Design of Research

This chapter describes the research design, population sample, data collection methods and procedures, data analysis procedures and reliability, validity and generalisability aspects. Both qualitative and quantitative strategy will be applied to enhance collection of appropriate information.

3.2 Data Collection

According to CDC (2018), the choice of data collection methods depends on the objectives of a study and the information needed in evaluating the objectives (Alawi and Masood, 2018). The study will involve the collection of both primary and secondary data so as to come up with investigation results. As such, primary information will be gathered through questionnaires and interviews. Questionnaires are preferred due to their advantages of being reached easily and economically (Turpin et al., 2017). However, in cases where there is little information on a problem, this type is not the best method for collecting data. In this scenario, there is an abundant data regarding misunderstandings at Blackpool Football Club ranging from court cases, information from newsrooms, internet and other written literature. Therefore, questionnaires are suitable for the research considering that this research topic requires varying responses that will produce quantifiable answers. Other benefits associated with questionnaires include simplicity, cost effectiveness, and allows collection of vast amount of data.

Questionnaires will be administered to the respondents who in one way or another support Blackpool Football Club either as fans or as persons with interest in football. The questions will be tailored to interview individuals regarding how positive publicity help in promoting goodwill and further minimise serious risks developing between owners, management and stakeholders of the club. The questionnaires will be structured, open and close-ended. They will be administered by the researcher and the assistant. Importantly, the procedure of data collection will be done systematically to avoid information gaps.

Interviews will involve structured and semi-structured forms. The respondents will be present either physically or online. The participants will involve those who will have filled questionnaires and agree to be interviewed. The respondents will be fundamental in gathering facts about in-depth attitudes concerning what they feel about positive publicity influence on B.F.C. As a matter of fact, personal contact with participants elicits rich and more detailed answers. Again, interviews are majorly used on people who are busy and have little time for reading and writing down answers in questionnaires. Additionally, those who cannot read and write can easily respond to interviews (Erba et al., 2017). The latter will be essential in obtaining detailed responses and this will involve audio recording which will act as an accurate means of capturing data. Apart from the fans, other stakeholders of the club will take part in the investigation. Besides, representatives of the investors and the current management of B.F.C. will be interviewed using key informant questions. The use of interviews is associated with ability to gather profound information which may not be accessed by through questionnaires.

Secondary data concerning the topic of study will be obtained from books, the internet, journals, reports, magazines and newspapers. There have been numerous publications regarding B.F.C which will provide useful information on the study topic.

3.3 The Sampling Strategy

The research will adopt a probabilistic approach with the unit of analysis. They include fans, supporters, football lovers, stakeholders and management representatives of B.F.C. The study population sample size will be determined using stratified random sampling method (Bryman and Bell, 2015). The method involves dividing a population into strata (Taherdoost 2016). The method suits the study because the population can be divided into small groups based on shared characteristics (Robinson, 2014). In this case, the shared characteristic is interest in football, being a fan of B.F.C and being a stakeholder in any manner.

Stratified random sampling is used in this research because we are interested with the perceptions of people regarding the football club. As earlier stated, not everyone is interested in matters of the sport. By dividing the population in subgroups will ensure the right people participate in the research to yield meaningful results. Chiefly, the sampling methodology ensures proper representation of the population (Taherdoost, 2016; Erba et al., 2017). Likewise, the researcher gains control over the study sample by covering all the population subgroups. Furthermore, the role of the sampling approach in reducing human bias makes it appropriate for the study (Solanki and Singh 2016). Over and above that, considering that the units of analysis are chosen using probabilistic methods, it helps in making valid statistical conclusions (Bryman and Bell, 2015).

Likewise, there is no guarantee that a given person is chosen. Therefore, the method will balance the gender aspect as much as matters of football are associated with more males than females. Alvi (2016) and Short et al. (2002) state that stratified random sampling ensures proper representation thus limiting errors. There is an equal chance that both males and females would be selected for inclusion in the strata of the sample. To limit issues of overlapping that are associated with the sampling method, the researcher will ensure that participants that fall into multiple groups will only be used in one subgroup for instance only filling questionnaires and not interviewed as well in another subgroup.

To create the following, the following procedure will be adopted. First, population will be defined as N, with a sampling frame of about 10,000 people. Step two will involve choosing the relevant stratification (Jogulu, 2011). In this study, we will use those with an interest in football, a fan of the club whether in the past or currently and stakeholders. Step three will be listing the population. This will involve people who are in one way or another affected by the club. Step four will be listing population according to the chosen stratification. We will choose the sample size at step five by denoting the sample size, n. Calculation of the sample size statistically will yield a huge number of around 400 people. But basing on the limit of the budget and time needed to conduct the research, we will choose 100 people as participants. Step six is the calculation of proportionate stratification. Then using simple random sampling, we will select the sample (Khan et al., 2015).

3.4 Research design

The research will take an inductive approach. Basing on the objectives and the research questions, the study will embrace the form of a qualitative interviews and quantitative survey. The research strategy is also chosen because the researcher will be interested in collecting huge amount of data. The unit of analysis will focus on the individuals who will respond to the questionnaires and those who will be interviewed. The focus of research will be condition since it explores the current and ongoing status of how positive publicity can transform communication between the football club and its stakeholders (Gemser and Bont, 2016). A descriptive approach is preferred since it will address questions on how positive publicity can help promote goodwill and minimise the risks developing between the owners, management and stakeholders of the club. The study will adopt a longitudinal design since historical data will be involved. Apart from the information from the media and written literature, more historical data will be obtained from aged supporters of the club basing on the fact that the performance trend of B.F.C. has deteriorated over time. It is expected that they will provide insightful information to the research since they will be among the key informants.

A descriptive research design is chosen for this research as it will ensure the evidence obtained addresses the research problem logically. Besides, the design helps provide answers to who, what, where, when, and how components of a research problem (Adams and Lawrence, 2018). This study aims for a detailed analysis and the best approach to do so is descriptive design.

3.5 Data Analysis

The research will involve the collection of qualitative and quantitative data. The latter will be analysed using descriptive and inferential statistics. On the other hand, the former will be analysed theoretically by analysing transcripts, grouping comments of same themes together, interpretation as I draw conclusions. Common patterns within the responses will be identified and critically analysed in a bid to achieve the research objectives. Notably, qualitative data is the information obtained regarding opinions and attitudes (Austin and Sutton, 2015). It is crucial to note that some qualitative data will be analysed using rating scales. For the quantitative data, critical analysis and interpretation of figures and numbers will take place. There will be a focus on frequency distribution which will evaluate the usefulness of the data collected to answer the research questions.

Correlation will also be used to measure the relationships between variables. Notably, any differences between variables will be made known. Further, the means will be subjected to analysis of variance to test differences between means. Additionally, the primary research findings will be compared with the literature review findings and critically analysed. Controversies arising within secondary data will also be discussed. All these are fundamental in finding the rationale behind the emergence of the main results (Dudovskiy, 2018).

3.6 Reliability

Questions of whether the research will stand outside scrutiny and its findings believed will be addressed by a thorough assessment of the study instruments (Drost, 2009). Reliability is the extent to which a tool can produce consistent results if repeated by a different researcher at another time (Jogulu, 2011). To ensure that the research instruments are consistent and reliable, same informants will be involved in the sample selected which will ensure data internal consistency. A joint focused group discussion with all key informants will be held to synergise the information gathered (Moskal and Leydens, 2000).

3.7 Validity

The fact that a data collection procedure is reliable does not guarantee its validity. As a matter of fact, validity is the believability of a research work. We will ensure the research achieves internal validity by telling people about the challenges B.F.C. are going through. The knowledge of the problem at hand is what will have good internal validity. As much as the work will be subject to judgment, internal validity will ensure we minimise threats and improve the chances of producing valid work (Smallbone and Quinton, 2004). The threats, in this case, include random variation errors, bias and confounding errors (Moskal and Leydens, 2000). Correlation analysis will also ensure the findings are valid. To achieve face validity, the research instruments, that is the questionnaires and interview questions will be tailored with simple and understandable language.

3.8 Generalisability

Generalisability refers to the scope at which research findings are applicable to other settings other than the original setting in which they were tested (Baker, 2011). In other words, this is external validity. A study may be valid in its setting but if the findings cannot be generalised, it will turn out to be invalid. The study expects the findings of how positive publicity can improve the state of affairs of the Blackpool Football Club to be applied to other businesses that are facing similar challenges. This objective will be accomplished by doing thorough research on the set of questions to include in the questionnaires and the interview to ensure they answer the research questions and address the objectives of the study.

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