Value of Corporate Social Responsibility in the Emerging Global Market in India

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TABLE OF CONTENTS

CHAPTER 3: METHODOLOGY1

Design and Methodology1

Rationale for Mixed Methods Research Design4

Secondary Research Methods5

Primary Research Methods7

Qualitative and Quantitative Research Method8

Rationale for Study16

Selection of Participants17

Instrument18

Justification of research tools18

Data preparation and statistical procedures19

Data Analysis19

Data organization20

Searching for alternative explanations21

Qualitative data analysis21

Secondary data analysis21

Data Collection21

Interviews22

Questionnaire23

Reliability and validity24

Validity25

Reliability28

Ethical Concerns30

Informed Consent32

Confidentiality33

Quality and Verification33

Researcher Bias34

Trustworthiness of the Data35

Literature Search36

Keywords Used37

REFERENCES38

CHAPTER 3: METHODOLOGY

This chapter describes the methodological strategies used in this study to addresses the research questions. First, a brief overview of the study is presented followed by sections describing participants, measurement instruments, and procedures. Chapter 3 provides a detailed outline of the research design of the proposed study. This chapter also expands on the elements of the research design, in particular, the research approach of the proposed study. In considering methodology for the proposed study, the researcher considered three approaches, i.e. interview, questionnaires, and secondary data collection.

The study employed a social constructivist perspective in guiding the inquiry (Teddlie 2003). Among this chapter, these frameworks are explored in further detail. This chapter also described the detailed procedures related to how the investigation would be performed and who would participate. Further, research method standards and ethical considerations are discussed to make sure that the planned research study conforms to acceptable quality standards and does not endanger the well-being of study participants.

Design and Methodology

A mixed method was employed to gather general and then more specific information from participants and sources (Creswell 2003, 77). The mixed method includes both the quantitative and qualitative research methods for gathering information (Creswell 2003, 77). The secondary source of data included relevant literature, periodicals & journal articles in the areas of CSR activities use as marketing tool etc. In the research study, it provided the information regarding the usage of CSR in marketing and a retail consumers' decision to purchase the marketed product, strategies & relevant data required to complete the research. Exploratory and explanatory mixed method design requires gathering both qualitative and quantitative data to explore a phenomenon and test relationships found in qualitative data (Creswell, 2005). The strategies used in mixed method approaches include explanatory, exploratory, transformative, or concurrent strategies. The proposed study has employed an exploratory mixed method. This perspective reflects the purpose of the study and the research questions, which are the driving forces behind all methodological choices. There are three approaches of research methodology. These approaches are:

Research

Approach

Strategies of

Inquiry

Methods

Outcomes

Quantitative

Surveys and

Experiments

Close-ended

questionnaire

(Likert scale)

Numeric data

collection

Analysis of existing

research data

Use of deduction

Statistical

hypothesis

evaluation based

on numerical

standards

Qualitative

Grounded theory,

case study,

narrative, and

phenomenology

Open-ended

questionnaire,

expert opinions,

field observations

Use of induction

Understanding of

the

interrelationships

and phenomenon

Mixed

Methods

Hybrid of

quantitative and

qualitative

Quantitative

techniques

combined with

qualitative

techniques with the

purpose to improve

the quality of the

results

Integration of both

qualitative and

quantitative

research to inform

the research

In order to develop practices and policies that drive desirable behavior, it is necessary to understand the how multinational companies can use CSR as a marketing tool for influencing the consumers buying decisions (Cresswell, 2007, p. 60). This qualitative phenomenological study was performed to describe how the multinational companies can influence and attract the consumers in India by implementing CSR practicing in ...