Perception of Modern Women’s Behaviour When Purchasing Branded

Make Up Products
According to Creswell (2013), methodology is considered as the blueprint of any study

(p. 15). This chapter explains the research methodology that is employed for the study which

includes: how the research work is conducted, and what is the research strategy, research design

and research methods. The collected data is then analysed by the researcher using both

quantitative and qualitative tools. This section also highlights the limitations of the study.

3.1 Research Design

A research design describes the detailed outline of the research as how the investigation

for the research will take place. There are two types of research methodologies that can be used,

i.e. qualitative and quantitative research. Qualitative research is an unstructured and exploratory

methodology based on small data to provide insight and understanding. However, quantitative

research is aimed to measure data and used some form of statistical analysis (Mitchell & Jolley,

2012; Hewson & Laurent, 2012).

In this study, the mixed research design was used by the researcher. The mixed research

design encompasses both quantitative and qualitative research methods. The qualitative research

design was used for assessing the opinions and views of the individuals and interpreting them

qualitatively. On the other hand, the quantitative research design was used for assessing the

opinions and views of the individuals through quantitative means where numbers were assigned

to the responses of the participants (Barrett & Bolt, 2007, p. 19).

Morgan, Ataie, Carder and Hoffman (2013, p. 6) explained that interview is the most

frequent used method to collect primary data because it is easier to get accurate information and
immediate feedback. Without the interviews, it would have been difficult to obtain important

facts for this study. Mixed research design is appropriate for this research study because it helped

in collecting large amount of data through survey as well as interview (Palinkas et al., 2011, p.

44). Both the qualitative and quantitative research method were used extensively in management

and marketing researches as they assist in collecting of reliable and relevant data (Clark &

Creswell, 2011, p. 41). Therefore, in this study, the objective and subjective aspects were

included to explore the research questions of the study.

3.2 Research Philosophy

The research philosophy can be understood as the research belief of the study. According

to Creswell (2013, p. 34), there are three major research beliefs, which are positivism,

interprevitism and realism. Firstly, positivism is the research paradigm, which is based on

scientific practices and aims to present measurable and generalisable facts. Secondly,

interprevitism is the research belief, which is based on the understanding of the opinions and

behaviour of individuals. Thirdly, realism is the research belief aimed to focus on the reality of

different things and believes that human beings are not objects of the study and have major

reactions in the real-life environment (Wilson, 2014; Gray, 2013). Therefore, in this study, the

researcher has selected the interprevitist and positivism philosophy to conduct the research. Both

the objective and subjective aspects will be assessed in the study to generate credible research

findings.

In this study, interprevitist philosophy holds importance for studying and analysing the

respondents’ opinions pertaining to buying behaviour of branded make-up products. The

relationship of purchase behaviour towards branded make-up products with brand identity, brand
image, product quality and performance, product knowledge and involvement, product attributes

and brand loyalty was explored in-depth.

3.3. Research Approach

According to Fabozzi, Focardi and Jonas (2007, p. 117), there are two different

approaches that are used to conduct any research: deductive and inductive. The inductive

approach attempts to sort observation trying to draw universal conclusions from particular data

accumulation; whereas, the deductive approach tests the already existing theory and draw

conclusion by analysing the facts and figures (Gill & Johnson, 2010, p. 63). Similarly, a

deductive approach is usually followed by a quantitative research design; whereas, the inductive

approach is followed by an inductive research design. Based on the study requirements, the most

feasible research approach for the study is deductive approach, because this approach is most

suitable when the theoretical foundation for the study is already set (Gray, 2013, p. 32).

Therefore, this research has used a deductive approach to investigate the topic because it works

from more general to more specific.

3.4. Data Collection

Data collection is also one of the major stages of research methodology (Denzin &

Lincoln, 2009; Noor, 2008). Data collection is a process to gather and measure information

based on the identified research issue. It defines the source from where the researcher collects the

information. Inaccurate collection of data can results in invalid results of the study. According to

Onwuegbuzie and Leech (2006) the data can be collected from two sources: secondary and

primary. Similarly, these two ways include collection of data through current literature and
collection of data from hand sources. Both the methods of data collection possess great

importance. The study has used both the methods to collect data.

3.4.1. Primary Data

Primary data is the source which is known as the first hand source to collect data. The

study has used primary data to gather information. Primary data is considered as the raw data

which has not been collected earlier. There are various techniques to gather information by

primary sources (Fabozzi et al, 2007, p. 115-116). It mainly includes questionnaire survey and

interview sessions. In this research, the researcher has used both surveys and interview approach

to gather information via primary research. Also, these methods determine the results that

directly reflect the true behaviour of customers and employees working at any organisation (Yun

& Trumbo, 2000, p. 2-3).

Primary data collection provides the researcher with numerous advantages. First of all,

questionnaire survey provides high degree of delegation as it represents large population (Blair,

Czaja and Blair, 2013). Similarly, they are time effective because questionnaires could be

administered to the respondents through numerous ways. For example: through fax, e-mail or

through different channels using internet (Yun & Trumbo, 2000, p. 3). The primary data was

collected from consumers belonging to the UK so that their shopping behaviour and preferences

regarding branded products will be assessed. Then, the interview was also conducted with the

consumers in UK who buy branded make-up products.

3.4.2. Secondary Data

In this research, researcher has also used secondary approach to collect data. According

to Saunders, Saunders and Thornhill (2011), secondary data collection is the approach in which

the relevant and valuable information is collected from the existing literature (p. 250). It is also

termed as the desk study in which data is collected from the sources that are already published.

Secondary data sources can be easily retrieved and thus data gathering becomes easier as said by

Kumar (2007, p. 37). In the area of secondary data, sources such as published reports, journals,

brochures, authentic studies from databases was taken into account. Again, there was also the

inclusion of secondary sources that included companies’ publications, variety of books, internet

base e-journals and articles and other sources. According to Johnson et al (2007), secondary data

collection has many benefits (p. 120). This method is inexpensive and produces faster

consequences as matched to primary data collection. Moreover data is easily manageable from

previous sources. Researcher can filter data conferring to the requirements. Therefore, secondary

data gathering offers more thorough information in minor costs as said by Leedy and Ormrod

(2012, p. 298).

3.5 Sampling Methods

For the sampling technique, non-probability sampling technique is used. Non-probability

is preferred because it is faster than technique of probability sampling and is cheaper in both

terms of commodity and capital. With regard to types of non-probability sampling, this study

utilised two types that are snowball sampling and convenience sampling. These two methods are

used to acquire targeted respondents in a most convenient way (Davies, 2007, p. 14). However in

a snowball sampling, the survey questionnaire is distributed on a friend to friend basis to gather

data for the study. Besides this, convenient sampling is chosen due to advantage of cost-efficient;
it consumes least time and is more convenient if compared to other sampling techniques

available. On the other hand, snowball sampling is chosen because it can estimate exceptional

characteristics of respondents.

3.5.1 Sample Size

The participants of the study for the questionnaire surveys were consumers who buy

branded make-up products in UK. The sample size of this first group of participants was 50. On

the other hand, the participants for the interview were the consumers who use branded make-up

products in UK. The sample size of the second group of participants was 5.

3.6 Research Instrument

To conduct the research, there are many research instruments that researchers used to

gather data for study. These instruments range from case studies to surveys, ethnography to

interviewing, experimental research to evaluation research and others (Saris & Gallhofer, 2007;

Blaxter, Hughes & Tight, 2010). However, for the purpose of this study and to collect research

data for this study, questionnaires were used as research instruments. In this study, there were

two questionnaires designed by the researcher. The first questionnaire was for the questionnaire

survey and other was for the interview. The survey questionnaire was designed in a way that can

best contribute to reflect the desired responses from participants to assess their perceptions

toward branded make-up products.

3.7 Data Analysis Method

The data analysis is the most important stage of the research process which is carried out

after the data collection (Rudestam, 2007, p. 35). The researcher has analysed the data according

to its type. The primary data was collected through surveys and interviews. However, in order to

analyse survey data, the researcher used quantitative tools. Microsoft Excel was used to generate

quantitative data, where descriptive statistics was used and frequency distribution of each

question included in survey questionnaire was provided. On the other hand, the primary data was

collected through interviews. To analyse the data gathered from interviews, researcher has used

content analysis in which he described the responses from the respondents and interpreted those

responses. Through content analysis, the qualitative data based on elaborated responses of the

participants was analysed in relation to the research questions of the study. This has helped in

generating relevant findings of the study.

3.8 Limitations of the Research

Following are some of the limitations of the research that researcher has faced during the

course of this study:

i. The study was limited to certain area due to time constraint. Although the results could be

said to be representative because of interview method, a more accurate result would be

obtained if more areas were included in the study.

ii. Due to limited budget, researcher had only carried out the study from long distance.

iii. When it comes to interview, it took quite a longer time to connect with the respondents.

Moreover, the respondents limited the time slot; as a result, the duration of interviews was

less than an hour.

3.9 Reliability and Validity

Reliability and validity is an essential requirement of any research. According to Mujis

(2010), reliability is the consistency of the data, test or score (p. 103). According to Bryman

(2007), triangulation and audit of decision trail are other major methods to identify the reliability

of data. In this research, reliability has been measured by repeating the analysis procedure to

ensure that the similarity of the results. This ensures the stability and consistency in data.

Validity is the ability of an instrument to represent the characteristics of a phenomenon

accurately (Johnson et al., 2007, p. 116). The reliability of the data and literature searched in this

study was based on different criteria. One of the criteria that were employed in mentioning the

reliability of the searched literature was related to the publication date and relevancy with the

research topic. For this particular study, authentic databases (ProQuest, EBSCO Host, Sage)

were accessed for the exploration of relevant information for this research.

3.10 Ethical Considerations

Ethical consideration is an important aspect of any research. According to Bryman and

Bell (2011), ethics are the standards and perspectives in order to act towards specific issue. The

researcher strived to follow all the universal and ethical standards. The goal of study was clearly

told to the respondents, no financial benefits were mentioned and they were in liberty of quitting

any minute they wished to. To bring all the documentation legal, a written and a verbal

agreement was undertaken with the respondents to avoid any misunderstandings in the later

stages of the research. Consent form was provided to respondents before data could be gathered.

Additionally, copying a material from a published source and quoting it without referencing is an

act of plagiarism. Therefore, the researcher has quoted reference where necessary. Similarly,
high consideration has been given to the issue of copyright and duplication of material.

Authenticity was the major consideration of this research. The researcher has ensured that all the

collected data will be disposed and it will not invade the privacy of anyone. Additionally, the

researcher has strived to ensure that study does not affect any organisation negatively. Overall,

the researcher ensured that the study is aligned to the compliance, with the ethical and moral

values, thus ensuring that proper and reliable results are obtained after proper processing of the

data.
 How the SMS Advertisement Has Changed the Consumer Behavior and
How it Impacts Consumer Purchasing Decision – a Case of Fashion
Clothing Brands in Karachi

1. RESEARCH METHODOLOGY

The research methodology is the method followed to complete research. Since each

project requires the appropriate methods that must be met, the same applies to the field of

research. The goal of all research is to make a starting point, solve problems, provide a solution,

give examples or experiments related to a solution, complete the study with a few suggestions.

This section of the study provides an overview of the research method, its approach and research

design. In addition, this chapter also reflects data collection and data analysis. In addition, this

chapter also provides information about ethical concerns. The purpose of this chapter is to

thoroughly investigate the research methods approved for this study. In this study, both

quantitative and qualitative research methods were followed to fulfil the purpose of this study. In

addition, this chapter consists of the methods and principles of research.

2.1 Research Design

With regard to qualitative research, it is a collection of subjective or non-numeric data

that is analyzed, evaluated and introduced by researcher. Important sources of data and

information in qualitative research are usually interviews, open questionnaires, seminars and

non-listed observations. Qualitative research is useful for individual-level research and are very

useful for a thorough study of how people think and meditate. The main concern of qualitative

research is related to human psychology and behavior. The data extracted from the study is
difficult to identify and requires a proper and accurate description. Methods of collecting data in

qualitative research are different, as the researcher can use uninhabited or semi-data retrieval

methods (Silverman, 2016).

On the other hand, participation, observations, individual interviews and group

evaluation, including focus groups, are some of the usual methods of collecting data in

qualitative research. The samples of this research method are usually small and they can see a

certain quota. Alternatively, a quantitative analysis is used by the researcher to measure the

research problem by analyzing the data in the form of statistical data or data that is easily

converted to usable statistics (Silverman, 2016). The measurement method is mainly used to

measure behavior; views, attitudes, and other defined parameters, so results from larger samples

can be common. In this research, quantitative data is used by the investigator to show patterns in

the study and shape facts (Silverman, 2016).

In contrast to qualitative research, the aim of the quantitative research is to collect

measurable data that can be input, analyzed and evaluated by mathematical and statistical

formulas. The data is usually collected through the MCQ type questionnaire where the

individual’s response is identified and identified accordingly. The data extracted from the main

data can be used to create images, charts and other statistical explanations. The majority of

experiments tend to use the amount of research (Neuman and Robson, 2014). Furthermore, the

study is used where strict neutrality is required and market research is recorded. A measured

analysis limits how participants can respond and, consequently, make the study uncertain to

some extent. The research will be considered more relevant and accurate if it has a questionnaire

that shows the best responses of all participants, yet provides fruitful answers to all aspects. The

methods used in quantitative research are considered to be much more structured than those used
for qualitative research. Methodologies for data collection in quantitative research are systematic

surveys, network surveys, website research, long-term research, calls, face-to-face surveys,

surveys, mobile phone surveys, paper surveys, online surveys and many other forms of surveys

(Neuman and Robson, 2014). On the other hand, there is also reference to quantitative research

as a statistical or empirical study (Yin, 2013). The results obtained from the sample of

participants who use the intensity can generally be used for the population of the sample

extracted. However, a mixed research approach is referred to when a researcher is designed to

combine both qualitative and quantitative research methods. For example, there may be a study

involving face-to-face interviews and online surveys. Therefore, the research method is referred

to as a mixed research method (Lushey and Munro, 2015).

This study is done using both qualitative and quantitative research methods. With regard

to qualitative research, it is significantly different from quantitative research. It takes into

account explanations from participants who are part of the research study. As previously

mentioned, data on qualitative research are taken with observations, interviews, focuses or the

internet (Matua and Van Der Wal, 2015). In addition, other data such as books, magazines and

previous research information will also be used. For current research, a survey question is used

to get data.

2.1.1 Rationale for Choosing Quantitative and Qualitative Data

In this study, research has been conducted with a mixed method that includes both

qualitative and quantitative research methods. The investigator uses the quantitative method

because it has allowed getting statistical information from participants to understand the content

(Punch, 2013). In addition, the research also uses qualitative methods for evaluating the
qualitative information of the study. Qualitative data has been collected from interviews from

employees and managers of the agency. This allowed the researcher to provide comprehensive

analysis that cannot be done with the small only the amount of information (Miles, Huberman

and Saldana, 2013).

2.2 Philosophical Underpinnings

When researching is carried out, it is important to choose the appropriate research

philosophy because it is considered as research belief of the study. In general, the research

concept is divided into four categories that include positivism, interpretivism, realism and

pragmatism. According to Robson and McCartan’s study (2016), the impact of misuse of

research philosophy affects a certain philosophy to be performed within the research. There are

significant philosophical variations and differences in these categories that focus on research

facts, numbers, analysis of information (Robson and McCartan, 2016). All of these philosophical

studies are described in more detail below:

2.2.1 Positivism

With regard to philosophical perspective of positivism, the data and information obtained

from observations are based on actual knowledge, including reliable, reliable and true

measurements (Mertens, 2014). Those studies that are limited to the original data and use

objective methods of data collection and interpretation of data, reflects the ideology of positivism

in research. According to Ormston et al. (2014), the results and outcomes of the study achieved

within positivisms are usually measurable and prominent.

Positivist ideology is based on measurable and quantifiable observations that lead the results

into a comprehensive statistical analysis (Mertens, 2014). The majority of pragmatists argued
that the theoretical perspective of positivity is rooted in human experience and factual

observation. Positivism philosophy has unconventional and nuclear surveillance of the world,

which consists of prominent and unique factors and related events in a regular, prominent and

prominent manner. Positivism philosophy depends on five key principles and guidelines for

achieving reliable neutrality (Patton, 2015). Positive philosophy aims at predicting and

explaining different aspects of the study in a comprehensive, accurate and precise way. In

addition, there are no changes and differences in the logic of the selected content. Thus, the study

is empirically observable with the senses of human and knowledgeable facts and avoids the

likelihood of common sense that creates neutrality and inefficiency within the study.

Furthermore, the study is based on evaluation, analysis and evaluation only on logical grounds

that make the study worthwhile. The research on positive ideology provides positive knowledge

and awareness of the natural phenomenon of employees as participants in research. The research

concept aims at completing all related relationships and characteristics of research-related factors

(Marshall and Rossman, 2014). All information in positivism philosophy is derived from

sources, perceptive experiences and argumentation and logic to make research as a public and

influential knowledge element. This positive theory is based on a well-defined and detailed

structure in the discussion and research presented in the study (Brinkmann, 2014). This research

suggests that there will be a very low level of error because the study follows a number of rules

and research laws. Minimizing errors and variations first lead to high standards of accuracy,

reliability and integrity when it comes to realistic applications or experiments (Marshall and

Rossman, 2014).
2.2.2 Interpretivism

The research concept of interprevistism allows researchers to interpret different elements

used in the study (Fraser and Pechenkina, 2016). This study has also used the interpretation idea

by integrating human interest in completing research objectives. This philosophy has been

successfully integrated into the study because the interpretation method is based on criticism of

positive social sciences (Fraser and Pechenkina, 2016). The interpretation concepts in research

are also focused on analyzing and evaluating the differences between respondents’ views.

2.2.3 Pragmatism

Pragmatism theory is always suitable for research that accepts concepts that only apply if

supported by human actions. This theory determines that there are many and varied methods of

researching and interpreting the world, as one level or theory cannot give a general image.

Interpretation and positivity are two great mutual ideas that reflect the sources and nature of

knowledge. However, there are some researches that require punctual methods to change their

philosophical assumptions with new continuous ideologies over a given period of time (Morgan,

2014). This study has suggested a pragmatic theory in the future to change philosophical

assumptions based on the potential impact of SMS ads in shaping consumer’s purchasing

decision and behavior.

2.2.4 Adopted Research Philosophy

Although there are many research philosophies, emphasis is placed on actions, results,

consequences and circumstances that are discovered instead of the predicament of the situation.

The pragmatism research philosophy is used in the current study for the importance of the
research related to the research question, as well as questions related to the research problem,

rather than focusing on the research method. Therefore, there have been many aspects of how the

research concept of realism has created the design of this research. One of the most important

reasons for using this research philosophy is that realism is not only dedicated to any

philosophical reality, as the scholar has the freedom to choose from a variety of methods,

methods and learning methods that best meet the needs of research. Another reason for using

ideology of realism is that it is not the world in a unilateral way or pure reality. Instead, we see

the research of philosophers in research on mixed methods (which are also used in this study).

Therefore, research in this study sought more than a simple method of collecting and analyzing

data in both quantity or nature. On the other hand, the search results of the research idea are

suitable for current research, as the use of this philosophy makes a report of the truth that works

on a particular example, instead of emphasizing reality that is independent of the mind. Using the

philosophy of philosophy in this study allows investigators to discover how and what aspects of

research, rather than making research based on the proposed results. As the current study is an

attempt to investigate to what extent SMS ads impact consumer purchasing behaviour and their

purchasing decision, determining ‘how’ this behavior is affected and ‘what’ factors increases the

likelihood that consumer will buy the product after being advertised through SMS ad is explored

in this study. Also, using pragmatic research philosophy suggests research to study in social,

political, historical or other contexts. With regard to current research, it will take place in a social

context of marketing strategies of selected organizations.

2.3 Data Collection Method

There are two possible methods, primary data and ssecondary to get the information

needed to understand the results of the study. Primary research is defined as a process that

includes methods such as surveys, questionnaires, and small group interviews or individuals to

answer specific problems or research problems (Brinkmann, 2014). However, secondary

education is another effective method of collecting data from current or previous journals,

studies and research to reach a possible response to the research objectives or research questions

(Gray, 2013).

2.3.1 Primary Method

The study has specifically chosen the primary research method for collecting and

collecting first-hand data from respondents (managers) involved as investigators in this study.

The primary method describes comprehensive research data and specific data that help to meet

the specific needs of research in a more consistent and effective way (Marshall, Cardon, Poddar

and Fontenot, 2013). The study selects the primary methodology for collecting possible solutions

solely from original data in a unique way from selected organizations. The priority of the

primary approach to the secondary method allows investigating cases specifically on their own

terms and circumstances. Basic research also helps the research to gather certain areas of

information that are very necessary and must be a result of saving more time, effort and cost

(Marshall, Cardon, Poddar and Fontenot, 2013). The study is also based on primary research

because it produces results in a controlled, organized and structured approach.

2.3.2 Secondary Method

According to Jones (2014), the secondary data is one when the information is accessible

and accessible to previous reviews made in similar areas. Thus, another data collection method is

one where a scientist collects current information for the purpose of collecting research

information for research. However, this study uses other data from previous studies conducted in

the retail industry to determine the impact of knowledge management and organizational

commitments on employee satisfaction. Other information was collected from the sources that

best supported the research objectives and objectives (Davis-Kean, Jager and Maslowsky, 2015).

The main prerequisites for collecting extension information and information were related to the

development of relevant themes that appeared in the field of SMS marketing and consumer

behaviour.

Therefore, research from previous studies is an important part of secondary data in the

analysis of the results of research studies. In this study, the secondary data has been collected

from articles that are already published in peer-reviewed journals, research reports, reporters or

statistics, and other sources include books, magazines and others. Most importantly, literature

studies were collected from two years to keep their study data more, rather than gathering outline

information from the last five to ten years. Research from the last two years was collected so that

the study includes current information that does not differ from current knowledge management,

organizational commitment and employee satisfaction. The case should be noted that some

additional information needed permission to access databases, so the researcher used the

available resource to access such information that is not easily accessible. Therefore, the

researcher helped to get enough information that used the research objective and the goal using

secondary data.
2.4 Instrument for Data Collection

The research instrument reflects the tool where data must be collected in the study. In this

study, questionnaires are used as research tools as a survey and interview questionnaire has been

designed for data collection. In order to be able to efficiently collect data, a structured

questionnaire is designed for surveys, while a semiconductor questionnaire is designed for

interviews that helped the researcher to collect data systematically during a session indicating

responses.

Since this study utilized the primary data collected from the primary sources, the tool was

used to collect data with a survey questionnaire. The investigator has designed a survey

questionnaire comprising a variety of items / questions to assess the respondent’s opinion

regarding the impact of SMS ads of their purchasing behaviour and buying decisions. The main

goal of using the questionnaire as a research tool is to ask such questions from those who answer

the best questions to answer research questions or achieve the goals of the study (LoBiondo-

Wood and Haber, 2014). An online questionnaire was designed, sent to a possible sample of the

study by email.

One of the most important concerns about making a questionnaire is that the researcher

also understood regardless of space at the end, where survey participants could express

themselves in the research process. The questionnaire consisted of several parts, in which the

first section was related to the demographic characteristics of the participants. Other sections

related to SMS advertisements and consumer buying behavior. The size used to collect responses

was a five-point Likert scale, where the research participants were asked to choose the best

possible answer that suits their opinion closely (Hussein, 2015). Therefore, the main goal of
collecting answers from the questionnaire is to gather information that can be statistically useful

and easy to test to confirm the research analysis intended for the study.

Using a survey and interview questionnaire as a research tool gave the lead a lot of

benefits. For example, a researcher may reduce the cost of collecting the necessary data in the

study, as a questionnaire is only designed and sent to respondents who respond. On the other

hand, analysis and processing of data with questionnaires is cheaper in terms of resource and

time (LoBiondo-Wood and Haber, 2014). Data could also be collected by designing

questionnaires and allowing research to gather information from geographically distant

respondents. In this study, respondents have an independent questionnaire because research has

made possible changes to understand before they share these questionnaires. The contribution of

an self-administered and semi-structured questionnaires gives the benefits in the sense that the

response rate was high in the study.

2.5 Pilot Study

The primary objective of carrying out a pilot study is to test research tools or research

instrument used to collect data before a real study is conducted. This makes it possible to

determine the main strengths and weaknesses of the device used in the study (Bryman and Bell,

2015; Gall, Gall and Borg, 2014). This study also uses a pilot project where the survey

questionnaire was distributed to almost 5 potential participants (consumers) selected specifically

for this purpose. Performing a pilot project in the current study really worked the design and

implementation of large-scale research in a methodically accurate manner as possible. In

addition, pilot study allowed the researcher to save both costs and time with a view to reducing

risk factors for errors or problems that may occur in actual research. In addition, there were
additional reasons for any pilot project. One of the reasons is that research studies enable

identification and purification of research or research questions. The study, Gall, Gall and Borg,

(2014) also noted that performing a pilot study can also develop or purify the development of

hypotheses in the study. In this study, the investigator was able to investigate the assessment and

identification of the sample from the population, research areas or data collection in an efficient

and well-organized manner.

When pilot study was conducted in research, Bryman and Bell (2015) showed that a

common issue in this context was to determine if a researcher should include participants from

the pilot project in the main study. The problem at this point is that the chosen group of

participants in the pilot project has already been influenced by research or research activities. As

a result, this group of participants in the study can respond differently to contradictions with non-

participants in pilot projects or research projects. However, researchers found that this issue

might prove positive so that the participants in the study were adapted to use a new tool or

method (Bryman and Bell, 2015). However, it may be negative as participants in the study could

adversely affect the research program as it was no longer used (Eldridge, Costelloe, Kahan,

Lancaster and Kerry, 2016). Taking into account all these cases, the investigator in the current

study has acknowledged both these changes in the behavior of the respondents during the actual

study is conducted, which are mainly used for these reasons, as the research method has been

introduced for actual research. Another issue concerns involvement of participants who have

participated in the pilot project. This is because only a group of respondents who were part of a

pilot project would have experienced research instead of all groups. Therefore, respondents who

participated in the pilot project cannot be excluded because it may lead to a small sample size in
the study. Because of this reason, researcher in the current study were participants in the main

study that has already participated in the pilot project.

2.6 Sampling Technique

In research studies, sampling is defined as a technique or method that selects appropriate

samples or representatives of the population to determine the characteristics and variables of all

residents (Ott and Longnecker, 2015). A sample is a subset of a preferred population, which is

considered a neutral representative of the larger group. This is because these research studies that

tend to use samples are cheaper and learning larger populations is not possible and expensive.

Therefore, the main objective of sampling is to ensure that the sample is a true representative of

the total population without errors. In this study, demonstrated employees and managers are

taken to represent more general or larger residents. The sampling contains some important

subcategories, such as sampling methods and sampling size. In statistics, a sampling method is

used to answer different research questions that deal with enduring and large groups of

individuals by specifying a smaller subset from the target group. The investigator ensures that

sampling in research must be consistent with good and rewarding standards to obtain accurate,

relevant and relevant results for the objectives and objectives of the study.

2.6.1 Probability and Non-Probability Sampling

Sampling method is divided into two different categories: probability sampling and non-

probability sampling. Successful research involves selecting the appropraite sampling method

that that helps to gather, gather analysis, and interpret data or information (Ary, Jacobs, Irvine

and Walker, 2013). Sampling helps research to produce more accurate results for this particular
study. According to the study conducted by Sekaran and Bougie (2016), the wrong sampling

method results in inconsistent and unsuccessful results. The study is possible with both the

probability sampling and non-probability sampling method. However, in probability sampling,

each member of the population does not have the option of being selected for the survey or

questionnaire. This means that every participants has equal chance to be selected in research. On

the other hand, there is non-probability sampling method where a participant in the population

has no chance of being chosen.

The technique of probability sampling contains three different methods for collecting

data; systematic sampling, random sampling and stratified sampling. A random sample is likely

to be the purest form of sampling (Gray, 2013). In this, each member has a known and equal

opportunity to be chosen for data collection. Systematic sampling is the technique most

commonly used instead of random sample, which is also recognized as a naming method. Once

the required sample has been reached and calculated, each name is selected from the list of

members in the population (Ary at el, 2013). In general, the research uses systematic sampling to

select a particular statistical method from a computer or electronic file (Ary at el, 2013). The

remaining subgroup of probability sampling involves stratified sampling that is better than

random sampling. Low probability of error and sampling rate makes stratified sampling more

and more effective technology than a random and systematic sampling method (Mertens, 2014).

The study involves the stratum (subgroup) of the population, which shares at least one common

and reciprocal nature. The study with stratified sampling recognizes the actual representation and

relevant stratums in the population.

At the same time, different methods of research are used to collect data from the target

group without sampling (Levy and Lemeshow, 2013). This includes quota sampling, judgment
sampling, snowball sampling, and convenience sampling. In this type of approach, the sampling

rate is equivalent and comparable to the layered sampling to compile critical information to

complete the study (Smith, 2015). Similarly, the stratified sampling generally recognize the

faculties and their relative proportions within the target audience. On the other hand, judgment

sampling technique is defined as common and simple non-probability sampling technique. The

study of this type of sampling involves the majority of the sample, based on personal reviews,

rulings and results. Each time the investigation implements or uses a judicial review; tthere is

great assurance that the chosen sample will truly represent the population successfully and

completely. Simultaneously, the method for sampling without probability also includes a

snowball approach. Most of the researchers tend to use snowball sampling approach when

searching for necessary samples which are rarely available in the environment (Smith, 2015).

The research is facing difficulties or the costs of analyzing and providing data retrieval to

respondents. This sampling method is entirely based on a single respondent submitting the

survey or questionnaire to the circle to represent the correct sampling method (Marshall and

Rossman, 2014).

2.6.2 Adopted Sampling Technique

This study uses two different data collection methods that include survey questions and

interviews. This study has collected data from non-probability sampling method. The non-

probability sampling allows the researcher to allow the researcher to collect data at a lower cost

and within a short period of time compared with the probability sampling (Marshall and

Rossman, 2014). The sampling method approved for this study was a convenience sampling. By

using this sampling method, the investigator will be able to obtain information from available
respondents. The reason for using the sampling method is to choose individuals for all easy-to-

reach research. This type of method is suitable when there are times and budget restrictions.

2.7 Population and Sample Size

As stated in Best and Kahn (2016), samples in the research method assure that selecting a

total number of observations or even replacing with the ultimate goal of incorporating it into a

statistical sample. In observational studies, effective assurance of sample size is an important

factor, as the goal of investigators is advised to make decisions from the sample that defines the

target group. In addition, Busk and Marascuilo (2015) showed that the sample size of a research

study is based on the data collected and assuming appropriate statistical methods. Therefore, the

appropriate sample size in the study is considered to be one of the most important steps as it aims

to focus on the total number of participants who would be part of the study. Busk and Marascuilo

(2015) also stated that selecting the appropriate sample size in the study is subject to statistical

and non-statistical considerations. Regarding statistical considerations, it may include the

desirable accuracy of the event value and also potential events (Busk and Marascuilo, 2015).

However, non-statistical consideration can not be offer access to labor, property, funds, ethics

and eventually the budget. On the other hand, Ritchie, Lewis, Nicholls and Ormston (2013)

research population identified as a large collection of objects or subjects that are the main focus

of research findings. The study of Darlington and Hayes (2016) also stated that it is in the

interests of the research population that the study takes place. However, because of the majority

of the population, the majority of scholars and experts usually could not include each one in the

study. Therefore, they choose the appropriate sample size to participate in the study.
 In this study, the population comprised two groups, that is consumers of Khaadi and

GulAhmed and marketing managers at these two organization, so that researchers can assess how

SMS ads impact their purchaisng behavior and ultimatley impact their purchasing decision. On

the other hand, the previous section already described the research design used in the study,

including surveys and interviews. Therefore, research population for surveys are consumers

whose sample is selected from this group. The sample sample size selected is 200 consumers of

Khaadi and Gulahmed which helped to determine their opinions regarding SMS ads sent to them

by these companies. This sample is chosen because the larger the size, the more successful. Also,

small sample measurements when researching is conducted do not produce relevant results as

directed by studies (Darlington and Hayes, 2016). In addition, the sample size selected for

interviews is 4 managers working in selected organizations. Managers are selected as research

participants in interviews to find the marketing strategies of these organizations and to determine

the effectiveness of these SMS ads in impacting consumer behavior.

2.8 Data Analysis

The use of relevant statistical tools in research is also an important factor in ensuring that

the results and information obtained from participants are analyzed appropriately. Using relevant

and appropriate statistical methods and analytical tools is considered at the heart of the

organization, collecting and analyzing the data to ensure and interpret the interpretation and

reporting of the study. Ambos and Håkanson (2014) argue that the use of valuable statistical

devices tends to give meaning to the meaningless numbers. There are different types of statistical

tools that can be used in research, such as Microsoft Excel, SPSS, MATLAB and R, which can

be used by the researcher to analyze the data. In this study, the investigator is expected to use
SPSS to analyze the results statistically. Since this study involves collection of first-hand data,

the researcher used SPSS to interpret and analyze the data collected from the survey. The SPSS

tool is used to analyze and interpret the feedback of selected participants. The answer collected

was placed in MS Excel sheet as the data was copied to the SPSS file to create a frequency. In

SPSS, correlation is used as a statistical test to determine whether the criteria for the study are

rejected or approved. Apart from a follow-up test, descriptive statistics are also used to describe

the answers of each section in the questionnaire to determine participants’ views related to how

SMS da impact consumer purchasing behavior or buying decisions.

The study uses thematic approach to analyze the primary qualitative data gathered from

interviews. In the thematic method used, semi-structured qualitative interviews are the main way

to get different views of respondents related to determining how SMS da impact consumer

purchasing behavior or buying decisions. Personal interviews were chosen as it helped to provide

a new insight into the research criteria, but allows respondents to maintain and reflect the

diversity of individuals in various ways. As a result, interviews with marketing managers are an

important option that provides insight into the research area in study. On the other hand, since

the interviews were an important method of collecting data, it is considered important to consider

making data analysis of the study.

Therefore, a significant method used in the interview analysis is the thematic analysis.

Many researchers have argued that the widest technique used in interviews is the thematic

approach (Vaismoradi, Turunen and Bondas, 2013). Consequently, subjective frames of

interviews are based on theoretical fundamentals. As stated in Vaismoradi, Turunen and Bondas,

(2013), the method of thematic analysis is mainly used to analyze and report patterns or themes

within the data. The basis for choosing a theme approach as a method of analyzing interviews is
that using this approach might be an intuitive and comprehensive analysis that can effectively

answer certain research goals and research issues (Clarke and Braun, 2014). In addition, this

approach helped respond to research questions about current research, as it has facilitated

investigation of data collected through interviews with two angles. First, the data set is based on

inductive encoding and another perspective relates to the research question to check whether the

collected data provides sufficient information and that information is consistent with the research

questions. Another reason for using the thematic approach is to define themes in the interview

collected (Clarke and Braun, 2014).

2.9 Validity

When conducting a study it is important to ensure the validity and reliability of the study.

This is because maintaining the value and reliability of the research helps the researcher to

produce the maximum possible results as accurately as possible. In terms of value, it involves

total attempts to check whether the results of the study meet all the requirements of scientific

research. According to Noble and Smith (2015), the two most common types are internal validity

and external validity. In terms of internal validity, it aims to address the causes of the

investigation and help to alleviate other problems that may arise in reporting these findings. As

stated in Noble and Smith (2015), there are three methods for evaluating internal validity,

including the criterion validity, content validity, and construct validity. In terms of content value,

it is considered to be the weakest levels among the three types that relates to the proper features

and the importance of the objects to a particular setting, such as individual questions in a.

However, the content validity is important for assessing the circumstances when the study is
conducted to find out the respondents’ knowledge in a particular area or to measure the

characteristics of respondents such as behavior and attitudes (Darawsheh, 2014). On the other

hand, content validity can be obtained by performing experimental projects with similar subjects

as possible to the population of the study. The investigator can also check the importance of

these studies with the help of news from literature or documentaries.

For an existing study, the content validity is ensured because the investigator has

performed a small pilot test, as the designed questionnaire was sent to several participants to

determine any type of defect in the questionnaire. Another type of validity is related to criterion

validity which is is a stronger form of reference and is established when the questionnaire can be

compared to other similar types of confirmed measures of similar ideas (Darawsheh, 2014). As a

small number of previous research was done, the emphasis on the impact of concept of SMS ads

on consumer behavior is not achieved. The third type, construct validity, gives an indication of

the relationship between themes and concepts in study and the theory related to them. Regardless

of the internal validity, the external validity of the overall process is to determine the learning

outcome of any other possible causal relationship (Zohrabi, 2013). Therefore, an important factor

in the value of the measuring device used in the study was for pilot tests.

2.10 Reliability

The term reliability can be considered a measure of consistency in the results of the

study. According to Zohrabi (2013), it is expected that the research analysis used in the study

program is intended to be measured. However, in a research study it is not entirely possible to

measure the reliability of the study, but there are four common plans that can be analyzed in the

study. The first program is an inter-rater or observer reliability that reflects the extent to which
audiences provide unified plans or responses (Zohrabi, 2013). The second major type is a test-

retest reliability that is the consistency of the study, which is assessed over time. The third type

of program is parallel-forms reliability related to the authenticity of the two tests that are created

in the same way as from similar materials. Finally, the last plan is the internal consistency of the

instrument’s reliability, which aims to measure the consistency of the study across the objects.

This type of reliability is usually measured with the help of Cronbach Alpha. In this study,

Cronbach alpha was also used to measure the internal consistency of the research tool used for

information given below:

Reliability Statistics
Cronbach's Cronbach's N of Items
Alpha Alpha Based on
Standardized
Items

.876 .867 27
Table 1- Cronbach Alpha

The reliability of the study was reviewed by Cronbach Alpha. Therefore, the above table

shows that Cronbach Alpha’s value is 0.876. It clearly indicates that different investigative

measures used in this study have high internal consistency and the measurements used were

highly consistent and reliable.

2.11 Ethical Considerations

When research is conducted, it is important to address ethical problems when increasing

the value of research (Bryman, 2015). Thus, it is necessary to ensure that the data obtained from
participants is based solely on their consent (Bryman, 2015). In addition, it is necessary to ensure

that the information provided by participants is confidential in the investigation even after the

investigation is completed. Cacciattolo (2015) claimed that performing formal research studies

are some ethical criteria to adhere to ethical criteria in research that contribute to promoting

learning objectives and objectives and prevent potential errors (Cohen, Manion and Morrison,

2013). Such errors may include fabrication, prevention of counterfeit information or

misrepresenting the evidence to increase the truth and reduce errors. Bryman (2015) also stated

in his research that by conducting research that involves great cooperation and coordination

between different individuals in different organizations, the following ethical principles are

important that can create trust, responsibility, fairness and mutual respect. In addition, it was also

emphasized that the following protocols in the study contribute to research for the population

involved in the study (Creswell and Poth, 2017).

In connection with current research, the researcher has focused on addressing ethical

problems that may arise in the study. The first ethical element is related to the rights of the

documentary work involved in the study. Therefore, the researcher ensures that written and oral

understanding of research objectives is shared between respondents to prevent false information

at later stages. Also, the researcher has received a written statement from respondents aimed at

participating in the study. This has made it possible for the research questions to make certain

queries and goals to gain trust and interest.

Ethical approval was also obtained from selected organizations. Another moral issue that

may have arisen in the study relates to the storage and security of data collected through pilot

projects and semi-structured interview. To address this issue, the researcher has made a list of

identifiable numbers / codes that were already created for interviews, and this list has been stored
specifically and safely from study material. To minimize the risk of confidentiality, the

information that could cause a risk has been deleted. Concerning confidentiality, the anonymity

of participants was also ensured in the study on the information document. Interview with

volunteers assures participants that participants are not forced to participate in the study and have

been allowed to quit whenever they want in the interviews. Another area related to anonymity of

participants was associated with providing participants with artifacts on interview material and

efforts have been made so that the names of the participants were not addressed to the interview.

Finally, an approval form was designed to sign each participant who is part of the study, either in

interviews or in surveys. By following all of these ethical criteria, research allows you to conduct

ethically and without risks and risks that may have arisen in the study.

2.12 A Trustworthy Study

In a research study involving mixed methods, it is not easy to ensure that the study is

accurate or correct. Therefore, the current study has taken into account four key considerations

that are credibility, transferability, reliability and confirmability. The first concern, credibility or

credibility involves developing easy-to-believe results (Anney, 2014). There have been many

methods that could accurately measure the accuracy of the results, but this study uses a triangular

method. Another part relates to transferability that tends to reflect the extent to which the results

of the study could be performed and general in other modes or circumstances. The current study

has ensured transferability, as research has provided a detailed analysis to describe the context

and criteria of study that form the main part of the study (Anney, 2014).
 To make research reliable, research ensures reliability as the results of the study were

performed according to what can be repeated. This was assured by measuring research status and

analyzing and presenting the results. Each method used in the study has been described in detail,

allowing external trials to repeat the studies and obtain the same results. By gaining an

understanding of the effectiveness of research methods. Finally, the episode is confirmed to the

extent that can be confirmed and the results of the study confirmed by other scientists (Cope,

2014, Houghton, Casey, Shaw and Murphy, 2013). To ensure acceptance, the investigator has

documented various methods used to view and examine information about the study. Also, the

first audit trial was completed in the study to show how each decision is taken.