Introduction
This paper explores the research design and methodology used in the study. Research design constitutes research decisions made in choosing the research methodology. The research design must consider the purpose and objectives of the research. Some essential decisions made in designing a research study include sampling methods adopted, methods for data collection and data analysis (Collis & Hussey, 2009, p. 53). Methodology for a research study constitutes the logical methods used for data collection, criteria used to determine target population, sampling t design used for the study, methods used for data collection, and the techniques and methods adopted for data analysis.
Research Methodology
Considering that there are diverse research activities, it is important to categorize business research into various categories. Zikmund (2003) asserts that the classification of business research can be either by function or by technique. Common types of research include observational studies, experiments and surveys. Classifying the business research purpose of the study enables one to see how research methods used are influenced by the nature of the study. The three common types of research studies grouped according to the nature and purpose of study include exploratory studies, descriptive research, and causal research.
Exploratory studies are used to explore the research subject. Its main aim is to clarify or uncover the nature of the research problem (Crowther & Lancaster, 2009, p. 56). It is most applicable where the nature of the research problem is not clear. The success of this method rests in helping to better understand the dimensions of a problem. The approach does not aim at coming up with a line of action to be applied to a certain situation but to provide information for analyzing a situation.
Descriptive research is the most common type of research study. This approach aims at providing a description of a particular phenomenon or a particular population under investigation (Hart, 2003, p. 17). In addition to providing an explanation of a certain phenomenon, this approach aims at providing answers to what, how, where, and who questions. Despite the approach being popular, nonetheless, there are various criticisms of the approach. According to Blumberg et al (2005), the main disadvantage of this approach is that it does not provide a connection between observed variables. Nevertheless, the method is preferred for its adaptability in studies in different disciplines.
A descriptive approach is used to investigate the role of the internet on international marketing within Amazon. The approach is used to obtain the opinion of internet users over Amazon.com and its marketing strategy.
The causal research approach is the other common approach used in research. The main aim of this approach is to establish a relationship between the cause and effect of the research variable (Bell, 2003, p. 59; Cooper & Schindler, 1998, p.39). The approach is adopted when there is suspicion that there is a cause-effect relationship between research variables under investigation. It aims at establishing causality between research variables. An appropriate example of this type of study is a study to establish the effect of price, packaging and advertisement on the number of sales of a certain product.
Research Philosophy and Approach
Research philosophies across various fields depending on the way researchers view knowledge development. The major positions on the process of research include positivism and phenomenology (Remenyi, Williams, Money & Swartz, 2005, p. 61). Although these views vary substantially, they contribute highly to knowledge development. Positivism research philosophy holds the view that the social world is external and thus it should be viewed objectively. From this approach, the researcher is perceived as being independent and assumes the role of an observant analyst. Phenomenology research philosophy accommodates methods used in natural science in social science studies. This research philosophy supports the use of a different approach that accommodates subjectivity and constructed nature of social science. This research philosophy considers the researcher as part of the study considering that a research study is motivated by an individual’s interest (Brumberg et al., 2005; Williams & May 2000, p. 59).
According to Saunders et al (1999), two approaches of research are common. The two common approaches constitute both inductive and deductive approaches. Explaining these approaches, Saunders et al. (1999) say that survey methodology can be considered as a deductive approach that is based on positivism. They also say that ethnographic observational study can be viewed as an inductive approach that is based on phenomenology philosophy (Robson, 2002, p.73). The deductive approach basically aims at testing some known theories in a certain subject while the inductive approach aims at coming up with theories to explain the observed phenomenon.
The research study is geared towards internet usage in Amazon.com and its effect on marketing. The opinion of internet shoppers on the company’s marketing strategy is sought. The study aim at testing various theories of marketing described in the literature review. Taking consideration of this, positivist principles are assumed while the study takes a deductive approach.
Research Design and Methodology
Research design can be viewed as the framework through which data collection and analysis follow. Research methods on the other hand refer to the actual techniques that are applied in data collection (Bryman & Bell, 2007, p. 101; Hart, 2003, p. 43). Various approaches can be employed in research design. Some of the research designs that can be used include:
Experimental design
This research design has its origin in natural science, but it is widely used in social science in recent days. According to Saunders et al (1999), the approach requires the researcher to manipulate some conditions of the study in order to obtain results. Taking into consideration that the researcher could not control conditions for the study, this research design approach could not be adopted for the study.
Cross-Sectional or Social Survey design
Social survey research design aim at obtaining information from a variety variable in a research context (Ghauri & Gronhaug, 2005, p. 87). Variables considered in a social survey constitute different groups of people that are identified for a study. The main objective of this kind of research design is to look into how different factors in a population differ (Hussey & Hussey, 1997).
A cross-sectional or social survey design is adopted for this study. This design is appropriate because of the nature of the study. This design provides the designer with the most appropriate approach for investigating the role of the internet on marketing in Amazon.com. This design is desirable for it does not require manipulation of conditions and is hence appropriate for a descriptive study.
Longitudinal design
The aim of this kind of research design is to investigate dynamics on a research subject (Robson, 2002, p. 53). It involves examining particular research issues more than once in order to note changes. Considering the nature of this study, this design was found not to be appropriate.
Case Study Design
Case study design involves a detailed study of a specific situation. It involves a single instance on a subject of interest (Bryman & Bell, 2007; Lam, Zhang & Baum, 2001, p. 126). This design was also found not to be appropriate for this research study.
Research studies are categorized into two major categories: quantitative and qualitative research studies. Hussey and Hussey (1997) say that qualitative research studies focus on obtaining measurements over the phenomenon of investigation. The quantitative research approach is subjective in nature and focuses on reflecting and examining various perspectives of human activities (Gill & Johnson, 2006, p. 89). Considering its nature, the quantitative approach calls for a deductive approach in order to establish a relationship between research outcomes and theory.
The qualitative research approach is the second type of research study. This approach aims at providing an inner understanding of a research subject. It seeks to provide an in-depth explanation of human behavior and motivation for such behavior. It seeks to provide answers to why and how on research objects rather than when what and where. Small, but focused samples are adopted for this study in order to allow in-depth analysis of the obtained result. A qualitative approach is adopted for this study. This approach will allow for various issues involved in the internet role in international marketing at Amazon.com to be evaluated.
Questionnaire
Hussey and Hussey (1997) define a questionnaire as a set of well-structured questions that aim at obtaining a reliable responses from the targeted respondents. Effective questionnaires should enable reliable data on topics of interest to be obtained. Saunders et al. (1999) warn that precise data should be obtained for a researcher to achieve research objectives.
Questionnaires must meet some qualities for the method to be effective in data collection. Hussey and Hussey (1997) advise that questionnaires should constitute a covering letter or an explanatory paragraph in order to introduce the research topic to potential respondents. The introductory letter of the paragraph also helps the respondent to know how to respond to the questions and thus helps in ensuring that responses are valid. Hussey and Hussey (1997) also advise that questionnaires should have proper instructions to guide respondents. They also posit that the questions in questionnaires should be well numbered to make it easy for respondents and researchers to follow.
The above important considerations in preparing the questionnaire were observed to ensure success in data collection.
Question design and rating scales
The design of questions is very important in achieving the objectives of a research study. Marshall (2002) says that different types of questions depend on the research objective. He names open questions, closed questions and multiple-choice questions as the main type of questions for a research study. Each type of question has its advantage and disadvantages that should be considered depending on a research study (Saunders, Lewis & Thornhill, 1997, p. 134). Open questions allow respondents to give their opinions without limitation. Closed questions on the other hand are easy to use in data collection and analysis but limits response from a research respondent. Open and closed questions have been used in the study. Closed questions are mainly used because of their suitability to the nature of study, methodology and objective.
Open and closed questions were adopted for this study. Open questions were mainly preferred as they allow respond to their opinion without limitation. These kinds of questions will allow the researcher to obtain various opinions over internet marking in Amazon.com, a concept that is rather new in marketing. Multiple choices were also used to collect basic demographic information such as age, gender and marital status.
Pilot Study
A pilot study is appropriate before undertaking the actual data collection exercise. Cooper (2003) recommends that a questionnaire should be fully tested before being distributed for actual data collection. A pilot study allows a researcher to evaluate the simplicity of using a questionnaire and reveal any weakness in the design.
A pilot study was conducted to ensure that questionnaires were effective in data collection. The researcher sent some questionnaires to a number of online shoppers. The aim of this pilot study was to uncover whether there was any ambiguity and errors in the questionnaires.
Research Population
The initial step in sampling usually involves a choice of the research population. Zikmund (2003) warns that failure to choose the appropriate population leads to ultimate failure in a research study. The target population constitutes groups of individuals that have common aspects relative to the research study.
The target population for this study was online shoppers in the United Kingdom. The United Kingdom was chosen as it has many internet users and online shopping is popular.
Selecting a Sample
The objective of sampling is to obtain some members of the population to be used for a study (Easterby-Smith, Thorpe & Lowe, 2002, p. 28). Sampling is motivated by various factors that include the intention to lower cost, reduce the time required for study, and increase accuracy of results. Hussey and Hussey (1997) posit that selection of a sample is one of the important steps in a positivistic study. They give important criteria that should be considered for a good sample. They say that a good sample should ensure equal participation of all members of a population, have sufficient members and avoid biased results.
The criteria for a good sample above were considered on obtaining a sample for the study. Simple random sampling was used to obtain the sample from a collection of online shoppers.
Sample size
Cooper (2003, 190) advises that a sample must be sufficient to give reliable results. He proposes two conditions that samples should fulfill. According to him, a good sample must be large while its size must be proportional to the size of the population. A sample of 151 was considered to be sufficient for the study.
Data Collection procedure
Various options are available for data collection. According to Cooper (2003), the procedure for data collection varies from one study to the other. The kind of surveys that can be used include personal interviews, self-administered and telephone surveys. A self-administered survey was found to be most appropriate for this study.
According to Bryman and Bell, self-completion questionnaires are questionnaires that respondents fill without assistance. Various options are available for using self-completion questionnaires including postal or mail questionnaires.
Questionnaires for this study were emailed to identify respondents. This method was found to be appropriate because of the nature of the study. The method is also less costly and allows the researcher to reach respondents from any part of the UK. After filling, the questionnaires were sent back via email. Follow-up was made through emails to ensure that questionnaires were filled appropriately. A self-administered survey was used for data collection in this study
Ethical Consideration
Ethical issues should be considered before conducting a research study. It is appropriate to obtain permission from relevant authorities before conducting a study. Since this study involves Amazon.com, permission was sought and obtained from the organization’s management. The researcher disclosed the purpose and objectives of the study and how the research would be conducted. Data privacy and confidentiality were observed. Data collected were only used for the intended purpose.
Validity and Reliability
Reliability
According to Saunders et al (2003), reliability refers to the accuracy of investigation. The major perils of reliability in this study are participants’ error and participant bias, as the study is conducted upon interviews and surveys. Partiality and interviewer error is also considered a threat to reliability. These occur when systematic or an interpretation mistake occurs. Since interviews and surveys are conducted with great sincerity, observer threat will not have a high implication on the result. Participant error or bias should not occur as generalized data was observed with precaution for a reliable response but this might vary if this research is replicated since people’s opinions change and procedures improve.
Validity
Validity is concerned with the level of the soundness of findings. Saunders et al (2003), identified six threats to validity. They include testing, mortality, history, ambiguity, instrumentation and maturation. The threats that are relevant to this study are instrumentation, maturation and mortality. Instrumentation and maturation have a high potential to influence the validity of the study as the study is based on primary data that is collected through interviews and surveys. Instrumentation threat occurs due to participants’ errors or observer lead to a change in outcome. Maturation threat is concerned with variation in outcome due to time. Although these threats are valid, it can be claimed that both the primary and secondary data and findings are valid. In this case, it could be believed that suitable people have been interviewed by efficiently designed questionnaire and this would help to draw valid conclusions by studying empirical and theoretical connections.
Generalization
Although the study sought to find out the role of the internet on international marketing within Amazon.com, the outcome can be applied in other organizations’ scenarios.
Conclusion
An overview of the research showing methods used and justification of the selection of procedures is given in this chapter. It is clear that the researcher adopted descriptive research for the study while using the positivist philosophy of research. A social survey was adopted for it was most appropriate for the nature of the study. A qualitative approach was as well adopted for the study. Data were collected using self-administered questionnaires that were sent to respondents by email.
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