METHODOLOGY

RESEARCH METHODOLOGY
 This chapter presents the research methodology, the research design, methods and techniques. This
also includes the subject of the study, research instruments, data gathering procedure, data processing
and the statistical treatment used in the study.

Research Method
This study makes use of three well developed and widely spread research purposes exploration,
description and explanation. These techniques differ in terms of data collection, formulation of the
research questions and the deriving from them hypothesis (Saunders et.al, 2009)

The purpose of this study is to examine how effective are social media for consumers in the creation of
positive brand attitude. Social media is relatively new concept for the researcher and the interaction
between brand attitude and social media hasn’t been explored well enough.

According to the aforementioned author a research that focuses on gaining new insights about recently
merged phenomenon is exploratory in nature (Saunders et. al, 2009).

Subjects of the Study

 The study will use quota sampling in order to find respondents for the research. The respondents will be
divided into two groups: respondents who subscribe on Facebook and other social networking sites.

The second group can be any people who seldom use social networking sites but have the needed
knowledge to understand what social media is and have a simple background on marketing, advertising
or promotion of products in social media sites. 

Both groups must have to speak English language as the whole questionnaire is entirely compound of
questions in English.

Data can also be collected from respondents who are frequent users of social media sites such as
facebook and twitter. The questionnaire will be sent out to all the mutual friends on Facebook.

Instrumentation
The researcher will create a systematic questionnaire for this investigation. It comprised of eight (8)
questions that were presented in the study's issue statement. The surveys will gather data on the
efficiency of social media marketing in promoting items or brands.
Data Gathering Procedure

Before the beginning of data collection, a thorough investigation will be undertaken among many
websites concerned with people's social media activity. It will concentrate on the most popular and
frequently used platforms, as well as the presence of specific companies on them. According to
research, the most popular social networking platforms are Facebook, Twitter, and LinkedIn. The
researcher will identify websites and items or brands promoted by firms that appear most frequently on
the aforementioned social media apps. Then, utilizing the suggested questions, respondents will be
approached for interviews.

Data Processing and Statistical Treatment

The data gathered will be tallied, scored, analysed and presented in tabular forms. These data will be
subjected to appropriate statistical treatment to answer to problem raised in the study. Interview will
also be done to substantiate the data from the instrument. All of these statistical treatments of data
were computed using the SPSS (Statistical Package for Social Sciences).