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Research strategy is a methodology that helps the researcher to investigate the research issue. According to Saunders (2003), research strategy is a general plan that helps researcher in answering the research questions in a systematic way. An effective research strategy contains the clear objectives, research questions, data collection resources and various constraints that affects the research in different ways such as access limitations, time limitations, location and money limitations, ethical issue constraints etc. An effective research strategy helps the researcher to define that why researcher employing a particular research strategy to conduct the research study in an effective manner. Research strategy is also helpful for the researcher to use specific data collection methods to support the arguments (Saunders 2003).

In an effective research strategy, researcher collects the background information and analyzes the data to reach a specific conclusion. Some important research strategy includes the analysis of literature review, case study analysis, interview, observation, experiments, survey etc. In order to accomplish the research aims and objectives, the researcher used survey and analysis of academic articles strategies. Survey strategy helps the researcher to collect qualitative data and information (Flick 2009). With the help of survey strategy, researcher is able to collect general views of people that are related to the topic of role of marketing strategies to development of UK tourism industry.

Researcher also uses academic journal articles analysis in order to achieve research aims and objectives. It helps researcher to collect relevant information and data that is related to the research issues. Both of these research strategies are helpful for the researcher to collect the valid and reliable data and information to achieve research aims and objectives (Saunders 2003).

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