COMPARATIVE
METHODOLOGICAL CRITIQUE
Vickson Brito Daniel
Student ID 18031232
Assessment 2
MODULE MN7183
MANAGEMENT LEARNING AND RESEARCH
1. INTRODUCTION ................................................................................................................... 3
2. CRITIQUE OF ARTICLE “A” ............................................................................................... 4
3. Critique of Article “B” ............................................................................................................ 7
3.1 Identification of Article “B” .................................................................................................. 7
3.2 Identification and discussion of philosophy of article “B” .............................................. 7
3.3 Discussion of the research design / strategy of article “B” .................................................. 7
3.4 Discussion of the design and use of data collection tools of article “B” .............................. 8
4. Concluding discussion ............................................................................................................. 8
5. Conclusion ............................................................................................................................... 8
3. List of references ..................................................................................................................... 8
1. INTRODUCTION
The following paper is a critique of the research articles, “Effect of Social Media Marketing on
Small Scale Business Performance in Ota-Metropolis, Nigeria” (Omotayo Adegbuy & Akinyele
TAIWO Samuel, 2015) and “Responses to Managerialism: How Management Pressures Affect
Managerial Relations and Loyalties in Education”. (Mirko Noordegraaf and Bas de Wit 2012).
The purpose of this critique is to evaluate the content of the article.
2. CRITIQUE OF ARTICLE “A”
2.1 What is the article about?
The research article, written by Omotayo Adegbuy & Akinyele TAIWO Samuel, (2015),
speculates the Effect of Social Media Marketing on Small Scale Business Performance in
Ota Metropolis, Nigeria. The research, which is positivism quantitative based research, has
focused on how the social media can help the small scale companies to compete with the
continuous changes in the economy and heavy competition given by the giants. This has
raised many controls, monitoring and forecasting measures as well as the need for
businesses to re-orient their business model and operational strategies into a more adaptive
model instead of a reactive model. If one fails, they will be kicked out of the market.
This article also talk about how the small scale companies help the economy grow even
during the tough time of the economy. This article also explains how the business owners
are trying to adapt to the changes to get the competitive advantages using social media
marketing and how they step in to social media without any strategies where most of them
fail without getting the optimum use. This article concludes the importance of Small scale
business owners the need of training themselves or employees to use the social media to
get the competitive advantage and eventually the increase of sales.
2.2 Aims and Objectives, Research Questions and Rationales
Researchers have tried to find out the effect in relationship building with other businesses
and audience through Social Media will have a positive impact on Sales during the difficult
times of the economy. This article exams the need of Social Media, such as Facebook,
Twitter, LinkedIn and YouTube, to small business in order to survive and help grow the
country’s economy while adding value to businesses as well as to the customers.
The objective of the study is indeed a very significant in today’s context where the
relationship marketing is gaining the memento. Today if the company does not engage via
Social Media, they will be soon be forgotten by the public as the new generation is mobile
penetrating segment. The objective of the study is to find out the importance of training
employees on Social Media management, enhancement of the customer service and the
managerial commitment to implement social media campaigns.
The approach of the Research questions of this article is deductive method using a
questionnaires for exploratory research aiming to further understanding. Our primary data
was collected through questionnaire and observation which are then used to formulate
adaptability and survival strategies. The survey was made use of statistical tools such as
descriptive statistics and simple frequency analysis in testing the statements on the
questionnaire. Furthermore, all the hypotheses have been tested using model summary,
analysis of variance (ANOVA) and co-efficient table in testing the research hypotheses.
2.3 Identification and Discussion of Philosophies
The article’s philosophy is positivism and the approach to theory development is deductive.
The authors’ belief and assumption are that the continuous training in Social Media will
increase the sales revenue in the small scale businesses. Following are the belief of the
authors.
1. To determine how effective employee training about social media of small to medium
enterprises has increase brand awareness
2. To examine how employee participation in social media activities to engage consumers
in small business operations increase sales.
3. To identify how continuous improvement of SME’s strategies has improve customer
service
4. To examine how managerial commitment of SME’s has increase the implementation
of social media campaigns
Since this article starts with theory and designed a research strategy to test the theory, this
articles is using a deductive approach. Here the researcher is trying to test the theory
falsification or verification through structured questionnaire.
2.4 Discussion of the Research Design / Strategy
The methodological choice was Mono method (Quantitative) by developing structured
questionnaire. Because it is the most suitable for exploratory research aiming to further
understanding. The research strategy of the article is structured questionnaire which were
given to owners-managers and employees of SME’s. All together 150 questionnaires were
given where there were only 135 were returned and 15 were never returned to test the
hypothesis.
The time horizon has not been stipulated in the research article. It should have been
mentioned.
The researchers could have used multi method to evaluate further deep understanding about
the effect in Social Media. Mono method will of course give us a certain value but
Qualitative questionnaires also would have given an in depth understanding of the research
further.
2.5 Discussion of the design and use of data collection tools
Both descriptive and ANOVA analysis were employed in data collection. The study made
use of statistical tools such as descriptive statistics and simple frequency analysis in testing
the statements on the questionnaire. There were all together 4 hypothesis tested where 3
were rejected. Following were the hypothesis.
Hypothesis 1: Employee training about social media has NO IMPACT on increase brand
awareness
Hypothesis 2: There is NO SIGNIFICANT effect between employee participation in
social media activities and increase sales.
Hypothesis 3: There is NO SIGNIFICANT impact between continuous improvement and
improve customer service.
Hypothesis 4: Managerial commitment DOES NOT HAVE a positive impact on
implement social media campaigns.
Hypothesis 1, 2 and 4 were rejected and 3 was retained based on the results analysed.
The conclusion is that all SME’s should start using Social Media and build relationship
with the customers frequently. But they have to make sure that they have clear
understanding of using social media. The author further says, it’s an information and
communication driven environment, therefore SME’s should focus more on Social Media
to build relationship that will project growth of their business.
3. Critique of Article “B”
3.1 Identification of Article “B”
- What is the article?
- aims and objectives, research questions and rationales
3.2 Identification and discussion of philosophy of article “B”
- Philosophy and approach
- Rationale for the research design
3.3 Discussion of the research design / strategy of article “B”
- Strategy?
- Methodological choice?
- Time horizon?
3.4 Discussion of the design and use of data collection tools of article “B”
- Design of the tool?
- How suitable this tool/s?
4. Concluding discussion
- advantages and/or disadvantages of adopting a qualitative or a quantitative research
design in developing knowledge within the specific field these two studies address.
5. Conclusion
- Concluding remarks if any
3. List of references
