Page 83 - IMDR EBOOK 20 OCT 2020

"Pandemic and Beyond: Naviga ng the New Normal" E - Book Year 2020

when a secondary research is considered this approach is considered to be
operationally suitable.
Secondary research is not involved, for the present research, the deductive research
approach is most suitable. It will help the researcher in deducing the responses
received from the representative group to arrive at appropriate results effectively. The
present research is entirely dependent upon primary analysis method which can only
be fostered if the deductive research approach is undertaken, hence this shall be the
rightful choice to help answer the research questions optimally. The researcher will
derive the responses from selected sample of business owners and the impact of
COVID-19 on their advertising budget and marketing strategies.

2.5 Research Strategy

A research strategy is the general ow of plans of how the researcher will go about
answering the research questions (Saunders et al.2009). It is a way through which a
researcher makes sense of the object of inquiry. A research strategy is thus a
cumulative understanding of the entire research study. The domain of research
strategy is typically classied into four broad types for any research protocol (Blakstad
and Allen, 2018). Research strategies are classied into four types namely Case study,
action-oriented research, quantitative survey and qualitative interviews constitute. It
is most likely that one among the four stated strategic domains are stipulated.

In the present research it is important for the researcher to elicit best responses from
the business owners who are industry experts through a questionnaire used for survey.
A quantitative research generalises the collected numerical data across groups to
explain a particular phenomenon while a quantitative strategy lays emphasis on the
mathematical, statistical and numerical analysis of the data that is collected through a
questionnaire. With an aim to classify the features, construct statistical models and
analyse them to explain the observations that effectually full the research objective,
the quantitative research strategy is used for this study.
The Data
3.1 Collection Method

The process of collecting information from all sources that are relevant with a view to
nd answers to the research questions is called data collection. There are two methods
of data collection: primary methods of data collection and secondary methods of data
collection. Data collection is considered as the most critical domain amongst the
research methodology tools being selected (García-Jurado et al. 2018). For
understanding the impact of the COVID-19 pandemic on marketing spends and
marketing strategies, diverse data collection means were evaluated. The data collected
has to be important and relevant to the research topic, is expected to yield accurate
results to validate the outcomes for effective results hence choosing a data collection
method is very crucial.

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