"demands.Among the marketing tools the should be incorporated in the management planningincludes Word of mouth marketing? Personal marketing communication? advertising? E-marketing? Social media? Printed media? Branding and rebranding? Offering discounts 16 CONCEPTUAL FRAME WORKINDEPENDENTDEPENDENTEffective marketingstrategiesPricing1. Number of increasedPromotional toolsguestsProduct2. Increased salesdistribution3. Customercomplaints reduced 17 CHAPTER THREERESEARCH METHODOLOGY.Chapter 3 mostly focuses on the research methods used in the study, the targeted respondents,the methods of data collection and sampling techniques. It also addresses data collectionprocedures, data analysis, and discussion of the findings. The research methodology addressesresearch limitations and time frame to complete the study.3.1 Study area.The study was carried out in the Aberdare national park and peripheral area around the park. Thepark is located in central Kenya Nyeri county 200 km from Nairobi, it’s about 169km2respondents included both the tourists and the tourism bodies involved in marketing tourism.3.2 Research designResearch design dealt with how the data was be gathered, analyzed and interpreted in relationwith the research topic. This helped in fulfilling the research questions as well as meeting the setobjectives. Descriptive method was suitable because it collected information by interviewing orgiving a questionnaire to a sample of individuals.3.3 The target population.The target population in this refers to the respondents who responded to the administeredquestions. In marketing sector, the respondent included the marketing bodies such as marketer’sdepartment within the park and tourists. In this case a total of 25 tourists and 5 marketers weretargeted. 18 3.4 Sampling strategies.Sampling refers to the process of selecting approximate number of individuals from a definedpopulation (Kothari, 2004). By selecting some element of a population the researcher can drawconclusion about the whole population. Sampling helps to identify respondents, simple randomsampling will be used to collect data from the tourists who visit Aberdare national park andsystematic random sampling. 3.5 Research methodologyThe research method that was applied by the study has been chosen in order to acquire adequateand reliable information and deduce conclusion in regard to how effective the marketingstrategies adopted by KWS are. The methods were designed in a way to reach the intendedresearch population more effective and efficiently.Simple question related to marketing were designed such that they covered the tourist bit e.g. themarketing strategies they received information about the destination through such as websites,advertisements through social media or internet.The main purpose of this is to obtain an insight in the strategies of marketing incorporated in thetourism sector in order to propose further recommendations for efficient marketing.3.6 Equipment and data collection method.Various equipment that was used to collect data include the notebook, a pen, internet access andquestionnaires. Both primary and secondary methods of data collections are used, secondary datacontributed towards the formation of background information needed concerning marketing.Primary method was conducted in two ways one is questionnaire which were being administeredto tourists. Questionnaire was used since they are easy to analyze them and at the same time theyrequire less time to fill. They contained both open ended and closed questions. The secondmethod was interviews which were be conducted to marketing department within the park.19 3.7 Data analysis.Data analysis refers to a process of inspecting cleaning transforming and modelling data with thegoal if discovering useful information suggesting conclusion and making supporting decisionmaking. it (kasomo ,2007). Data cleaning helped to filter the unnecessary data collected. 3.8 Data presentationAfter the data have been analysed, it was then be presented using the following methods; graphs,tables and pie charts. 20 "