The qualitative research was conducted with adopting an open and unbiased attitude towards the data gathered and the resulting recommendations that it provided. The data was collected through extensive research from online peer reviewed journals, textbooks and reference books in the field of marketing. A comprehensive theoretical framework was employed in determining for the basis of the recommendations and the key/stress points. The data has been depicted in the literature review and in the analysis sections using an unbiased approach. For the collection and the analysis of the primary data, an unbiased attitude was also adopted. Where possible the respondents of the interview were not lead by the researcher to encourage complete and unbiased information to be collected.
The data for the historical research was taken from accredited and authorized peer reviewed journals, industry journals, industry reports compiled on the brand worth, local industry operations, global industry operations and the performance of the various companies in the industry. The detailed information about the performance of the industry leaders was taken from their official company websites that provided information about their financials, and information about the different marketing strategies that have been used by them. Trade and marketing journals were used as a source of data for the historical research as they provided information on the new and old marketing campaigns launched by industry leaders of the retail sector. No probability sampling or specific collection method was employed to collect this data.