Business Research Methods
Influence of Brand Reputation on Customer First Impression
Module Title Business Research Methods
Student Name Sowmyasree Nissankara Rao
1.1 Research Problem
A brand's reputation is more accessible and powerful than ever in the era of social media and online reviews. Customers can easily find information, reviews, and opinions about a brand from a variety of sources. Even before people encounter directly with the brand, these variables have a significant impact on their initial impression.
These first impressions are frequently created in a matter of seconds and can affect how people are perceived and interacted with in the future. In addition to interpersonal encounters, brands, products, and services are also subject to first impressions. People use a variety of factors to build an opinion when they are introduced to a new brand or product for the first time. These components consist of verbal recommendations, marketing messages, visual identity (such as logos and packaging), and online presence. Consumer impressions of a brand's quality, value, relevance, and dependability can be influenced by its initial impression. In this research, we are going to choose a specific brand and analyze the influence of brand reputation on consumers initial impressions.
Establishing credibility and trust with consumers depends heavily on a brand's reputation. Businesses can better understand the elements that go into a good or bad reputation. Understanding how reputation and trust are related can help businesses make the best choices for creating and maintaining a trustworthy reputation, which will enhance customer confidence and loyalty. By examining how brand reputation affects first impressions, researchers and companies may pinpoint any areas where their brand may be falling short or outperforming the competition.
1.3 Two appropriate methods
Generally there are two basic methods to conduct the research. They are Qualitative and Quantitative research methods.
Qualitative Analysis: Qualitative analysis is to comprehend and interpret peoples' varying subjective experiences, viewpoints, and social settings. In order to fully investigate complicated events, it entails gathering non-numerical data such as interviews, observations, and textual analysis. Qualitative research enables researchers to unearth nuances and develop a greater grasp of the research issue since it offers rich, comprehensive insights into human behaviour, motivations, and beliefs. For this research, we are going to take surveys, interviews, experiences and observations.
Quantitative Analysis: Quantitative analysis focuses on the collecting and analyzing numerical data. This can be done through surveys, questionnaires, experiments. This method can be used by researchers to draw conclusions, identify patterns by using statistical analyzing techniques.
Furthermore, it enhances the credibility and robustness of the research findings.
Instruments used in research:
· Surveys: In surveys, a systematic questionnaire with a preset set of questions is used. These inquiries are intended to elicit detailed information regarding the study's subject. Open-ended questions allow respondents to provide their own responses while closed-ended questions (such multiple-choice, Likert scale, etc.) require them to choose from predetermined response alternatives.
· Interviews: It enables researchers to understand the consumers perceptions, behaviour. In addition it can help in the discovery of in depth insights which helps to draw conclusions.
· Observations: It helps us to find direct information regarding participant behaviours, deeds, and interactions. Researchers can identify precise actions, gestures, verbal exchanges, and environmental clues that influence customers' initial impressions. This first-hand information aids in comprehending nonverbal communication features and the environmental variables affecting initial perceptions.