Applying Qualitative Methods to Marketing - Research Paper Example

RESEARCH By Student’s Name Code + Name of Course Professor/Tutor Institution City/State Date Research Scenario 1: Introduction The assessment of the feelings of restaurants in Australia about Menulog can be best obtained through qualitative marketing research methodologies. Qualitative methods are useful in collecting comprehensive details on information concerning the intentions of respondents and their feeling and thoughts about it (Hennink, Hutter & Bailey 2010, pg. 26). Through the quantitative methods, the research will assess the value the restaurants place on the mobile applications and free websites including other marketing tools offered via the site. Moreover, the research will obtain feedback on the pricing structure of non-set up fees or fixed contracts. Target Respondents The target respondents comprise of restaurants within Australia within the vast network of Menulog (Menulog 2016, n.pg.). The companies place their commodities search and several takeaway creations on the site. These companies comprise those that optimize Menulog’s online food ordering platform within Australia. Customers place their orders online and select their mode of payment (Menulog 2016, n.pg.). Thus, through the online platform, the target respondents can be reached through their various social media outlets such as Twitter, Instagram, or Twitter and the Menulog website. The restaurants use the sites because their customers are often online, either shopping or participating in blogs, or are playing social games comprising Farmville and Angry Birds. The target respondents could similarly provide information about the traits or behaviors of their customers. The research will seek to ask the respondents about their attitudes or opinions concerning their level of satisfied with the Menulog platform. The information will be critical to making informed decisions. Research Approach As previously indicated, the marketing research will entail the use of the qualitative research methodology. The quantitative approach will ensure that the research assesses the value the restaurants place on the mobile applications and free websites including other marketing tools offered via Menulog. The approach is appropriate in this scenario because little is known about the feelings in the market (Hennink, Hutter & Bailey 2010, pg. 29). Moreover, the approach will ensure more interaction amongst respondents with the product being offered (Taylor & Trujillo 2001, pg. 164). The approach will also assist in the development of a quantitative instrument. Research Questions The main research questions are: 1. What are your feelings about Menulog 2. What value do you place on the websites and mobile apps offered by the site? 3. Do you think the pricing structure of Menulog is appropriate? Method of Data Collection The study seeks to find out the feelings of different restaurants about Menulog and to react to the questions modelled in the objectives of the study. To obtain the primary data, online-administered questionnaires will be presented to appropriate persons such as patrons in sampled restaurants. The method guarantees that the respondents will provide responses that accurately mirror their evaluation of the experience of using the Menulog site. The questionnaire will provide the perceptions of the participating restaurants on the various issues being investigated. The questionnaire’s content will be disintegrated into four parts. The initial part will measure participants’ feelings, thoughts, or perceptions Menulog. The part will comprise of 10 attributes that mirror the dimensions of the perceptions of the site. In addition, the statements that mirror the perceptions of the patrons on the matters being discussed will describe these attributes. Sample Size and Method of Sampling Many restaurants use the Menulog platform to reach out to their potential customers. Given that Menulog has the list of the network of restaurants, the research will use a convenient sampling methodology (Patton 2005, pg. 48). The sample size will comprise of one hundred and fifty middle and upscale restaurants that offer full-services. Ideally, the “Yelp” application can be alternatively used to locate nearby common restaurants within Australia. These restaurants will be selected based on their location, cuisine offered or meals provided. Participation is voluntary and will be selected from all the users in sampled restaurants. Timelines of Data Collection Given that the questionnaires are delivered online, the respondents will be given adequate time to respond to the main research questions. The questions will be simple and direct to save the time needed to respond to all questions in the questionnaire. Project Cost Qualitative research is often an expensive venture (Sandelowski 2000, pg. 245). Considering that the proposal will use a large number of respondents, the estimated budget for the entire budget is expected to be between $80-100K. The expenses will cover logistics expenses, internet charges, the preparation of questionnaires among others. Scenario 2 The Target Respondents The target respondents for the research on the use of rental bikes comprise more than 8,000 South Australians who ride to work on a daily basis (Bike 2016, n.pg.). The region hosts the Tour Down that falls under and the National Sport's cycling institute. The specifically targeted respondents could be those Australians in Adelaide who have hired a free bike within the city at some point and who possess a valid driver’s license or a passport (Bike 2016, n.pg.). The research furthermore targets groups that wish to hire multiple bikes. Adults who accompany their children for the bicycles can also be possible respondents for the study (Bike 2016, n.pg.). Appropriate Research Approach The second scenario will use mixed methods of research. This suggests that the research will use both the qualitative and qualitative approaches in gathering data. The mixed method is appropriate because the qualitative aspect provides the opportunity to provide subtle particulars, which outline the problem (Creswell 2013, pg. 18). In this case, the qualitative aspect will assist in understanding the present users of the services provided by Adelaide Free Bikes. The research will then optimize the quantitative aspect such as a survey to validate the observations made during the qualitative stage and to provide more insight of how the demand might change when the free bikes and the multi-day rentals are introduced. Furthermore, the quantitative methods will gather specific information from the selected sample of targeted respondents. After that, statistical approaches will be used to find out the proportion of people who share a certain opinion on how the demand might change based on the introduction of the two services. Thus, it is fruitful to use several approaches to collecting data when assessing human attitudes and behavior (Teddlie & Tashakkori 2009, pg. 49). By using multiple methods and sources at different points in the assessment process, the assessing team will build on the vigor of each kind of data gathered and lessened the weaknesses entailed with using one approach (Teddlie & Tashakkori 2009, pg. 50). Therefore, the qualitative and quantitative tools will offer a tradeoff between depth and breadth, and between targeting to particular and generalizability in the populations.  Data Collection Method The mixed research approach will entail using different approaches to gather data for the study. The qualitative aspect will use participant observation whereas the quantitative aspect will use the survey questionnaire to gather relevant data from the selected respondents. Observation will entail repeated empirical observations over a wide range of situations. The approach is particularly useful for gathering data about processes, cultures, and people in qualitative research. Through participant observation, the study will uncover factors critical for a thorough comprehension of the people who currently use the free bike rental services. The study will furthermore understand the aspects, which were unknown when the research was designed. Therefore, the information obtained from participant observation can assist the research to only to comprehend data collected by the quantitative aspect but also to come up with questions for the approaches, which will provide the best understanding of the issues under study (Creswell 2013, pg. 22). The observation method used in the research will comprise a systematic documentation and recording of behaviors of participants under study. Data collection for the quantitative aspect will comprise using a survey. The survey will enable the study to gather a huge volume of data of a broader perspective. The surveys will be administered by mail to ensure a wider reach and maintenance of privacy. Questions in the survey will be closed while others will be multiple-choice queries (Bazeley 2004, pg. 143). The closed-ended questions will come in the Yes/No format. In addition, scales will be used to assess the attitudes of the participants about how the how demand might change given the introduction of the fee-based and multi-day bike rentals. The survey will provide a five-point scale, ranging from disagreeing -1 to agreeing strongly (-5) to be chosen as their responses. The closed-ended questions and the multiple choice options will assist to quantify the data and in generalizing the results from the sample to the main population. The options will provide easy tabulation and reporting of data. Sample Size and Sampling Method The sample size is as critical as the sampling scheme choice because it also establishes the range to which the investigator can make statistical generalizations. Given that there are about 8,000 Australians who ride to work, the appropriate sample size for then research could be 1,000 participants. The participants for the study are scattered in different parts of the city. Therefore, the mixed method approach will use of Random purposeful sampling. The method entails the use of purposeful and probability sampling techniques (Punch 2013, pg. 49). The sampling strategy is often appropriate with a large pool of possibly detail-rich issues and there lacks s specific motive to select one issue over another such as in the present study. Costs The survey will entail a big number of participants (1,000). However, the surveys will comprise of a few “easy” queries. The project will use between 100-200 USD to collect data. More costs will be incurred during the qualitative research phase including the expenses of moving to the different locations within Adelaide where the bikes are rented out. Timeliness of Data Collection The mixed research approach will be influenced by data quality and complexity, which will consequently influence the time needed for analyzing data and collection. Preparing a good survey will necessitate adequate time to design and pretest relevant questions and to collect high rates of response. Reference List Bazeley, P 2004. Issues in mixing qualitative and quantitative approaches to research. Applying qualitative methods to marketing management research, Vol. 4, no. 2, pp. 141-156. Bike SA 2016, Adelaide Free Bike. Available from: . [24 may 2016]. Creswell, JW 2013. Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications. Hennink, M, Hutter, I & Bailey, A 2010. Qualitative research methods. Sage. Menulog 2016, What do you feel like. Available from: . [ 24 may 2016]. Patton, MQ 2005. Qualitative research. John Wiley & Sons. Punch, KF 2013. Introduction to social research: Quantitative and qualitative approaches. Sage. Sandelowski, M 2000, ‘Focus on research methods combining qualitative and quantitative sampling, data collection, and analysis techniques.’ Research in nursing & health, Vol. 23. Pp. 246-255. Taylor, BC & Trujillo, N 2001, ‘Qualitative research methods.’ The new handbook of organizational communication: Advances in theory, research, and methods, pp. 161-194. Teddlie, C & Tashakkori, A 2009. Foundations of mixed methods research: Integrating quantitative and qualitative approaches in the social and behavioral sciences. Sage Publications Inc. Read More