Category

Table of Contents

CHAPTER THREE: RESEARCH METHODS

The research study’s chapter three is comprises of methodology related to data collection that are relevant for this study. This chapter of research study has included the data collection method, research design, statistical tool applied and the findings of the research. All the elements are combined and aligned to accomplish the main objective of the research study.

Method of Data Collection

This research study has utilized two major methods and techniques for the data collection. There are mainly two main methods are being used by researcher in order to collect data such as; primary data collection method and another is secondary data collection method. Primary data collection method is used by researcher in order to get the first hand and raw data through survey and interviews whereas secondary data is the second hand data which can be gathered from authentic source such as published journals, articles and online resources or book etc. (Palinkas, Horwitz, Green, Wisdom, Duan & Hoagwood, 2015). This research study has utilized the primary method of data collection where the data is collected from a survey through the questionnaire tool.

Sample Size

Sample size of the research study represents the total number of respondents or the participants that are being selected by the researcher in order to conduct the research (Rea & Parker, 2014). Particularly for this research study, the researcher has used 280 respondents that include managers, third party marketing firms and customers.

Sampling Technique

Sampling technique can be defined as the process of selecting a small number of groups from larger population and that sample must be the true representation of the entire population. Sampling techniques involve two methods of selection such as; probability sampling and non-probability sampling. According to Andaleeb and Hasan (2016) suggested that probability sampling provides equal opportunity to respondents to participate in the research, on the other hand non-probability sampling due to some research limitations could not provide equal opportunity to each and every respondents to participate in the research study. Non-probability sampling is further divided in to sub categories known as convenience sampling, quota sampling and snowball sampling whereas probability sampling is further bifurcated in to cluster sampling and systematic sampling. This research study has used the simple random probability sampling where every respondent of the population would get equal opportunity to participate in the research study.

Research Model

Marketing-Dissertation-Methodology-Sample-Picture-1

Research study is determines the relationship between dependent and independent variables. In this research study, affiliate marketing is the dependent variables and brand awareness is the independent variable. Affiliate marketing’s impact can be observed on customer’s brand awareness towards the product and services of the company.

Statistical Technique

In order to understand the significance of results of the research study, the data, which is collected from the questionnaire, is applied into numerous statistical tools that help the researcher in better understanding of results. This research study has used one sample T test in order to test the hypothesis. One sample T test tool is best way to compare the mean of single population. Hence, one sample test compares the mean of one population with the mean of sample. Furthermore, the researcher has adopted the reliability and validity test in this research.

Reliability test

Reliability analysis is conducted by researcher in order to check the validity of the collected data. There are numerous techniques that are being used by researcher in order to measure the reliability and validity of the research. This research study has utilized Cronbach’s Alpha test for measuring reliability of the research.

Marketing-Dissertation-Methodology-Sample-Picture-2

Reference

Andaleeb, S. S., & Hasan, K. (2016). Marketing Research. In Strategic Marketing Management in Asia: Case Studies and Lessons across Industries (pp. 111-160). Emerald Group Publishing Limited.

Anderson, A. (2015). Affiliate Marketing: How to make money and create an income.

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.

Ayanso, A., Lertwachara, K., & Mokaya, B. (2014). Marketing Meets Social Media: Classification and Evolution. Harnessing the Power of Social Media and Web Analytics, 1.

Boone, L. E., & Kurtz, D. L. (2013). Contemporary marketing. Cengage learning.

Bowie, D., Paraskevas, A., & Mariussen, A. (2014). Technology-driven online marketing performance measurement: lessons from affiliate marketing. International Journal of Online Marketing4(4), 1-16.

Bowie, D., Paraskevas, A., & Mariussen, A. (2014). Technology-Driven Online Marketing Performance Measurement: Lessons from Affiliate Marketing. International Journal of Online Marketing (IJOM)4(4), 1-16.

Chachra, N., Savage, S., & Voelker, G. M. (2015, October). Affiliate crookies: characterizing affiliate marketing abuse. In Proceedings of the 2015 ACM Conference on Internet Measurement Conference (pp. 41-47). ACM.

Duffy Dennis, L. (2015). Affiliate marketing and its impact on e-commerce. Journal of Consumer Marketing22(3), 161-163.

Dwivedi, Y. K., Rana, N. P., & Alryalat, M. A. A. (2017). Affiliate marketing: An overview and analysis of emerging literature. The Marketing Review17(1), 33-50.

Edelman, B., & Brandi, W. (2015). Risk, information, and incentives in online affiliate marketing. Journal of Marketing Research52(1), 1-12.

Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business intelligence through the lens of marketing mix. Big Data Research2(1), 28-32.

Grieco, C., Iasevoli, G., & Michelini, L. (2016). Marketing alliances in digital firms: an analysis of benefits and risks. Management in a Digital World. Decisions, Production, Communication.

Hyder, S. (2016). The Zen of social media marketing: an easier way to build credibility, generate buzz, and increase revenue. BenBella Books, Inc..

Iwashita, M., & Tanimoto, S. (2016, October). Highly secure transaction system for affiliate marketing. In Consumer Electronics, 2016 IEEE 5th Global Conference on (pp. 1-3). IEEE.

Kaur, J., & Wadera, D. (2017). Affiliate Marketing Strategy of Amazon India. Driving Traffic and Customer Activity Through Affiliate Marketing, 33.

Khmaladze, D. (2017). U.S. Patent No. 20,170,083,960. Washington, DC: U.S. Patent and Trademark Office.

Kircova, I., & Cinar, D. (2015). Digital Advertising Practices and its Impacts on Students: An Application in the Public and. Handbook of Research on Effective Advertising Strategies in the Social Media Age, 388.

Leisenberg, M. (2016). Strategies and Tools for Marketing Based on Mobile Services and Devices–An Overview. International Business Research9(4), 66.

Lemon, K. N. (2016). The Art of Creating Attractive Consumer Experiences at the Right Time: Skills Marketers Will Need to Survive and Thrive. GfK Marketing Intelligence Review8(2), 44-49.

Mackey, T. K., Miner, A., & Cuomo, R. E. (2015). Exploring the e-cigarette e-commerce marketplace: identifying Internet e-cigarette marketing characteristics and regulatory gaps. Drug and alcohol dependence156, 97-103.

Mai, J. E. (2016). Looking for information: A survey of research on information seeking, needs, and behavior. D. O. Case, & L. M. Given (Eds.). Emerald Group Publishing.

Narang, R., & Trivedi, P. (2017). Affiliate Marketing: Experiences of Different Companies. Driving Traffic and Customer Activity Through Affiliate Marketing, 11.

Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research42(5), 533-544.

Patel, J. (2015). Strutegies of E-Marketing: A Review of Theoretical and Empirical Evidence. Quality Management Practices for Global Excellence1, 446.

Peters, K., Verhoef, P. C., & Krafft, M. (2015). 10. Customer acquisition strategies: a customer equity management perspective. Handbook of Research on Customer Equity in Marketing, 227.

Prabhu, S., & Satpathy, T. (2015). Affiliate Marketing’s Future in India. Indian Journal of Science and Technology8(S4), 278-282.

Rea, L. M., & Parker, R. A. (2014). Designing and conducting survey research: A comprehensive guide. John Wiley & Sons.

Rivera, E. R. (2016). A Case Study of the Promotional Mix in Kooidea Campus.

Rotich, J. K. A., & Mukhongo, A. (2015). Effects of Internet Marketing Strategies on Sale of Communication Services. A Case Study of Telkom Kenya-Eldoret Branch. International Journal of Scientific and Research Publications.

Sharma, S. (2015). Internet Marketing: The Backbone of Ecommerce. International Journal of Emerging Research in Management &Technology4(12), 200-202.

Smith, A. L. (2016). Building Bridges for Bridge & Burn: How small lifestyle brands use content to extend their reach online (Doctoral dissertation, SIMON FRASER UNIVERSITY).

Stone, M. D., & Woodcock, N. D. (2014). Interactive, direct and digital marketing: A future that depends on better use of business intelligence. Journal of Research in Interactive Marketing8(1), 4-17.

Strauss, J. (2016). E-marketing. Routledge.

Turban, E., Strauss, J., & Lai, L. (2016). Marketing Communications in Social Media. In Social Commerce (pp. 75-98). Springer International Publishing.

Wang, W. T., Wang, Y. S., & Liu, E. R. (2016). The stickiness intention of group-buying websites: The integration of the commitment–trust theory and e-commerce success model. Information & Management53(5), 625-642.

Wortley, W. D., Diehl, R., Heuring, A., & Johnson, M. (2014). U.S. Patent Application No. 14/247,695.

Yang, S. C., Chen, M. J., Fu, J. R., Hu, H. Y., & Wu, T. (2014). Affiliate Marketing Strategy with Profit Sharing-Microprogram’s Life+ Service Platform. Management Review33, 173-176.

Zucker, J., & Shapiro, T. R. (2015). U.S. Patent Application No. 14/666,149

Appendix

Data View:

Literature-review-sample-picture-16

Variable View:

Literature-review-sample-picture-17

Table 3.1:

Literature-review-sample-picture-18

Table 4.1:

Literature-review-sample-picture-19

Literature-review-sample-picture-20

Table 4.2:

Literature-review-sample-picture-21

Literature-review-sample-picture-22

Table 4.3:

Literature-review-sample-picture-23 Literature-review-sample-picture-24

Table 4.4:

Literature-review-sample-picture-25 Literature-review-sample-picture-26

Table 4.5:

Literature-review-sample-picture-27 Literature-review-sample-picture-28

Table 4.6:

Literature-review-sample-picture-29