Advantages and limitations of research methodology

Advantages and limitations of research methodology This chapter explains about the research methodology used in this project. It tells about the advantages and limitations of the method selected. The method used in this business project is Case Study research methodology. Case study attempts to describe relationships that exist in reality, mostly in a single organisation. Case study depends on the approach of the person conducting research, the data collected and the analytical technique used. Reality can be found in detailed manner by researcher, than it is possible through experiment or surveys, with the analysis of more variables. This research methodology is a useful technique as new ideas and theories can be built and tested. Case study analysis provides an opportunity to study the details in its natural settings. By using case study analysis, researcher can ask ‘how’ and ‘why’ questions in order to understand the complexity of each and every process taking place. Case study analysis provides multiple methods to collect data and gather information from any people, group or organisations. In this case study research methodology, the type of data used for research purpose is secondary data. Secondary data is some form of existing information that is already collected for some purpose. Secondary data can be collected by means of library research. The advantage of using secondary data is that the data has been already collected and the researcher can directly make use of the already collected data. Another advantage of using secondary data is the depth of details available. Also the data collection process in secondary data is performed by experts and professionals so the details present in it will be accurate and exact. This project examines the Customer Relationship Management and how it influences the organisation’s sustainability and stability. In the case study analysis, the importance of Customer Relationship Management is clearly understood. Also the case study of eBay is analysed and investigated. LITERATURE REVIEW This chapter examines the most relevant and current literature on E-Business and E-commerce and the process of Customer Relationship Management. It also examines the importance of Customer Relationship Management to improve firm’s performance. This business project has been drawn from a range of theoretical works. This chapter will also identify the relevant areas in relation to the objectives of this project using the following literatures: E-BUSINESS AND E-COMMERCE: According to (Adnam, R.Z. 2003), in the emerging global economy, e-commerce and e-business have increasingly become a necessary component of business strategy and a strong catalyst for economic development. E-Business is all about the use of internet by any organisation to sell or exchange their products and services to make profits. E-Business is defined as the organised effort of individuals to produce and sell, for a profit, products and services that satisfy so ciety’s needs through the facilities available on the internet (Canzer, B. et. al., 2003). E-Commerce is the use of electronic communication channels and processing data in the digital format for any sort of business activities that create value. E-Commerce is the use of the internet and the web to transact business; more formally, digitally enabled commercial transactions between and among organisations and individuals (Laudon and Traver, 2007). E-Commerce is the use of electronic communication and digital information processing technology in business transactions to create, transform and redefine relationships for value creation (Adnam, R.Z. 2003). The use of E-Commerce has changed the way the business is taking place and has changed the way the organisation handles its customers and competitors. . Electronic commerce has the potential to radically alter some economic activities and surrounding social environment (Wyckoff and Colecchia, 1999). E-Commerce is rapidly reshapin g the way companies compete with their competitors in an attempt to acquire a greater market share (Chou, 2001).