Research strategy addresses the research journey in terms of how it was carried out (Saunders et al., 2007:12). The strategy can be based on any of the various approaches namely; experimental, action research, case study, in-depth interviews, surveys, or a methodical literature review. The research used a survey on stakeholders associated with Brand Zimbabwe and case studies on other nation brands. This research was a case study based on Zimbabwe and combined the study with a survey approach.
3.4.1 Survey Approach
The survey strategy predominantly applies quantitative data collection methods for the purposes of gaining hard (facts) information. Surveys are used mostly for quantitative researches and involve setting out a representative sample from a research population (Bryman & Bell, 2011:11). They generate primarily statistical facts and can be manipulated to determine causal-effect parameters from different data. A representative sample was drawn from the Zimbabwean population and subjected to the research. McDaniel and Gates (2000:21) observe that the survey strategy is the most popularly used way of collecting data in
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social researches. A survey is a method of collecting research data whereby the investigator interacts with the nominated research subjects to gain factual detail, views and attitudes (McDaniel & Gates, 2000:21). As Ndlovu (2009:11) observes, in order to effectively access and reach out to the different population required for this study, the researcher considered various factors such as time, monetary resources and population size (McDaniel & Gates, 2000:21). Leedy and Ormrod (2010:9) observe that both social and physical surveys have some commonalities as follows:
a) All-encompassing and widespread - inherent in ‘surveys’ is the acceptance that researches have a broader breadth of coverage. Surveys therefore allow for the inclusion of the wider audiences across all political and geographical divides;
b) Snapshot - surveys endeavour to secure a position of research matters at a given time.
This specific study sought to assess the current perceptions held on Brand Zimbabwe and what perhaps needs to be considered to alter the brand position; and
c) Empirical researches. In the sense that 'to survey' presupposes exploration and examination, which inevitably brings about empirical evidence. It involves going into the field to collect the data rather than relying on secondary information. This research approach accentuates the pursuit of details of material findings that are measurable and easy to record.
3.4.2 Time Horizons
Time horizon in research relates to the time span considered for a research from its planning to its conclusion (Saunders et al., 2007:21). Reference is made to cross-sectional and longitudinal time spans are in the research onion (Bryman, 2012:32). In the latter, also referred to as the ‘snapshot’ time span, data collection is carried out at a given point in time (Flick, 2011:35). It is adopted for researches that focus on a given phenomenon at a specific time. On the other hand, longitudinal time horizon relates to data collection over an extended period, essentially in instances where significant phenomenon in the enquiry changes with time (Goddard & Melville, 2004:45). This research largely applied the ‘snapshot’ or cross- sectional span to investigate and determine the contemporary issues around the nation brand.
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3.5.1 Study Population
Population is the abstract idea of a broader group of many research subjects from which a sample is drawn and further, to which the findings from a sample are to be generalized (Neumann, 2011:89). Population can also refer to the entire targeted respondents or research subjects from where select research elements are drawn for sampling (Saunders, Lewis, and Thornhill, 2012:109). Malhotra and Birks (2000:67) observe that target population relates to a group of elements or objects possessing the required facts and evidence sought in a study from which conclusions are drawn. The authors warn against improper definition of a research population, which results in ineffective and misleading research conclusions. There are 14.15 million people in Zimbabwe and 7.6 million are above the age of 15 (ZIMSTAT, 2013:2). This study targeted Zimbabweans above 18 years given the complexity of the subject under study.
3.5.2 Sampling Method
Sampling relates to the determination of respondents to a research drawn from the whole population (Durkheim et al., 2006:12). A sample therefore relates to that portion of the research elements included in a research to provide data upon which generalisations can be made about the population. Purposive and quota sampling methods were used in this study.
This study intentionally considered respondents who relate with Brand Zimbabwe from a political, economic, social perspective, or who could offer valuable opinions and insights based on their professional exposure. Stakeholder theory suggests that multiple stakeholders including foreigners, business, and government consume the nation brand. The sampling frame thus accommodated the diverse stakeholder spectrum to cover the multi-faceted research phenomenon, ensuring inclusivity in the discourse on nation branding. The choice of respondents was based on competence, perspective and experience. Nation branding relates to various domains including politics and governance, trade and industry, marketing communication, and the socio-cultural sphere. Competency-based sampling was deliberately adopted to ensure the inclusion of political and state actors, specialists and economists and consultants as well as brand experts among the respondents. To capture views from the societal domain, the public were included as domestic brand consumers. Literature on nation branding suggests that the domestic view towards public diplomacy and the country brand be accommodated. The research solicited domestic and foreign perspectives on Brand Zimbabwe
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from Zimbabwean experts in key spheres such as government, economics, marketing, civic society, and media.
3.5.3 Sample Size Determination
This research was based on two samples to address both the quantitative and qualitative aspects of the enquiry determined as follows:
3.5.3.1 Quantitative Research Sample
According to Cochran (1977), the overall sample size for this study was computed through the sample size statistical formula as given below. Using this formula, a total of 384 respondents were sampled for the quantitative survey. The formula is as follows:
3.5.3.2 Qualitative Research Sample Size
Sample size determination for qualitative researches is influenced by data saturation requirement, which is explained in the context of a point where no meaningful data variation is generated. Stumpfegger (2017) gives reference to Patton, who submitted that the sample size for qualitative enquiry is much smaller than for quantitative researches and respondents are purposively selected to contribute towards the core issues of the subject under investigation. Whilst some researchers suggest sample sizes of between ten (10) and thirty (30) respondents for qualitative enquiry, Moser and Korstjens (2017) suggest that a sample of less than ten (10), key informants generally achieves data saturation in phenomenological study. This study used a sample of 15 local key informants from key institutions involved in brand Zimbabwe and 10 foreign visitors to Zimbabwe. From the samples, eleven (11) local
n = z² * (P) (1-P) d² Where:
The required sample size
1.96, the value in the normal distribution that gives level of confidence 95%.
The prevalence rate of the key indicator, (P = 0.5 to yield the maximum sample size).
The desired margin of error
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key informants and seven (7) foreign respondents participated in the research (refer to Appendix VI for participant details).