MARKETING

Marketing Research

Marketing Research

Chapter 3 - Methodology and Methods

This chapter outlines the rationale for the research methods used and provides explanations of the processes and procedures used when collecting the data. It highlights several research difficulties, and illustrates how these were reduced but acknowledges how they were not necessarily eliminated. The purpose of this research is to determine the attitudes of the local residents on the expansion at Birmingham International Airport.

Research Philosophy

The investigation is determined by the interest and research environment. The data on another colleague due to the coincidence of purpose and depends on the correct access to the source. The research data also leads us to establish relationships between philosophy and other areas of life. Inter-disciplinarity is obvious from the language of philosophy, natural sciences and humanities and other areas of knowledge. For example, the data regarding the perception and feeling led us to ask: How sensitive the value of knowledge is equal to or less intelligible? We could track the response to Kant or Plato. For your exposure investigate Plato in The Republic (509 d): the difference between knowing sensible and intelligible (episteme), says the figure in Greek, "Anisa". Similarly minutiae are the study seeks, in another example, if the notion of a priori, in the preface to the Critique of Pure Reason of Kant, is a change in connotation between the first and second editions. There are complete books and conferences to discuss these details, therefore the need for the second specification (Nargundkar, 2008, pp. 85).

Importance of Research Project

The research project would provide us with valuable insight in to the perceptions and attitudes that the general public would potentially have toward the construction and expansion of Birmingham International Airport. Like any expansion project, it is essential to understand what the people would think of it. By this, we can assess what people need and what they already have. The idea is to find out the how favourable would the expansion be in the eyes of the residents that surround the airport. The study would also render information into the effects the project would have on the lives of the people and the environment in general. There have been cases when projects have been criticized and faced delays due to the protest and resistance of the locals. By conducting this study such mistakes can be overcome (Bruner et al, 2005, pp. 212).

Introduction to research

Research is not just a process of gathering information. It is rather about answering unanswered questions or creating that which does not currently exist (Brown, 1988, p.1). According to Brunt (1997, p.1) “Research involves making a discovery about something previously unknown, and entails advancing human knowledge”. However Veal (2006, p.2) agrees that “Research is based on investigation or to trying to find out something either to prove or disprove something”. Therefore from the above it shows that research helps to understand, explain and predict things (Veal, 2006).

Types of research

There are three different types of research as shown in the table 1 ...