4.1 Introduction

As per the literature review there are several factors that affect the advertising strategies adopted by the mobile manufacturing companies in UK. It is the purchase intention of the consumers that motivates the manufacturers to produce the mobiles with advanced features that prove to be beneficial to the consumers (Leppaniemi and Karjaluoto, 2005; Scharl, Dickinger and Murphy, 2005). The mobile phones are generally used by the young generation and also by the high income groups (Yang, 2005; Darby and Obara, 2005). Some consider the mobile as a luxury whereas the majority of the individuals consider the mobiles as the basic necessity and the consumers get attracted by the features available in the newly emerging mobile phones (Yang, 2005; Darby and Obara, 2005). Hence the researcher decided to conduct both the qualitative as well as the quantitative analysis in order to determine the impact of the factors on the mobile phone advertisement by the different companies in UK.

The qualitative research would be on the managers of the mobile retails stores in UK and also on the managers of the mobile producing companies of UK (Lee, et al., 2003; Tsang, Ho and Liang, 2004). They would be able to provide the information regarding the strategies they adopt in order to enhance the purchase intentions of the consumers. Further, the quantitative research would involve a questionnaire survey on the customers in the UK market who are fond of the mobile phones and their purchase intentions differs based on the advertisements (Mallat, 2007; Aydin and Ozer, 2005).

The questions where designed in order to know regarding their tastes and preference patterns. The section also involves the research philosophies associated with the research techniques. The data collection method is mainly through the survey that is carried out and the qualitative data is collected from the responses given by the managers as well as from the books and journals and online websites. The customers are selected using the special sampling technique and the data is analysed using the SPSS tool. This helps to determine an appropriate conclusion regarding the data that has been collected. The reliability of the data is also checked using the SPSS software.

4.2 Research Philosophy

Since the researcher has decided to conduct both qualitative as well as the quantitative research, therefore there are two types of research philosophies applicable in this context (Yang, He and Lee, 2007; Turnbull, Leek and Ying, 2000). The first is that of positivism where the researcher considers the available information as real and develops hypotheses based on the fact in order to test them using the tools and techniques (Barnes, 2002; Drossos, et al., 2007). The positivists say that the society is based on the general laws and these are considered as reality. The philosophy involves verification of the fact that has been studied by the researcher using appropriate tools and techniques.

The ultimate conclusion is derived based on the testing of the hypotheses (Barnes and Scornavacca, 2004; Liu, 2002). The positivism philosophy is suitable for this particular research process because the data that is collected from the customers is tested by forming the hypotheses and testing the hypotheses using the statistical software (Amaratunga, et al., 2002; Schommer-Aikins, 2004). Testing the hypotheses using the statistical tools and techniques would be more appropriate technique in order to derive a relevant conclusion regarding the research that is carried out by the researcher. By checking the reliability of the dataset using the SPSS software the researcher would able to avoid the biasness in the dataset.

On the other hand the researcher also conducts a qualitative survey on the managers of the retail stores as well as the managers of the manufacturing companies regarding the attitudes of the consumers towards the mobile phones produced by these companies. The research philosophy associated with this technique is that of the realism where the facts that are studied by the researcher are considered as real. These facts are not scientifically tested and the researcher assumes these facts to be universally true. The realism is mostly suitable for the qualitative researcher and it is a part of the positivism but unlike positivism the facts are considered by the researcher without any scientific proof. The facts shared by the managers regarding the companies are considered as the relevant information needed to carry out the analysis.

4.3 Research Approach

There are two types of research approaches that can be followed by the researcher in order to understand the purchase intentions of the consumers in the UK market (Moen, 2008; Iversen, Mathiassen and Nielsen, 2004). The researcher aims at determining the attitude of the consumers towards the advertising and the number of customers getting attracted towards purchasing of the mobiles phones. The two approaches are the inductive approach as well as the deductive approach that helps the researcher to carry out the analysis (Bryman, 2006; Thong, Hong and Tam, 2006). The inductive approach involves formation of the theory based on the assumed hypotheses.

The hypotheses are assumed by the researcher and then theory is generated from the hypotheses and the approach is also known as the ‘bottom-up’ approach (Mort and Drennan, 2007). However in most of the researches the deductive approach is used where the theory is studied by the researcher and then the researcher forms the hypotheses so as to test that significance of the fact. It involves the testing of the hypotheses using the statistical tools and techniques and deriving a conclusion regarding the study. The particular research involves a deductive approach based on the facts studied in the literature review.

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