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This thesis has a mixture of them both; the first goal was to gain a deeper understanding in how Tegelbruketdesign could use Instagram, which is of qualitative nature but the thesis also aims to measure the engagement with statistics, which is quantitative. 3.3 Research Strategy Selecting an appropriate research strategy will enable investigators to answer the stated research questions (Saunders et al, 2007). There are five different research strategies that can be used depending on the nature of the research; experiment, survey, archival analysis, history and case study (Yin, 1994). According to Yin (1994) there are three aspects that affect the choice of research strategy: w The type of the research question w Control over behavioural events w Focus on contemporary events Source: Adapted from Yin, 1994, p. 6 The research strategy for his thesis is a case study. Case studies are a useful strategy when trying to understand contemporary phenomena and are often used in many different areas such as business, psychology and other social studies. (Yin, 1994) Case study was chosen because the research questions were “how”-based and the purpose is describing contemporary events. Table 2 Research Strategies 23PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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