CHAPTER 3

RESEARCH METHODOLOGY

3.0 Introduction
After gaining immense knowledge from theoretical foundation and the conceptual models,
researcher has attempted to outline the methodologies for carrying out the appropriate research.
Researcher has focused on selecting proper methodologies for exact outcome of the research as
well as solving the research problems. However, inapt selection leads to unproductive results,
hence researcher has aimed to meet the research aims and objectives with the help of appropriate
methodology for study.

3.1 Present research proposition

The present business functionality lies on widespread trend of mergers and acquisitions. As per
the viewpoint of Crowther and Lancaster (2012), organizational development can be ensured
undergoing the mergers and acquisitions. Statistical data has helped enough in understanding the
business growth prospects due to this. However, researcher has also pointed out some failed
cases from this. Nevertheless, counting of success has given the reason to more companies for
attempting it (). The complication of mergers and acquisition has constrained researcher to
examine through the study. For achieving the best findings of research, researcher has used
deductive approach, positivism philosophy, case study (topical mergers and acquisition cases)
and structured interview, mixed data collection method (both the primary and secondary).

3.2 Research onion

Figure 3.1: Research Onion

(Source: Saunders et al. 2009, p.52)
Researcher has considered all the layers of research onion throughout this research. With the help
of these folds, researcher has ensured of following suitable steps for the study as well sorting out
research problems. As stated by Kilker (2011), layers of research onion are a vital tool for a
researcher to successfully conducting the research and examining hurdles of the study. In this
study, researcher has highlighted the integration of research design, approach, paradigm, data
collection methods as well as sampling. All of the researching methods were selected in order to
endorse the fruitful outcome from this study. From the viewpoint of Cooper and Schindler
(2010), research onion provides alternative dimensions to solve the research problems and meet
with research aim and objectives.

3.3 Research paradigm (Positivism)

Researcher has selected positivism philosophy for this study as it has helped the researcher to
sort out research dilemmas by using facts and truths after they have been observed once. As
stated by Terlutter and Capella (2013), positivism research philosophy assist researcher to enrich

study by asserting the right proposition requisite. Unlike the positivism, interpretivism is much
effective because human observes it over some specific situation.
With the help of positivism philosophy, researcher has believed to peruse the study depending
upon facts and truths. Considering the current research, researcher was successful in exploring
the background. Apart from that, embodiment of the method of primary data collection by
interview also entitled the selected philosophy. Researcher has found usage of interpretivism is
applicable in realism and secondary research was not apt for this study. Therefore, researcher has
chosen positivism for logical and critical investigation of the study topic.

3.4 Research approach (Deductive)

Worldwide scholars have approved two major types of research approach as deductive and
inductive approach. Lewis and Porter (2010), affirmed that deductive approach has been proven
to be efficient as it enhance knowledge by following the approach of top to bottom. Existing
literature regarding the study has helped researcher in gaining the immense knowledge to form
the theory for carrying out it to next level. Inductive approach is a bottom to top research
approach that helps researcher attempting to figure out some new theories (). Moreover,
inductive approach helps in gathering the information as well as forming new premise by
exploring the primary stage of study.
After gaining the immense knowledge for both of the approach, researcher has selected the
deductive approach for current study. The reason for selecting this approach was justified as this
approach has helped the researcher to enhance the in-depth knowledge gained from previous
literature (acquisition and merger model, concepts and theories). The researcher has not selected
inductive approach as it lies on forming the new theories of topic related. Therefore, researcher
has found this unsuitable.

3.5 Research design (Descriptive)

Proper allegation of research design is crucial because of its assistance in research problem
identification as well as studying the problems in a systematic way. There are three types of
research design as explanatory, exploratory and descriptive research design. From the viewpoint
of (), explanatory research design helps the researcher to establish relationship between different
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research variables. Apart from that, exploratory concentrates to obtain background knowledge of
research area since research objectives are yet to be developed. Moreover, in this research
design, problem of research are identified later in the study. Unlike explanatory and exploratory,
descriptive research design helps in testing the association between different research variables
as well as it provides path for examining the problem of research in different angles.
Researcher has selected descriptive research in order to outline the research problems for all
possible angles as well as analyze them. Unlike other two research designs, descriptive research
design has helped researcher in incorporating different research variables. Researcher has not
considered explanatory as it could help only to establishing relationship among variables. On the
other hand, exploratory could only improve the background knowledge related to the research
topic.

3.6 Research methods

Beside the three kinds of research methods, primary research is accomplished through different
methods includes questionnaires, telephonic interviews, direct observation or experiments in the
market research. Whereas secondary research denotes the information collated or synthesized of
existing research instead of primary research. Apart from that, mixed research method includes
the mixture of quantitative and qualitative data, paradigm and methods in a study.
Since research has aimed to appropriate findings, primary research method is opted to collate the
data. This selection has given alternative options for appropriate data collection rather than
analyzing the collected data for the study.

3.7 Data types

There are two major data types for the study as quantitative and qualitative data. Quantitative
data are quantity information of a research or the data that can be measured in numbers, whereas
qualitative data denotes quality of data in a research. Researcher has gathered the quantitative
data all through the surveys and conducting the interviews. Apart from that, for collecting the
qualitative data, researcher has randomly asked the questions from the selected sample for the
qualitative data.

3.8 Data collection methods

Primary data collection and secondary data collection are two major kinds of data collection
methods. Primary data denotes the fresh collection of data required for research work. Secondary
data denotes used data in previous research work by other researchers. Since the researcher has
opted for the primary data collection, researcher has used survey methods and interviews for
obtaining the quantitative and qualitative data. By collecting the quantitative data, researcher has
focused on collating consumer behavior directly for the company or brand. Apart from that, by
collecting qualitative data, researcher has concentrated to improve the knowledge about
consumer behavior from employee of the company. Unlike primary data collection, secondary
data can be collected with the help of websites, journals, reports and books.

3.9 Data collection tool or strategy

Survey, interview, experiments and case study are few research strategies that researcher has
believed to be applicable for the study. For this study, researcher has selected the interview and
survey data collection. As stated by (), offline and online survey can help the researcher to collect
the relevant data from respondents directly. For better analysis of the subject, researcher has
opted survey that gives wide and authentic collection of data. Following the interview method,
researcher has tried to obtain the quality data from the perspective of marketer regarding
customer attitude.

3.10 Methods of sampling

Probability and non-probability sampling are two types of sampling method. For conducting
interview and selecting the participants, researcher has chosen non-probability sampling method.
In this sampling technique, individuals from population do not get equal chances for being
selected. However, for conducting survey researcher has chosen simple random probabilitysampling technique. This sampling technique gives the chance to select subjects for research
from larger group or population (). In this technique, each individual of population has equal
chances for being selected in sample. Researcher has selected the simple random probability
sampling technique to select the genuine respondents for the research work.

3.11Population and sample size

As per the viewpoint of (), low sample size can create issues regarding data validity and
authenticity of current subjects therefore, 6 marketing managers and 62 retail customers of
various retail brands of London were chosen as a part of sample. Depending upon the responses
from respondents, researcher has figured out the research problems for fulfilling the research
objective by accumulating fresh data from the respondents. On the other hand, researcher has
gained deep knowledge regarding influence of cost strategy upon consumer behavior in the retail
sector.

3.12 Data analysis

For appraising the quantitative data, researcher has tried to transform numerical data into
percentage through excel sheet. Researcher has used data triangulation for the analysis of
qualitative data. This has given the better view of answers from both of the respondents. By
analyzing the collected data, researcher has ensured the appropriate outcome from the research
work.

3.13Accessibility issues
During research work, researcher has faced some accessibility issues as reaching to the audience
as well as accessing the respondents and managers. For diagnosing the first issue, researcher has
taken the authorization approving. On the other hand, for solving the secondary problem,
researcher has used video interview by using Skype as well as conducted the telephonic
interview.

3.14 Ethical issues

For avoiding the legal vulnerabilities, researcher has followed Data Protection Act, 1998.
Researcher has not the access to participants personal information. As per the viewpoint of (),
respondents can respond with freedom without any external or internal pressure. Apart from that,
researcher has utilized the data only for the academic purpose and not for any commercial use.
Therefore, researcher has been bound to access full resources for the research work. As stated by
(), a researcher is bound to have full access to the data and may lead to fruitless result at the end
of research.
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3.15 Reliability and validity

Research reliability denotes that other researchers undergo any experiment and achieve the equal
result then current research can be called as reliable (). The large scientific community can accept
the hypothesis. On the other hand, validity indicates complete experimental concept as well as it
also uncovers the exact outcome of the research whether research methods requirements are met
or not. Researcher has focused on ensuring the validity and reliability of the research by opting
appropriate scientific methods, dodging the manipulation and biasness as well as authentic data.

3.16 Research limitation

Researcher has faced various limitations throughout the course of research. Lack of times for the
research has been a major issue for this research. Researcher was restricted to pre-defined time as
well as money. As being a student, researcher could not extend his research time that could have
been enriched with appropriate outcomes.

3.17 Timetable
(Refer to appendix-1)

3.18 Summary
This with the help of this chapter, researcher has tried to accumulate the rich outcomes of the
study. Researcher has incorporated the set of appropriate methodologies and techniques that has
addressed research question directly. Moreover, by using the apt data collection methods,
researcher has concentrated on extensive data gathering needed for the research work. Apart
from that, researcher has analyzed the data by collecting the in-depth knowledge from them.