Methods of Analysing

Case study research delves deeply into a specific instance, like an organization, event, or
individual (Easterby-Smith et al., 2012; Bell, Bryman, and Harley, 2022). It's a qualitative
approach that aims to provide a rich and nuanced understanding of the chosen case (Bryman
and Bell, 2011; (Bell, Bryman, and Harley, 2022). Researchers typically gather data from
various sources such as interviews, observations, documents, and artifacts. These are then
analysed using techniques like content analysis, thematic analysis, or grounded theory (Both
et al., 2008; Bell, Bryman, and Harley, 2022).
The insights gleaned from case studies often contribute to theory development, inform policy
decisions or practices, or spark new research questions (Hart, 2001; Zikmund, et al, 2019;
Schindler, 2022).
Types of Case Studies:
There are several ways to conduct a case study, each with its own strengths:
Single Case Study: This approach focuses on a single case to understand a phenomenon in
intricate detail (Taylor et al., 2016). Data collection involves interviews, observations, and
content analysis, and the findings can be used to inform policy, develop theories, or generate
new research questions (Bryman et al., 2011). This study will utilize a single case study
approach, focusing on strategic brand management at Tesco UK.
Multiple Case Study: Here, researchers examine multiple related cases to explore factors
affecting success or failure (Easterby-Smith et al., 2013). Data is collected from each case
and compared using methods like comparative analysis (Braun and Clarke, 2006). This
approach is not suitable for this research, as the focus is solely on Tesco UK.
Explanatory Case Study: This method investigates the impact of a new technology on a
community (Taylor et al., 2016; Anderson et al., 2015; Anderson, 2013; Zikmund, et al,
2019; Schindler, 2022). Data is collected and analysed using various techniques to generate
new research questions, develop theory, or inform policy decisions. This method is also not
applicable to this specific study.
Descriptive Case Study: This approach provides a detailed description of a specific situation
(Tracy, 2010; Zikmund, et al, 2019; Schindler, 2022). While valuable, it's not the focus of this
research on Tesco UK's brand management strategy.
Data Collection Methods in a Case Study
In a case study research approach, there are different methods of data collection that help to
provide answers to research questions posed. Here are some of the methods of data collection
that can use.
Interview
This involves asking individual participants questions who have detailed experience or
knowledge that is relevant to the case study (Bryman et al, 2011). Interviews can be either
structured or unstructured. By structured interview, uniform questions are asked to all
participants while unstructured interview, the interviewer follows up on the answers with
additional questions. Interviews might be conducted over phone, by means of video
conferencing like Zoom or in person (Jankowicz, 2004; Zikmund, et al, 2019; Schindler,
2022). This method will not be use in this research study.
Observations
This is involves critically watching and recording the activities and behaviours of groups or
individuals in the case study. Participants observations can that researcher is a participating
actively in the activities without the other participant knowing or where that research is not
actively participating by observing from a distance. There are different means to record the
observation which include: note taking, audio or video recording or Photographs (Easterby-
Smith et al, 2012; Saunder and Thornhill, 2013; Saunder et al, 2019; Taylor et al, 2016). In
this present study, this method is not suitable for use.
Content Analysis

Creswell (2018) emphasizes the versatility of Content Analysis (CA) for analysing qualitative
data. Unlike other methods, CA allows researchers to be flexible in their approach. It is an
inductive reasoning to develop categories directly from the data, deductive reasoning to apply
existing categories, or even a combination of both (Creswell, 2018). This flexibility extends
to the type of content analysed. CA goes beyond the surface level of communication
(manifest content) and allows researchers to explore deeper meanings (latent content) within
the text (Creswell, 2018). Data collection for CA often involves in-depth interviews
(Creswell, 2019), and the analysis itself is inherently interpretive. Researchers actively search
for meaning beyond the surface, making CA particularly suited for data requiring this level of
analysis (Schreier, 2012).

There are three main approaches to CA, categorized by Hsieh and Shannon (2005) and
Zikmund, et al, (2019); Schindler, (2022) based on their reliance on inductive reasoning:

1. Conventional Qualitative Content Analysis: This approach involves developing

coding categories directly from the raw data itself, following an inductive approach
 (Berge, 200; Zikmund, et al, 2019; Schindler, 2022). It's often used in grounded
theory research.

2. Direct (or Directed) Content Analysis: This approach starts with existing categories
or themes derived from theory or previous research, and then applies those categories
to the data (deductive approach).

3. Summative Content Analysis: This dissertation will utilize summative content

analysis, which takes a unique approach within qualitative research. It starts by
identifying and counting specific words or themes within the text (Hsieh and
Shannon, 2005; Schindler, 2022). While it might appear like quantitative methods at
first glance, the true focus lies in exploring how these words or indicators are used in
context (Hsieh et al., 2005; Zikmund, et al, 2019; Schindler, 2022).

Summative content analysis goes beyond just word frequency. It incorporates latent content
analysis, the process of uncovering the underlying meanings behind the words (Kondracki
and Wellman, 2002; Weber, 1990; Zikmund, et al, 2019). Researchers search for occurrences
of these identified words, either manually or with software (Schindler, 2022). This allows
them to calculate word frequencies for each term, considering the source or speaker as well
(Schindler, 2022).

It's important to acknowledge that this method has limitations. The focus on quantification
can potentially overlook broader meanings within the data (Creswell, 2007; Zikmund, et al,
2019). To ensure the trustworthiness of interpretations, researchers can demonstrate how the
textual evidence aligns with their analysis (Webber, 1990; Johnson, Onwuegbuzie and Turner
2016; Zikmund, Quinlan, Griffin, Babin and Carr, 2019). Additionally, member checking,
where researchers confirm their interpretations with participants, can further strengthen the
findings (Lincoln and Guba, 1985; Zikmund, et al, 2019).

Mixed Method
Understanding mixed methods research can feel like navigating a labyrinth of definitions
(Niglas, 2009; Zikmund, et al, 2019). Some define it as simply collecting and analysing both
qualitative and quantitative data (Allan, n.d.). Burke, Johnson et al. (2007) and Zikmund, et
al, (2019), probe deeper, describing it as a strategy where researchers combine elements of
both qualitative and quantitative approaches such as viewpoints, data collection, analysis to
gain a richer and better understanding.

The supremacy of mixed methods lies in its ability to address inherent weaknesses within
each individual approach – qualitative and quantitative. As Greene (2007) highlights and
recognised by Johnson and Onwuegbuzie, (2007), it allows researchers to compensate for
potential weaknesses, capitalize on inherent strengths, and offset inevitable method
preconceptions. Creswell and Plano Clark (2011) and Creswell (2018) resonance this
sentiment, emphasizing that mixed methods lead to a more comprehensive understanding
than relying solely on a single approach.

Creswell and Plano Clark (2011) and Schindler (2022) outline key characteristics and how
exactly it works: researchers collect and analyse both qualitative and quantitative data,
rigorously integrating them in either a sequential or simultaneous manner (depending on the
research question and philosophical perspective). The reasons for the use of mixed method as
highlighted by Greener et al (1989) as cited by Almalki (2016) is seeking union and to
confirm findings by using different sources. It also helps in the clarification by use of one
method to elaborate and thereby clarifying result from another source. In addition, it further
helps to leverage results from one method to refine the other as all aspects of the research
questions are explored and lastly, using mixed method assist in the discovery of contradiction
and inconsistency that may lead to restating the research questions.

Data Collection Methods

In the quest for knowledge, researchers rely on data - the building blocks of information
(Merriam-Webster dictionary, n.d.). This data can come in numbers - quantitative or words -
qualitative (Creswell, 2008). To uncover insights, researchers gather and analyse this data.
These data are collected through interviews, watching people (observations), surveys, or even
controlled experiments (Creswell, 2008; Bell, Bryman, and Harley, 2022) and are referred as
primary data.

However, valuable information already exists and these already existing data, are called
secondary data, that comes from sources like government reports, company documents, or
research done by others (Creswell, 2008; Bell, Bryman, and Harley, 2022). These sources can
be anything from research organizations to consultants.

For this research dissertation, it has decided to focus on secondary data. Specifically, to
understand Strategic Brand Management in the Digital Age: Building and Sustaining Brand
Equity in the UK Retail Sector – A Case Study of Tesco UK using existing research
publications (Hsieh and Shannon, 2005; Creswell, 2008). To find these publications, the
researcher turned to online databases like Google Scholar, SAGE Journals, and even
specialized platforms like ERIC (Education Research Information Centre) and SSRN (Social
Science Research Network). By searching with keywords based on my research questions,
the investigator was able to identify relevant, peer-reviewed research articles that would serve
as the foundation for analysis for both quantitative and qualitative data for the study.

Data Analysis
Qualitative Data Analysis

As Bell, Bryman, and Harley, 2022 emphasize, data analysis is the cornerstone of any researc
h project. It's the stage where researchers unlock meaning from the collected information usin
g statistical or logical techniques. In this dissertation, the researcher opted for thematic analys
is to analyse data to specifically drawn from the findings and conclusions sections of selected
publications. This method is particularly well-suited for qualitative data, which is the type of i
nformation gathered from these sources (Schreier, 2012; Riffe, Lacy, Fico, and Watson, 201
9).

Thematic analysis is like sifting for gold in a riverbed of text. It is a systematic approach that
involves meticulously categorizing, coding, and identifying recurring themes and patterns wit
hin the data (Vaismoradi and Snelgrove, 2019). This method provides a structured and objecti
ve way to not only describe the phenomena that is been studied but also quantify it to some e
xtent.

Riffe, et al (2019) outline several key steps involved in this process:

1. Revisiting the Research Questions: Ensuring I'm on the right track and the analysis
aligns with the research goals.
 2. Acknowledging Biases: Recognizing and setting aside any personal biases that could
cloud my judgment.
3. Identifying Key Factors: Pinpointing the central variables at play in the research.
4. Developing a Coding Scheme: Creating a system for categorizing the textual data.
5. Coding the Data: Applying the system to categorize the actual data for analysis.

Quantitative Data Analysis

Descriptive statistics is a technique used in quantitative research to summarize and present
data in a clear and understandable way (James and Simister, 2020). It essentially helps
researchers describe and condense their observations into a manageable format. This
approach is valuable because it allows researchers to establish a foundation for quantitative
analysis – transforming qualitative observations into numerical quantities.

In broader terms, descriptive statistics can be understood as the process of assigning numbers
to observations or events according to specific rules (Bell, Bryman, and Harley, 2022). Bell et
al, (2022) further categorizes these rules into four main types of measurement scales:

- Nominal Scales: These categorize observations into distinct groups, like labelling
participants as "Group A" or "Group B."
- Ordinal Scales: These rank research variables within a group, allowing researchers to
order them from "low" to "high" or "first" to "last."
- Interval Scales: These not only measure the difference between variables but also
assign a fixed value to each interval. Imagine a temperature scale where each degree
represents a consistent change in temperature.
- Ratio Scales: These are the most precise, with a true zero point. They allow
researchers to calculate ratios between variables. For example, a weight scale with a
zero point allows you to say that one object is twice as heavy as another.

Frequency distribution is a technique researchers use to organize data by listing each

measurement from highest to lowest (Fallon, 2016). This initial step allows them to calculate
an average value, which can be visualized as a line. The highest point on the line represents
the most frequent measurement, while the lowest point reflects the least frequent one.
However, the line does not just display these extremes, it also includes all the other average
values, even those that appear zero times (Saunders et al, 2013). This is important because
leaving out these zero frequencies would poultice the overall distribution and distort the true
picture of the data.

In essence, frequency distribution acts as a first step in making sense of data. By organizing
measurements in this way, researchers can calculate various statistics and gain valuable
insights from their data.
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