Research Paper Marketing Strategy

Time was the limiting factor which could not allow for face to face interviews.

The interview questions were directed to the individual responsible for answering the questions.

The research strategy for this dissertation was established by adopting a way which the research objectives can be answered.

There are two main types of research strategies: quantitative and qualitative.

Quantitative research is generally “objective” in nature although some may argue that it can be “subjective” as well.

Creswell, (1994) defines quantitative research as an enquiry into social or human problem based on testing a hypothesis or a theory composed of variables, measured with numbers, and analysed with statistical procedures in order to determine whether the hypothesis or the theory holds true.

When deciding upon which research strategy to adopt one would have to identify the purpose of the study and the type and availability of the information that is required (Naoum, 1998).

Both research methods are interconnected and have been considered by scholars to complement each other.

The concept of ‘marketing mix’ itself was introduced by Neil Borden during 1950s an initially implied different means of cooperation (Borden, 1964).

Initially there were 12 elements within the marketing mix concept introduced by Borden: product planning; pricing; branding; channels of distribution; personal selling; advertising; promotions; packaging; display; servicing; physical handling; and fact finding and analysis (Goi, 2009).


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