BUS631: Brand Management

The exploratory research design was used to understand the current issues and activities relating to competitive intelligence and to address the research objectives. Data triangulation was employed at two different stages. First secondary data from different sources were reviewed to ascertain its relevance to the study and secondly, methodological procedures were examined to ensure validity and reliability. The survey design was used and it involved the collection and analysis of data, and finding out the answers concerning the present status of the subject. The anxiety over providing and sharing information about how XYZ Company monitor competitors was very sensitive therefore the convenience sampling method was adopted. The manager in charge of operations was consulted and the researchers ascertained which employees were most qualified to address the questions relating to competitive intelligence for the company. And to ensure free flow of information the researchers had to personally interact with the respondents to assure them of the confidentiality of the study.

Sampling Procedures

The determination of an appropriate sample size is crucial for the success of the study. The size of the sample has an important impact on the probability of errors and the precision of the estimate as well as other important factors associated with the research effort. Data for the study was collected from management level personnel in the research and sales department who were identified by the marketing manager. The sensitivity of the topic called for a small sample size since just a few people were scheduled to collect such data. The management personnel were then interviewed in order to provide a clear understanding of the topic understudy. Fifteen (15) questionnaires were sent to the manager in charge, however 12 responses were collected. This represents 80% response rate. Data gathered from this study were analysed qualitatively using descriptive and statistical analysis. Given the difficulty in getting access to all members of management, the study thus draw conclusions from the total population of the study based on the responses obtained.