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RESEARCH METHODOLOGY

Table of contents
3.0 Introduction................................................................................................................................3
3.1 Present research proposition......................................................................................................3
3.2 Research onion...........................................................................................................................3
3.3 Research paradigm (Positivism)................................................................................................4
3.4 Research approach (Deductive).................................................................................................5
3.5 Research design (Descriptive)...................................................................................................5
3.6 Research methods (Case study and Interview)..........................................................................6
3.7Data types (Qualitative)..............................................................................................................7
3.8 Data collection methods............................................................................................................8
3.9 Data collection tool or strategy..................................................................................................8
3.10 Methods of sampling...............................................................................................................8
3.11 Population and sample size......................................................................................................8
3.12 Data analysis............................................................................................................................9
3.13 Accessibility issues..................................................................................................................9
3.14 Ethical issues...........................................................................................................................9
3.15 Reliability and validity............................................................................................................9
3.16 Research limitation..................................................................................................................9
3.17 Timetable.................................................................................................................................9
3.18 Summary................................................................................................................................10
Reference List................................................................................................................................11
Appendix-1....................................................................................................................................13

3.0 Introduction
On having obtained amplified knowledge with the help of theoretical underpinning and
conceptual model in the foregoing chapter, the researcher attempts to frame suitable
methodology to carry out the research aptly. Proper selection of methodology contributes
towards solving research problem and assists in acquiring objective-based result. On contrary,
inappropriate selection leads towards abortive results, hence the research here facilitates in
meeting research aim and objectives through selection of proper methodology required for the
study.

3.1 Present research proposition


Over the years, merger and acquisition has become one of the common phenomena in terms of
functioning business in any sector. It could be noticed that organizations often undergo merger
and acquisition to ensure growth and development. Statistics also disclosed that growth prospects
worked as the catalyst behind popularity of this. The amount of success in merger and
acquisition has become vain than the cases of success all over the world, especially in UK. In
this circumstance, the current research proportion of the study is to assess whether merger and
acquisition proves to be fruitful at the end or not (Cooper and Schindler, 2010). Popularity is
above the question but the failure in meeting objective is widely observed in different cases that
is scrutinised through the study. In order to achieve the result, positivism philosophy, deductive
approach, mixed method of data collection (both primary and secondary), structured interview
and case study (recent merger and acquisition cases) methods have been used.

3.2 Research onion

Figure 3.1: Research Onion


(Source: Saunders et al. 2009, p.52)
The folds of research onion have been taken into consideration throughout the course of research
in order to ensure that appropriate path is followed so that research problem can be examined
properly (Crowther and Lancaster, 2012). In this respect, the current study highlights
incorporation of the research approach, design, and paradigm, sampling as well as data collection
methods, those were suitable for the study to certify positive outcome. Adoption of research
onion helped in taking care of research objectives and research problem could be dealt from
different dimensions.

3.3 Research paradigm (Positivism)


From the viewpoint of Denzin and Lincoln (2009), research philosophy contributes towards
enrichment of the study with the help of asserting correct proposition requisite of the study;
Among which, philosophy of positivism focuses on dealing research problem with the help of
truths and facts once they are observed. Arguments put forward by Truscott et al. (2010),
discloses that interpretivism could also be proven effective in research as it is based upon human
perception over a specific or particular situation.

Based upon the nature of the study, the researcher has considered positivism as with the help of
this, research problem could be scrutinized in light of facts and truths. The researcher was also
able to explore the background regarding the value of current research. Moreover, the research in
corporation of primary data collection method through interview entitles the chosen paradigm.
Other philosophy such as interpretivism is more applicable in secondary research and realism
was inapt for the study therefore, positivism philosophy has been chosen to facilitate critical and
logical investigation of the research topic.

3.4 Research approach (Deductive)


Inductive and deductive are the two kinds of major approaches used in most of the dissertations
after being approved by ample numbers of researchers and scholars worldwide. Harrison and
Reilly (2011) asserts that deductive approach is proven to be effective while deducing knowledge
following a top-to-bottom approach. Basically, in concentrates by deducing knowledge from the
existing literatures based on the research ground and guides in formation of the hypothesis so
that it could be carried out to the next level. On contrary, inductive approach may be fruitful for
those studies endeavours to build up new theories following bottom-to-top approach (ToloieEshlaghy et al. 2011). It concentrates on the exploration of primary stage to gather information
and forming new theories once the hypothesis is being formed.
After obtained proper knowledge about both, the research incorporates deductive approach in the
current study. The selection of this approach is justified as it helped in deducing knowledge from
the existing literature (theories, concepts, models of acquisition and merger). There was
negligible scope to use inductive approach and form new theories relating to topic therefore,
inductive approach was not suitable.

3.5 Research design (Descriptive)


Appropriate assertion of research design in mandatory as helps in identification of the research
problem and studying it by obeying a systematic plan. Besides the three types of research
designs, explanatory assists in establishing relationship between the research variables
(Cameronc, 2009). On the other hand, exploratory focuses on obtaining background knowledge
about the area of research since the objectives are yet not developed. In addition, research
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problem is identified through steps forward in the study.

Descriptive research design or

analytical purpose put stress forward in developing test association between research variables
and provides the path to explore research problem having examined from different angles.
For the conduction of the current study, descriptive

research design has been opted so that

research problem could be viewed from different angles. Justification of choosing analytical
purpose was that the research has well-developed objectives that negates assertion of other
research designs.

3.6 Research methods


Primary/secondary/mixed method
(DO RESEARCH OVER NET, SEE THE PROPOSAL and write)
Primary method means when u conduct survey and interview, secondary means data will be
accumulated from book, journal. Mixed method is combination of primary and secondary.

3.7Data types (Qualitative/Quantitative/both)


(DO RESEARCH OVER NET, SEE THE PROPOSAL and write)

WE get quanti data from survey and quail data from interview

3.8 Data collection methods


For the collection or primary data, interview, survey methods have been used to obtain
quantitative and qualitative data. In case of secondary data sources are book, journals, websites,
reports.

3.9 Data collection tool or strategy


As commented by Toloie-Eshlaghy et al. (2011) based on research purpose, researcher opt for
research strategies to execute research aim and objectives. Case study, survey, interview and
experiments are some of the research strategies that are pertinent for research work. The
researcher has chosen survey and interview for completion of the study successfully. Cameron
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(2009) indicated that survey ten to contribute data from a huge amount of population following
cost saving and time saving methods. Both online and offline survey can be entertained in order
to gather relevant data directly from the respondents. In addition, survey choice made due to
wider data collection helping in varied but authentic data collection to help in better subject
analysis. Interview is also used as research strategy to obtain form limited yet knowledgeable
people. Interview choice is made to assess specific cost strategy followed by the UK marketers
and its influence on consumer attitude.

3.10 Methods of sampling


In order to select participants for the interview, non-probability convenient sampling method
has been used. In case of survey, simple random probability method.

3.11 Population and sample size


Kilker (2011) mentioned that sample size below 35 can raise issues regards the authenticity and
validity of the current subjects hence, 62 retail customers and 6 marketing mangers of several
retail brands in London are the number of chosen sample. Responses of the 62 retail market
consumers would contribute to the problem of the research in order to fulfil research objective
with through accumulation of fresh market data directly from the respondents limiting biases.
Chosen marketing managers on the other hand are limited in numbers but their opinions are
widely based on experience hence providing in-depth knowledge about the impact of cost
strategy upon customer behaviour in retail sector.

3.12 Data analysis


In order to appraise the quantitative data, the researcher has transformed numerical digits into
percentage using excel sheet. In case of qualitative data, data triangulation has been used.

3.13 Accessibility issues


In the course of research work, the researcher has undergone with some of the issues related to
accessibility such as reaching the audience and accessing the managers and respondents
(Cameronc, 2009). To overcome the first problem, the researcher conducted telephonic and video
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interview using Skype. On the other hand, to ensure reach of the manager, proper consent has
been taken. In time of accessing secondary sources, authorisation has been approved.

3.14 Ethical issues


The researcher has obeyed the provisions Data Protection Act, 1998 in order to avoid legal
hazards. The researcher has not tampered data to make the study reliable. Data security has been
ensured by not disclosing any of the personal information of the respondents. Respondents took
part in the survey were free to respond without any internal or external pressure (Harrison &
Reilly, 2011). Most importantly, the researcher has ensured that no data would be used for
commercial purpose but academic purpose only.

3.15 Reliability and validity


Reliability of research represents that under the same condition if other researchers make an
experiment thorough which same result is generated then the current research is said to be
reliable (Bryman & Bell, 2011). It also shows that larger scientific community will accept the
hypothesis. Validity highlights the entire experimental concept and uncover whether the result
acquired meet all the requirements of scientific research methods or not. The current researcher
has ensured reliability and validity of research by adopting scientific methods, authentic data,
avoidance of biasness and manipulation.

3.16 Research limitation


The findings of the study is limited or restricted due to scarcity of time as well as money.
Enlarged time-period could contribute towards richness of findings but it got restricted with
limited source of finance being a student.

3.17 Timetable
(For timetable, refer to appendix-1)

3.18 Summary
In accordance with the outline of the chapter, it could be ensured that the researcher incorporated
a set of apt methodologies that addressed the research question abundantly. Incorporation of
appropriate data collection methods helped in gathering extensive data required for the study
contributing towards enrichment. It also assists the researcher to come to the analysis of data
with the help of augmented knowledge.

Reference List
Cameron, R. (2009) A sequential mixed model research design: design, analytical and display
issues, International Journal of Multiple Research Approaches, 3(2), pp. 140-152
Cooper, D. and Schindler, P. S. (2010) Business Research Methods, 11th ed. London: McGraHill.
Crowther, D. and Lancaster, G. (2012) Research Methods, 2nd ed. London: Routledge.
Denzin, N. K. and Lincoln, Y. (eds.) (2009), The SAGE Handbook of Qualitative Research,
London: SAGE Publications.
Harrison, R. L. and Reilly, T. M. (2011) Mixed methods designs in marketing research,
Qualitative Market Research: an International Journal, 14(1), pp. 7 26
Kilker, J. (2011). A Review of of Visual Communication Research Design. Visual
Communication Quarterly, 18(2), pp. 131-132
Lewis, B. and Porter, L. (2010). In-Game Advertising Effects. Journal of Interactive Advertising,
10(2), pp. 46-60.
Ons.gov.uk. (2016). Mergers and Acquisitions Involving UK Companies- Office for National
Statistics.

Available

from:

http://www.ons.gov.uk/businessindustryandtrade/changestobusiness/mergersandacquisitions/bull
etins/mergersandacquisitionsinvolvingukcompanies/2015-09-08#transactions-in-the-uk-byforeign-companies [Accessed on 2 Aug. 2016].
Saunders, M. N., Lewis, P. and Thornhill, A. (2009) Research methods for business students,
Page 52, 5th ed. Harlow: Prentice Hall
Terlutter, R. and Capella, M. (2013). The Gamification of Advertising: Analysis and Research
Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games.
Journal of Advertising, 42(2-3), pp. 95-112.

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Toloie-Eshlaghy, A., Chitsaz, S., Karimian, L. and Charkhchi, R. (2011) A Classification of


Qualitative Research Methods, Research Journal of International Studies, 20(4), pp. 106-152.
Truscott, D. M., Smith, S., Thornton-Reid, F., Williams, B. and Matthews, M. (2010) A crossdisciplinary examination of the prevalence of mixed methods in educational research: 19952005, International Journal of Social Research Methodology, 13(4), pp. 317-318.

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Appendix-1
Activities

1st

2nd - 7th 8th

12th

16th 20th 24nd 26th

Week

Week

11th

-15th

19th

23st

25rd

Week

Week

Week

Week

Week

week

Topic selection

Secondary data
collection
Primary

data

collection
(interview)
Literature
review
Methodology
identification
Analysis

and

interpretation of
primary data
Findings of the
study

and

comparing them
with literature
Conclusion

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Draft formation
Submission

of

final work

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