This section elaborates on what type of data was collected and used, the sources and methods of data collection as well as how data collected was analyzed.
3.1 STUDY DESIGN
A descriptive study was done by using both quantitative and qualitative tools. Available evidence suggests that not much has been done to specifically assess the Company’s positioning strategies vis-à-vis its achieved competitive advantage.
3.2 DATA COLLECTION TECHNIQUES AND TOOLS
Data was collected from existing literature relevant to the research. As well, researcher designed and used self-administered questionnaire and interview guide to collect primary data from respondents.
3.3 TYPES OF DATA COLLECTED
Both primary and secondary data were collected during the study.
3.3.1 PRIMARY DATA
Primary data was collected from regional executives of the company, some staff of the marketing department, sales representatives and some customers.
3.3.2 SECONDARY DATA
Secondary data was obtained from prospectuses, annual reports and periodical of the company.
3.4 STUDY POPULATION
The study population comprised the regional managers, key marketing and sales staff, and customers in Ashanti Region.
3.5 SAMPLING DESIGN
3.5.1 SAMPLING METHODS
Purposive sampling and systemic sampling methods was used in the study. Purposive sampling method was used to select the regional managers, key marketing and sales staff. The systematic sampling method was used to select and collect data from the customers of the company.
3.5.2 SAMPLE SIZE
The regional managers, four (4) sales and 4 marketing executives were interviewed for the study. As well, sixty (60) customers of the SIC were interviewed for the study.
3.6 INTERNAL VALIDITY
Some likely threats that could have adulterated the true results should, were identified by ht e researcher as the biases of the firm’s management and staff. Thus, efforts were made to...