c
 


c 

The selection of the most appropriate methodology is critically important to the success of the

research. This selection depends upon the fact that what the researcher looks forward to attain

through his research and this very basic knowledge is gained through research questions.

Researchers should work using various research designs, research traditions and tools and

techniques to contribute favourably to their corresponding field using their utmost skills of

research (Anderson and Arsenault 1998).

The researcher should consider the purpose of the study, research questions and available

resources pertinently to select the most appropriate method for the study. Other influencing

factors on the process of study should also be taken into keen consideration in order to plan that

how the negative impact would be minimized on the study as the research has some influence of

external factors too which could affect the study.

This research was conducted to find out the significance of branding in the hospitality industry of

the UK that is to know how it influences people¶s behaviour towards the acquisition of a

particular service. The advantages and disadvantages of this factor has been examined to find out

its impact on the various sectors as well and to compare those impacts with the hospitality

industry of the UK. Due to much research on the subject of branding, much information has

been used from early research.

This research has been planned to answer the emerging questions on the concept of branding in

the business world. This need gave rise to study the significance of this discipline in hospitality

industry due to the importance and growth of this industry around the world. A large base of
available literature on the subject has also led the researcher to conduct a secondary research on

the subject. Also, other resources are also found to be in abundance to successfully carry out this

research.

Also, in order to fulfil the university requirement for degree, researcher found this subject worth

discussing and believed that the study on this subject would contribute to the knowledge base of

this subject. The researcher has also sought guidance from mentor before delving into this

subject. (Anderson and Arsenault 1998).


c     

The selection of the research philosophy entails making a choice between two options; positivist

or phenomenological philosophy. The positive school of thought argues that the world is

objective and hence the subject must be studied objectively whereas phenomenological school of

thought believes that the world is subjective and the subject must be studied accordingly.

The researcher has selected positivist philosophy for this research. Under this philosophy the

topic would be discussed on observable facts through developing a hypothesis which will be

verified against facts collected from various sources. The researcher would attempt to focus on

the facts regarding the buying behaviour of consumers of hospitality industry as to how they get

influenced by the branding of firms and products of hospitality industry.


c 

c  

The aim of this study is to determine the relationship between variables in a population. The

study focuses on the characteristics of population through the frequency of occurrence of an

event. A hypothesis has been developed to be verified through data finding hence deductive
approach is being employed in this research. Deductive approach employs logical reasoning to

draw conclusion from collected data. Through this approach the research would attempt to study

people¶s buying behaviour and how that behaviour is influenced by the various factors that make

up the product and/ or service. It is believed that branding has been gaining attention of

consumers to a great extent in hospitality industry like other sectors of the business world. The

researcher has explored the subject around this assumption. Keeping in mind the objectives of

this research each question has been given equal consideration to obtain concrete and most

accurate facts.

c 

 
c 



The research has been conducted purely for pedagogical purpose and has no connection with any

research institute and hence has no purpose other than the acquisition of knowledge. As the

research has no link with any research institute the researcher has born the complete financial

cost that has been incurred on this project. Total cost incurred on this study is around

___________. Beside financial resources, non financial resources have also been employed for

this study.



The study relies on secondary sources because no primary research has been employed for this

study hence the researcher has employed all accessible sources to collect data for this study. The

study has been compiled using books, scholarly journals, newspapers, web journals, magazines

web articles, websites, reports by government and non government organizations and reports by

public and private, national and international organizations. The researcher has taken special care
of the authenticity of sources to avoid fallacies in the research. Data from few sources have been

ruled out for not having the evidence of being authentic. Moreover, the researcher has also done

additional study to acquire extensive information on the subject in order to avoid any

discrepancy due to lack of knowledge of the researcher.

]] 
 

Anderson Gary, Arsenault Nancy., 1998. ß



  

  . London:

Falmer. Print.

Dibb Sally, Simkin Lyndon., 1994.  
 

  


. USA, Canada:

Routledge.

Haig, Matt., 2003. 
 ß     

    

 
 

 London, Philadelphia: Kogan Page Ltd.

Heaney Joo- Gim., Heaney Michael., 2008. Service Branding Strategies: Using Corporate

Branding to Market Educational Institutions.  

 
  
 
 !



 "#

 $


 %

. Austrailia, July 2008, School of

Business at ResearchOnline@ND; Australia.

Punjaisri Khanyapuss, Wilson Alan, Evanschitzky Heiner., 2009. Internal branding to influence

employees¶ brand promise delivery: a case study in Thailand. &



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 20 (5), pp. 561- 579. Print.

Thomas Robert Murray. 

 ( # ! ( 
#   

 
 




. California, London, New Delhi: Corwin Press Inc. Print.


c 
 

The research has been aiming at conducting research through using secondary data and hence no

primary source has been used in this project. The researcher has used only those secondary

sources that are able to provide some proof of its veracity.

The research has been conducted to study the buying behaviour of the consumers of the UK The

buying behaviour and characteristics of the consumers of the rest of world have been used to

draw comparison only and not for the study in a direct manner.


 

In this chapter, the researcher has attempted to present the methodology that the researcher has

employed in this study. The researcher has given a detailed description about the selection of

methodology along with the supporting argument in order to explain that why the respective

methodology has been selected. The quantitative method and its related positivist approach have

been explained in detail. Moreover, as the research is based upon secondary data, the various

origins of secondary sources have also been highlighted to give brief information about it to the

readers. The researcher has also discussed the process of analysis of the study to inform that how

the study would be analysed to arrive at a conclusion. In the end, the researcher has also

presented limitations to this study. All in all, this chapter is an attempt to give detailed

explanation of methodology of this study and its related key components.



Anderson Gary, Arsenault Nancy., 1998. ß



  

  . London:

Falmer. Print.