3.8.2 Survey The survey strategy is usually used for exploratory and descriptive research and its use gives the researcher more control over the research process. Furthermore, the survey strategy allows the researcher to collect data that can be used for quantitative statistical analysis. In conducting this research, the survey strategy will be used. According to Saunders, Lewis and Thornhill (2009), this method is usually linked with deductive approach and exploratory research. The method is also easy to understand and explain and it allows for the use of data from a sizeable sample that represents the whole population in a highly economical way. 40
The questionnaire according to Saunders, Lewis and Thornhill (2009), is a data collection method within the survey strategy where every respondent is asked to respond to the same kind of questions. One of the advantages is that it is a good way of getting responses from a fairly large sample which is then analysed using quantitative techniques. The questionnaire will be self-administered to the selected employees in the chosen organisation. The self-administered questionnaire will be appropriate so as to ensure that a high number of questionnaires are returned. Though, the data collected using this strategy may not have a far reach compared to other research strategies but it is very useful for this research. Despite the advantages, some researchers are skeptical about using this strategy because of the notion that it is time wasting since it depends on respondent to get information. It would be very difficult and even unattainable to attempt to survey all the organisations in Nigeria’s brewery industry. Therefore, for the purpose of this research, the researcher selected Nigerian breweries plc (Ota Brewery) as his case study. Furthermore, taking the size and ubiquity of Nigerian Breweries plc into consideration, it was selected to be a representative of other breweries within the industry. The purpose of this study is both explorative and descriptive in nature and it will assist the researcher in knowing the relevance of employer branding in attracting and retaining employees in the Nigerian Brewery Industry. The descriptive research was chosen by the researcher in order to have a clear understanding of the role of employer branding in attracting and retaining employees in Nigeria’s brewery industry. 41
3.8.3 Case study The case study is concerned with detailed analysis of a particular case. This approach is a very popular and widely used research design in business research (Eisenhardt and Graebner (2007) cited in Bryman and Bell (2011). Furthermore, a case study has been described as a tool kit for conducting research and it utilises different sources of evidence as well as empirical investigation of a situation within a real life context. (Robson, 2002) In addition, Morris and Wood (1991) cited in Saunders et al (2009) are of the opinion that a case study strategy assists the researcher in gaining indepth understanding of the totality of the research work.