1.5 Research Method This part describes the research method used in the thesis. Based on the
book “Qualitative Research Methods: A Data Collector’s Field Guide” written
by Natasha Mack, Cynthia Woodsong, Kathleen M.MacQueen, Greg Guest
and Emily Namey (2011), the author decided that the qualitative method will
be used for the research. This method collects opinions and attitudes. It will
help to find out the fair opinions of local companies about business blogging
and blog advertising. Furthermore, this method is suitable for analysing the
results of the interview.
In the research 2 methods were used:
- A questionnaire with a mix structure and open questions was distributed
to local entrepreneurs and representatives of different companies. The
questionnaire is presented in appendix 1.
- A semi-structured interview was conducted in Lappeenranta in order to
get more information about the relevance of blogging in the local area.
The questionnaire for the interview is presented in appendix 2.
Questionnaire survey
The researcher visited several companies and distributed questionnaires to
the representatives. After a couple of days, the author collected all
questionnaires. Almost all participants agreed to be a part of research. One
company declined its participation in the research. In whole, the author was
satisfied with the results of the research. Mostly the questionnaires were filled
fully and carefully; only a few questionnaires were lacking information. All the
answers were analysed and will be explained in the empirical part of the
thesis.
Interview
Larisa Gaft who is a managing director of several stores in Lappeenranta and
has a great experience in Internet marketing was interviewed for this thesis.
She has an operating Internet store that is using social networks for
communication with customers and new items promotion. In the near future
she is going to open a new online store of Italian shoes. Now, she is interested
in advertising her new project through the Web. She found out that a blog is
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the most suitable marketing channel for it. Larisa Gaft helped to define the
blogging benefits and confirmed its’ importance. The interview was conducted
in Family Centre, Lappeenranta. The interviewer took notes of the interview in
order not to miss anything.
