User:Innolab8/Learning Outcomes/5. Ability to design a research plan apposite to a particular research question

5.1. Introduction

It is crucial to design a research plan that fit the purpose of the research under study. Therefore, the researcher may needs to address the following questions such as what exactly is the purpose of the research, what is the research about, why is it important to conduct the research, what benefits can we achieve? In sum, the research plan designed need to seek answers to the research questions under investigation.

5.2. Personal strengths


 * Understanding of business research methodology and their applications

5.3. Personal weaknesses


 * Research design
 * Lack experience in statistical analysis
 * Academic writing

5.4. Addressing weaknesses


 * Attending Research Methodology and Design 1 & 2 Seminar
 * Attending Qualitative Research Methods Seminar
 * Submission and obtaining feedback from Qualitative research methods assignment
 * Self enrichment by reading academic books on Doing qualitative research

Learning objective 5 achieved


 * I have develop a research design that is appropriate for the research being undertaken
 * I am able to discuss a range of qualitative and quantitative approaches and their appropriate use in broad strategic terms,
 * I am able to discuss a variety of research approaches and methods.
 * I have reflected upon and critique research methodologies, Plan research implementation, and Recognise and discuss and manage relevant ethical issues.

Reflection:

Initially, I adopted a quantitative approach in understand the various variables that can influence the brand equity. Therefore, hypothesis testings are required. However, after attending the research design seminar, reading the research designs related books and qualitative seminar, I learned that a case study using both quantitative and qualitative approaches may be a better alternative compared to others. A Five-Question of qualitative research design method is adopted to frame the proposed research. This method of examining the approach to a research design can provide a clear road map as to which of the five research methods best fit in answering the research questions. The case study can assist in exploring and understanding of perceived value of the brand from a range of different types of evidence with in the context under study. Therefore, it allows the use of mixed research method that includes both qualitative and quantitative approach. In deed, such research approach may better achieve a rich understanding of brand value and triangulation method would be required to ensure data credibility.