1. (2017), research methodology is a logical process

1. Introduction:

Research method is a systematic plan for
conducting the research and analysis the collected data from several sources.
As per the comments of Kettinger, Teng
& Guha (2017), research methodology is a logical process which
provides a framework to represent the relevant collected data. The key
importance of research is to fountain the knowledge, provide guidelines,
identify the key issues of the procedure and provide appropriate solution as
per that. For this study, the learner has considered several tools and
techniques to collect reliable and relevant information. The key objective of
this research is to discover new facts, verify and test important facts, analyze
the cause and affect relationship etc. Apart from that, research methodology
also allow to find the scientific process, resolve the daily business process
and most importantly helps in developing prominent strategies. Here, the
learner needs to pay proper attention towards the selection of tools and
techniques of research in order to get appropriate result. As per the nature of
the topic, availability of data, research methods needs to be selected. In this
chapter, the learner has considered research onion, approach, philosophy,
design, sampling, data collection tools etc. in order to appropriate result.
Even, this research work will support in evaluating and utilizing the data in
order to get a conclusion.  

2. Research outline:

Research outline provides an opportunity
to the reader to view the tools and techniques selected for this study at a
glance. Apart from that, research outline also allow the learner to provide
short description of the techniques used for this study.  In this regard, it can be stated that post
positivism research philosophy, deductive research approach and descriptive
research has been selected by the learner for this study. As research topic is
related with digital marketing and consumer behavior, therefore, extended
research is required to collect related information. Descriptive research design
allows the learner to present the collect data properly and maintain the
quality of the research.

Apart from that, quantitative as well as
qualitative research study has been considered for the collection of real life
data. Primary and secondary sources are taken into account to provide accurate
and relevant information regarding digital marketing and consumer behavior of
C&C group. The data are collected by using probability and non probability
sampling. Probability sampling is used for the primary data and non probability
sampling is considered for secondary sources of data. Survey and interview is
conducted to collect quantitative and interview is considered for qualitative. Data
analysis is conducted with the help of likert chart, tables, figures and
graphs. Structured, open ended and closed ended questions are used by the
learner to collect relevant information from primary sources. In case of
secondary sources, the learner has considered related books, journals and web








and qualitative

Data sources

Primary and Secondary

Sampling methods

Probability and non probability
(Primary data)

Inclusive and exclusive
(Secondary data)

Data collection instrument

Survey questioners (Close ended,

Interview (Open ended,

Data analysis techniques

Linker’s chart,  graphs, tables


Table 1: Research tools
and techniques considered in this study

3. Research onion:

Research onion is an effective
progression through which a research methodology can be designed. It
illustrates the stages that must be covered in the time of developing research
strategy. Research onion was developed by Saunders in order to describe the stages
of research study in the time of formulating effective methodology. Research
onion has much significance in planning and carrying out the research. In this
context, it can be stated that the learner has followed the steps of research
onion properly to present the collected data in prominently. As per the
comments of Newman & Benz (2014)
research onion ensure scientific and authentic use of tools and techniques for
data collection and representation.

Figure 1: Research

Research onion has six layers which
supports the learner to analyze the collected data in proper way. The most
outer layers of research onion are research philosophy which indicated that
indicates selection of research philosophy needs to be done at first. In the
second outer layer research approach has been found. Therefore, the learner has
considered research approach at the second stage and so on. Sommer & Sommer (2017) stated
that the progression and effectiveness of the research study is entirely depends
on the research onion.