The results of the quantitative research will be analysed by SPSS software to find out whether direct marketing is a proper marketing method for the badminton rackets market in Taiwan. Afterward, the opinions from Taiwan’s badminton rackets companies will be taken into SWOT analysis to discover the weaknesses and strengths of adopting direct marketing and the limitation or support from Taiwan’s environment. In the end, the results of SPSS and SWOT analysis will all be considered to make cross analysis to figure out the applicability of direct marketing among Taiwan’s badminton rackets markets.
The reliability of a research work data is the consistency of the data. When the data is g collected and measured against a research objective, and the same results are obtained every time, then the data can be said to be consistent. To achieve consistency, the researcher has collected data from a sample of 272 users. The sample strength assures that there is no bias in the data. The validity of data is established when the data measures what it is supposed to measure.
In all research works involving direct data collection from a participant such as primary data, it is necessary to ensure that the research work remains within a defined set of ethics (Copulsky & Wolf, 1990).
Firstly, ethics of consent was maintained. The data was collected from the participants only after the consent was obtained from the participants. Participants were presented with a consent affirmation in the same link where the questionnaire was shared. Only after signing the consent by clicking on the check consent box, the participant will be able to navigate to the questionnaire. The participant was given data such as mail id and phone number of the researcher. This data was given to the participant to contact the researcher if they had any queries on the research work. The participant was given the right to withhold consent or withdraw consent at any time during the research as they saw fit.
In data collection, the questions were structured such that it did not cross boundaries in the context of sensitivity and the questions in no way harmed the participants. The data collected was stored and handled only for research purposes. No person other than the researcher had access to the data, and it was handled with a high degree of privacy as well. The data collected furthermore was anonymous data, meaning the data cannot be traced back to the participant. The data was collected and participants were just numbered and hence, anonymity was maintained. Data was not handled in a biased way. The data was not interpreted to fit a hypothesis, instead, the data was interpreted and analysed critically with existing secondary data to obtain an objective understanding of the research aim and questions.