results are reported and explained in this phase using graphs, pie charts among other reporting aids. Conclusions and implications This phase concludes the research and gives its implications. For example, the research may show that most of the under the 30s prefer to purchase potted plants from florists instead of supermarket due to cost.
This may imply that the supermarket has to change its pricing strategy to attract more under 30s.
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