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Chapter III

Research Methodology

3.0 Introduction
Whether a study is related to any field, its base is always the research methodology. It is one of
the important stages of research and has a direct impact on the course of action to be taken.
According to Malhotra (2005), researchers need to keep their method of working according to
the areas and nature of that specific research. The main research questions addressed in this
research are as follows:
1. What is the relationship between the application of advertising appeals and the levels
of brand trust in the U.K consumers?
2. What are the consumers perceptions of emotional appeals effectiveness as compared
to the rational appeals in construction of brand trust?
3. To analyze the situational factors that affect the effectiveness of advertising appeals
on brand trust.
In order to address these questions, valid sample, research tool, and strategy are required.
Research used a systematic approach to finalize all steps involved in this study as explained in
the following pages.

3.1

Research Design

A critical part of the research process is that it must follow a certain model and the selection of
the model to be used for conducting the research has to be made by the researcher.
Elaboration of methodology to be used for any research can be explained through
many models. One of the most commonly used model, introduced by Saunders et al
(2009), the research onion approach has been used in this study.
Fig. 3.1: The Research onion Model

PARADIGM
Positivism
APPROACH
Deduction
STRATEGY
Method:
Source: Saunders et al
(2009

Survey + Interview
Mixed

method

Time horizon:
cross sectional

Technique
:
Quantitati
ve +
qualitativ
e

Source: Saunders et al (2007: 132)

3.2

Research Design

Research Design is like a blue print for carrying out a research project related to marketing and
hence it should be carried out (Malhotra and Burks, 2007). If this alternative is opted for, then
the research process is likely to be more structured and organized and data analysis would
typically be quantitative (Cooper and Schindler, 2003). Malhotra and Burks (2007) assert that
the respondent will be required to give information only once because the research design is
cross-sectional.

3.3 Research Philosophy

Classification of research design can be done into two categories (Malhotra and Burks, 2007):
exploratory and descriptive. Both of these methods can be used to approach phenomena related
to marketing but very contrasting results may be driven from these approaches. The main
difference between them both is that exploratory research is flexible, defines loosely and
unstructured while on the other hand descriptive research is structured and is in line with a
positivist paradigm.

Therefore, descriptive methodology is used mainly to evaluate the

relationships of factors affecting the use of advertising appeals and the resultant impact on brand
trust of fast moving consumer goods (FMCG) market in UK.
3.2.1

Positivist framework

The basis of positivist paradigm is on testing on the proposed arguments on the grounds of
developed theories of that particular field (Cooper and Schindler, 2003). The use of real life
conditions and applications is based within this objective structure, based primarily on deductive
approach and strategies of objectivity. This paradigm is mainly used in this research due to its

scientific approach and minimum biasness due to non-inclusion of researcher in data collection
tools.
3.2.2 Interpretivism framework
The research philosophy on the other side of the spectrum to positivism which is its complete
opposite is interpretivism. This approach is inductive and based on the subjective assessment of
the complex and vague problems of social sciences. The qualitative data collection in form of
interviews, focus group discussions, and projective techniques assist the use of this philosophy.
In this study, only the use of interviews represents this philosophy to a limited extent in order to
validate the results of positivism philosophy.
In view of above discussion, this study primarily used the descriptive analysis which is evident
of the fact that the focus on scientific evidence rather than taking only an interpretive approach
through qualitative research. As for this particular kind of research Descriptive methodology has
greater appropriateness hence it is used in this study. .

3.4 Research Approach

Saunders et al (2009) suggested the use of any or both of the two important approaches in a
positivist paradigm research, i.e. deductive and inductive.
Inductive approach:
Inductive approach centers on exploration and observation for vague and complex research
problems (Saunders et al 2009). This becomes inapplicable for the present study as concepts of
consumer attitudes and purchasing behaviour are predefined and based on tested theories of
consumer behavior. This approach is partially consumed in interviews of advertising
professionals and managers to verify the findings of survey of professional in present research.
Deductive Approach:

An opposite of inductive approach is the deductive one (Stenbacka, 2001). The beginning of
deductive approach is from general concepts and it leads to specific results. This approach can
also be looked upon as a top-down approach, and is projected as a more accurate study the
basis of which is the philosophy of positivism. The approach of deduction is more objective as
well as scientific and hence it is used for this research as the selected positivist paradigm is in
line with it.

3.5 Research Strategies

Observation techniques that are quantitative in nature will be made use of for reasons mentioned
above. Even though qualitative methods, for example focus groups and one on one in depth
interview have the benefit of not being standardized and instead having individuality and also
provide greater insight regarding problems, measuring their outcomes is much difficult.
Furthermore, they are comparatively unstructured and defined loosely which make getting
precise findings from hypothesis testing complex. Research strategy, which is depicted as
Research Onions third layer, is decided to be based on survey which would be conducted on a
consumer group. Application of this strategy is made because the customers being taken in this
study are the customers of a very large subject that is FMCG products.
There are two broad research techniques. These are qualitative research and quantitative
research. Quantitative research involves collection of measurable data, greatly relying on the
representation of developments in a numerical way. Qualitative methods, on the other hand are
effective in cases where the trends that are intended to be captured in the research cannot be
captures through by the use of simple numerical indicators (Silverman, 2010). This research is
used both quantitative and qualitative approach, with questionnaires and interviews being the

main data collection tools. This approach was selected because of the fact that qualitative
research involves a more in depth analysis of phenomena (Collis & Hussey, 2009). In addition to
this, unlike quantitative research, qualitative research is not limited to rigid pre-defined variables.
Rather, it is open to inclusion of further information collected from respondents that can be
useful to the attainment of research objectives (Silverman, 2010). Through the use of the
qualitative approach of research, the researchers is able to carry out an examination of complex
issues that may not be managed by the use of quantitative methods.
On the other hand, the quantitative data collection methods are of assistance in gaining more
objective data within the limited time period. For preparation of the target market, a primary
response was collected from sample of advertising professionals and managers about advertising
campaigns, comprised on both emotional and rational appeals.

3.6 Collection of Data

As aforementioned, both questionnaires and interviews were used in the collection of data.
Around 50 respondents for interviews were identified, 20 from advertizing agencies around the
U.K., while the remaining 30 were selected from managerial position of the major identified
FMCG brands in the U.K (Walliman, 2004).
3.6.1

Primary Data Collection

The data collected for the first time for a particular research is termed as primary data (Malhotra
1999). Survey and personal interviews were conducted for this research through questionnaires
and face-to-face sessions.
1. Survey method:

Survey strategy is one of the most prevailing, simple, and significant way to collect quantitative
primary data from selected sample. This tool is used to perform quantitative study to collect data
from large group of target population. The drawback of this strategy is its objective approach and
lack of detailed answers as compared to the qualitative interviews (Saunders et al 2009). Surveys
can be performed through mail, personally administered, and telephonic questionnaires conduct
for collecting required information. In this study, depending on the convenience of the
respondents, questionnaires were delivered physically and also sent through emails.
2. Interviews
Interviews assist in the areas which are not critically addressed in problem explanation and in
literature review. Normally in open interviews, respondents have the chance of stating their
personal views and observations about the problem under consideration (Yin 2003). In adherence
to the ethical considerations, un-biasness of researcher, valid interviewees, and proper addressing
of the issue under discussion are important to produce credible and significant results.
For this study, the marketing and branding managers and advertising professionals were selected
to address relationship between advertising appeals and brand trust for FMCG brands of UK. The
managers and professional were prior requested to give around 15 to 30 minutes appointment to
answer five interview questions. The ideology, execution, and results of the use of emotional and
rational appeals and their impact on brand trust were the main focus of these interviews. The
access and appoint ordered was tiresome in the beginning but every professional had addressed
the asked questions diligently and gave proper answers.
3.6.2

Secondary data

A research cannot be complete without using secondary research. Secondary research was
needed mostly for the qualitative sections of this study. For explanation of secondary research

leading to better results, a well developed literature review relating to advertising appeals and
role of rational and emotional appeals in popularity of advertisements in target market.
Secondary data was collected from main sources of internet, journals, newspapers, books and
magazines.

3.7 Sampling Technique and Size

Sampling is the procedure used to select a group of representatives from the total population
under study (Saunders et al 2009). In this study, the population was the advertising professional
and marketing and brand managers who deal with the advertising of FMCG products in UK. The
sampling frame was the list of these managers and professionals available in various
organizations in London and other cities. The sampling techniques are the methods of selecting
sample from the given population. Sampling techniques can be based on probability and non
probability techniques. In this study, due to limitations of time and resources and sake of
simplicity, a convenient sampling technique was used. In this technique, only those respondents
were included who can be approached in given time and available resources in UK.
Sample size is the minimum number of respondents selected for interviews and/or survey
(Malhotra 1999). There are around 50 respondents selected for survey, out of which, 20 were
from advertising agencies in UK, the remaining 30 respondents are from managerial positions
and 3 respondents each are selected from advertising agencies and organizations for personal
interviews. These respondents were accessed through their company resources and permissions
from the head of departments or company owners. Main issues faced in accessing these
respondents were their unavailability, delay in responses of emails, and hesitance of sharing

information about their clients. Majority respondents in survey have filled the questionnaire after
multiple follow-ups and reminders from the researcher.

3.8

Questionnaire Design and Conduct

Various methods are made use of for information collection. Amongst the most commonly used
ones is the questionnaire. Use of proper questionnaires was made for collecting viewers
responses. The questions included in the questionnaire were close-ended prepared on the five
points Likert scale and multiple choice options. Research variables generated from the literature
review formed the basis for all questions. The questionnaire was made close end in order to
restrict the respondents subjective opinions and make their answers relevant to the research
Therefore, respondents were surveyed on availability basis in the company office in London by
using personally administered and through emails for out of city respondents. The aim of the
questionnaire based survey was to study the level of attraction of emotional and rational
advertising appeals and perceptions of viewers. While developing the questions it was kept in
mind that this data would be used in the quantitative part of the research and hence should help
in answering the raised questions. Combinations of close ended MCQs and Likert scale items,
total of 20 questions, were included in the questionnaire.

3.9 Research Methods:

The selection or choice of method is the Research Onions fourth layer. The research data is
based on primary sources by using both qualitative (interviews) and quantitative (survey)
techniques. Therefore, according to Saunders et al (2009) research model, mixed methods are
used in this research top assure the comprehensive and valid results of analysis.

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3.10 Data Analysis methods:

During analysis, the collected data from filled up questionnaires were effectively grouped. Basic
descriptive analysis method was applied in this analysis. The data collected from advertising
professionals and marketing managers were tabulated and compared to get a clear picture of the
raised arguments. Use of frequency distribution, mean and mode values helped to answer the
raised questions. Thematic analysis of interviews responses had helped to validate the findings of
survey data.

3.11

Time Horizon

This study is cross sectional, which means that it was completed at particular time interval. The
focus of the study is on the effects that advertising attractions have on opinions and perceptions
on the participants. As this research is based on respondents from same time periods so it is not a
longitudinal one.

3.12 Reliability and Validity

3.11.1 Validity of the Research:

A definition of validity is that the longer the time period for which the research or data is of help
to other research work, the greater is its validity (Joppe, 2000). The research works validity is
present in United Kingdoms larger markets. Various tools were made of use to analyze the
collected data comprehensively. This is very critical when analyzing whether quantitative data is
valid. For restricting the data collections predictability, distribution of questionnaires was also
made to respondents who were aged 18 and also those above this age.
3.11.2 Reliability of the Research:

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A research works reliability can be judged by seeing the consistency and the confidence of the
collected data over a long time period (Cooper and Schindler, 2009). For getting more reliable
data, proper channels for distribution of questionnaires were used and they were distributed
randomly so that use of intentional unjust means is reduced. Through such a method, more
precise results can be gained. Fairly accurate data was collected with the aim of increasing the
researchs reliability so that it can also be of help in the future. The questionnaire was pilot tested
in a group of university students so that the research instruments internal consistency can be
finalized.

3.13 Research limitations

A limitation of this study in terms of research can be the limited size of the sample, as due to the
data collection methods, the sample size could not be increase above 50 professionals. The
respondents have been selected from various organizations, which can also be a research
limitation. Time consumption in collecting data and inaccessibility of organizations advertising
resources and strategies were also a great limitation in this research.

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3.14 Ethical Considerations:

Importance was given to the ethical barriers during the research. Although it was not an
imposition, yet maintenance of ethics level was done. The participants were provided
knowledge regarding the purpose and nature of the study as according to Bell and
Bryman (2007), this gives them confidence in the confidentiality of the research and
so that the data may not be wrongly interpreted. The research had no such much of
harming participants psychologically. Confidentiality of the respondents personal
information was ensured so that they do not face any problem due to that data they
have provided. The participants were informed prior to the collection of data what the
topic, nature and purpose of the research work is. Hence, it can be assessed that all
ethical considerations were kept in mind while conducting this research.

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References

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