The selected methodology for the research study is that of the mixed method approach that combines the qualitative historical research and quantitative/ qualitative research. Initially a different approach of only a historical qualitative study was adopted. However as the research progressed and took shape, it was realized that a mixed methodology approach was more valid and appropriate for the research. As a result the methodology of the research was changed to a mixed research using qualitative and quantitative research for the primary research, and historical qualitative research for the literature review.
The methods of data collection and the techniques sued for the data analysis in the study are appropriate for the type of research. This is ensured by the comprehensive observation of the data and the extraction of relevant information from the literature review for the recommendations. The information from the primary research supports the recommended marketing strategies and initiatives that can be taken by the retailer to improve the value of its brands and positioning in the market.