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Research Proposal

Methodology
Assema Begimbetova
H00138783
Business Research Methods
BBA, 3rd year

2015
Heriot-Watt University Dubai Campus

Methodology
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This philosophy encompasses determining effective ways of customer involvement in coproduction process. And the purpose of this research is to define different ways of customer
engagement in co-production and identify how it helps to product and production process
improvements. And also increase purchasing of the product by that.
The methodology that has been used in this research will be particularly explained here.
Research Philosophy
The ontology in other words the study of reality that has two fundamental configurations:
objective and subjective ontology. The objective ontology is the reality where object exists not
in term of direct experience, and it could be tested or measured. But subjective ontology is
directly relates to the persons perception, in other words experience. Theory of this two distinct
meanings are continue to be in a big debate. The consumer is in the heart of the modern business
and marketing activity. (OGorman and Macintosh, 2015) To be more efficient in the market,
producers have to predict consumer needs and wants and provide desired satisfaction. The main
objective of the producers is customer satisfaction. And the way in which consumer will perceive
the product is also important. Inasmuch as, the subjective ontology refers to the reality inside
human mind, and in the marketing world consumer perception is very important, I can be said
that marketing and business world itself could be referred to subjective reality. The consumer
perception could shape business world. The epistemology is the branch of philosophy, which is a
study of valid knowledge and the way we obtain it. There are four paradigms such as: critical
realism, action research, and the most important are positivism and interpretivism. Since the
subjective ontology driven by interpretivism this research proposal is considered interpretive
philosophy way. This paradigm believes that business management world is too complicated that
why in focused on meaning rather than facts and theories. (Johnson and Christensen, 2010)
According to Weber (1924) interprevisim paradigm tries to understand social issues from the
point of view of human experience. And interpretive philosophy takes into account multiple
realities, and it is focusing on what is actually happening rather than just measuring it. In
business world it is important to know what is going in consumer sector, and keep control over
it, rather than superficially consideration of them. Also in interpretivism paradigm there are
factors such as individuals different living standards, difference in socio-cultural environment,
nature of individuals and so on. In our case of business world, all these factors should be
considered to understand customer. (Saunders, 2003)
Data Collection Methods
There are two ways of data collection qualitative and quantitative. Quantitative
Approach allows gathering information from large group of people for generalization of results
of entire population. And also applies statistical techniques to recognize overall patterns.
Qualitative Approach is considered to be suitable to gather information in a deep comprehensive
manner. Usually small groups of people are participating in this research type. (Rhodes, 2014)
Both Quantitative and Qualitative Data collection methods have been used in our Research
Proposal. But generally, the conclusion was made on a basis of Qualitative Research. By doing
the research among earlier studies and theories about consumer engagement in co-production
process, we identified necessity of finding its more effective way for the mass production
clothes stores.
Surveys have been designed and distributed among various mass production clothes
brands, in order to identify the percentage of consumers fully satisfied with the product and the
percentage of consumer that want to make any changes in the clothes or collection that was
released earlier. Thereby, to define the quantity of people engaged with the idea of co-production

or not. Survey data collection method been chosen to quickly and easily gather information from
the large group of people.
After determining that consumers excited with the idea of co-production, several people
were interviewed to identify which methods would be comfortable for them to make changes in
clothes that they want whether it is an mobile application, website or so on. The Interview
Method been chosen to fully understand consumers impressions and experience, and gain more
detailed information. With the help of this research we identified that the most efficient and
comfortable way either for customers and producers is mobile application.
Data Analysis Techniques
After the quantitative data been collected, we have to prepare it for the further analysis.
First of all, organize a table with the records and attributes and clean the data and format the
data, delete the missing records or fill it using prediction. (OGorman and Macintosh, 2015)
With the help of preliminary analysis we will identify number of occurrence of the specific
category (which is called frequency) and the corresponding percentage of frequency (ratio). This
data will be represented as a pie chart.
After qualitative date been collected, the open type of coding will be used. The series of
the code will be developed a posteriori (after) data collection and organized into hierarchy of
codes. In this research proposal we are not building a new theory, but checking existing once,
that is why we will use thematic analysis. Thematic analysis is the method of analyzing,
identifying and reporting patterns within data. (Braun and Clarke, 2006) Braun and Clarke
identified six key steps of this analysis that has to be followed. They are the first is creating list
of initial ideas, then gathering initial codes that later should be combined into boarder patterns.
After that we reviewing themes, and defining and naming them. And the last stage is producing
report that means writing of the analysis with vivid examples and extensive commentary.
Ethical Issues
It is important to clear about the Ethical Issues of the Research Proposal. It is important
by three main reasons. The first is navigating sensitive research topics. The ethics should be
considered because the research may include the sensitive topics. The sensitive means here wideranging. Research ethics help to researchers to forecast the potential impact on their research.
The second reason is improved research outcomes. That is when the quality of outcome that
you achieving will improve. And the third is professional affiliation and conduct. The
importance of research ethics goes beyond the individual, and the current moment. (OGorman
and Macintosh, 2015)
The Research Proposal is written in high quality and holistic. Confidentiality and
Anonymity of research respondents are respected. All private information is taken with their
consent. All participants will practice in this research voluntarily. And we avoid harm to your
participants. There were given the opportunity to be interviewed anonymously.

Structure
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This section contains a brief introduction to the dissertation. The Following chapter 2
contains a Literature Review that helps to improve topic understanding. Chapter 3 consists of the
Research Aim and Objectives, two main Research Questions, and later discussion and answers
for these questions. Chapter 4 contains the Methodology of the research. Also this chapter
includes the details of Data Collection Methods that been used and analyses data information.
Chapter 5 includes the conclusion and recommendations that are made based on the research.
Chapter 6 includes the Ethical Issues of the Research.
The remaining page contains the References list and Appendices.

References
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