Methodology of a Research

I need a chapter of the length of about 3500 words on the methodology of a research, which is part of a PHD dissertation on the use of social media as marketing tool in the European wine industry. Of the required 3500 words, 2 paragraphs have already been written (400 words approximately) but need to be rewrite and improved, the rest need to be written from scratch. For this task, I require a highly skilled researcher familiar with all the different aspect of methodology and research. Every line should be written using formal academic research language and every concept illustrated should be backed by influential academic references on the field. Here the characteristic of the research that refer to this methodology chapter followed by a detailed structure required for this chapter. At the end of the document you will find the 2 paragraphs that need to be rewritten. CHARACTERISTICS OF THE RESEARCH: The research aims to investigate the role of social media network as marketing and branding tool within the European wine industry and in particular among European wine producers. The research aim to answer to the following 4 questions: Q1: What is the level of perceived usefulness of digital technologies as a marketing tool by European consumers? Q2: What are the strategies adopted by European wine producers to exploit in order to exploit the marketing potential of Social media? Q3: What action are European wineries taking in order to improve their brand awareness and engagement with their target consumers? Q4 Is there any relation between the way in which social network are used and the intrinsic characteristic of the company (company size, location, ownership…) In order to answer to those questions the research will take place in two different part: A multi case study which aim to analyse secondary data from social media accounts, and in particular about the last 25 post present on Instagram, facebook and Twitter of 4 different wine producers across Europe. The research will analyse different attributes of each post (Number of likes, number of shares, number of comments, replies from the producer) and will categorize them according to their effect on variables such as brand and involvement. A comparative analysis between the different wine producer will be carried in order to identify differences similarities and trends especially in relation to Q2 and Q3 and marginally to Q4. The wine producer who will be analysed in this research will be sampled using the method of diverse sampling based on variables such as locations, production size, ownership type. An on-line questionnaire designed for wine industry marketing practitioners which aim to analyse the industry perspective on social media marketing, its perceived usefulness and importance, and the way they are used by practitioners. The questionnaire will be fully structured with a mix of qualitative and quantitative questions, most of the questions will have a binary answer (Quantitative) while other will employ a five point Likert scale. Questions will aim to analyse social media marketing practises in place in the selected companies and their results will aim to provide specific answers especially to Q1 and Q4. Data will be analysed using, percentages (mostly for binary questions) and multiple regression analysis in order to evaluate the influence of specific variables on the analysis outcome. The participants to this online questionnaire will be sampled using the method of diverse sampling based on variables such as locations, production size, ownership type and other caracteristics. Please read the first two paragraphs at the end of this document to better understand the context. Resume of the research characteristics: Approach: mainly inductive but deductive for some aspects of Q4. Research Strategy: problem driven approach Research Design: Relies on social media secondary data in the form of raw visual and complimentary text material (especially to try to answer Q2 and Q3) from the multi-case study research, and primary data collected through the online questionnaire in which wine industry marketing practitioner take part (mainly Q1 and Q4). Sampling: Multi-case study research: The wine producer who will be analysed in this research will be sampled using the method of diverse sampling based on variables such as locations, production size, ownership type. Online questionnaire research: The participants to this online questionnaire will be sampled using the method of diverse sampling based on variables such as locations, production size, ownership type and other caracteristics. Data collection: Multi-case study research: last 25 post per channel per producer will be included in the analysis. Online questionnaire research: data will be collected through an online platform. Data Analysis: Multi-case study research: will be used a content analysis method (by Krippendorf 2019). Online questionnaire research: will be used on the use of median values and multiple regression to evaluate the influence of specific variables CHAPTER STRUCTURE REQUIRED: Research Philosophy -Ontology (250 words approx.): the paragraph should start with the definition of Ontology and should include at least 3 citations (possibly: Bryman and Bell 2011, 2015, Saunders and Lewis, 2012; Bell 2018) -Epistemology (350 words approx.): the paragraph should start with the definition of Epistemology and should include at least 3 citations (possibly: Saunders and Lewis, 2012, : Bryman and Bell) Research Approach: (300 words approx.) should include at least 3 citations (possibly: Bryman and Bell 2011, 2015, Yin and Campbell, 2009) Research Strategy: (250 words approx.): it is a problem driven approach collecting both quantitative and qualitative data, should include at least 3 citations (possibly: Best et al., 2001; Solomon, 2001) Research Design: (750 words approx.) Relies on social media secondary data in the form of raw visual and complimentary text material (especially to try to answer Q2 and Q3), and primary data collected through an online questionnaire in which wine industry marketing practitioner take part (mainly Q1 and Q4). Should have a part that discuss the need for quantitative and qualitative data, a part discussing the nature of the multi-case study research and a part discussing the need for the online survey. The last part of the research design should discuss the method used for sampling the case study and the participants to the survey. Should include at least 5 citations (possibly: Bryman and Bell, Yin and Campbell, 2009) Data collection: (450 words approx.): Should include at least 5 citations which should back the data collection method used for both multi-case studies (social media data sampling) and online survey. Data analysis: (350 words approx.) With regards to the case study review will be used a content analysis method (by Krippendorf 2019) whilst for the online survey will be used on the use of median values and multiple regression to evaluate the influence of specific variables. Reliability and validity: (200 words approx.): Should include at least 3 citations Limitations of methodology: (200 words approx.): Should include at least 3 citations ? PARAGRAPHS THAT NEED TO BE REWRITTEN Methodology This chapter discuss and analyse in a systematic way, all the aspects on how the research is conducted, providing an overview from the literature review to the definition of the research and the methodology employed for the analysis. The chapter will follow the honeycomb model for research methodology formulated by Wilson’s (2013) in order to give structure to the analysis process of the use of social media network as disruptive tools in the European wine industry. Fig. 1 – Research methodology by Wilson’s (2013) Honeycomb model The chapter will be divided in several parts according to the honeycomb model in which the researcher will cover, purpose and philosophy, approach, strategy, Design, data collection and analysis techniques. Research purpose As emerged from the literature review social media can represent a powerful tool for marketing practitioner that cannot be excluded from a successful marketing plan (Dolan et al., 2017). In particular the role of social media in the brand development and its usefulness to boost marketing strategy has been demonstrated by Vrontis et al, (2011). However many studies have demonstrated how important and valuable is for customers the online presence of wine companies and thir level of engagement with them. (Bonn et al., 2016) (Thach et al., 2016). Although many studies have been conducted on the importance of social media in the wine industry, there is a call for a comprehensive study done among European wine producers to assess the state of art on the use of social media as marketing tool. In particular this research will try snap a picture of the actual use of social media by European wine producers trying to answer to the following questions: Q1: What is the level of perceived usefulness of digital technologies as a marketing tool by European consumers? Q2: What are the strategies adopted by European wine producers to exploit in order to exploit the marketing potential of Social media? Q3: What action are European wineries taking in order to improve their brand awareness and engagement with their target consumers? Q4 Is there any relation between the way in which social network are used and the intrinsic characteristic of the company (company size, location, ownership…) With the objective of trying to find answer to the above questions the researcher aim to contribute to the existent literature on the subject and clarify the position in which the European wine industry find itself in relation to the use of digital technologies.

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