3.3.2. CASE STUDIES
Secondary data collection by means of case studies centre on the utilisation of existing information for a specific research-focused purpose (Greenhoot & Dowsett, 2012). An advantage of field-based research in this way is its cost-saving implications owing to the depth of data available in the public domain (Saunders et al. 2012). As the primary data chiefly explored the perception that individuals have towards marketing channels, it was therefore relevant to consider how these would be reflected in practice. ROI (Return On Investment) is a critical variable in measuring value and relevance, objectively interpreting how relevant or attributable communication tools were to success of campaign. Results were formulated by synthesising existing academic journals and WARC (2019), a subscription database which highlights 15 marketing campaigns in practice that encompass DM, Digital and Multichannel channel impact to overall effectiveness of strategy (Appendix 1).
3.3.3. SAMPLING
The sampling method adopted was non-probability purposive, accounting for a selective group to satisfy research objectives (Saunders et al. 2012). Maximum variation sampling or heterogeneous sampling is another relevant method utilised to capture a wide range of perspectives relative to the dissertation question (Saunders et al. 2012). Notably, the conceptual framework outlines the prevalence of consumer demassification and market fragmentation as a result of digitation (Section 2.0.). As a result, selectively choosing participants who reflect a wider and more diverse demographic based on variables such as age will help to establish how channel perceptions, attitudes and experiences may have evolved or developed over time. This in turn assisted the researcher with identifying common themes which are evident across the research sample, cross-analysing findings with how perception is corresponded to in marketing practice via the case studies. The researcher was also able to secure an interview with a reputable marketing communications agency, further being able to explore the extent to how clients and consumers are influenced by types of communication channels. A participant and case study outline is detailed in Figure 7.
Figure 7: Data Sets | |
Data Set 1 (Interviews) | Data Set 1 (Case Studies) |
Participant A (Agency Director at a reputable Marketing Communications agency) | 5 x DM Channel Campaigns, measuring ROI (2015-2019) |
Participant B (Aged 26 years) | 5 x Digital Channel Campaigns, measuring ROI (2015-2019) |
Participant C (Aged 19 years) | |
Participant D (Aged 36 years) | 5 x Multichannel Channel Campaigns, measuring ROI (2015-2019) |
Participant E (Aged 28 years) | |
3.3.4. DATA COLLECTION
The data collection strategy adopted throughout the research approach is outlined:
Interview Stage – Data Set 1 will be carried out across an age-range of 19-36 years, with age considered a variable factor of how media channels may be perceived by consumers.
Case Study Mining & Analysis – Data Set 2 explores recent campaign strategies over the last 5 years, examining those which contain DM, no DM or DM combined with other channels. Its purpose is to act as a credible objective form of comparison to depict evident practical cross-correlations.
Comparison Study and Summary – Data Set 1 and 2 are compared and contrasted to identify correlations, key performance indicators and how academic and existing practical findings can be synthesise to justify new findings.
The interviews were conducted in places which were convenient to the participants, ensuring maximum comfort when taking part in the study (Cottrell, 2014). This in turn meant the researcher had to account for travel to several locations to conduct the interview sessions over a two-week period. Following Tessier’s (2012) theory, the interview utilised a combined narrative when recording and presenting findings, adopting field notes within the interview and expanding on the notes from audio-record
