III. RESEARCH METHODS USED IN THE STUDY
A. Description and rationale of research methodologies selected to conduct the research study
Before we talk about methodology, we should consider just exactly “what” is going to be researched. The guidelines explicitly state that you should analyze “current customer perceptions of the company or organization’s corporate social responsibility.”
In other words, you may want to delve into what companies think or believe is true about your client. Remember, it is asking about the perception--which may be different from the truth.
How do you analyze the current perceptions about social responsibility without gathering data? You don’t. After you determine the nature of "what" you want to analyze you need to aggressively gather data. Here are a few different approaches:
Interview the owner or manager responsible for social responsibility decisions
Survey or collect information in some manner from current customers or from potential customers
Examine the budget and how it is (or isn't) allocated to various cause marketing efforts
There are a few standard methods for conducting primary research (I highly recommend you include primary research. You may also include secondary data). Depending upon your objectives and client preferences you may use surveys, interviews, observations or focus groups.
Here are several links that will provide an in-depth understanding of each option:
Primary market research and their types
Primary Market Research Methods
In this section, you need to describe the method(s) you select. I do not believe you need to go into great detail. Just explain what your method "is." The articles linked above will provide all you need to provide a description.
Remember, you are also asked to provide the rationale for the selection of the specific research method(s) used in your study. What is “rationale?” It is defined as “a set of reasons or a logical basis for a course of action or a particular belief.” Or, simply put, “why.” Explain why you selected the specific research method(s) to conduct your research study.
Whenever possible, relate the rationale to your specific client and the specific objectives you have. Make your reasons for the selection of the method appear to be "the only choice you had" based upon your circumstances.
So what are you "researching?" Here are my thoughts. This might be a little different than past projects. I think you have a couple of objectives for your research.
First, find out what your client has or is currently doing in regards to cause marketing. There is a good chance the answer will be "nothing." That is fine,, at least you will know where you stand! Also, determine if your client has any natural connection to a cause or a favorite cause. These connections can make a campaign more genuine.
What do your customers think? The above research can be done simply by interviewing the client. However, in this case, you will have to survey a number of customers (and perhaps even those who fit within your customer profile but are not current customers).
What do you want to know?
What types of cause tie-ins do they prefer
Do they care at all about cause marketing efforts
Can they provide an example of a cause marketing promotion?
Do they recall being influenced by a cause marketing campaign?
I suggest looking at the research results here for some ideas. You may also find some of this information useful as secondary research.
B. Process used to conduct the selected research methods
Hold your readers by the hand and walk them through the actual steps you used to conduct your research.
If you used a survey:
How did you decide on the questions
How many questions did you ask
How did you determine how many responses you needed
How did you get those responses
Whom did you distribute the surveys
If you used an online survey how did you drive people to the site
etc.
You get the point. Be precise.
