BUSINESS RESEARCH METHOD

ASSIGNMENT NO 1

Assign
ment
No 1
Method
Research
GROUP
(9667)
(9636)
CLASS:
(9622)
BBA
SUBMITTED MEMBERS:
6Iqra(A) TO:
GROUP MEMBERS:
Sir Faisal Sultan
Khalid (9663)
Yousuf Agha (9624)
Mehmood Yawer (9627)
Shahbaz ()
COURSE:
BUSINESS RESEARCH METHOD
INSTRUCTOR:
SIR FAISAL SULTAN

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QUESTION NUMBER 1

Mention at least three subjects of your interest and develop three

topics by considering these subjects.

SUBJECTS: Our area of interest is Marketing and the subjects of our

interest are:

1. E-Marketing
2. Customer loyalty
3. Customers buying behavior

TOPICS OF E-MARKETING:

Followings are the topics of E-Marketing:

Determining the effect of E-Marketing on SMEs: A study of

Pakistan.
Gauging the significance of E-Marketing in service performance: A
study of Karachi.
Analyzing the significance of E-Marketing on industrial sales:
Evidence taken from dewan group of industries.

TOPICS OF CUSTOMER LOYALTY

Followings are the topics of Customer Loyalty:

1. Determining the impact of customer satisfaction on Customer

loyalty: Evidence taken from Pakistan
2. Gauging the significance of Customer loyalty on SME`S : A study of
Karachi
3. Measuring the impact of service quality on Customer Loyalty:
Evidence taken from Pakistan.

TOPICS OF CUSTOMER BUYING BEHAVIOR

Followings are the topics of Customer Buying Behavior:

1. Determining the factor affecting consumer buying behaviour: A

comparative
Study of Gul Ahmed and Al-Karam.

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2. Measuring the impact of advertising on consumer buying behaviour:

A study
of PAA (Pakistan Advertisement Association).

3. Measuring the impact of packaging on customer buying behaviour: A

Study
Nestle.

QUESTION NUMBER 2

Find out relevant research papers on your area of interest.

Attested along with the assignment.

QUESTION NUMBER 3

Select any one as a major area of research and provide reasons

for it.

Our major area is Impact of E-marketing on Small and Medium

enterprises. The reason for selecting this topic is that it would help us
gaining a better understanding of how technology is contributing to small
and medium enterprises and would help us in learning about our future
endeavors.

QUESTION NUMBER 4

Read research from selected area and briefly define its nature of
any three researches.

NATURE OF RESEARCH NO 1:

The nature of the research A prospective study on online marketing of

Small and Medium enterprises (SMEs) of services sector in India is
Qualitative.

NATURE OF RESEARCH NO 2:

The nature of the research Internet Marketing and Performance of Small

and Medium Enterprises in Nairobi County is Quantitative.

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NATURE OF RESEARCH NO 3:

The nature of the research The Impact of E-Marketing use on Small

Business Enterprises marketing success is Quantitative.

QUESTION NUMBER 5

Briefly discuss if it is quantitative then what are various

statistical tools which are used in it.

STATISTICAL TOOLS USED IN RESEARCH NO 1:

There is no statistical tool that is applied in research A prospective study

on online marketing of Small and Medium enterprises (SMEs) of services
sector in India as the research is Qualitative.

STATISTICAL TOOLS USED IN RESEARCH NO 2:

The statistical tool that applied in research Internet Marketing and

Performance of Small and Medium Enterprises in Nairobi County are
REGRESSION COEFFICIENT, ANOVA and CORRELATION.

STATISTICAL TOOLS USED IN RESEARCH NO 3:

The statistical tool that applied in research The Impact of E-Marketing

use on small business enterprises marketing success are REGRESSION
and CHI-SQUARE.

QUESTION NUMBER 6

Compare conclusion of all three researches.

CONCLUSION:

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By analyzing the research papers, we have come to a conclusion that E-

marketing has become one of the most important factors that have an
impact on the business and development of Small and Medium
enterprises. Small and medium size enterprises are major contributors to
the modern economics due to trying to adapt the E-Marketing techniques.
It is indeed difficult to adapt a change in an ongoing business, no less a
challenge but it has been proven to be effective towards the progress of
an organization The studies have found that that E-marketing allows and
gives a better hold on firms communication and their product to be
marketed easily and effectively across the region which has appositive
impact on their performance. Comparing all these researches gives us an
impression that indeed E-Marketing proves to be an effective way to
communicate with the customers in an affordable and efficient way. The
studies therefore conclude that the adaption of E-Marketing leads to
improved performance of Small and Medium Enterprises.

QUESTION NUMBER 7

What are the limitations of these researches?

LIMITATION OF RESEARCH NO 1:

The research A prospective study on online marketing of Small and

Medium enterprises (SMEs) of service sector in India has some
limitations. The studies could be performed only in the small and medium
service sectors of India that uses E-Marketing so that the results are more
stable in the context of India.

LIMITATION OF RESEARCH NO 2:

The researcher faced several limitations in the course of the study. First,
the study was limited in terms of scope as it only focused on the impact
internet marketing had on performance of SMEs in Nairobi. The researcher
was limited on resources such as money and time available for research
however the researcher managed to collect the research data on the
scheduled time.The study was also limited in terms of geographical area
since it only focused on SMEs in Nairobi County. This was however
overcome through the use of appropriate sampling methods which

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ensured that the results of the study could be generalized to the entire
population

LIMITATION OF RESEARCH NO 3:

As with any study, there are certain limitations that should be recognized.
First we assessed SBEs marketing success by using marketing
performance and marketing effectiveness, while there is evidence that
SBEs marketing success is a much broader construct that includes
marketing efficiency (Alonitis & Karayanni 2000; Eid & Elbelatgi, 2005),
customer satisfaction (Eid et al., 2006; Eid & Trueman, 2004) and brand
equity (Damanpour & Damanpour, 2001; Stockdale & Standing, 2004;
Tsao et al., 2004; Wen et al., 2001). Second, an extra limitation of this
study is associated with its reliance on the subject, self-report and
judgmental indicators to measure the research constructs with in the
survey questionnaire. Although the usage of objective indicators (such as
sales volume, EM sales volume, total cost, EM cost, profit levels, numbers
of customers, etc.) might improve accuracy, such measures are
considered to be very sensitive and difficult to obtain accurately by survey
respondents in general and small business owners and/or managers in
particular. Third, the data are cross-sectional in nature, and hence, it is not
possible to determine causal relationships.