developing a good understanding and insight into the previous research done on this topic and the trends that have emerged.
Secondary data sources
Secondary data will be collected from a varied number of sources.
Books - published books generally considered as one of the most reliable and valid source of information will be used for the basic content of the literature review.
Electronic sources – will provide a large amount of information relevant to the subject
Magazines - a good source of getting data and report of recent and relevant articles
Newspapers - latest updates on brands and other information
Advantages of using secondary data
Saves cost and time
Wide variety of information available
Availability of vast amount of information
Disadvantages of using secondary data are
Most of the magazines or journals require Subscription, which is not feasible when lots of journals and materials have to be analysed.
Shortage of time limits the scope of the research to a great extent.
Most of the articles, research papers, and survey results found on various web sites or lacks the proof of the accuracy of their results.
Phase 2: In phase 2 primary data will be collected which refers to the data obtained via the researcher’s direct experience. The need for employing more than one method of research stems from the fact that various methods contain their own set of assumptions of the nature of the real world and the kind of data produced (Denscombe, 1998). The author has selected survey strategy for the purpose of collecting primary data. It is a common and popular strategy in business and management research. Through this a large amount of data can be collected in an economical way. Bell (1993) says that surveys can provide answers to questions like What, Where, When, And How. It tries to elaborate the problems of ‘representativeness’ from other approaches like case studies or most of the qualitative approaches. This approach can be termed as fact finding mission and may contribute little towards the development of a hypotheses or shaping theory. The results from the survey can definitely be used to test a hypotheses or theory. The data here is primarily quantitative but may also be qualitative in nature as it represents peoples view about an issue. Questionnaires are generally used for the purpose of data collection followed by few interviews to increase the validity of the data. Using multi-methods produces various kinds of data on the same topic improving the quality of research. Hence, this research will make use of more than one research method (questionnaire and interview) to enable the researcher to present the topic in a more complete fashion from different perspectives.
Hence the primary data collection methods used for this research will be-
Questionnaires
Interviews
Questionnaires provide the easiest known way of assembling a mass of information (Burroughs, 1971:106). The author decided to use online questionnaires for the purpose of the study. Online questionnaires are very economical, the costs faced were nearly negligible, since once the form was loaded on the server, and all entries came in the form of e-mail. They are easier to administer and manage and supply standardised answers from all recipients. But a lot of care will be taken in order to construct questionnaires to maximise response rate. Due t
