The research methodology adopted in this work is that of a mixed research methodology where the data is defined and used in both a qualitative and quantitative way. The quantitative way of looking at a phenomenon helps understand such issues of the phenomenon related to the numbers. In this research, in understanding the numbers of similar constructs and meaningful associations, this would be helpful. It could be said that the research is actually more qualitative in nature.
The strategy made use of here is that of a combination of the ZMET and the MEC. Initially, the participants are asked to choose images from a set of images that they might feel would correspond to the brand. The usual practice of the ZMET method is to allow for the participants to choose the photos that they want to use for the research. In this research, we follow a slightly different approach in that we gave the participants to choose from a collection of photos of around 100 photos collected earlier on the subject of catering industry by Google search. This was done to enable easier participant interaction. The photos were selected randomly and were given as a set of 100 to the participants so that they can choose six among them to indicate why they felt that the photos would be associated with the brand.
The data collection employed is a primary data collection approach. The primary data collection usually utilizes data collection form the people involved in the phenomenon of investigation in a direct manner. Data collected directly from participants here who are consumers to the catering service. The consumers to the catering service are seen to be multi-segmented. The participants come from different segment background, and no differentiation is made on the form of segment they are. The participant data is kept anonymous in order for the research to be ethical.