THESIS: The Marketing Communication Strategy of Blue Bird Taxi To Maintain Market Leader Position After Using The Highest Tariff:
- Introduction & Book Cover : Part 1
- Research Originality Statement and Acknowledgement : Part 2
- Abstract : Part 3
- Table of Contents : Part 4
- Chapter I : part 5, part 6, part 7
- Chapter II : part 8, part 9, part 10, part 11, part 12, part 13, part 14, part 15, part 16, part 17, part 18,
- Chapter III : part 19
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CHAPTER III
RESEARCH DESIGN AND METHOD
In
order to achieve the objective of this study, the researcher has designed the
work plan which will be explained in more detail in this chapter. This chapter
consist of research locale, research method used, resources persons, instrument
to be used and data gathering procedure.
3.1. Research
Method and Design
Research designs are
classified into three traditional categories: exploratory, descriptive and
causal. (Burns & Bush, 2006:116-127)
- Exploratory
research is most commonly unstructured, informal research that is
undertaken to gain back-ground information about the general nature of the
research problem.
- Descriptive
research is under-taken to obtain answer to question of who, what where,
when and how.
- Causal research.
Causality may be thought of as understanding a phenomenon in terms of
conditional statements of the form “If x, then y.” These “if-then”
statements become our way of manipulating variables of interest.
The choice of the
research design depends largely on the objectives of the research, which
includes:
- To gain
background information and develop hypotheses.
- To measure the
state of a variable of interest, such as level of brand.
- Or to test
hypothesis that specify the relationships between two or more variables,
such as level of advertising and brand loyalty.
Based on the purpose
and the research questions, the purpose of this research will be to explore and
describe. This explores what the author’s research purpose brings up and describing
what is brought up. This research is exploratory and descriptive.
There are
essentially two types of research: quantitative and qualitative. Quantitative
research uses surveys based on a representative sample of the population or
target group. Qualitative research involves an in-depth, unstructured
exploration with either small groups of individuals (group discussion or focus
groups) or with individuals on a one-to-one basis (depth interviews). (Smith,
1998:117)
