The research methodology that this paper has adopted is one that comes across as a qualitative approach. This is because of the fact that the overall behavior being observed in this research is one that is of the consumers and is being observed in response to a stimulus that is being provided by an element of the external environment in relation to the consumers’ judgment process. In this regard, the quantitative analysis is one that has been incorporated into the process of accumulation of data by designing the research instrument in a manner such that the data can be assigned quantitative values and can be assessed with respect to gradients.
The research shall incorporate primary and secondary sources but will give principal consideration to the primary source because of the fact that while the secondary source shall serve to determine the variables that are of significance and merit measurement, the primary source shall perform the actual analysis and observation of these variables. In this regard, the research shall also make use of statistical methods to make comparisons and perform analyses of the variables. The following paragraphs shall attempt to elaborate on the primary and secondary sources of the research.
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