MKT

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Research Method and Procedure

Name

Course

Professor

Date

Qualitative Research Methodology

Based on the objective of the research, that is establishing whether Khaadi does not fulfill the rights of laborers or workers are just blaming the company for nothing, and also to assess whether the popularity of the brand is lessened by increasing number of statements that are issued by the workers, qualitative research approach will be used. A qualitative approach is a research methodology that is to collects data on the social behavior and culture of people. It is the most appropriate methodology that is used when involved data is non-numerical such as views, opinions, values, beliefs and experiences of people (Agius, 2013). In the marketing research, it has been stated that workers will be the unit of analysis, who will help the researcher to establish whether Khaadi offers an unconducive working environment. Information that will be collected is based on the opinion and experience of employees hence it is non-numerical data that is best collected using the qualitative method.

Data Collection Method

In research, numerous data collection methods are used. Data collection method should be selected carefully informed by research methodology, nature of data that will be collected, sampling method that will be used, accuracy and ability of research to collect the data using the selected method and study participants. In the market research, the unit of analysis has already been identified as the tortured workers that is the most appropriate participants of the study. To collect data, the interview method will be used to collect the data. To the tortured workers, the interview will be conducted to collect data on the perception of employees on the Khaadi’s working environment, the popularity of the brand, experience of intimidation for raising complaints, natures of statements that are issued by workers and view of employees on the response of management to issues that are raised by the employees. An interview guide will be prepared to contain questions that would be asked to workers. The interview will be transcribed for the analysis to take.

Sampling Method

Having established the data collection method and research methodology, sampling is the next important process. In this particular research, the purposive sampling method would be used. Purposive sampling is a sampling method through which a sample is selected based on the judgment or discretion of the researcher believing that the selected sample would provide the desired information. Purposive sampling is most useful when the researcher is determined to gather as much insight as possible on the subject matter that is under examination (Crossman, 2020). To the market research, to get detailed information on working conditions and general workplace conditions, workers who have been tortured are identified through purposive sampling for inclusion in the study.

Questionnaire

Lastly, the questionnaire is an important instrument for data collection in the research. In the research, the questionnaire list questions which could be open-ended or close-ended to which the selected sample size should respond. A sample questionnaire is given.

You are kindly requested to respond to the following questions to the best of your knowledge that intends to establish working conditions at Khaadi and the impact of increasing worker statement on the brand. Note responses are treated anonymously to promote confidentiality of respondents and solely used for this market research.

1. I am satisfied workplace environment at Khaadi.

Strongly Agree [ ], Agree [ ] Neutral [ ], Disagree [ ] strongly Disagree [ ]

2. Khaadi fulfil rights of labourers

SA [ ], A [ ], N [ ], D [ ] SD [ ].

3. Increasing workers statement lessen popularity of brand.

True [ ] False [ ]

4. Workers are blaming Khaadi for nothing

True [ ] False [ ]

5. Could you share your experience when you had to complain to the company?

6. Why employees fear to complain about the poor working environment at Khaadi?

References

Agius, S. J. (2013). Qualitative research: its value and applicability. The Psychiatrist, 37(6), 204-206.

Crossman, A. (2020). Understanding Purposive Sampling. Retrieved from https://www.thoughtco.com/purposive-sampling-3026727