3.

METHODOLOGY
In this section, the explanations and research strategy used are determined in this
research. The qualitative research and case study are well defined in this research. The collection
of the data is composed of two parts: Primary and Secondary Data. Lastly, this chapter will end
with the validity and reliability of the research.

3.1 RESEARCH STRATEGY

The main interest of the study is to identify the effectiveness and lack of online
advertisement of Abenson and further to examine the strategies used in implementing online
marketing, successful retailers, and e-commerce sites. With that, competitive advantage
resulting from those actions will be identified.
Methodologies are used in order to explain how researchers intend to carry out their
research. It gives detailed ways on how the research will be approached such as on how the data
will be gathered, and analyzed. (Indeed Editorial Team, 2021) This study will be utilizing a
qualitative study as its methodology.
The authors of this thesis have created a research strategy that is specific to its objectives.
Authors will use qualitative method wherein data will come from the answers of participants of
this thesis which are the students of Manila Business College. In connection with this, the
questions are ensured to be went in the process of validation and reliability testing. The sourced
of data includes the experience of participants with online advertisement including its impact
with their preference and attitude when it comes to purchasing in Abenson. In the section, data
gathering and analysis, the authors additionally include both primary and secondary data. The
validity and reliability of this thesis are then discussed, followed by a description of the data
analysis.

3.2 QUALITATIVE RESEARCH

Qualitative research is a type of research that seeks and provides deeper insights into the
real world. It is the type of research wherein the participants’ experiences, perceptions and
behavior are gathered. The nature of the research is to ask open-ended questions, most of the
time asking how and why (Brannan J. and Brannan G., 2022).
Qualitative research involves the studied use and collection of a variety of empirical
materials – case study, personal experience, introspective, life story, interview, observational,
historical, interactional, and visual texts – that describe routine and problematic moments and
meanings in individuals’ lives. (Denzin and Lincoln 2005:2)
Basically, qualitative research is used to gather nonnumerical data or information from
the participants, wherein interviews, questionnaires and focused group discussion were use to
disseminate research instrument and collect data.
 The purpose of this study casts the main interest on how lacking of ineffectiveness of
advertisement will reflect the sales and profit of the company. In this thesis, the researchers find
it most suitable to utilize qualitative research as they are seeking the effect of ineffectiveness of
online advertisement to its viewer and customer. Using resources like the phone, voice recorder,
email, and internet, the authors will use observation and interviews to rectify facts. In addition,
the authors will focus on interviews with a number of people involved in the distribution process
in the chosen study.

3.3 CASE STUDY

Most of the time, case study is a useful approach obtain an in-depth appreciation and
understanding of a complex issue, event or phenomenon of interest, in its natural real-life
context, (Crowe, S., Cresswell, K., Robertson, A. et al.  2011).
A case study is an empirical inquiry that aims to investigate a contemporary phenomenon
within the real-life context, which will reveal an in-depth understanding of a case that involves
understanding of an event, activity process and even individuals, (VanWhynsberghe R., Khan S.
2007).
In conclusion, case study is an intensive and systematic approach mostly used in
qualitative research in which the researchers explore real-life problems through detailed and in-
depth collection of data.

3.4 COLLECTION OF DATA

The researchers use two main data collection. First, the primary data is from surveys and
interview. The secondary data is obtained through online sources. The following data will be
explained below.

3.4.1 PRIMARY DATA

The researchers used surveys and interview as a primary source of data. According to
Deakin University, qualitative surveys can help the study in finding out the issues and
experiences to be explored in further in an interview or focus group. Additionally, surveys and
interviews are both can be helpful figuring out the participants are thinking, creating decisions,
how they behave and what they believe, (Irvine A. 2018). Interviews help the participants to
reveal more about themselves, which enriches the qualitative data, (Alamri W. 2o19)

Structured Interview: Data collection technique wherein researchers personally interviews the
participants, and records his or her response.
Semi-structured Interview: A wide-range category of interview in which the researchers
commence with a set of interview themes but is prepare to vary the order in which the research
instrument is asked and to ask new set of questions in the context of research situation.
Unstructured Interview: Loosely structured and informally conducted interview that may
commence with one or more themes to explore the participants but without a predetermined list
of questions to work through.
The authors apply a semi-structured interview and an in-depth interview in retrieving primary
data. The interviewees are the students of Manila Business College. The majority of the
interviews were conducted using Google Forms and online communication. The authors are
aware of the risks associated with improper interpretation of the results. To guarantee that the
content will be corrected before being analyzed later, the sessions are recorded. The absence of
sufficient time, resources, and well-rounded data can impair the quality of the research; the
authors fill these gaps with secondary data, which is discussed in the next section. It should be
mentioned that because the interviews are only performed online, it is possible that the
researchers will not be able to observe the interviewees' actions which increases the risks.

3.4.2 SECONDARY DATA

The researchers used Internet-Based Data Collection approach on secondary data. With
the advancement of information and communication technology, Internet displays as a promising
medium for researchers. As a medium for data collection, it promises increased sample size,
greater sample diversity, easier access and convenience, lower costs and time investment, and
many other appealing features (Benfield J., Szlemko & W. 2006).
The researchers gather data from internet and online resources about the company’s
profile and the effectiveness of online advertisement to company’s profitability which will be
interconnected to the problem of Abenson when it comes to their online marketing.
In the article written by Prachi Juneja (n.d), secondary data makes primary data gathering
more precise because it enables us to identify any gaps or flaws as well as what more
information has to be gathered. Additionally, it aids in bettering comprehension of the issue.

3.5 ANALYSIS AND EMPIRICAL MATERIAL

In a qualitative research, researchers collect and record natural language data to
understand thoughts, experiences and abstract concepts. Researchers increase the quality of the
analysis through dividing the data into three phases: data reduction, data display and conclusion
drawing or verification, (Miles & Huberman 1994). The researchers will follow these three
phases. According to Miles & Huberman (1994, p:10), data reduction is referred as the process
of selecting, focusing and simplifying the data through written notes or transcriptions. The
researchers will use this method as preserve and prevent the loss of data. Also, it will serve as an
input that can be reviewed repeatedly. The data gathered in the interviews will be transcribed
into written texts after the interviews are done. In the second phase, data display as the
researchers combine and arrange information in a coherent and accessible form. This may use
different analytical activities including rows and columns of a matrix for qualitative data. Lastly,
According to Miles & Huberman (1994), conclusion is drawn and must be verified to be truly
accountable.

3.6 VALIDITY AND RELIABILITY

According to Kubai (2019), Validity is the extent to which an instrument measures what
it purports to measure. Validity is the act of trying to explain the truth of research findings,
which can be measured using both empirical and theoretical evidences. However, validity in
qualitative research have different terms than in quantitative research. Lincoln and Guba (1985)
used “trustworthiness” of a study as the naturalist’s equivalent for internal validation, external
validation, reliability, and objectivity. Trustworthiness is achieved by credibility, authenticity,
transferability, dependability, and confirmability in qualitative research, (Whittemore, R., Chase,
S. K., & Mandle, C. L. 2001) To simplify, validity in research means the relevance of the tools,
processes and data gathered to the outcome of the research.
Reliability in qualitative research relies with consistency, (Leung L. 2015). From Kubai
(2019) again, reliability is defined as the stability of the measurement over a different condition
in which the results have obtained. Reliability refers to the stability of responses to multiple
coders of data sets, which can be enhanced by detailed field notes by using recording devices and
by transcribing the digital files (Creswell, J., & Poth, C. 2013) Basically, reliability is about the
repeatability or replication of the findings.