Research Design and Justification The main research design that will be used for this study is correlational design. This is because the study seeks to investigate the relationship between digital marketing of apparel products and consumer behavior. This is a type of research design that seeks to investigate whether, and t what extent, a relationship exists between two or more variables (Nykiel 2007). As soon as the relationship has been established, it will be identified with the use of a correlation coefficient, which is often a number between -1.00 and +1.00. In this case, if the correlation is positive, it will mean that as digital marketing of apparels increase, the consumer behavior also increases. On the other hand, a negative correlation suggests that as one variable increases, then the other decreases.
DIGITAL MARKETING AND CONSUMER BEHAVIOR 34 The correlational design will also serve as a statistical method for investigating the relationship between variables that may rationally appear to be related, such as digital marketing and consumer purchase intentions (Politano & Walton 2017). However, it will only be utilized to examine the mathematical relationships between these factors. The design will not be utilized to establish the causal factors. Thus, the correlational design is acknowledged by the statistical evaluation of the associations between two variables that appear to be logically interlinked. Another reason why correlational design has been selected for the study is that it allows the researcher to gather much information from many subjects at a particular point in time (Politano & Walton 2017). In addition, this research design makes it possible to evaluate a wide variety of variables and their respective interrelationships. Furthermore, the research design that has been selected for the study will be efficacious in examining variables that are not often easily generated in empirical surveys. Description of the Methods and Justification The main data collection method that will be used is questionnaire. In particular, self- administered questionnaires will be given to the target participants. Self-administered questionnaires are often filled by the participants in the absence of the investigator. There are various reasons why self-administered questionnaires have been selected for gathering data (Mitchell & Jolley 2012). First, they can be easily distributed to a large number of participants. In addition, they give room for anonymity, which is an ethical requirement of the research. Giving the respondents the opportunity to be anonymous is important for the researcher to seek honest views and answers to highly personal questions. Furthermore, the utilization of self- administered questionnaires is more beneficial than interviews since interviews can sometimes be more expensive and time-consuming. The cost-effectiveness of self-administered
DIGITAL MARKETING AND CONSUMER BEHAVIOR 35 questionnaires is particularly beneficial when the researcher ahs a sample that is geographically broadly distributed. In such cases, questionnaires become much cost effective due to the time and