Loyalty card and customer loyalty: case study of Tesco in UK - Dissertation Example

Download file to see previous pages Research approaches can be of two types- Deductive and Inductive research. Deductive approach is view of relationship with the research and the theory of the study. With proper understanding of the situation the researcher deduces the hypothesis which then is tested with the theory to find its appropriateness. The data should also be collected according to the need of the test and find the analysis from it (Bryman, Bell, 2007, p. 11). On the other hand Inductive research is collecting data and drawing the hypothesis from the data without understanding of the predefined theory or study. Just based on the research data the analysis is done in this kind of research technique (Steinberg, Steinberg, 2006, p. 52). In this research study for TESCO deductive research approach as been taken with testing from the data collected from the questionnaire survey conducted during the study. 3.3 Research Design Research design is the technique of bridging the gap between that study conducted and the performance of the research through proper planning and strategic approach towards the study. Research design can be of two different types- Exploratory and Descriptive research (NewYork University, n.d., p.1). 3.4.1 Exploratory Research The exploratory research emphasizes on ideas and insights of the discovery. For example the decline in sale of a company can be due to various reasons. Exploratory research examines the individual causes of the problems and identifies the problem (Hester, 1996, p. 36). 3.4.2 Description Research Descriptive research is concerned with describing the behaviour accurately. The primary objective of conducting descriptive research is to measure and record the variables of the survey accurately by using representative sample collected (Mitchell, Jolley, 2009, p. 250). In the dissertation the main objective is to find the effectiveness of the customer loyalty card of Tesco at UK (Aldershot location). In this research exploratory research was conducted to understand the effectiveness from the response of the customers about the club cards of Tesco. The research consists of both open and close end questions for the survey questionnaire. 3.5 Data Collection The raw data collected during the survey was collected on questionnaire to find the raw data to analyse the behavioural attitude of the customer. The interview was conducted at UK Aldershot locations and the questionnaire designed consists of nine questions which were filled by the field surveyor. The selection of question in the survey questionnaire is one of the vey important tasks to be performed before the survey conducted. The questions give a direction to the survey. After selection of question finding the source of data is very essential. Improper source will not serve the purpose of the report (Tobey, 2007, p. 4). This research program has been conducted with both Primary and Secondly research techniques. The primary research through questionnaire survey depicts the attitude of the customers of Tesco and the secondary research is conducted from different newspaper, books, website and articles on related items. 3.6 Sampling Plan The main focus of the research is to understand the effectiveness of the loyalty card from Tesco at UK Aldershot location. Thus focus is primarily rendered over the UK customers of different demographic sets like income and occupation patterns. While selecting the target group of sample ...Download file to see next pagesRead More