The qualitative research was conducted with adopting an open and unbiased attitude towards the data gathered and the resulting recommendations that it provided. The data was collected through extensive research from online peer reviewed journals, textbooks and reference books in the field of marketing.
A comprehensive theoretical framework was employed in determining for the basis of the recommendations and the key/stress points. The data has been depicted in the literature review and in the analysis sections using an unbiased approach. For the collection and the analysis of the primary data, an unbiased attitude was also adopted. Where possible the respondents of the interview were not lead by the researcher to encourage complete and unbiased information to be collected.
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