Data Sources for this Study

Given the exploratory nature of the study and the need for an inductive approach to allow developing a model which will offer understanding of the B2B nature of motor oil from the manufacturer to the distribution chain and a need for a method that would answer those unexplained questions, observation appeared to be the most relevant instrument for collecting data. This method allowed deeper probing to understand motor oil branding. Hence, this research method formed the primary means of research in the two economies. Moreover, interviews and documents were used to gain further insight. Additionally, social media sites such as Facebook, twitter and LinkedIn, were randomly searched to supplement in corroborating the findings in general. Table 4.5 demonstrates the different data sources and their focus in the study.

Table 4.5: Data sources for this study

Data source Units of analysis

Magazine adverts Archival, current records

Participant observations Retail and distribution chain, car speed racing Semi structure interviews Marketing managers

4.4.1 Participant Observation

Participant observation is a branch of observation research that focuses on interpreting meanings to people’s actions. According to Saunders et al. (2011) and Punch (2013), observation research is viewed as qualitative or quantitative technique with participant observation as qualitative, while structured observation as quantitative. Thus, the goal is not to capture the situation or behaviour, rather it emphasises on understanding the meanings the behaviour and/or situation has on the subject under study. Hence, participant observation can be defined as a data collection technique that allows immersing into the research setting to become a part or member of the setting to gain understanding of its meanings (Saunders et

al., 2011). Participant observation is especially relevant in a study of phenomenon where little is known and interpretation aims to generate theory (Jorgensen, 1989).

Business research books offer two types of observation research: participant observation and systematic observation (Saunders et al. 2012). Participant observation is further divided into complete participant, complete observer, observer as participant and participant as observer (Hussey and Hussey, 1997; Saunders et al. 2012). Hence, participant observation requires full involvement of the researcher with the participants or phenomena being observed (Hussey and Hussey, 1997). It seeks to gain understanding of phenomena in its natural setting (Dewalt and Dewalt, 2010).

According to Jorgensen (1989), participant observation helps in the description of what is going on within a particular situation, the place it happens, those involved, why and how they occur. Therefore, the role of the researcher as the main research instrument is an important aspect in participant observation. It has the advantage of maintaining the natural setting of what is observed. Additionally, it has an advantage of offering the opportunity to attain rich insight, while offering a holistic explanation by integrating various relationships between factors. In addition, data is context sensitive, while point of view is understood from the occurrences that emerged (Jorgensen, 1989). Non participant observation involves the researcher being detached from the activities going on and participants are not aware they are being observed (Hussey and Hussey, 1997; Saunders et al. 2012). Hence, participant observation in this study sought to reveal and uncover meanings to the interplay from the manufactures to segments of the supply chain towards promoting their brands.

Several options are offered for adoption of field role by the researcher while conducting observation research. According to Gill and Johnson (2010) and Lewis et al. (2007), the complete participant and complete observer involves the covert approach where the researcher conceals their identity. In contrast, the observer as participant and participant as observer involves the overt approach where the researchers’ identity is revealed to the participants (Lewis et al. 2007). The complete participant entails the researcher to become a part of the group in which the research is intended. The researcher’s identity, as well as the research purpose, is hidden from the group. Similar to the above, the identity of complete observer and research purpose is concealed to the intended group. However, the researcher plays no part in the activities. The researcher plays the role of a spectator while observing the natural occurrence of the phenomena. The third role the researcher could adopt is the

observer as participant. Here, the identity of the researcher and purpose of research is revealed to the informants and if necessary interactions may occur instead of just being a spectator. The concluding role to adopt is a participant as observer, where the identity of the researcher is revealed while being involved in the activities.

Therefore, for this study, the researcher adopted the participant as observer role. This enabled the researcher to be a sporadic observer, moving in and out of organisations (Easterby-Smith et al. 2012) make observations, take notes and pictures while conducting informal interviews to clarify areas not well understood.

4.4.2 Semi Structured Interviews

Interviews serve as an integral part of generating data. They offer a way for the research subjects’ point of view (Silverman, 2013). Interviews help researchers to probe data that offers little room for observation, such as thoughts, feelings, intentions and behaviours of the interview by the interviewer. Similarly, Kavle (1996), offered several positive aspects to interviews in that it allows probing to elicit more responses, provides interviewer and interviewee flexibility and it offers a higher response rate due to peoples preference for verbal retort rather than writing.

According to Arksey and Knight (1999) and Creswell (2013), there are three different types of interviews: structured, unstructured and semi-structured. Conducting the interview may be through a focus group, face to face or telephone. The technique adopted for this study was the semi-structured interview, due to its flexibility to allow informal responses while selecting relevant topic areas to pursue, probe responses, seek clarification or elaboration and follow up ideas (Arksey and Knight, 1999). Similarly, semi-structured interviews allow for asking the same questions from those involved, focusing on the topic and exploring important sub-areas. In addition, an approximate equal time for each case is allowed (Gilham, 2005).

Table 4.6: Nigerian motor oil companies and their location

Company Location

Total Nigeria PLC Abuja

Conoil Lagos

Oando Kaduna

Mubeco Petroleum Company Ltd Kaduna

AZ Petroleum Products Kano

Lubcon Abuja

Castrol Lagos

Considering the nature of the informants, there is the tendency of withholding vital information during the interview process. Thus, the-semi structured interviews allowed probing questions to enable them express their views. Similarly, it allowed the interviewer to cover all areas of concern. The structured focus of semi-structured interviews allows commonalities of analysis while facilitating a robust element of discovery (Gillham, 2005). A limitation to this study, however, was the lack of interviews with brand managers in the UK.

Several attempts to seek permission for the interviews were made by the researcher, but were declined or there was no response. Hence, the interviews provided insight primarily from the Nigerian motor oil brands.

4.4.3 Documents

The most popular qualitative research methods are the observations, interviews and documents. According to Creswell (2013), documents are used to supplement observation and interviews. Documents offer an invaluable source of data in that they are in most cases free, easily accessible and contain information that otherwise would have taken a considerable amount of time and effort to gather. Unlike observations and interviews where the researcher presence may alter the study, documents offer the advantage of data stability.

Consistent with Witkowski et al. (2006), advertising - a frequently consulted source in marketing research - was used as an exploratory study to understand the historical background of branding a matured motor oil brand in the UK. Thereafter, data for the main study was collected from magazine adverts for a two-month period, between September to

October 2013, looking at different advertising appeals, including text and visuals used by UK motor oil brands.

Moreover, to gain more insight, several website pages of different motor oil brands, online articles and brand republics were studied. The purpose was to study evident content in these documents that offer more insight of how motor oil companies go about building their brands across different platforms to appeal to customers. This multiple use of documents allowed the researcher to corroborate, hence triangulate the findings so as to achieve the research objectives.

The previous sections discussed the philosophical stand adopted for this research and highlight the methodological issues in broader context. The next section discusses the procedure for data collection and analysis process to help identify categories that describes the branding process.