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Methodology

This chapter discusses the research design for a study on social networking as a marketing channel in 21st century India. It begins with a timeline of major social networking sites from 1997 to present. The research problem aims to assess the role of social networking as a marketing channel in India by understanding social network usage patterns. The scope of the research is to identify usage patterns among Indian youth to determine effective marketing communication strategies. The objective is to identify which social networks and marketing tactics are most commonly used. The hypothesis is that social networking is a practical marketing channel in 21st century India. A quantitative research approach is chosen to collect statistical data on usage patterns from a sample of the Indian population.
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0% found this document useful (0 votes)
82 views11 pages

Methodology

This chapter discusses the research design for a study on social networking as a marketing channel in 21st century India. It begins with a timeline of major social networking sites from 1997 to present. The research problem aims to assess the role of social networking as a marketing channel in India by understanding social network usage patterns. The scope of the research is to identify usage patterns among Indian youth to determine effective marketing communication strategies. The objective is to identify which social networks and marketing tactics are most commonly used. The hypothesis is that social networking is a practical marketing channel in 21st century India. A quantitative research approach is chosen to collect statistical data on usage patterns from a sample of the Indian population.
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Chapter 2: Research Design

2.1 Title

Timeline 1 showing launch dates of major social networking sites

Social networking came to the fore in the late 1990s. The first recognizable social network site launched in 1997. SixDegrees.com allowed users to create profiles, list their Friends and, beginning in 1998, surf the Friends lists. Each of these features existed in some form before SixDegrees, of course. Profiles existed on most major dating sites and many community sites. AIM and ICQ buddy lists supported lists of Friends, although those Friends were not visible to others. Classmates.com allowed people to affiliate with their high school or college and surf the network for others

who were also affiliated, but users could not create profiles or list Friends until years later. SixDegrees was the first to combine these features. The next wave of SNSs began when Ryze.com was launched in 2001 to help people leverage their business networks. Ryze's founder reports that he first introduced the site to his friendsprimarily members of the San Francisco business and technology community, including the entrepreneurs and investors behind many future SNSs. From 2003 onward, many new SNSs were launched, such as LinkedIn, MySpace, Orkut and Facebook. The rapid growth in the use of social networking websites for marketing purposes is hence, a phenomenon that has come to the fore in the 21st century. This study is titled The Social Network: The Marketing Channel of the 21st Century. The title has been selected in order to portray the unique position occupied by social networking as a marketing tool in the 21st century. It also seeks to draw light upon the use of social networking for marketing purposes as an inherent property of the new millennium. 2.2 Statement of Problem It seems clear that we are currently living in the midst of the boom of the use of social media. Social networks such as Facebook with some 400 million active members represent a larger community than most individual countries. But research is somewhat lagging behind this rapid development, and it is difficult to find relevant and up to date studies on how social media are to be part of the markeitng process, how this relates to the strategy that companies have with the use of social media- if they are to be used to strengthen the brand, increase sales, find new customers, recruit more competent staff, to improve the support-function, to be part of the product development and/or to improve the internal communication (Carlsson, 2010). The potential and practical role of social networks, specifically in India remains to be examined.

To this end, the research problem can be formulated as follows: To assess the role of social networking as a marketing channel in 21st century India, through understanding social network usage patterns in India.

2.3 Scope of the Research According to Weber, marketing to the social web means to adopt a completely new way of communicating with an audience in a digital environment. Instead of continuing as broadcasters, marketers should become aggregators of customer communities. It is not about broadcasting marketing messages to an increasingly indifferent audience. Instead, when marketing to the social web marketers should participate in, organize and encourage social networks to which people want to belong. Rather than talking at customers, marketers should talk with them (Weber 2009). The task of aggregating customers is done in two ways: by providing compelling content on your web site and creating retail environments that customers want to visit, and by going out and participating in the public arena (Weber 2009). Marketing to the social web is not only for the largest multinational corporations; it may be easier and more effective, argues Weber (2009), for a relatively small or medium-size company to take maximum advantages of the social media. Also the way of segmenting changes radically with the advent of the social web. Demographics like gender, age, education and income, lifestyle factors have become less relevant, and what really counts is segmenting according to what people do and feel- their behaviour as well as their attitudes and interests. The goal for the marketer is to identify groups of customers within the larger market that can be reached and affected through the marketing (Weber 2009). This research study hopes to identify usage patterns amongst a random sample of the Indian youth in order to identify what forms of marketing communication would be most effective in reaching out to them. It hopes to identify consumer behaviours, social networking preferences, and opinions on social media marketing in order to form a basis for future research. Through these findings, this study also hopes to set a point of reference that can be used in formulating and implementing effective social media strategies through social networking websites. Thus, the study aims to assess the nature and scope of social media marketing in India through social networking sites, through user experiences.

2.4 Research Objective The study aims to identify social networking usage patterns in terms of various social networking websites and marketing communications that are employed through the said media. In doing so, it aims to assess the scope for social media marketing in India through gauging various user experiences from a sample of the Indian population. The study also aims to lay a precedent for future research in similar fields of study. 2.5 Hypothesis Development There are several ways of collecting and understanding information and finding answers to questions - research is one way. Research is a way of thinking: examining critically the various aspects of your profession; understanding and formulating guiding principles that govern a particular procedure; and developing and testing new theories for enhancement of your profession. It a habit of questioning about what you do, an empirical examinations to find answers, with a view to insisting various changes for more effective profession services (Kumar, 1996). The main influence on a chosen research philosophy could be the knowledge and the process by which the knowledge is being developed and the way researcher approaches the study of the particular field of activity. Saunders et al (2007). Saunders et al (2007) also state that the research philosophy the researcher adopts contains important assumptions about the way in which the researcher views the world. These assumptions underpin the research strategy and the methods the researcher chooses as part of this strategy. Hussey and Hussey (1997) state that, although research is central to both business and academic activities, there is no consensus in the literature on how it should be defined. One reason for this is that research means different things to different people. However, from the many different definitions offered, there appears to be agreement that research is a process of enquiry and investigation, increases knowledge through a systematic and methodological approach. According to Carson et al (2005) ontology is reality; assuming that individuals have direct, unmediated access to the real world and it is possible to obtain hard, secure, objective knowledge about this single external reality on the basis of quantitative research. Alternatively, assuming that individuals do not have direct access to the

real world but their knowledge of this perceived world is meaningful in its own terms and can understood through careful use of appropriate interpretivist and relativist procedures on the basis of qualitative research. And epistemology is the relationship between that reality and the researcher and methodology is the technique used by the researcher to discover that reality (Perry et al. 1999). There are said to be two paradigms of research: quantitative with is associated with physical sciences and qualitative which is associated with the social sciences. In this case, the hypothesis arrived at states: Social networking is a practical marketing channel in 21st century India. The elected research paradigm for this study is quantitative, as this approach allows focusing the study on assessing the potential and practical realities of social networking in India through establishing statistical usage patterns based on a sample. Saunders et al (2007) comment that using quantitative methods, a researcher is likely to use existing theory in order to develop hypotheses which will be tested and confirmed leading to further development of the theory which then may be tested by further research. Saunders et al (2007) also notes that quantitative research would rather use facts than be concerned with impressions. Figure 3.1 Advantages and disadvantages of two types of research: Quantitative Advantages

Qualitative

Economical collection of large amount of data.

Facilities understandings of how and why. Enables researcher to be alive to changes which occur during research process.

Clear theoretical focus for the research at the outsets.

Good at understanding social processes.

Greater

opportunity

for researcher to retain control on research process.

Easily data.

comparable

Disadvantages

Inflexible directions often changed cannot once be data at social

Data collection can be time consuming. Data analysis is difficult. Researcher has to live with uncertainty that clear patterns may not emerge.

collection has stated.

Weak understanding problems.

Generally perceived as less credible by non-researcher.

Source: Research methods for business students (1997)

As there is a need to establish a trend among usage of social networking websites, the chosen method of research will lean towards the quantitative form. This will also ensure greater control of the process, an ease of interpretation of the findings, and the ability to test a larger sample of the Indian population in order to establish such trends as are relevant to the study. However, the study will also make note of the necessity of qualitative research in such a field in terms of a better understanding of the Indian population and its leanings towards or away from marketing via social networking. 2.6 Methodology 2.6.(a) Data Sampling Data sampling is a process used in statistical analysis in which a predetermined number of observations will be taken from a larger population. The methodology used to sample from a larger population will depend on the type of analysis being performed, and can be of many types. Broadly classified, sampling can fall under two categories non-probability sampling and probability sampling.

Non-probability Sampling: Non-probability samples are less desirable than

probability samples as they are not truly representative of a population. However, a researcher may not care about generalizing to a larger population. The validity of nonprobability samples can be increased by trying to approximate random selection, and by eliminating as many sources of bias as possible. Non probability sampling can be of the following types: Quota sample - The defining characteristic of a quota sample is that the researcher deliberately sets the proportions of levels or strata within the sample. This is generally done to insure the inclusion of a particular segment of the population. The proportions may or may not differ dramatically from the actual proportion in the population. The researcher sets a quota, independent of population characteristics. Purposive sample - A purposive sample is a non-representative subset of some larger population, and is constructed to serve a very specific need or purpose. A researcher may have a specific group in mind, such as high-level business executives. It may not be possible to specify the population -- they would not all be known, and access will be difficult. The researcher will attempt to zero in on the target group, interviewing whoever is available. Convenience sample - A convenience sample is a matter of taking what you can get. It is an accidental sample. Although selection may be unguided, it probably is not random, using the correct definition of everyone in the population having an equal chance of being selected. Volunteers would constitute a convenience sample. Non-probability samples are limited with regard to generalization. Since they do not truly represent a population, it is not possible to make valid inferences about the larger group from which they are drawn. The validity of sampling can be increased by approximating random selection as much as possible, and making every attempt to avoid introducing bias into sample selection. Probability Sampling: Probability samples are selected in such a way as to be representative of the population. They provide the most valid or credible results because they reflect the characteristics of the population from which they are selected.

Probability sampling is of two kinds:

Random Sample: The term random has a very precise meaning. Each individual in the population of interest has an equal likelihood of selection. The key to random selection is that there is no bias involved in the selection of the sample. Any variation between the sample characteristics and the population characteristics is only a matter of chance. Stratified Sample: A stratified sample is a mini-reproduction of the population. Before sampling, the population is divided into characteristics of importance for the research. For example, by gender, social class, education level, religion, etc. Then the population is randomly sampled within each category or stratum. If 38% of the population is college-educated, then 38% of the sample is randomly selected from the college-educated population. Stratified samples are as good as or better than random samples, but they require fairly detailed advance knowledge of the population characteristics, and therefore are more difficult to construct. For the purpose of this study, a stratified sample was selected in order to yield the most comprehensive results possible. 2.6.(b) Sampling Details Data was collected from a stratified sample of 100 individuals comprising both male and female subjects. The stratified sample selected for this study comprised the following strata: i) 50% students at Christ University. ii) 25% individuals belonging to the 18 25 year old age group who are students at other universities across India. iii) 25% individuals belonging to the 18 25 year old age group who are working professionals. The sample was stratified in such a way that the potential for social networking as a marketing channel in India would be tested among individuals most likely to respond to social media marketing initiatives. This would facilitate a better assessment of the channels potential to succeed in terms of an earning population already involved in social networking activities.

2.6.(c) Research Tools The tools used during this study were as follows: i) Primary sources of research a. Questionnaire administered to subjects participating in the study b. Telephone interviews conducted with subjects participating in the study ii) Secondary sources of research a. Previous research in relevant areas available on the Internet, in research journals, etc. b. Information gathered through reading opinion pieces, newspaper articles, blogs, etc. iii) Statistical methods employed a. Percentages b. Arithmetic Mean c. Correlation 2.6.(d) Limitations The study was conducted on a stratified sample of 100 individuals aged between 18 and 25 years. This represents only a portion of the population of India, but the researcher was limited by his network. The study, while incorporating qualitative analysis in the scope of the questionnaire used as a primary research source, focuses its attention on a quantitative analysis of the probability of success or failure of social media marketing through social networking in India. This is in order to arrive at a positive or negative response to the hypothesis. The study does not detail its qualitative responses in terms of the hypothesis. It rather uses these responses in order to formulate its recommendations and conclusions. This deviates slightly from the overall quantitative method of data analysis employed

throughout the study, and from the hypothesis formed of quantitative reasoning. The study also does not take into account the opinions and applications, either qualitatively or quantitatively, of organizations within India that employ social media marketing. The study chooses to focus rather on usage patterns to establish the relative success or failure of social networking as a marketing channel in India.

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