Sample Essay

The most suitable research method for the purpose was a mixed research approach combining qualitative historical research and primary research based on questionnaires and in-depth interviews. The qualitative historical research was suitable as it provided an assessment of tried and tested strategies that are used by the market leaders in the retail sector. This resulted in recommendations that have a high success rate for the UTC Plc Nigeria.

Additionally, extensive resources were available for an historical study of marketing in the retail sector which further facilitated the researcher in conducting the research.  The nature of the qualitative research historical methodology and the availability of the resources influenced the choice if the research method to be used in the dissertation.  The in-depth interviews and the questionnaire based surveys used for the primary research allowed the researcher to gather more accurate and reliable information on the local Nigerian retail market.

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