BUS 399 – Research Methodology KWASU  

ANSWER

Question 1:

Craft a researchable topic and use it to develop:

Research Topic: The Impact of Digital Marketing on Consumer Buying Behavior in Nigeria

i. Objectives of the Study:

• To examine the influence of digital marketing strategies on consumer purchasing decisions.
• To analyze the effectiveness of social media marketing on brand awareness.
• To evaluate the role of online advertising in shaping consumer preferences.

ii. Research Questions:

• How does digital marketing impact consumer buying behavior?
• What role does social media marketing play in consumer decision-making?
• To what extent does online advertising influence brand perception?

iii. Research Hypothesis:

• H₀ (Null Hypothesis): Digital marketing does not significantly impact consumer buying behavior.
• H₁ (Alternative Hypothesis): Digital marketing significantly impacts consumer buying behavior.

Question 2:

Use the adopted research topic in Question 1 above to:

i. Develop a gap in literature.
Despite the growing use of digital marketing, there is limited research on its specific impact on consumer behavior in developing economies like Nigeria. Most existing studies focus on developed countries, creating a gap in understanding how cultural and economic factors influence digital marketing effectiveness in Nigeria.

ii. Develop two theories relevant to your research topic, state which one could be used as an underpinning theory and justify your choice of the theory.

1. Technology Acceptance Model (TAM) – Explains how consumers accept and use technology-based marketing strategies.
2. Consumer Decision-Making Theory – Examines how consumers process information and make purchasing decisions.

Underpinning Theory: The Consumer Decision-Making Theory is more relevant because it directly focuses on how digital marketing influences consumer choices, making it suitable for this research.

Question 3:

Differentiate with examples:

i. Validity and reliability of research instruments

• Validity refers to whether a research instrument measures what it intends to measure. Example: A questionnaire designed to assess customer satisfaction should truly measure satisfaction, not brand awareness.
• Reliability refers to the consistency of a research instrument over time. Example: If the same survey is given to the same group of people under similar conditions and produces consistent results, it is reliable.

ii. Null and alternate hypotheses

• Null Hypothesis (H₀) states that there is no effect or no relationship between variables. Example: “Social media marketing does not affect consumer purchasing behavior.”
• Alternative Hypothesis (H₁) states that there is an effect or a relationship between variables. Example: “Social media marketing significantly influences consumer purchasing behavior.”

Question 4:

What is research design? Discuss the purposes of research design. Identify and discuss any five types of research designs.

Definition:
Research design is the overall strategy that outlines how a study will be conducted, including methods for data collection and analysis.

Purposes of Research Design:

• Ensures the validity and reliability of research findings.
• Helps in structuring research to achieve study objectives.
• Guides data collection and analysis.
• Minimizes biases and errors in research.

Types of Research Designs:

1. Descriptive Research Design – Describes characteristics of a population or phenomenon (e.g., a study on consumer preferences).
2. Experimental Research Design – Establishes cause-and-effect relationships by manipulating variables (e.g., testing the impact of advertising on sales).
3. Exploratory Research Design – Used to investigate an area with limited prior research (e.g., studying emerging consumer trends).
4. Correlational Research Design – Examines relationships between two or more variables (e.g., relationship between social media usage and brand loyalty).
5. Case Study Research Design – In-depth analysis of a specific individual, group, or organization (e.g., studying digital marketing strategies of a specific company).

Question 5:

i. Explain what you understand by APA referencing.
APA referencing is a citation style developed by the American Psychological Association used to acknowledge sources in academic writing. It provides a structured way to cite books, articles, and other sources to avoid plagiarism and ensure credibility.

ii. Write an in-text citation for the following in APA 6:

a. One author book citation:
(Smith, 2010)

b. Two author book citation:
(Smith & Johnson, 2015)

iii. Write reference list of the following:

a. One author book reference:
Smith, J. (2010). Marketing Strategies in the Digital Age. New York, NY: Oxford University Press.

b. Three author serial journal reference:
Smith, J., Johnson, K., & Brown, M. (2018). The effects of digital marketing on consumer behavior. Journal of Business Research, 45(3), 234-250. https://doi.org/xxxxx

Question 6:

Discuss why research and human capital development are very slow in Africa.

Reasons for Slow Research and Human Capital Development in Africa:

1. Limited Funding: Governments and private institutions allocate inadequate budgets for research and education.
2. Poor Infrastructure: Lack of modern laboratories, libraries, and technological resources hinders research progress.
3. Brain Drain: Skilled professionals leave Africa for better opportunities abroad, reducing the available talent pool.
4. Weak Research Culture: Many institutions focus more on theoretical knowledge rather than practical and innovative research.
5. Political Instability: Conflicts and poor governance reduce investment in education and research.
6. Inadequate Industry Collaboration: Lack of partnerships between research institutions and industries limits practical applications of research.
7. Low Internet and Technological Penetration: Limited access to digital tools and research databases affects knowledge dissemination.