Episthropology, And Epistemology

Conducting external secondary research can help support the need for a study when addressing a management problem identified for a marketing research proposal. In this assignment, you will demonstrate your ability to conduct secondary research to inform a proposal for a new product idea.

The outermost layer is known as the research philosophy, which is then followed by the research

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When conducting research, when is it conducive to use primary research over secondary research and vice versa? Both research techniques are viable and beneficial. They each have purpose and can be used as a marketing research template when conducting research. Both techniques are equipped with tools that can be used to guide a researcher through the research process. If these tools are properly adhered to, the research process can be seamless and quite effective. Moreover, market research can assist a researcher in making accurate decisions and improve the chance of success. This paper will explain the difference among research tools used in primary and secondary research. It will also depict the

The strategy of secondary analysis was chosen for this research because it is cheap and timely in comparison to other forms of research. Using data collected by other reliable sources increases the validity of secondary data analysis research.

“Primary research delivers more specific results than secondary research, which is an especially important consideration when you're launching a new product or service” (SFGate, 2012, para 3). This type of research is used to find answers to a predetermined problem using “statistical methodologies that involve sampling as little as 1 percent of a target market” (SFGate, 2012, para 3). The main downside of primary market research over that of secondary is that is expensive to conduct.

The epistemology and ontology together guide the researcher towards the type of research they will conduct, and in turn determine the type of methodology and methods of the research (Carter & Little, 2007).

Research paradigms are ‘the entire constellation of beliefs, values, techniques, and so on shared by members of a given community’ (Kuhn, 1970, p.175). The three most common paradigms are positivism, constructivism or interpretivism and pragmatism. Each of these can be categorised further by examining their: ontology, epistemology and methodology. Fundamentally, ontology is the nature of reality, epistemology describes the relationship the investigator has with their version of reality, and methodology is the various techniques and tools used to analysis their research.

Research methodology and methodological approaches that is, the structured process of conducting research and the overall concepts and theories which underpin research respectively (Bryman, 2008), occupy a central position in the research process as they are both shaped by and translate the researcher’s epistemological position. Epistemology then refers to a researcher’s philosophical stance about the nature, derivation and scope of knowledge (Gilbert, 2008). These positions are seldom ‘spelt out’ but rather understood in the matter of research methodology and approach (Sarantakos, 2005).

Primary research is where we get information straight from the customers. These could include interviews, questionnaires, analysing purchase records and feedback. Secondary research uses published information such as yellow pages, newspaper reports and articles in trade journals.

They can also measure this through sending out a survey to customers who did not accept the organizations quote. Survey questions can include reasons for the quote being rejected, such as cost, quote turnaround time, and delivery lead time. One of the major advantages of primary data is that it can be “more specific to the problem being studied” (Kerin, R.A., Hartley, S.W., Berkowitz, E.N., and Rudelius, W., 2006) and one of the main disadvantages is the cost associated and time associated with collection. So what is the difference between primary and secondary research?

A paradigm is essentially what guides the research conducted by a researcher. Qualitative and quantitative are the main two research paradigms that guide a researcher. These are basically beliefs about reality or ontology. This is called relativism and in this paradigm, the researcher believes that there are many qualitative perspectives of reality. Generally this type of research is subjective. Qualitative research analysis is generally inductive and focuses on experiences and perceptions of research participants. Research design methods for this paradigm include phenomenology (lived experience), ethnography (influence of culture) and grounded theory (social process) (NurseKillam, 2017).

Maxwell (2005) also notes that qualitative research can be used to address various issues and is not restricted to one ontological stance. The method also involves developing a relationship with the people one is studying, an aspect that is important in defining the authenticity of the data and determining the course of action.

This is existing research that has been gathered previously either by the firm itself or by other organisations. This type of research is collected quicker and cheaper as it has been already archived. Secondary data is normally found in internal and external sources.

Primary and secondary sources are ways in which data can be retrieved. As Serakan (2006) stated, “Primary data refer to information obtained by the researcher on the variables of interest for the specific purpose of the study”. Various evidence suggesting to what methods of primary research can be conducted and which are most effective for the previously mentioned problem description are stated in this chapter.