Question:
Discuss about the Customer Participation and Value Creation.
This research proposal demonstrates the development of customer value in retail business in the context of implications of strategic marketing. Further, the primary purpose of this proposal is to evaluate the role of strategic marketing practices in the development of customer value in the retail business. This report presents the research methodology to significantly know tools and techniques that will be used to meet research objectives in an appropriate manner.
The research methodology plays an imperative role to address research techniques to appropriately resolve research dilemma. Additionally, it is a systematic way to analyze the research methods that will be significant for the researcher due to successfully collecting information about the research dilemma. An efficient and suitable research methodology supports to the researcher to complete the research work along with obtaining the reliable outcome.
In addition to this, it can also be said that this procedure can be effective to create knowledge regarding the research issue along with many terms of research methods. This section includes many research ways, approaches, and strategies that will be used by the researcher to collect the data for accomplishing the research aim. It will also significant to improve the research quality in an appropriate manner (Brinkmann, 2014).
The research approach is also significant for researcher to develop theory regarding research dilemma. There are two kinds of research approaches like inductive and deductive approaches, which will be executed by the researcher to offer a suitable explanation about the research methods. For this, the deductive approach is relied on the basic ideas and opinion to meet the specified situation. It will be appropriate with positivism beliefs. For this approach, researchers will develop hypotheses by using many concepts and theories afterward hypothesis accept or reject as per the requirement of the data analysis. In contrast, the inductive approach is more appropriate as compared to deductive approach because there is no need of the development of hypothesis to resolve the research issues (Chandler, et al., 2015).
Additionally, inductive approach is suitable with interpretivism research philosophy. It will be effective for researcher due to developing the concept and theories on behalf of perception, ideas, opinion, and thought of respondents. For performing this research study, a researcher will imply the inductive approach than the deductive approach because this research is subjective in nature wherein this approach is more appropriate to successfully accomplish the task of research objectives.
At the same time, it can also be said that the inductive approach will allow the researcher for determining the role of strategic marketing practices in the development of customer value in the retail business. From this, a researcher will also be able to develop theories that will not be possible through deductive approach (Flick, 2015).
In this research study, a researcher will use the probability sampling method with the random method as compared to the non-probability sampling. Since, the probability sampling research method will allow the researcher to choose the respondents by random basis. It will be significant to decline probability of biases to select respondents for the research study (Jaakkola, et al., 2014).
Beside this, researchers will not use the non-probability sampling method because this method enabled the researcher to select the participants on behalf of knowledge, skills, and experience to meet the question of research. It will also create biases in the research that will not appropriate for this research. To conduct the questionnaire survey, 50 participants with marketing background academically and at a practice level (hereinafter referred as “Industry Experts”) and 5 managers at Amazon Inc. These participants are selected from a diverse area that will allow the researcher to gather appropriate and efficient information regarding the research problem. For this, the researcher will able to improve the accuracy and consistency of the research study as collected samples will be supportive to accomplish the research aim and objectives of the research. A researcher will take the permission for the upper authority to conduct the survey on executives because of identifying the private information of the company, time period, and contribution of an employee in the research (Korschun, et al., 2014).
In addition to this, it can also be said that a researcher will make questionnaire by using the MS-office tool about the customer value to gather the opinion of respondents regarding the practices of strategic marketing. After the creating the questionnaire, a researcher will provide the questionnaire by using e-mail to the managers of the company and also offered guidelines to respond the questionnaire by e-mail in the specified time (Mackey, et al., 2015).
In this research, the mixed research method will be used by the researcher. It includes two kinds of the research methods named qualitative and quantitative. It will be supportive to obtain the benefit of both methods qualitative as we as quantitative. Along with this, it can also be said that mixed research method will be supportive to eliminate the cons of both qualitative and quantitative methods. A researcher will be able to make the theoretical understanding regarding research dilemma by using the qualitative method in a research study.
In addition to this, a researcher will capable to perform a statistical activity to resolve the research problem by implementing quantitative research method (Mustak, et al., 2013).
By using the mixed research, the researcher will enable to evaluate the perception and opinion of the participant to develop the accurate result regarding the development of customer’s values through strategic marketing practices. Beside this, it can be said that the mixed research method can decline the quality of research study (Panneerselvam, 2014).
A researcher will imply the both data collection methods named primary and secondary data collection method to conduct this research in an appropriate manner. The implementation of both primary and secondary data in the research study will be significant to fill the gap between standard and actual information in a systematic manner. In the secondary data collection method, a researcher will use many sources such as authentic websites, journals, governmental reports, an annual report of the company to meet the objectives of research in a systematic manner. Besides this, the primary data collection method is also used by the researcher by using survey with questionnaire method. It will enable the researcher to collect the information from specified respondents and evaluate the information to develop the accurate result about the research problem (Smith, 2015).
Data analysis plays a significant role to interpret and evaluate the information to address the accurate data for the research study. It will be appropriate to meet the objectives of the research study in an appropriate manner. There are some significant methods that can be used by the researcher to meet the research aim named conversational analysis, content analysis, disclosure analysis, thematic analysis, and statistical analysis. A researcher will use statistical analysis to complete the research effectively. A research will imply MS-Excel software in the statistical analysis to obtain reliable outcomes. A researcher will be used pie-chart, different graphs, and column chart to perform the data analysis as well as obtain the accurate or reliable result in a specified time (Taylor, et al., 2015).
The outcome of this research study will offer a critical structure to examine the role of strategic marketing practices to develop the customer value in an appropriate manner. Hence, this research proposal will support to develop new knowledge and evaluates the approaches that are practiced by the company in order to control the problems of customer value development. It will support to make a clear a picture about the practices of marketing strategies which will help to develop customer value in an appropriate manner. The customer’s value is affected by many factors such as quality, price, brand image, environment, and current trend (Vaioleti, 2016). Furthermore, it can also be said that these factors directly impact on result of this research study. Furthermore, it can also be said that research objectives and questions will identify in the proposal and the completion of research is relied on the collected data, discoveries, and evaluation. These research outcomes will evaluate as an educational work in order to identify the research issues. Further, this research will be supportive for a company to focus on the factors that will improve customer value in a systematic process (Yi, et al., 2013).
Conclusion
From the above analysis, it can be summarized that the practices of marketing strategies can be significant for developing customer value in an appropriate manner. At the same time, it can also be concluded that research methodology can be effective to identify appropriate tools and techniques to perform the research systematically. In addition, the inductive approach will be used by the researcher to meet the objectives of the research. As well as, probability sampling method will be used by researchers to perform the research successfully.
References
Brinkmann, S. (2014) Interview, In Encyclopedia of Critical Psychology, USA: Springer New York.
Chandler, J. D., and Lusch, R. F. (2015) ‘Service systems: a broadened framework and research agenda on value propositions, engagement, and service experience’, Journal of Service Research, 18(1), pp. 6-22.
Flick, U. (2015) Introducing research methodology: A beginner’s guide to doing a research project, USA: Sage.
Jaakkola, E., and Alexander, M. (2014) ‘The role of customer engagement behavior in value co-creation: a service system perspective’, Journal of Service Research, 17(3), pp. 247-261.
Korschun, D., Bhattacharya, C. B., and Swain, S. D. (2014) ‘Corporate social responsibility, customer orientation, and the job performance of frontline employees’, Journal of Marketing, 78(3), pp. 20-37.
Mackey, A., and Gass, S. M. (2015) Second language research: Methodology and design, UK: Routledge.
Mustak, M., Jaakkola, E., and Halinen, A. (2013) ‘Customer participation and value creation: a systematic review and research implications’, Managing Service Quality: An International Journal, 23(4), pp. 341-359.
Panneerselvam, R. (2014) Research methodology, USA: PHI Learning Pvt. Ltd.
Smith, J. A. (Ed.). (2015) Qualitative psychology: A practical guide to research methods, USA: Sage.
Taylor, S. J., Bogdan, R., and DeVault, M. (2015) Introduction to qualitative research methods: A guidebook and resource, USA: John Wiley and Sons.
Vaioleti, T. M. (2016) ‘Talanoa research methodology: A developing position on Pacific research’, Waikato Journal of Education, 12(1), P.58.
Yi, Y., and Gong, T. (2013) ‘Customer value co-creation behavior: Scale development and validation’, Journal of Business Research, 66(9), pp. 1279-1284.
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