Discuss about the Impact of Internet Marketing on Sales.
The Research methodology is aimed at explaining what was utilized in executing the research in order to ensure that it is a success (Kothari, 2004). The following section is aimed at unfolding the design of the research, the site of the research, the population targeted, the design of sampling, the tools, and procedures used in the collection of data, data analysis and the presentation management.
A causal design was used for this study since it has the ability to measure what impact of a specific change has on an existing assumption and norm (Blossfeld, 2001). Causal explanations are sought after since they reflect the test of the hypothesis (Woodward, 2005). Causal effect ensues when deviations in one phenomenon which is usually an independent variable result of a variation in another phenomenon (dependent variable). A causal design was necessary since there is a valid conclusion which can be based on finding the connection a between the independent and the dependent variable managament.
In a research, there are different kinds of strategy which can be adopted such as survey strategy, ethnographic content analysis and archival research strategy (LeCompte and Schensul, 2010). The following research has utilized a survey strategy. Through the chosen strategy, questionnaires will be provided to the target respondents so as to obtain their views regarding internet marketing as a sales tool. The data to be collected will be cross-sectional in nature since it is collected from different groups at a single time and will not be repeated as in the case of longitudinal data (Bryman, 2015).
The following research will utilize a deductive research approach. A deductive approach tests a particular theory based on the use of relevant information. The research question of the study is concerned with testing the association between internet marketing and sales. An inductive research approach was also proposed but it was found inapplicable due to the objectives of the following research (Mertens 2014).
The main tools for data collection will be questionnaires which are structured. The questionnaires will be self-administered online and will both open-ended and closed-ended questions. The items of the questionnaires were developed in such a way that could draw responses that were in line with the goals and objectives of the study (Beiske, 2002).
The questionnaires developed will include two parts. The first part will entail questions which are aimed at gathering information with regards to the personal details of the respondents. The other part will include questions which are Likert scale type. The Likert scale is a sequence of items or questions which ask respondents to select on a scale which ranges from one extreme to another (Jamieson, 2004). For the questionnaire in use, the scale to be used will range from strongly disagree to strongly agree. Likert scale questions will be used because they give a deeper insight of what the respondents are thinking and how they feel (Norman, 2010).
Since the tool of collecting information was easily administered, it was able to capture huge quantities of information while enabling the responses to be given in a short time (Fricker & Schonlau, 2002). Consequently, the researcher selected this method of collecting information since it is possible to store the information gathered further for future references. Moreover, using an online tool will make it possible to administer the questionnaires at a low cost compared to other methods of collecting information management.
The researcher adopted the use of simple random sampling for the study. Simple random sampling was used since it is representative of the population (Thompson, 2012). The sample size to be used in the research will be 100. The sample size will make the research timely and cheap.
Various methods will be used in analyzing the collected data. They include the use of descriptive analysis, Pearson correlation, and a regression analysis. The collected data was scanned so as to ensure it was complete. Moreover, all the instructions will be ensured that they were followed by the respondents. Having passed all the reliability tests, the analysis will be conducted using the IBM SPSS Statistical Software. Descriptive statistics included percentages, mean scores, and proportions which were utilized in establishing the criticality of the variables under study. A Pearson correlation was be used to assess the relationship between the independent variables and the dependent variables A regression analysis will then be conducted to determine the association between internet marketing and sales (Norusis, 2006). The results from the data analysis will be presented in the form of figures and tables to assist in understanding the hypothesis developed. The study will use at least five percent probability level and one percent probability level as the basis for rejecting a null hypothesis.
The validity and the reliability of the data would be obtained so as to verify and authenticate the overall findings of the study. Reliability of the data would be assessed using the Cronbach alpha analysis. Consequently, the instruments would be ensured to be valid through the inclusion of statements within the questionnaire which would be efficient in exploring relevant and vital information concerning the subject that will be deliberated in this research.
The researcher will guarantee that the respondents’ contributions will be deliberate and that their replies will be handled with total discretion to elude any destructive concerns to themselves.
When carrying out a research, there is a high possibility that there will be challenges experienced. The period to carry out the research will be limited as the research requires an in-depth analysis regarding the elements under study. Thus, the time may not be sufficient to tackle all the elements in details.
Since the research will focus on internet marketing on sales, other factors will be ignored. Thus, the regression model may not be able to account for all the variability in the models. The research focuses on a small sample size as it will only focus on 100 respondents. Larger sample sizes lead to more reliability and validity. Thus, the given sample size will not have a reliability and validity comparable to a research with a larger sample size. However, large sample sizes are not practical due to challenges pertaining to time and resources.
The following research will be based on a five-chapter dissertation. The chapters and their timeline of delivery are as shown below:
Chapter 1 – Introduction: Chapter 1 will introduce the research to the targeted readers through the inclusion of various aspects such as background, problem statement, significance, and rationale of the research. The allocated timeline will be 1 week.
Chapter 2 – Literature Review: Chapter 2 will conduct an in-depth literature review analysis by studying existing literature available on the research title. The allocated timeline for chapter 3 will be 2 weeks.
Chapter 3 – Research Methodology: Chapter 3 will analyze numerous methodological aspects which include research design, approach, data collection and analysis methods. The time allocated for this chapter is 2 weeks.
Chapter 4 – Data analysis: Chapter 4 will analyze the data collected from various sources in order to achieve the research objectives. The time allocated for this chapter is 4 weeks. The 4-week timeline will cater for data collection and data analysis.
Chapter 5 – Conclusion and Recommendations: Chapter 5 aims at providing the conclusion of the dissertation and will also provide recommendations and area for future studies. The time allocated for this chapter is 1 week.
The research plan above clearly suggests that the research needs to be completed in 10 weeks approximately as planned.
Conclusion
The proposed research aims at studying the impact and relationship between online marketing and sales. The literature review and methodology were discussed as detailed as possible to give a framework to complete the research with maximum ease. The review of the literature has shown that there is a need to conduct a research which will highlight the association between online marketing and sales.
From the methodology, it is evident that the research will be an exploratory research. The research will use a survey technique to collect data. The questionnaire will be designed on the basis of a Likert scale with f options for each statement. The sample size will be derived from 100 individuals who use online marketing as a tool for shopping. Consequently, the limitations of the research suggest that the sample size will be one of them since the chosen sample size will be small. The time schedule suggests that the research needs to be completed within a course of 10 weeks.
References:
Beiske, B., 2002. Research methods. Uses and limitations of questionnaires, interviews, and case studies.
Blossfeld, H.P., 2001. Techniques of event history modeling: New approaches to casual analysis. Psychology Press.
Bryman, A., 2015. Social research methods. Oxford university press.
Fricker, R.D. and Schonlau, M., 2002. Advantages and disadvantages of Internet research surveys: Evidence from the literature. Field methods, 14(4), pp.347-367.
Gliem, J.A. and Gliem, R.R., 2003. Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales. Midwest Research-to-Practice Conference in Adult, Continuing, and Community Education.
Jamieson, S., 2004. Likert scales: how to (ab) use them. Medical education, 38(12), pp.1217-1218.
Kothari, C.R., 2004. Research methodology: Methods and techniques. New Age International.
LeCompte, M.D. and Schensul, J.J., 2010. Designing and conducting ethnographic research: An introduction (Vol. 1). Rowman Altamira.
Mertens, D.M., 2014. Research and evaluation in education and psychology: Integrating diversity with quantitative, qualitative, and mixed methods. Sage publications.
Norušis, M.J., 2006. SPSS 14.0 guide to data analysis. Upper Saddle River, NJ: Prentice Hall.
Thompson, S.K., 2012. Simple random sampling. Sampling, Third Edition, pp.9-37.
Woodward, J., 2005. Making things happen: A theory of causal explanation. Oxford university press.
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