Assessment Details and Submission Guidelines
Trimester	T2 2022
Unit Code	HI6008
Unit Title	Business Research
Assessment Type	INDIVIDUAL SUPPLEMENTARY ASSESSMENT
Assessment Title	Company-specific mini-literature review and research design proposal
Purpose of the assessment (with ULO Mapping)	The purpose of this assessment is to ensure a student who requires and qualifies for an approved SUPPLEMENTARY ASSESSMENT is able to document a mini-literature review and research design. Matches to Unit Learning Outcomes 1, 2, 3, 4, 6, 7
Weight	100%
Total Marks	Note: The SUPPLEMENTARY ASSESSMENT result will be either 50P (a passing grade) or NN (a failing grade).
Word limit	Maximum 3000 words
Due Date	Within 10 days of final results being released to students. Note that this deadline cannot be extended for any reason.
Submission Guidelines	●    All work must be submitted on Blackboard by 12 midnight on the due date, along with a completed Assignment Cover Page. No extensions are allowed. ●     The assignment must be in MS Word format, 1.5 spacing, 12-pt Arial font and 2 cm margins on all four sides of your page with appropriate section headings, paragraphing, and page numbers.  ●    Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list, all using the Holmes adapted Harvard referencing style. ●    The Supplementary assessment will be graded PASS/FAIL. To PASS, all requirements must be complied with in full.

 

 

 

 

 

 

SUPPLEMENTARY ASSESSMENT Specifications

Purpose:

This unit aims to give you an opportunity to combine many facets of your acquired MBA skills into the production of a research project mini-literature review and research design proposal.

It is explicitly designed as a SUPPLEMENTARY ASSESSMENT for students who qualify for a Supplementary Assessment and are duly notified thereof. You must complete and submit this INDIVIDUALLY.

 

Task

 

Your task is to prepare a research report of up to 3000 words (the word count does not include your questionnaire and reference list), based on the following hypothetical case:

 

You work in a small company based in Darwin, Northern Territory, Australia. The company was founded 3 years ago and has grown to 23 people and is the recognised local market leader in the retail sales of retail Northern Territory artefacts, i.e. curios, clothing, art, collectibles, etc. The founder is the Chief Executive Officer (CEO) and he is ably supported by 2 functional managers: Finance and Marketing. You work in the firm as a management trainee and are currently assigned to support the CEO with ‘special projects’.

 

Your CEO has recently heard about Guerrilla Marketing and has requested that you undertake a research project to ascertain the following:

●       Where the firm currently stands with respect to the expectations of its target market, i.e domestic and overseas tourists

●       Which style of marketing is most suited to a company of this nature?

●       Which aspects of ‘guerrilla Marketing’ the company could consider utilising. [this is the essential RQ]

●       He also has a friend at the local Rotary Club who is an expert in guerrilla Marketing, whom you should therefore plan to interview, thus prepare a questionnaire for potential use and suggest how you would broaden the sample frame to include more interviewees’ perspectives.

 

Your report should be structured as follows:

 

Part A - Literature Review [maximum 1000 words]

 

Research relevant academic literature that will be useful in creating a deeper understanding of guerrilla Marketing.

 

Here are two essential article links to get you started:

 

1. Behal, V and Sareen, S. 2014. Guerrilla Marketing – a low cost marketing strategy. International Journal of Management Research Strategy, Vol 13, no. 1.
2. Tam, D.D. and Khuong, M.N. 2015. The Effects of Guerrilla Marketing on Gen Y’s Purchase Intention. International Journal of Trade, Economics and Finance, Vol 6, no. 4.

 

You are advised to base your research project on the above articles. Note that it will be important to establish the relevance of article 2 to Australian tourism.  You may add up to five additional academic sources, as long as they are relevant to the same theme (i.e. guerrilla marketing), so as to strengthen your proposal to the CEO.

 

Part B - Research Proposal [maximum 1000 words]

 

State the Problem you intend to Research and specify a well-constructed Research Question, then propose to the CEO, with your justification, a survey that could be conducted to answer the RQ.

 

Part C – Methodology [maximum 1000 words]

 

Decide what primary data would be needed to complete your study and state how you would go about collecting it, i.e. your specific methodology design. The methodology you present must be a viable plan. In particular, specify your sample frame of participants (which staff departments you will interview and how many of each, with justification), the type of interviews you would use (interview method, venue, structure, and duration), and design a questionnaire containing the exact questions you will use. [Note: DO NOT actually collect any primary data or claim to have done so, AND DO NOT fabricate data or claim to have analysed any primary data].

 

FOLLOW ALL INSTRUCTIONS CAREFULLY

 

Assignment Structure must be as follows:

 

 

HI6008 SUPPLEMENTARY ASSESSMENT - Marking Rubric

 

Section	PASS*	FAIL
Official Holmes ‘Individual Assignment’ Cover Sheet	Must be complete and included as the front page of your submitted word document (i.e. the whole submission must be one single word file).	Incomplete OR not included OR not submitted as a single file.
Part A – Relevant Academic Literature	Evidence that the recommended academic literature has been read and summarised in a way that provides the CEO with a deeper understanding Guerrilla Marketing and its potential future role.	The recommended sources were not used OR were used erroneously OR more than 3 additional resources were cited OR the Literature Review provides insufficient evidence of the student being able to manage a Literature Review process.
Part B – Proposal for in-company survey	The survey that is proposed would effectively answer the RQ.	The survey that is proposed would NOT effectively answer the RQ or is not viable.
Part C – Primary Data planning	There is evidence of an understanding of what primary data would be needed to complete your study, and it is clearly-stated how you would go about collecting it, i.e. your specific methodology design. In particular, your sample frame of participants, the type of interviews you would use, and the exact questions you would ask.	Some parts of the proposed methodology are missing OR impractical OR erroneously represented OR actual data is presented.
List of References in correct Holmes-adapted Harvard format with all detail (including correct page and paragraph in-text and URLs correct and accurately hyperlinked in reference list)	All in-text citations are correct and accurate and contain page and paragraph numbers in the source document that was accessed. All references listed are correct and accurate and contain a hyperlinked URL that connects to the source document that was read by you.	Any mistakes, errors, omissions, inaccuracies that detract from the validity of the report.

 

*All sections must earn a PASS in order to complete the unit.

 

Note: Inclusion of any work that is not entirely your own, fabrication of data OR inaccurate referencing of the sources you claim to have consulted, constitutes plagiarism and will result in a FAIL and a recording of Academic Misconduct.

 

 

Holmes Adapted Harvard Referencing

Holmes has now implemented a Holmes adapted Harvard approach to referencing:

1. Reference sources in assignments are limited to sources which provide full text access to the source’s content for lecturers and markers.
2. Your Reference list is to be located on a separate page at the end of the essay and titled: References.
3. It should include the details of all the in-text citations, arranged alphabetically A-Z by author surname and numbered consecutively.  In addition, it MUST include a hyperlink to the full text of the cited reference source. 
   For example;
   7. Hawking, P., McCarthy, B. and Stein, A. 2004. Second Wave ERP Education, Journal of Information Systems Education, Fall,  http://jise.org/Volume15/n3/JISEv15n3p327.pdf
4. All assignments will require additional in-text reference details which will consist of the surname of the author/authors or name of the authoring body, year of publication, page number of content, paragraph where the content can be found.
   For example;
   “The company decided to implement an enterprise wide data warehouse business intelligence strategy (Hawking et al, 2004, p3(4)).”

Adherence to Referencing Guidelines is Mandatory

If students do not follow the above guidelines:

1. Students who submit assignments which do not comply with the guidelines will incur penalties.
2. Students whose citations are fake will be reported for academic misconduct.

COMPANY-SPECIFIC MINI-LITERATURE REVIEW AND RESEARCH DESIGN PROPOSAL

Executive Summary

This research report is going to highlight the effectiveness of Guerrilla marketing on a small company that is based in Darwin. Moreover, this research report is going to discuss the aspects of utilising Guerrilla marketing. This study is concerned with primary data collection process through primary surveys or interviews and considering sample population of both stakeholders or customers and managerial employees. This study also considered interpretive philosophy, deductive approach and correlation research design to produce an effective research conclusion.

 

Part A- Literature Review

Principles and dimensions of Guerrilla marketing

Creativity is the factor that is evaluated as a new marketing process that organisations seek in order to introduce services and products in an approach of low cost in a creative way. Guerrilla marketing is evaluated as a new technique that exhibits a booming factor based on creativity in order to attract attention of consumers. The advancement in technology leads to evaluation of various factors that organisations are seeking to advertise their services and products through internet (Diaa, 2017). Guerilla marketing is evaluated as it comprises a broad variety of advertising tactics that lead to identifying target and potential customers. It leads to evaluating a lasting impression that exhibits in affecting buying behaviour of customers and enables improved opportunities in order to gain attention of customers. It is an unconventional approach to marketing based on a small budget and leads to unusual and astonishing outcomes. The term "Guerrilla" meaning Battle leads to creating an attack strategy and evaluating surprise effect tactics (Behal and Sareen, 2014). This marketing process helps in evaluating social buzz based on executing tactics and surprise factor leads to creating undeniable impressions and making distinguishing from traditional marketing approaches. These marketing factors are creating more valuable impressions from minimal sources and aim to strike consumers with a deeper level of personality. It uses everyday and common places for execution and unexpected communication of marketing and helps in generating buzz for services and products. It helps in bringing a strong competitive advantage to small and medium enterprises due to limitation of budget and its primary objective is to increase awareness for customers and generate interest in services and products based on a low-cost budget (Ahmed et al. 2020). It can lead to undermining competitive advantage through using imagination and creativity.

Figure 1: Purchasing decision of customers

(Source: Ahmed et al. 2020)

Large companies are also using Guerrilla marketing due to a crisis of budget and reducing marketing budgets which leads to achieving competitive advantage. Guerrilla is relying on psychology rather than guesswork, judgment and experience. In this marketing, profit is static in order to measure business. It also focuses on gaining more transaction n rather than gaining new consumers and helps in suggesting cooperation with other business and lead to gaining benefits for the business and using current technology in order to empower business. The dimensions of Guerilla marketing are based on some dimensions that could be Emotional Arousal, Clarity, Humor, Suprise and Creativity (Diaa, 2017). Emotional factors lead to creating significance in reactions and perceptions towards advertisements and exhibit a direct impact on purchasing intention and brand attitudes (Tam and Khuong, 2015, p.191). It performs a major role in marketers and decision-making that leads to exerting effort and targeting consumers' emotions and giving an effective response to services and products. Clarity in advertised messages helps in establishing successful communication with audience as complex messages can create confusion among consumers (Tam and Khuong, 2015, p.192). Humour plays a significant role in advertisements that attract customers towards ads and increase customer attention. Surprise factors help in stimulates sensation and outcomes in processing more information between ad expectation and inappropriateness of the ad and lead to catching attention of consumers through exhibiting unusual objects at an unusual time and unusual place. Creativity leads to evaluating impression and effectiveness of advertising campaigns to attract attention of customers.    

Purchasing intention

The consumer purchasing decision is evaluated as a complex process and advertising helps in undertaking various ways in order to reach consumers and make decisions of consumers in purchasing a particular product. The intention of purchasing is associated with behaviour, attitudes and perceptions of customers. In these factors purchase, persuasion, preference, interest, knowledge and awareness are exhibited while purchasing a product. Advertising helps in creating an impact on intention of buying and is considered a powerful factor in creating an impact on behaviour of customers (Davis and Davis, 2021). It is also evaluated that purchase intention is based on value, quality and price which helps in creating external and internal motivation in buying process. The purchase intention of customers is based on attitudes and beliefs that can lead to influence organisations' advertisements. A low budget in Guerilla marketing is suitable for SMEs due to limitation of budget (Nufer, 2021). Ambush marketing is suitable for sporting environments and surprises guerilla marketing leads to focus on tools of communication that can be used for special locations and public spaces. Infection marketing leads to evaluation possibilities that are offered by media. Low-budget guerilla marketing leads to a focus on communication policy and helps in directly addressing clever, unusual and creative concepts and aiming in emphasising differences and special features and evaluating special status for consumers.

Figure 2: Example of low-budget digital guerilla marketing

(Source: Nufer, 2021)

The above figure depicts low-budget digital marketing on social media platform Twitter between American fast food chains Wingstop and Wendy's through a rap battle. The rap battle leads to generating free attention for chains and evaluating in mastering use of young targets and social media (Nufer, 2021). It can be evaluated that mobile marketing is concerned with funny and creative messages that help in ensuring advertising content. The age of social networks and sweepstakes leads to risen sharply and organisations and leads to announce raffle of products on social platforms.

 

Figure 3: Example of mobile guerilla marketing

(Source: Nufer, 2021)

The above figure depicts a Danish company Solo Socks leads to a raffle off of its socks on the social media platform Instagram (Nufer, 2021). The marketing depicts about participation of friends by tagging at least three friends and taking part in the draw which leads to chances of winning it by double and promotion is spread through smartphones (SOOMRO et al. 2021). Advancement in telecommunication and information technologies leads to creating an effective way of evaluating communication methods across the globe and leads to empowering customers to select and sort out products and services based on decision-making (Gupta and Singh, 2020). It is focused on promotion and advertising based on brand awareness and brand image through communication channels that can be effective in required outcomes.  

Part B- Research Proposal

Research problem

Marketing plays a significant role in enhancing the overall growth and sales percentage of a company (Bala and Verma, 2018, p 321(5)). As per the case study, it has been observed that the company is currently facing problems in marketing. As a result, it is having an impact on revenue generation and profit margins. Problems such as bringing digital transformation, performing effective research, setting growth targets and generating market-related insights has been observed (Hole et al. 2018, p 182(9)). In this era of the digital world, it is important to introduce digital transformation in marketing-related activities. It is evident bringing digital transformation can help to increase the revenue generation as well as profit percentage of a company has been identified (Krasnostavskaia et al. 2020, p 940(2)). Nowadays, it has been identified that marketing faces some common challenges such as understanding customer requirements and having a lack of basic knowledge regarding marketing.

In this case, the company mainly focuses on its retail sales that are based on clothing, curios, collectables and art. It is important to suggest a CEO with special projects so that the overall company can achieve its sales targets and generate increased revenue. It has been identified that the company is currently going through different marketing-related issues such as understanding customer behaviour and generating marketing insights. It has been observed that due to this wide range of marketing problems, the overall firm is not generating the expected revenue and resulting in a low growth rate.

Considering the scenario, it has been analysed by CEO that Guerrilla marketing can be an effective option for performing marketing for the company. In order to understand the effectiveness of Guerrilla marketing this research report is going to be performed. Guerrilla marketing has a wide range of features that includes cost-effectiveness and proactiveness (Gkarane et al. 2019, p 397(5)). A study suggests that Guerrilla marketing provides unusual interactions with customers (Levinson, 2021, p 3(4)). This study further reveals that guerrilla marketing offers a customer-engaging approach that helps to bring proactiveness in performing business activities.

Research suggests that Guerrilla marketing has more sustainability as compared to other types of marketing methods (SUSILO, 2020, p 10(5)). This study further suggests that guerrilla marketing can be used by non-profit organisations in order to promote sustainability and attract more individuals. On the contrary, different studies have claimed that Guerrilla marketing has widely used in B2C types of companies (Yuniarto et al. 2020, p 689(5)). As per the case study, it has been identified it is currently going through a loss percentage due to its marketing approach. Subsequently, it has been observed that the company is facing a problem in decision-making due to a lack of human resources.

It is evident that recruiting experienced as well as skilled professionals in marketing department can help to gain better marketing insights. In this regard, it can be stated that recruiting skilled professionals in marketing and finance departments can help to mitigate the current problems. Furthermore, having an experienced team in finance department can help to prepare proper budget plans. This can eventually help in solving the issues that have been identified by the company in terms of marketing. In addition, implementation of Guerrilla marketing can be effective in mitigating a particular marketing problem that is going to be shredded in this research report.  

This research report is going to suggest the significance of using Guerrilla marketing in order to overcome the identified marketing issues. Furthermore, this research report is going to be performed in order to highlight the benefits of Guerrilla marketing in context of achieving a better sales percentage. Performing this particular research study is going to help the CEO to address all the identified problems that are associated with marketing.       

Research Questions

Q1. How can marketing help in meeting the needs of domestic and overseas target markets?

Q2. What are the key aspects of an effective marketing strategy?

Q3. How ‘guerrilla marketing’ can help the company in terms of improving sales and brand image?

Q4. How a low-cost marketing strategy can be implemented for business development?

Justification of Research Questions to CEO

Justification of Question 1

In this particular question, the significance of marketing in terms of meeting the requirement of overseas targets market and domestic markets are going to be highlighted. In addition, this question is going to elaborate on the effectiveness of marketing in order to achieve organisational targets. 

Justification of Question 2

In this specific question, the benefits of utilising an effective marketing strategy are going to be discussed. With the help of this question, the readers can get an insight into the key aspects of effective marketing strategy.

Justification of Question 3

In this particular question, the methods of using Guerrilla marketing in order to enhance the brand image as well as sales are going to be discussed.

Justification of Question 4

In this specific question, the implementation of a low-cost marketing strategy for ensuring business development is going to be highlighted.

Proposal of the survey to answer the Research questions

A survey plays a key role in collecting an individual perceptive regarding a particular topic. It has been observed that a survey provides brief information on people's personal opinions (Walters, 2021, p102344 (4)). Individual opinion is further analysed and based on that important decisions are conveniently made. Performing a survey is comparatively more cost-effective as compared to other forms of data collection methods. Another significance of performing a survey is that it can be remotely administrated from anywhere. Subsequently, it is not a time-consuming method of collecting relevant information.

In this regard, a survey can be considered to be one of the best methods in order to answer the research question. In order to perform the research study, some research questions are being framed. These framed research questions can be answered effectively by performing a survey. A survey is required to be performed by inviting marketing professionals who have excellent knowledge regarding marketing insights. Moreover, potential customers and marketing experts can be invited for participating in this survey. Marketing experts can provide proper and relevant information in terms of answering the research questions.

Part C- Methodology

Required primary data

Primary data collection process of this study is concerned with gaining a broader perspective on the issue of current marketing strategy of the company and whether it is effective or not. In addition, primary data will help in gaining alternative approaches to deal with organisational issues based on feedback from stakeholders, customers and other associated personnel. According to Pandey & Pandey (2021), primary data of this study aims to gather opinions and feedback from associated personnel with marketing and based on their perspective issues associated with existing marketing strategy need to be identified. This process also examines the influence of factors identified in a literature review process that has a significant influence on sales and overall financial performance. In addition, primary data is concerned with evaluating demographics of company's regular customers that will be effective in identifying specific target customers at a target market that will be effective in ensuring sustainable growth in a target market. Primary consultation with both stakeholders or customers and associated personnel will help in identifying both internal and external problems associated with marketing strategies.

Collection of primary data

Purpose of primary data collection is to identify and examine factors that are influencing company's marketing strategy and overall financial performance or sales of the company. Based on these requirements this study is concerned with conducting both primary interviews and surveys to gather information or opinion of associated individuals and customers. According to Kumar (2018), a set of questionnaires is formed to identify customer demographics that will be effective and necessary in customer segmentation and help in conducting targeted marketing to enhance the effectiveness of marketing. Primary data collection process for this study is preferred to gather the raw opinions of associated personals or regular customers as it will not be influenced by any third party as in case of secondary data collection. This raw information will significantly help in identifying actual issues behind company's struggles in marketing that will eventually help in ensuring effective implementation of Guerrilla Marketing strategy. In addition, this primary data collection process is concerned with conducting a direct personal investigation through survey questionnaires and individual interviews.

Survey questionnaires are concerned with collecting data from an online Google Form Survey that will be effective in identifying data patterns. This first-hand information and associated findings will help in concluding this issue and help in identifying an effective marketing approach. In addition, this process is concerned with respondents' biases and critically evaluates responses from sample participants to eliminate personal biases that will be effective in producing an effective study conclusion. 

Methodology design

Primary approach to data collection and primary research is concerned with adopting an interpretivism philosophical approach to research. This is because an interpretivism philosophical approach is concerned with a subjective approach and it believes that responses of individuals vary from person to person. Based on this, a researcher will be responsible for interpreting data patterns that will be effective in producing an effective study conclusion appropriate to this study. In addition, this study is concerned with a deductive approach as it is appropriate with a primary quantitative research approach. The deductive approach is considered because it will be effective in identifying actual issues or producing effective conclusions from primary data findings.

This study considered co-relational research design because it is effective with a non-experimental quantitative approach to research and helps in identifying relationships between research variables. According to Mohajan  (2018. p. 7(1)), Co-relational research design is concerned with identifying relationships between two or more research variables and is effective in eliminating personal biases of a researcher. This process will be effective in preventing researchers from influencing primarily collected data and help in identifying issues associated with company's marketing strategy. It is important to consider factors that may influence primary data collection process to ensure accuracy and elimination of personal biases of a researcher in a primary data collection process through interviews or surveys.

Sample size and sample frame

The sample frame for this study considered all employees and regular customers that led to selection of a sample size of employees based on conditional sampling and regular customers were selected based on a simple random sampling process. According to Rashid et al. (2019. p. 11 (5)), it is important to consult a specific managerial employee who is associated with marketing regarding this issue to obtain best possible outcomes from primary data analysis findings process. In addition, regular customers need to be selected on a simple random sampling process to eliminate personal biases of customers and researchers that may adversely influence data analysis findings.

Figure 1: Sample size and sample frame

(Source: Dźwigoł, 2018. p. 426(3))

Based on this image it can be concluded that target population for this study needs to be huge to identify an appropriate sampling frame that will lead to a selection of an effective or appropriate sample population or sample size. This process will significantly help in sampling process and proposed sample population will be as follows:

Sample participant role in a company	Target population	Sampling frame	Sample size
Managerial employees	3	3	3
Employees	23	15	12
Investors	6	4	2
Customers	1000	500	260

Table 1: Sampling of sample participants

(Source: Self-developed)

This table is representing a size of targeted sample population, sample frame and selected sample size that will be considered in primary data collection process for this study.

Interview method, venue, structure, and duration

Semi-structured interview method needs to be followed in primary data collection process of this study and it will be effective in offering creativity and making changes based on study requirements. This approach to an interview is flexible and more open that allows both responder and interviewer to influence interview questions or discussion to gain appropriate answers best suited for study needs (Johnson et al. 2020. p. 84(1)). Both employees and managerial employees will be interviewed on an open-ended interview approach for an uncertain period to gain actual needs of the study. In addition, customers need to be interviewed rapidly based on interview questionnaires along with allowing them to share their feedback and opinions.  

References

Books

Kumar, R. 2018,. Research methodology: A step-by-step guide for beginners. Sage. HQ: Newcastle upon Tyne, United Kingdom

Levinson, J. C. 2021. Guerrilla marketing remix: the best of guerrilla marketing. Entrepreneur Press,.

Pandey, P.,and Pandey, M. M., 2021. Research methodology tools and techniques. Bridge Center. HQ: Massachusetts, United States

Journals

Ahmed, R.R., Qureshi, J.A., Štreimikienė, D., Vveinhardt, J. and Soomro, R.H., 2020. Guerrilla marketing trends for sustainable solutions: Evidence from SEM-based multivariate and conditional process approaches. Journal of Business Economics and Management, 21(3), pp.851-871. DOI: https://doi.org/10.3846/jbem.2020.10730

Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339. https://www.academia.edu/download/57617823/IJMRA-14610.pdf

Behal, V. and Sareen, S., 2014. Guerilla marketing: A low cost marketing strategy. International journal of management research and business strategy, 3(1), pp.1-6.

Davis, S. and Davis, F., 2021. The Effect of Guerrilla Marketing On Company Share Prices: An Event Study Analysis. Journal of Advertising Research, 61(3), pp.346-361. DOI: 10.2501/JAR-2021-010

Diaa, N.M., 2017. Shedding the light on Guerrilla marketing and purchase intention. Global Journal of Management and Business Research. https://journalofbusiness.org/index.php/GJMBR/article/download/2350/2251/

Dźwigoł, H., 2018. Scientific research methodology in management sciences. Фінансово-кредитна діяльність: проблеми теорії та практики, (2), pp.424-437. http://www.irbis-nbuv.gov.ua/cgi-bin/irbis_nbuv/cgiirbis_64.exe?C21COM=2&I21DBN=UJRN&P21DBN=UJRN&IMAGE_FILE_DOWNLOAD=1&Image_file_name=PDF/Fkd_2018_2_52.pdf

Gkarane, S., Efstratios-Marinos, L., Vassiliadis, C.A. and Vassiliadis, Y., 2019. Combining traditional and digital tools in developing an international guerilla marketing strategy: the case of a SME Greek company. In Strategic Innovative Marketing and Tourism (pp. 397-404). Springer, Cham. https://link.springer.com/chapter/10.1007/978-3-030-12453-3_45

Gupta, H. and Singh, S., 2020. Evolution of guerrilla marketing as an emergent marketing strategy in global and Indian context. International Journal of Indian Culture and Business Management, 21(2), pp.247-261. DOI: https://doi.org/10.1504/IJICBM.2020.109743

Hole, Y., Pawar, S. and Bhaskar, M.P., 2018. Service marketing and quality strategies. Periodicals of Engineering and Natural Sciences (PEN), 6(1), pp.182-196. https://www.researchgate.net/profile/Snehal-Pawar-3/publication/332250940_Service_marketing_and_quality_strategies/links/5ff973de45851553a02e915f/Service-marketing-and-quality-strategies.pdf

Johnson, J.L., Adkins, D. and Chauvin, S., 2020. A review of the quality indicators of rigor in qualitative research. American journal of pharmaceutical education, 84(1). https://www.ajpe.org/content/ajpe/84/1/7120.full.pdf

Krasnostavskaia, N., Maslova, T., Ruglova, L. and Chigir, M., 2020, September. Problems of forming marketing competencies in the digital economy. In IOP Conference Series: Materials Science and Engineering (Vol. 940, No. 1, p. 012066). IOP Publishing. https://iopscience.iop.org/article/10.1088/1757-899X/940/1/012066/pdf

Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related subjects. Journal of economic development, environment and people, 7(1), pp.23-48. http://ojs.spiruharet.ro/jedep/article/download/jedep.v7i1.571/954

Nufer, G., 2021. Innovative digital guerrilla marketing. International journal of innovation, management and technology: IJIMT, 12(3), pp.40-44. DOI: 10.18178/ijimt.2021.12.3.907

Rashid, Y., Rashid, A., Warraich, M.A., Sabir, S.S. and Waseem, A., 2019. Case study method: A step-by-step guide for business researchers. International journal of qualitative methods, 18, p.1609406919862424. https://journals.sagepub.com/doi/pdf/10.1177/1609406919862424

SOOMRO, Y.A., BAESHEN, Y., ALFARSHOUTY, F., KAIMKHANI, S.A. and BHUTTO, M.Y., 2021. The Impact of Guerrilla Marketing on Brand Image: Evidence from Millennial Consumers in Pakistan. The Journal of Asian Finance, Economics and Business, 8(4), pp.917-928. DOI:10.13106/jafeb.2021.vol8.no4.0917

SUSILO, D. 2020. Promoting Environmental Sustainability Through Guerrilla Marketing. International Journal of Environmental, Sustainability, and Social Science, 1(2), 12-18. https://journalkeberlanjutan.com/index.php/ijesss/article/download/22/17

Tam, D.D. and Khuong, M.N., 2015. The Effects of Guerilla Marketing on Gen Y's Purchase Intention--A Study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance, 6(4), p.191. DOI: 10.7763/IJTEF.2015.V6.468

Walters, W.H., 2021. Survey design, sampling, and significance testing: Key issues. The Journal of Academic Librarianship, 47(3), p.102344. https://www.sciencedirect.com/science/article/pii/S0099133321000355

Yuniarto, T., Adi, P.H., Setyanto, R.P. and Kaukab, M.E., 2020. Guerilla Marketing in the Context of Industry 4. 0. Solid State Technol, 63(6), pp.689-701. https://www.researchgate.net/profile/M-Kaukab/publication/344927208_Guerilla_Marketing_in_the_Context_of_Industry_40/links/5f993e76a6fdccfd7b84c838/Guerilla-Marketing-in-the-Context-of-Industry-40.pdf

 

Appendices

Appendix 1: Survey questionaries

Questionary

Q1: What is your age?

1. 18-24

2. 25-35

3. 36-45

4. 46-55

Q2: What is your gender?

1. Male

2. Female

3. Other

Q3: What is your employment status?

1. Employed

2. Unemployed

Q4: Are you married or not?

1. Yes

2. No

Q5:  Do you think a company is successful in meeting needs of target market?

1. Agree

2. Strongly agree

3. Neutral

4. Disagree

5. Strongly disagree

Q6: Do you think company's marketing strategy is effective?

1. Agree

2. Strongly agree

3. Neutral

4. Disagree

5. Strongly disagree

Q7: Do you think Northern Territory artefacts market has a huge opportunity for growth?

1. Agree

2. Strongly agree

3. Neutral

4. Disagree

5. Strongly disagree

Q8: Do you think company effectively connects with its customers?

1. Agree

2. Strongly agree

3. Neutral

4. Disagree

5. Strongly disagree

Q9: Do you think company's marketing strategy is effective in gaining a competitive advantage? 

1. Agree

2. Strongly agree

3. Neutral

4. Disagree

5. Strongly disagree

Q10: Do you think company offers value to its customers?

1. Agree

2. Strongly agree

3. Neutral

4. Disagree

5. Strongly disagree