New assignment

10/06/2020

Much of the methodology and design discussed in this assignment response is qualitative. Please see feedback throughout the assignment response document, including highlighted areas of the assignment instructions that were not addressed. Re-visit feedback from week 1 assignment re: the focus of this course as quantitative and recommendations on how you might confine your research to a simple quantitative design.

Overall, you have done satisfactory in this course. I have enjoyed reading your work for this course. Your plausible research topic is interesting and holds great possibilities! Sharon.

For this Signature Assignment, develop and present a proposal for your intended research using a quantitative design.

While the most important elements in any proposal are the fundamentals of the problem, purpose, and research questions, the bulk of the assignment will be the methodology. You will want to organize this by subheadings. The actual headings and information that needs to be included in part depend on the method used to collect the data. In studies involving the collection of primary data, you want to be sure to include the details of your sampling plan, measurement of variables, the actual data collection procedure, plan of analysis, and justification for your decisions.  

Be sure to include the following information in your proposal:

· Introduction

· Statement of the Problem

· Purpose Statement

· Research Questions

· Hypotheses: Null and Alternative for each research question

· Methodology

· Research Design: Specific quantitative method to be used and rationale (Ex. experiment, survey, etc.)

· Operationalization of Variable: Specification of the concepts to be measured, the operationalization of the variable(s) to be used to measure the concepts, the question(s)/scale(s) to be used and the resulting level of measurement.

· Sample design: Specification of the population, method, sample size, specific procedures, and justification.

· Data collection procedure: Explanation of how the data will be collected.

· Intended data analysis: How will you analyze the data to test the hypotheses and provide answers to the research questions, including descriptive and inferential statistics? Provide your rationale.

· Limitations: Any recognized limitations of the proposed study.

· References

In this assignment, you are expected to incorporate all previous instructor feedback . Your prospectus must be in APA format and be of the quality expected of doctoral-level work. All research elements must be in alignment and reflect a cohesive and comprehensive research study.

Length: Your paper should be between 12 -15 pages, not including title and reference page.

References:  Include a minimum of ten (10) scholarly sources. Your presentation should demonstrate thoughtful consideration of the ideas and concepts presented in the course and provide new thoughts and insights relating directly to this topic. Your response should reflect scholarly writing and current APA standards. Be sure to adhere to Northcentral University's Academic Integrity Policy. 

Upload your document and click the Submit

Numerical Points	Letter Grade	Descriptor	Explanation
100-94	A	Excellent	Completes all required parts of the assignment, demonstrates deep understanding of some materials, uses very clear and effective expression appropriate to scholarly writing, and has very few or no errors in grammar, mechanics, and APA formatting.
93-90	A-
89-87	B+	Good	Completes all or most required parts of the assignment, demonstrates good some understanding of readings, uses mostly clear and effective expression appropriate to scholarly writing, and has few errors in grammar, mechanics, and APA formatting.
86-83	B
82-80	B-	Fair	Completes most required parts of the assignment, demonstrates some understanding of readings, and writing is somewhat clear, effective, and scholarly, and has some errors in grammar, mechanics, and APA formatting.
79-77	C+
76-73	C	Poor	Completes some required parts of the assignment, demonstrates some understanding of readings, and writing is difficult to understand and unscholarly and has several errors in grammar, mechanics, and APA formatting.
72-0	F	Unacceptable	Completes few required parts of the assignment, demonstrates little understanding of readings, and writing is difficult to understand and unscholarly and has many errors in grammar, mechanics, and APA formatting.

Research Design Proposal

Submitted to Northcentral University

Graduate Faculty of the School of Business in Partial Fulfillment of the Requirements for the Degree of

Doctor of Business Administration

by

San Diego, CA

October 2020

Introduction

Agostini et al, (2015), asserts that small and medium enterprises are appraising competition to multinational corporations by segregating their products to divulge into international branding. Generally, international branding is dominated by Multinational corporations, however, SME’s are taking up the mantle by implementing specialized strategies and transforming themselves into international brands. Various scholars like (Reijonen et al, 2012; Abimbola et al, 2007) duly recognize that small and medium enterprises are dominant forces in multiple economies around the world. OECD, (2010), recognizes that small and medium enterprises form the bulk of wealth-generating and value-added activities in most economies.

Recent times have attracted scholar and practitioner attention on the issue of SME branding. However, mature research continues to be scant in the sector. This assertion is supported by Juntunen, (2014) who accrues the lag in small and medium enterprise literature on branding. This section provides a nascent introduction of how small and medium enterprises divulge into internationally recognized brands. The various reasons small and medium enterprises choose to divulge into international markets according to Keller (2007) include the desire to limit costs through economies of scale, aiming to diversify risk, increased competition in local markets, and recognizing global mobility of customers.

According to OECD, (2005), SMEs are defined as “non-subsidiary, independent firms which employ less than a given number of employees”. Multinational Companies (MNCs) are defined as Dunning and Lundan, (2008) as “an enterprise that engages in foreign direct investments (FDI) and which owns or, to a certain extent, controls value‐added activities in several countries”. The definition of international branding relevant to this dissertation was elaborated by Roberts (2009) from a managerial perspective “refers to brands that are marketed globally”. Bradley (2002), enacts that the process of international branding usually takes time, this is because the brand is initially local before gaining awareness and disseminating it into global markets.

Statement of the Problem

Several brands are competing in international markets today (Yu, et al, 2006). Existing branding categories include product brand and corporate brands. Product branding is affiliated to the branding of disparate products while corporate branding is a branding strategy used by organizations where brand and company names are synonymous. Corporate brands are affiliated with company core values. Corporate brands give the organization a unique identity helping it differentiate from competitors. Yu et al, (2006) provide that the advantage of corporate branding is that it raises the company’s reputation and recognition is a larger extent as opposed to product branding.

On the other hand, product branding according to Yu et al, (2006) is advantageous because the corporate brand is cushioned from harm once a single line of the product fails. Additionally, product branding is flexible, allowing organizations to focus on differentiated market segments. However, product branding is more expensive because of utilizing disparate branding strategies in multiple markets.

Yu et al, (2006) articulate that organizations getting into new markets are bound to face challenges and unique segmentations. Hence, organizations must adapt to the differentiated market segments individually. The dilemma emerges when companies have to identify which branding strategy to use in the unique market segments. Choosing an ineffective branding strategy could be detrimental to small and medium enterprises as they aim to compete with founded competitors in the new market. Urde, (2003) identifies four main architectures that organizations should seek in their branding strategies i.e. corporate branding, product branding, product-and-corporate branding, and corporate-and-product branding.

In heterogeneous environments, organizations have to choose the right branding strategies befitting their products/services. Yu et al, (2006) provide that organizations are faced with dilemmas of evaluating multiple factors that influence the organization’s choice of a branding strategy . These factors include product characteristics, stakeholder interest, marketing costs, corporate image and reputation, and market complexity. Organizations operating in international environments have to choose the right branding strategy. Hence, small and medium enterprises have to choose the correct branding strategies when evolving into internationally recognized brands. There is scant literature relating to how small and medium enterprises choose their branding strategies when transitioning into international brands. This is the factor motivating this dissertation.

In today’s world, most small and medium enterprises are divulging into global markets through the use of digital marketing strategies and e-commerce. These organizations and scholars must minimize the deficiency in relevant information on branding strategies of small and medium enterprises transitioning into international brands. Studies like this dissertation will help add to the dataset on SMEs branding into international environments.

Purpose of the Study

The purpose of this quantitative study is to investigate the relationship between the branding strategies of small and medium enterprises in local and global markets. The researcher will investigate whether SMEs tend to replicate their branding strategies used in local markets or change their branding strategies when engaging in international markets. The dependent variables in this quantitative study are the types of branding being investigated i.e. product branding, corporate branding, corporate-and-product branding, and product-and-corporate branding. The independent variables of this qualitative study include stakeholder interest, marketing costs, corporate image and reputation, and market complexity (these are the factors influencing a small and medium enterprise choice of branding strategy. The methodology implemented in this research is the use of a case study. The research design to be implemented in this research is the descriptive research design . This prospectus document will help lay the foundation of the dissertation as the appropriate guide during the quantitative dissemination. Additionally, this quantitative study will help accrue a firmer comprehension of small and medium enterprises' choice of branding strategies.

Research Questions

The research questions for this quantitative study are meant to aid in the investigation of whether small and medium enterprises change their branding strategies once they go international and face unknown environments and complexities. The research questions will help refine this study and also keep the dissertation focused. However, these research questions and hypotheses are only experimental, and informed changes, directives, and alignment are appreciated .

RQ1: How can the factors influence small and medium enterprises' choice of branding strategies in local environments be defined?

RQ2: How can the factors influence small and medium enterprises' choice of branding strategies in global environments be defined?

RQ3: Do small and medium enterprises change their branding strategies once they encounter international environments?

Hypothesis

H1​​0 : Small and medium enterprises change their branding strategies when going international

H1a: Small and medium enterprises do not always change their branding strategies when going international.

Methodology

According to Coombe et al, (2015) quantitative methodology conforms to the use of mathematical methods, hypotheses, and theories all divergent around a phenomenon. The involvement of quantitative methodology in identifying branding strategies of small and medium enterprises is an assertive process that allows for intricate dissection, dissemination, and evaluation of all criteria in the study. Hence, the best alignment for this research is the use of quantitative methodology with the use of a case study.

Shareia (2016) clearly outlines the use of case studies as a research methodology. His articulation has aided the researcher to identify that the best method to use in this study is the use of a case study. A case study implements the use of data collection methods like document analysis and interviews. This research is heavily reliant on existing SME data/information. Hence, it is paramount that the researcher will conduct a deep document review to identify the various phenomena guiding this study. Shareia (2016) also includes the tactic of data triangulation used to determine the validity of the data used. Data triangulation will aid in the effectuation of multiple sources of evidence and integrating the information to accrue the best evidence.

The implementation of this strategy will help the researcher and reader comprehend the particulars of SME local and global branding. The use of the case study will aid in the development of a detailed investigation supported by real data collected from small and medium enterprises across America. However, the researcher aims to limit the downsides and delimitations of the case study by triangulating other methods as appropriate during the study process. Additionally, the researcher will continue to validate other forms of methodologies that may provide contingencies in case the initial plan fails to work out.

The implementation of a case study in this dissertation is because it allows for definite and coherent evaluation of data thus allowing for focused research and analysis. The focused research in this dissertation is the investigation of whether small and medium enterprises in America change their branding strategies once they divulge into international markets. It is important to investigate the small and medium enterprises in the researcher environment. This will help reduce costs, fatigue, and provide a focused scope. The use of quantitative methodology and a case study design will allow the researcher to identify and describe data in the real environment. Other procedures that will probably be implemented in this quantitative dissertation include experiments, surveys, and statistical tests. Data triangulation will be an essential tool to converge all of the information and data collected during the research.

Research design

This dissertation intends to identify the relationship between the dependent variables in this quantitative study (types of branding being investigated i.e. product branding, corporate branding, corporate-and-product branding, and product-and-corporate branding) and the independent variables of this qualitative study i.e. (stakeholder interest, marketing costs, corporate image and reputation, and market complexity; these are the factors influencing a small and medium enterprise choice of branding strategy). In this light, the research design incorporated in this research is descriptive. The use of a descriptive research design will help describe the phenomena being discussed.

In this case, the researcher is investigating the behavior of small and medium enterprises and their brand strategies once they expand into international markets. Scholars like McDonough (1997) announce that a descriptive research design may be in a narrative format. Descriptive case studies are aligned with the use of a descriptive theory to aid in the articulation of the assertion/phenomena. Poorly supported descriptive research design poses the risk of scant research which may expose the project to other problems.

This quantitative research aims to identify the association between the independent variables and the dependent variables in this study. The researcher will only emote the relationship existent when small and medium enterprises encounter international environments. Using the variables in this study, the researcher aims to identify whether small and medium enterprises change their branding strategies while transforming into international markets. Incorporating the quantitative methodology will help classify the features of the research, count, and construct an efficient statistical model. The overarching aim is to develop a prospectus that meets the minimum requirements and offers the best foundation for the dissertation.

Operationalization of variable

The clear definition of dependent and independent variables in this study is paramount. Additionally, the researcher will need to identify how these variables will be defined and measured, and their use in this study. This doctoral research aims to identify whether small and medium enterprises change their branding strategies once they hit the international markets. Thus, the researcher aims to relate the dependent variables of brand change i.e. (product branding, corporate branding, corporate-and-product branding, and product-and-corporate branding) when the small and medium enterprise faces the independent variable of marketing cost.

The focus on marketing cost as the independent variable is the best choice for this research because it is easy to Operationalize. The researcher must make it clear on the disparities involved in this process. Hence, definite definitions of marketing costs are called for. The definition of marketing cost in this dissertation is accrued from the United States small business Administration which notes that small and medium enterprises should spend 7 to 8 percent of their gross revenue on marketing and advertising. Upon this definition, the researcher can operationalize the following hypothesis as follows.

H1​​0: Small and medium enterprises change their branding strategies when going international

Operationalization: Small and medium enterprises change their branding strategies once they are faced with marketing costs above 8% of their gross revenue.

The operationalization of the variables in this study is important because it provides a crystal objective definition of the variables and other criteria in this study. Additionally, this research can be replicated for validity checks once the variables are Operationalize. The operationalization of the variables of this study have made it easier for the researcher to focus the research on marketing costs as the dependent variable, and how small and medium enterprises react to increased marketing costs as they face international markets. Other researchers will also find it easier to ground their research once they understand the dissection involved in these dissertations. Additionally, the researcher aims to develop a proficient articulated and well-aligned dissertation. The operationalization of the variables in the study will help the researcher analyze the data collected and conduct proficient data analysis. Additionally, this section will aid in the development of the appropriate deliverables of the study.

Sample design

The process of identifying sample sizes in quantitative research is a complex issue. Different quantitative studies implement dynamic and varying types of quantitative analysis. Hence, there is no specific formula for each quantitative design. The researcher must identify the best sample size, population, specific procedures, and justification. The deliberation on the appropriate sample sizes for this study is aided by Robinson’s (2014) dissection on the selection of the appropriate population and sample size. Selecting the appropriate sample size is vital because it allows the researcher to generalize the results of the whole population. Factors influencing the selection of the sample population include confidence level, study population, and the expected deliverable of the study (Omair, 2014).

The sampling technique applied in this research is the random sampling technique. The selection of the random sampling technique will allow the researcher to generalize the study to the target population. To achieve the intended degree of accuracy, the sample size must be of the right size (Omair, 2014). The determination of the right sample size for this research is influenced by factors like confidence level (usually set at 95%), the margin of error (80%), and the expected prevalence of variance. The study population of this study is 50 small and medium enterprises in the country that are directly accessible to the researcher. The estimation of the sample size will be aided by the use of online calculation software like Pi-face, or Open-Epi.

Data collection procedure

While there are multiple data collection techniques for quantitative procedures, the researcher will apply the use of interviews, questionnaires, document review, and probability sampling . The researcher will then implement the use of data triangulation to harmonize the collected data. Probability sampling will allow the researcher to collect data from representatives of the total population. Probability sampling is an important technique for data collection because it eliminated the probability of sampling bias.

The other data collection technique in use for this research is the use of interviews. Various types of interviews will be applied in this research where appropriate. They include face to face interviews, video conferencing, or telephone interviews. The use of interviews is an appropriate data collection tool that will aid the research. The researcher can validate the authenticity of the data collected from interviews as opposed to other data collection procedures.

The use of questionnaires is the other data collection tool appropriate for this research. The interview and data collection questions will be availed in the dissertation as the research is being conducted. Hardcopy questionnaires, mail questionnaires, or web-based questionnaires will be applied where it is deemed appropriate.

Observation is the other data collection tool implemented in this research. This is a very straightforward data collection method. Systematic observations are applied in the collection of quantitative data. Keen observation skills are paramount when dealing with numerical data from quantitative research studies.

Document review is the final data collection method that will be applied to this research. The primary documents will be accrued from physical documents on the branding strategies of small and medium enterprises in local and international markets. This data collection method is efficient because the researcher can easily manage the documents procured. Additionally, physical documents will help strengthen the research and provide preliminary research data. Document review is an efficient method in quantitative research.

Intended data analysis

The data analysis process will involve certain concepts and procedures. These include:

1. The researcher will provide a prolix explanation of the data collected. This process will involve the researcher identifying statistical treatments on the data, all data triangulation results, the relevancy of the results, and how they are related to the problem under study.

2. It is vital to identify the techniques used to clean the data collected. The data collection process may not filter all of the data collected from the sample small and medium enterprises in the general population. Thus, the researcher will divulge on the techniques used to clean the “noise” from the data and the results of the process.

3. The selection of a minimally sufficient statistical procedure is vital for this study. The researcher will provide a rationale for the statistical procedure.

Other concepts involved in the data analysis process of this dissertation include a description of the assumptions made during the data analysis process. The researcher will include the dissemination of assumptions made in each procedure and how the researcher limited any violations. Additionally, the researcher aims to identify the unanticipated events that occur in the data collection process, how the actual analysis is disparate from the planned analysis. It is also vital that the researcher handles all the missing data appropriately to increase the validity of the research.

The data analysis intended for this dissertation will be applied to the fundamental data collected using various data collection methods. Data triangulated from interviews, case studies, observation, and document analysis will be the pioneer data analyzed in this research. The research aims to identify the occurrence of disparate branding strategies by small and medium enterprises once they expand into international environments. Hence, the data analysis section must be as coherent and accurate as possible. This research aims to use a small sample size because of data saturation. Hence, due to the small sample size and the contrast of the unknown population and the other small and medium enterprises not included in the research, the researcher aims to use a descriptive statistics test. The key objectives in data collection and data analysis on the change in branding strategies of small and medium enterprises that choose to go international and the extent on feasibility are paramount in this research.

Limitations.

The limitations identified include scope limitations. The research will be focused on a small sample scale to ensure that the researcher achieves data saturation. However, the contrasting larger population of small and medium enterprises left out in the study may contain contrasting results opposed to the deliverables of this study. This research only provides minimal input in the field of small and medium enterprise branding strategies. This research will however provide the baseline for future research. The researcher aims to conduct the research as coherently as possible to ensure the deliverables of this research can be used by other scholars to ground, guide, and focus their research.

Another limitation of the study is limited focused literature and research in this area. Due to this the researcher may stray from the scholarly format of the topic and peer research. Additional and more research on branding strategies effectuated by small and medium enterprises while they transform into international brands. There are other minimal and possible limitations of this prospectus like the formulation of objectives and research aims (further guidance is appreciated in this section), the correct implementation of data collection methods, analysis techniques for this research may not be the most appropriate course of direction. This is an assumption made that the chosen data collection and data analysis plans will be sufficient in this research. The scope of discussions in this dissertation may pose a limitation if the research accrued turns out to be too scant. Hence, it is paramount that the researcher plans out in advance any mitigation techniques and contingency plans.

References

Agostini, L., Filippini, R., and Nosella, A. (2015), “Brand-building efforts and their association with SME

sales performance”, Journal of Small Business Management, Vol. 53 No. 1, pp. 161-173.

Agostini, L., Filippini, R., and Nosella, A. (2015), “Brand-building efforts and their association with SME

sales performance”, Journal of Small Business Management, Vol. 53 No. 1, pp. 161-173.

Abimbola, T. and Kocak, A. (2007), “Brand, organization identity and reputation: SMEs as expressive organizations: a resource-based perspective”, Qualitative Market Research: An InternationalJournal, Vol. 10 No. 4, pp. 416-430

Agostini, L., Filippini, R., and Nosella, A. (2015), “Brand-building efforts and their association with SMEsales performance”, Journal of Small Business Management, Vol. 53 No. 1, pp. 161-173.

Dunning, J. H., & Lundan, S. M. (2008). Multinational enterprises and the global economy. Edward Elgar Publishing.

Juntunen, M. (2014), “Interpretative narrative process research approach to corporate renaming”, Qualitative Market Research: An International Journal, Vol. 17 No. 2, pp. 112-127

Keller, K.L. (2007). Strategic Brand Management: building, measuring, and managing brand equity. New Jersey: Pearson Education.

McDonough, J., and McDonough, S., (1997). Research Methods for the English Language

Teachers. London: Arnold.

OECD (2010), High-Growth Enterprises: What Governments Can do to Make a Difference? OECD report, Paris

Omair A. Sample size estimation and sampling techniques for selecting a representative sample. J Health Spec 2014;2:142-7

Reijonen, H., Laukkanen, T., Komppula, R. and Tuominen, S. (2012), “Are growing SMEs more market-oriented and brand-oriented?”, Journal of Small Business Management, Vol. 50 No. 4, pp. 699-716

Roberts J., (2009). Global Branding.

Robinson, O. C. (2014). Sampling in interview-based qualitative research: A theoretical

and practical guide. Qualitative Research in Psychology, 11, 25-41.

Shareia B. F., (2016). Qualitative and Quantitative Case Study Research Method on Social Science: Accounting Perspective. World Academy of Science Engineering and Technology International Journal of Economics and Management Engineering vol10(12).

Urde, M. (2003). Core value-based corporate brand building. European Journal of Marketing 37(7/8), 1017-1040.

Yu Xie, H. & Boggs, D.J. (2006). Corporate branding versus product branding in emerging markets: A conceptual framework. Marketing Intelligence & Planning 24 (4), 347-364.

�Marcel, this would include all assignments however, especially assignments for weeks 1, 2, 3, 4, and 7.

�Revisit some of the assignments from this course on G*Power analysis, constructs, and the initial week 1 assignment responses. Please see feedback comments for clarification and additional information.

�Marcel, in compliance with APA style format; list citations in parentheses in alphabetical order by first author last name.

�Marcel, is this the problem the proposed research study will address?

�Marcel, As written, the problem appears to be a lack of research or lack of information. A common push-back on lack of information or lack of research is that many things are not studied but do not necessarily warrant studying (research).

�You will need to clearly state the problem and then provide evidence that this is a current problem worthy of a dissertation research study.

�Marcel – relationship between branding strategies and what? Or perhaps, is this comparison of branding strategies of small vs medium enterprises or perhaps local vs. global markets?

�? are you indicating the relationship between these constructs? For example, a correlation design that will measure association strength, direction, and statistical significance between these constructs?

�Marcel – case studies are typically associated with qualitative design.

�How are you defining ‘descriptive’ here?

�Copy of the purpose statement for consideration of alignment

The purpose of this quantitative study is to investigate the relationship between the branding strategies of small and medium enterprises in local and global markets.�

�Marcel, the research questions are structured in qualitative methodology as opposed to quantitative. What might be the variables or constructs to be measured?

In addition, only one of the research questions includes the null and alternative hypotheses. Please see feedback comment with links on quantitative research question structure and hypotheses testing in week 1 assignment

�The null hypothesis is the core idea in hypothesis testing. These are the hypothesis to be rejected, or nullified. Null hypotheses for correlational and relationship research questions (as you indicated in the purpose statement) typically state that there is no statistically significant relationship between the variables or constructs of interest.

�That is measurable.

�I am not sure of the intent of this statement within this context. Please clarify.

�I think that I understand. I suspect you are trying to make a case for a qualitative research study as opposed to a quantitative research study.

Is this correct?

If so, then please re-visit feedback from week 1 assignment re: the focus of this course as quantitative and recommendations on how you might confine your research to a simple quantitative design.

�Marcel, above you argue that a qualitative study is most appropriate and will be used.

�How are you defining descriptive? For example, descriptive statistics such as counts and percentages? If so, this does not align with the stated intent to investigate a relationship between the variables outlined above.

Or descriptive such as using words and phrases to describe?

�I am not sure of the intent of this statement within this context. Please clarify.

�Marcel – please see feedback and link to an example of operationalization of variables in week 4 assignment.

�Good to use the literature to support!

Remember to source your information with citation of work)s) by experts/researchers in the field.

�How will this be used? For example, will you place the businesses in two groups: those faced with marketing costs above 8% and those faced with marketing costs below 8%?

�Consideration: see feedback in week 3 assignment.

�Probability sampling is not a data collection technique.

�How might these questionnaires be designed?

�What type of statistical tests?

�Marcel, I am not understanding how ‘noise’ is being defined in this context.