This document outlines the research methodology for a study on working conditions at the clothing brand Khaadi. It will use a qualitative approach involving interviews with workers. Purposive sampling will be used to select workers who have complained about conditions for interviews. The interviews will be guided by a questionnaire containing open-ended questions about workers' perceptions of the workplace environment, treatment of complaints, and impact of workers' statements on the brand's popularity. The interviews will be transcribed and analyzed to address the research objectives of assessing working conditions and impact on the brand's reputation.

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3
Research Method and Procedure
Name
Course
Professor
Date
Qualitative Research Methodology
Based on the objective of the research, that is establishing
whether Khaadi does not fulfill the rights of laborers or workers
are just blaming the company for nothing, and also to assess
whether the popularity of the brand is lessened by increasing
number of statements that are issued by the workers, qualitative
research approach will be used. A qualitative approach is a
research methodology that is to collects data on the social
behavior and culture of people. It is the most appropriate
methodology that is used when involved data is non-numerical
such as views, opinions, values, beliefs and experiences of
people (Agius, 2013). In the marketing research, it has been
stated that workers will be the unit of analysis, who will help

2. the researcher to establish whether Khaadi offers an
unconducive working environment. Information that will be
collected is based on the opinion and experience of employees
hence it is non-numerical data that is best collected using the
qualitative method.
Data Collection Method
In research, numerous data collection methods are used. Data
collection method should be selected carefully informed by
research methodology, nature of data that will be collected,
sampling method that will be used, accuracy and ability of
research to collect the data using the selected method and study
participants. In the market research, the unit of analysis has
already been identified as the tortured workers that is the most
appropriate participants of the study. To collect data, the
interview method will be used to collect the data. To the
tortured workers, the interview will be conducted to collect data
on the perception of employees on the Khaadi’s working
environment, the popularity of the brand, experience of
intimidation for raising complaints, natures of statements that
are issued by workers and view of employees on the response of
management to issues that are raised by the employees. An
interview guide will be prepared to contain questions that would
be asked to workers. The interview will be transcribed for the
analysis to take.
Sampling Method
Having established the data collection method and research
methodology, sampling is the next important process. In this
particular research, the purposive sampling method would be
used. Purposive sampling is a sampling method through which a
sample is selected based on the judgment or discretion of the
researcher believing that the selected sample would provide the
desired information. Purposive sampling is most useful when
the researcher is determined to gather as much insight as
possible on the subject matter that is under examination
(Crossman, 2020). To the market research, to get detailed
information on working conditions and general workplace

3. conditions, workers who have been tortured are identified
through purposive sampling for inclusion in the study.
Questionnaire
Lastly, the questionnaire is an important instrument for data
collection in the research. In the research, the questionnaire list
questions which could be open-ended or close-ended to which
the selected sample size should respond. A sample questionnaire
is given.
You are kindly requested to respond to the following questions
to the best of your knowledge that intends to establish working
conditions at Khaadi and the impact of increasing worker
statement on the brand. Note responses are treated
anonymously to promote confidentiality of respondents and
solely used for this market research.
1. I am satisfied workplace environment at Khaadi.
Strongly Agree [ ], Agree [ ] Neutral [ ], Disagree [ ] strongly
Disagree [ ]
2. Khaadi fulfil rights of labourers
SA [ ], A [ ], N [ ], D [ ] SD [ ].
3. Increasing workers statement lessen popularity of brand.
True [ ] False [ ]
4. Workers are blaming Khaadi for nothing
True [ ] False [ ]
5. Could you share your experience when you had to complain
to the company?
6. Why employees fear to complain about the poor working
environment at Khaadi?
References
Agius, S. J. (2013). Qualitative research: its value and

4. applicability. The Psychiatrist, 37(6), 204-206.
Crossman, A. (2020). Understanding Purposive Sampling.
Retrieved from https://www.thoughtco.com/purposive-sampling-
3026727
MKT 340 –Marketing planning and research
Spring 2021
Project deliverable 3 (10%) – ANSWER KEY
Suppose you have these data from a questionnaire conducted by
group of friends who want to start a new business idea in
Kuwait, use these data in the following:
Question
Strongly Disagree
Disagree
I don’t know
Agree
Strongly Agree
Total
1
2
3
4
5
1
I think this sector in Kuwait is growing and popular
1
1
3

5. 5
10
20
2
I have not seen this idea around here, it is totally new to Kuwait
9
4
3
2
2
20
3
We need this business idea in Kuwait
1
2
1
7
9
20
4
If I tell my friends or family about this company, they will be
interested to buy from it/ try it
2
1
2
5
11
20
5
I think that customers in Kuwait will be welcoming to such a
product/service to be offered to them
1
3
1
3
12

6. 20
6
I think this idea does not apply to Kuwait
10
4
3
2
1
20
1- Create Column chart for any THREE questions
2- Create Pie chart for only ONE question
3- Select only ONE question and interpret the responses as a
researcher
4- Give your overall feedback about the result of this
questionnaire. Based on the collected data, do you recommend
this group of friends to start their business or not?
1- Create Column chart for any THREE questions (30 points)
How to create a column chart??
1- Use Microsoft Word program, from the tool bar press Insert -
----Chart----Column----OK
2- Once you press OK you will find the following:

7. 3- Then you change the data in the table as the following:
Suppose your sample size is 20, so you select any three
questions from the six questions of the given survey and copy
the answers (number of respondents for each alternative of such
three questions) as the picture below shows.
2- Create Pie chart for only ONE question (20 points)
How to create a pie chart??
1- Use Microsoft Word program, from the tool bar press Insert -
----Chart----Pie----OK
2- Once you press OK you will find the following:
3- Then you change the data in the table as the following:
Suppose you have selected question 5 (any question can be

8. selected randomly), you reflect all the date related to question 5
on the chart table.
Copyright ©American College of the Middle East, 2020
COURSE PROJECT DESCRIPTION
MKT 340 – Marketing Planning & Research
Spring 2021
Project Deliverable 2 (10%)
Project Description
Use the company that you have selected in the first deliverable
and answer the following questions.
· Research Method and Procedure:
· Determine the research approach you will be using
(Quantitative/ Qualitative) and explain your choice (20 points)
· Identify the Data collection method (Survey, Interview, focus
group etc.) and explain your choice (20 points)
· Select and explain the sampling method that you are going to
apply? (20 points)
· Design the Questionnaire including 6 suggested questions that
will be asked to the sample. (20 points)
Project structure and presentation (20 points – 5 points each)

9. · Cover Page / Table of Content.
· Grammar / English Errors/ Consistency of writing.
· APA Style / Font / line spacing, headers.
· Referencing / Citation
· Submit though turn-it-in: Refer to syllabus for rules and
regulations related to plagiarism.
Copyright ©American College of the Middle East, 2021