Methodology格式
3.1 Research philosophy
To solve any problem, people need to choose the appropriate methods. To research a topic, in order to make it efficient, the most important thing is choose a method which is suitable for researching. The methodology is the study of the way to solve the problem and get the knowledge. There are many types of methods which easy to be know as methodology, for example, in our daily life, reading, listening, watching, choosing, questioning summarizing, organizing, writing, presenting, reflecting. Through reading, people know more knowledge, through choosing, people work out the best one, though summarizing, people conclude some complex thing into simple, through organizing, people make some disorder things in logical way. These kinds of methods, we uses in high frequency, but it is not methodology, there are other kinds of methods we uses in some professional reports and academic reports, and has more philosophical meaning. It is about the approach and paradigm which could insist on the research.

This part will discuss the method of this research project will be used, include qualitative research and quantitative research; they are questionnaire, interview and case study. Methodology is very useful to students do research project, many methods can be used. Methodology derives from the Greek words “methods”, methodology is a way to study and research some knowledge what people have known, it includes many ways for instance: questionnaire, interview, observation etc. Methodology actually is a combine of many methods, can be considered some study and research ways. In other words, methodology is a system for studying and researching knowledge, using various methods to understand, to help specific research project.

Although, many methods are composed this system, there are three very specific points when in social research, reliability, replication and validity, or we can say these three points are the characteristic.

Reliability: “reliability is concerned with the question of wether the results of a study are repeatable”(Bryman 2008). Bell.J claimed that reliability is the extent to which a test or procedure produces similar results under contempt conditions on all occasions. (Bell,J 2005) If one project has this characteristic also can be re-test. Replication: firstly, replication is similar as the reliability, but not the same. According the text book, we can know some about the replication, “It sometimes happened that researchers choose to replication the findings of others”. (Bryman 2008) Why the researcher choose this, because they have some different reason, for example, they might feeling the results before are not match other evidence. So, replication is not repeat but renew. Validity: validity is the most important characteristic of research, it has four main types, they are “measurement validity, internal validity, external validity and ecological validity”.(Bryman 2008) According the text book, validity means credible, this is the most important for any research project. According to the topic of this study, the author prefer to use questionnaire, interview and case study as research methods.#p#分頁標(biāo)題#e#

3.2 Primary research
3.2.1 The questionnaire
The questions on the questionnaire list were 10, and 100 respondents should answer all of these questions. The 100 respondents’ average age was 22, 37 male and 63 female, they came from different http://www.ttc-switch.com/Thesis_Tips/Methodology/countries, studying in the Sheffield, why the respondents are all young people, just because young people is very care about the brand when they are going to shopping, and the time of these respondents to answer was this August. It was an easy way to collect data about the respondents’ opinion about brand image and brand loyalty, those two are significant part in the brand value, most of corporations are care about those, they think basic on the high quality and great customer service, the brand image and brand loyalty must be the key point for them to sell more products, in another word is brand differentiation, what the customers can image about the product is very important.

3.2.2 The interview
The purpose of using interview is to obtain some information of the corporations which want to entry international market, what they want to do when internationalization and the sense. The interviewees will answer some questions about the internationalization mode and conditions of their companies, but those information is about the strategy of corporations, it is the confidential information of corporations, http://www.ttc-switch.com/Thesis_Tips/Methodology/so the author want to know that the attitude and the purpose of corporations. The questions in the interview is basic on the literature review.

3.3 Secondary research