The study for this thesis will be exploratory research using secondary data collected by the communication agency, MESH Planning. The agency developed an innovative approach called ‘real-time experience tracking’, which involves three stages of data collection. And both qualitative and quantitative data will be collected and used in this context in order to get an insight of critical incidents.
This section will start with a comparison of three possible methodologies for data collection: ethnography, survey (or interview) and real time experience tracking. And then sampling and data collection methods will be examined followed by a description of data analysis.
3.2 Research approach selection:
Generally, there could be three appropriate methodologies for collecting data.
Firstly, ethnography is regarded as approach learning about a group of people in their own environment for a certain period of time. The researcher could participate in the daily lives of target population to watch, listen and ask questions in order to get a deeper understanding of how they react towards particular CIs (McGivern, 2006). The adoption of ethnography could bring an insight picture that cannot be obtained through interview, and target population is able to behave in their own way. Nevertheless, one of the most obvious disadvantages is regarded to be high cost and long time-duration. Again, unlike a survey, the studies usually limit in one geographical area or culture, which seems to have little breadth. Additionally, it will easily lead to a bias collection by the first impression of researcher (ibid).
Furthermore, most frequent-used approach like survey or interview is considered to be alternatives for conducting the research. They are both adopted commonly in the previous CI studies with the technique like CIT. They are much cheaper than ethnography with a greater effectiveness, however, all of these interviews or surveys were based on the retrospective data, respondents answered the questions by their memory and the issue may happened for a long time. There could be a great influence on the quality of data since the ability of respondent to recall information differed from one to another and some incorrect information often occurred (Baker, 2003).
The third approach considered in this study is the real-time experience tracking developed by MESH planning. This is an approach to record 360-degree touchpoints of brand by respondents in real time. There are three stages of data collection. The first stage uses the pre-online questionnaire to collect information about brand health and relationship quality. The third stage uses the same questions to ask respondents’ perception after brand encounters in order to identify any change. While the second stage for data collection is the most crucial process in the approach. Respondents are asked to send SMS message to report any brand encounter via mobile phones. And the online...