An Investigation into the Importance of Brand Loyalty in the Mobile Phone Sector

by

TABLE OF CONTENTS

METHODOLOGY1

Classification of research methods1

Multi-method studies2

Mixed method studies2

Steps in mixed methodology2

Strength and weakness of the mixed research:3

Strengths3

Weaknesses4

Literature Search4

Confidentiality4

Reliability5

Credibility5

Research Validity5

Ethical Considerations6

DATA ANALYSIS AND DISCUSSION8

Discussion13

Empirical Studies Relating to Branding and Purchase Decision14

Brand strength15

Cost-oriented brand valuation16

Income Value-oriented brand valuation17

Price premium-oriented brand valuation17

Effect of Co-Branding and Brand Perceptions18

Brand credibility19

CONCLUSION AND RECOMMENDATIONS21

Recommendations23

REFERENCES24

APPENDIX26

Questionnaire26

METHODOLOGY

Mixed Research methodology has been used as a research technique for this research. The technique in which the qualitative and quantitative techniques are used collectively for data collection purpose is called mixed research. Mixed research method is the third most important kind of research. The results of the mixed methodology are more reliable because it is more descriptive in nature. The supporters of this methodology usually stick to the philosophy of pragmatism and the compatibility thesis.

The concept of compatibility thesis is that the quantitative and the qualitative methods both are related and compatible to each other and their combination can be used to analyze the data in one research. On the other hand the pragmatism philosophy suggest that the techniques used for the data analysis should be such that provide the proper and practical result and the approaches must be applicable in the real world as well. Nowadays the mixed method supporters use the fundamental principles of mixed research and this principle suggests that the researcher must use such approaches which collectively have more strength and less weaknesses. This way the results would be more validated and accurate.

Classification of research methods

Many techniques can be used to combine different research methods for the social research context. The combination types are explained below. The multi method and mixed method studies are considered as two concepts in the literature.

Multi-method studies

Different methods for analysis and collection of data are used in the multi method studies in a single research. There are many examples for this and one of them is the qualitative study in which the interview and the observation technique are used collectively. On the other hand in the quantitative study, the researcher might collect data from computer resources and also from students as well. In simple words, the researcher takes the methods which are broadly compatible for a given set of values.

Mixed method studies

The approach of mixed methods combines different methods together. This approach also includes the semi structured interview as well as target population for the purpose of survey. Another name for mixed methodology is the multi strategy research.

Steps in mixed methodology

The steps in the mixed methodology are usually numbered but their application may vary from research to research. There are eight basic steps in the mixed methodology which have been explained below:

First and foremost the research must analyze the mixed methodology and decide whether this methodology is appropriate or not. The researcher must choose it if it properly answers all the research questions and provide a reliable result.

The rationale must be determined appropriately. And the rationales include the triangulation, the complementarity, the development, the initiation and the ...