The methodology indentifies the intended research approach, research design and outlines the research strategy taken. The study of the Guerrilla Marketing Online is divided into two main parts that are Literature review and the Findings Sections. Literature review is comprehensive overview of available relevant secondary data about Guerrilla Marketing, an Internet Marketing and application of Guerrilla Marketing on Internet. The Findings section covers outcomes of the conducted primary research and information given by analysis of both secondary and primary research. Moreover, the Findings section includes detailed section describing different media on Internet that may be successfully used for Guerrilla Marketing purposes online.
The topic of Guerrilla marketing performed online, meaning on Internet, is relatively new and there are many literature materials that can be used specifically as a direct resource of information relevant to internet guerrilla marketing. Therefore, the research philosophy is based on secondary research of guerrilla marketing articles and surveys published mainly on Internet and then linking the information to accessible data about today´s needs of organization identified as target groups of this study. Most of the accessible resources of information are available from online blogs of people who professionally apply thoughts of innovate marketing.
The research is conducted respecting confidentiality of all collected primary data and strict ethical rules were applied for the entire time of research and analysis. Following paragraphs describes detailed steps of the conducted research and purpose why particular strategy of research was chosen.
A research design is used to structure the research, to show how all of the major parts of the research project - the samples or groups, measures, treatments or programs, and methods of assignment - work together to try to address the central research questions (Trochim, 2006), that were presented in the Research questions section already.
The research is divided into two main parts: a) secondary research of already existing data about the relevant topic; b) primary research of target audience of Guerrilla Marketing online. The form of secondary research – a literature review, research of online articles of professionals in the Marketing field and research of relevant existing guerrilla marketing campaigns and marketing mix on Internet – was chosen in order to fully cover relevant background information that enables the author to use such information for further study, to be published in the Findings section later.
The model of inductive reasoning is chosen for research and analysis. Inductive reasoning is a logic model in which general principles are developed from the information gathered (The University of Texas at Austin, 2007). This model was chosen among other because it enables the research to use limited available secondary data and explore patterns that may be used as an identification of norms. This study conducts an exploratory study through analysing existing literature, talking with experience professional individuals and investigating the potentials, risks and benefits of Guerrilla marketing online by using conclusions of secondary and primary research. By using this strategy literature review will be analysed in order to retrieve such conclusions that enable the author to identify certain strategies, forms of existence and examples which may be applied for practical use by different business owners and marketing professionals. This detailed information is presented in the Findings section later.
See information about: Secondary research | Primary research
The author of the study has chosen to analyse data given from the questionnaires quantitatively. This technique is assumed to be the most appropriate as using a statistical data package can reveal key relationships between the answers of the target audience. Moreover, the quantitative analysis enables the researcher to compare the primary research findings with the secondary findings most and therefore link theoretical data with praxis provided in the form of questionnaire results. The quantitative analysis will include using diagrams such as tables and appropriate types of charts to best represent the findings.
Quantitative research is an empirical research in which the researcher explores relationships using numeric data. Survey is generally considered a form of quantitative research. Results can often be generalized, though this is not always the case (Colorado State University, 2009).
A qualitative method of analysis is incorporated for the findings of the questionnaire. The exploratory nature of the study therefore means that the analysis will be included in the Findings section and consequently discussed based on secondary research results. The answers of the questionnaire are analysed by using commonly used software of Microsoft Excel. Each of the answers analysed qualitatively is discussed within the separate section of Questionnaire analysis and its results are incorporated in the Findings section as well as final conclusions of the study.
Qualitative research is a method of research that emphasizes the quality of meaning in consumer perceptions and attitudes (NADbank, 2008).
Specific targeting for purpose of this study
For purpose of new examples created specifically for this study few existing companies were chosen as possible clients of guerrilla marketing campaigns. The profile of such clients is: Marketing managers or general managers of small and mid-sized companies operating in the Czech Republic on domestic or international market potentially opened to innovative ways of marketing.
|Industry||Company||Website / Project|
|Public service||Municipal Library in Prague||www.k4u.cz|
|Private education||Prague College||www.student.praguecollege.cz|
|Museum and Art||Museum Kampa||www.museumkampa.cz|
|Marketing and Management||Young Professionals Forum||www.youngprofessionalsforum.cz|