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methodology

1 Introduction

The purpose of this chapter was to discuss the methodology of this dissertation. The second section of this chapter discussed the research philosophy of https://www.51lunwen.org/marketing/ this study. The third section represented the research hypothesis. The fourth part presented the research approach used in this study. The fifth part showed the design of the questionnaire. The sixth part analyzed the methods used for data analysis. The Last part pointed out the limitations of the methodology.

2 Research philosophy

This study used positive as research philosophy. Empirical research refers to the research that researcher carry out in person to collect observations for bringing forward theoretical hypotheses or testing theoretical hypotheses. The basic principles that positivism advocates are the objectivity and universality of scientific conclusions, emphasizing that knowledge must be based on the empirical facts of observation and experiment, by observed data and means of experimental studies to reveal general conclusions, and positivism requires that under the same conditions, these conclusions must have provability. Based on the above principles, empirical research methods can be summarized as research methods which are conducted through a large number of observations, experiments and investigation towards research objects, to obtain objective materials to sum up the essential nature and laws of development of things from the individual to the general. In this study, according to the characteristics of empirical research, it developed research plans. First of all, as the theories about sales promotion and the fast food industry is mature and there are a lot of studies about sales promotion strategies and the fast food industry in western countries, this article put forward research hypotheses according to the relevant theories. Then, it was through means of empirical research to gather related first-hand data and selected samples in random ways to ensure that the research conclusions were representative without any deviation. In the design of research tools, it followed the principle of repeatability to ensure that the research has proper reliability and validity and the conclusions have provability under the same conditions. Finally, by means of empirical research it analyzed the obtained first-hand data and tested the research hypotheses, based on the research conclusions, it summarized the characteristics and laws of response of consumers’ of different groups to different sales promotion strategies, so that this study has a practical significance.

3 Research hypothesis
4 Research approach
5 Questionnaire
5.1 Sales promotion
5.2 Personal promotion
5.3 Advertising promotion
5.4 Public relations
6 Data statistics
7 Limitation

Chapter II Finding and Analysis
2.1 Introduction
2.2 Demographic data
2.3 Validity and reliability
2.3.1 Validity test

2.3.2 Reliability test

 
Chart III: Reliability Analysis

Chart IIII: Results of Question 1