Questionnaire Research Study Method - Assignment Example

RKЕТING RЕSЕАRСН Name Course Instructor’s name Institution Date МАRKЕТING RЕSЕАRСН Question 1: Questionnaire research study method Part A: Draft Questionnaire evaluation The data collected in the research questionnaire will address the research objectives. In this case, the data collected regarding the activities that this target group engages in during their leisure time gives information on the percentage that shop in this target group. This, therefore, acts as a conclusive metric that measures this target group’s purchase behavior. On the other hand, the data collected on the most popular magazine among this target group offers a contributory metric on the relevance of fashion among this target group. Additionally, the data collected through the questionnaire also addresses the research objective having that it also acts as a causative metric to measuring the rough figure of the amount that this target group intends to invest in fashion. Moreover, this data collection method is also conclusive since it addresses the research objective of the perception of this target group on fashion and with close ended questions drawing conclusions is much easier (Brown & Stowers, 2013 pp.143-162). In this case, this research is able to determine whether this is a volatile market with high potential or a stagnating one. In line with this, questionnaire as a data collection method is also quite conclusive since it draws some crucial information from this target group on their brand preference. This will, therefore, help the research in determining the type of brands that are likely to bring a higher profit variance to the store (McKim 2015, p.33). The questionnaire as a data collection method also covers the research objectives on the perception of this target group and the relevance of zali cloth-line store to them and its preference while carrying out their shopping. The length of this data collection method; the questionnaire is also appropriate. In this case, this questionnaire is long enough to cover almost all the research objectives. For the lay out the questions in the questionnaires are flowing with each question building up for the information generation for the last question as well as laying ground for the next. Hence, the questions in the questionnaire relate giving a more conclusive aspect based on its contribution to the research and its aim on covering the research objectives (Wheeldon 2010, pp.92). Part B: Data Collection method For this particular questionnaire, the online questionnaire methods seem more appropriate. Having that this method guarantees more respondents taking part in the survey which will give Zali more accuracy when generating the survey results. On the other hand, this survey method is essential in that it can be used from time to time and it is easy to revise periodically. Moreover, the online survey method is also appropriate since it grantees anonymity of the participants, therefore, more respondents are likely to participate in the survey (Yaney, 2007 pp.28-33). Also the appropriateness of this survey method lies on its response time having that it’s quicker compared to the other survey methods. Advantages This method is relatively cheaper due to the low overhead cost. In this case, it only requires to be published in a site only once, and from there it is available to everyone using this site. The other advantage of this method is that it can be automated to allow real-time access, in this case, the responses for the respondents can be received instantly (Šebek & Hoffmannová, 2010 pp.30-49). This survey method also grantees rapid deployment and return time this ensures that it is easy for the one to know where they have entered bad responses in the survey they will immediately get a notification. This survey method is also convenient for the respondents since they can fill it up on their own schedule, at their place of choice and or even start the online survey and finish later on. Disadvantages One disadvantage of this survey method is that it is limited in sampling and respondent availability. Thus, a particular section of this population does not have Internet access; therefore, they are less likely to participate in the survey. The other disadvantage of these survey methods is that it is relatively more difficult to draw probability based on the website visitors who participate in the survey (Stuart, 2013 pp.793-799).The other disadvantage of this survey method is that it is easy for the potential respondents to ignore it, especially with the development of inbuilt pop-up blockers in most browsers which enable users to block or ignore such surveys. Lastly, the other disadvantage is that it is prone to the inaccuracy of information due to lack of a trained interviewers to clarify the asked questions. Part C: Sampling method recommendation One recommended type of sampling method that should be used is that of probability sampling method which entails the simple random sampling, systematic random sampling, cluster sampling as well as multistage sampling. In this method, the chosen sample is the representative of the entire population; therefore statistical conclusions have to be made (Yeung and Ramasamy, 2007 pp.322-335). The specific sampling method under the probability sampling method that could be recommended for this survey is cluster sampling. In this case, each member of the sample group is assigned to one specific subgroup within the Zali store’s target group and referred to as a cluster. This method is also more accurate since it focuses on the specific sampled clusters relying on probability. Advantages One significant advantage of this sampling method is its feasibility. In this case, this method helps tackle large population therefore; it is perfectly fit for Zali store's market population. This sampling method also gets rid of the travelling and listing expenses, on the other hand, this method also eases the information compilation time and expenses. This method also ensures reduced variability is observed (Janiszewska & Insch, 2012 pp.17). Disadvantages One disadvantage of this sampling method is that this method has some aspects of biases which interfere with the accuracy of the survey. Additionally, this sampling method is that it is prone to errors due to the huge population that it deals with (Crawford, 2008 pp.317). Part D: Report data analysis The answer to the first question in the questionnaire will give me an insight on the frequency in which this target group carries out shopping for clothes. The second question will reveal the interest in fashion among this target market while the third question will inform me of the amount that each individual in the target group is willing to spend in shopping for clothes. The third and fourth questions in the questionnaire will provide information on the brand preference and the perception of fashion among this target group. The fifth question will provide information on the spending behavior of this target market while the sixth question will provide information on their shopping behavior in relation to; service, quality, fitness, trendiness, style and value of money of the specific clothing(Yeung & Ramasamy, 2007 pp.330). From the seventh to the tenth question in the questionnaire it will provide information on the relevance of Zali stores to this target market and their preference towards it. The next three questions in the questionnaires will provide information on the online shopping behavior of this target market. The next question will provide information on the perception of Zali store's to this target market, while the last five questions will provide personal information of a specific individual within this target market that can be used to categorize different groups within it. One inferential statistical method that will help in analyzing this data is the ANOVA method. This method would be essential since it compares data from multiple related groups (Yaney, 2007 pp.28-33). The other statistical method that will help in data analysis is the independent-samples t-test which would be essential in the measurement variation of this data. Lastly, the other statistical method that will be used is the regression analysis method this will be more essential since it helps in making of predictions on the outcome (Šebek & Hoffmannová, 2010 pp. 41). Question 2: Research Methods Recommendations The other alternative method that could be used in Phase two is the focus groups, interviews and conversations. This method is essential since it also covers the major research objective as well as focus on investigating the complex behavior of Zali stores target market. The focus groups, interviews and conversations method, in this case, will investigate how different individuals and sub-groups within this target market think in regards to fashion and why they hold this opinion. This method will be helpful in identifying any recent changes in opinion (Wheeldon, 2010 pp.87-102). This method is also essential since it also reviews the usefulness of a particular fashion library collection as it seeks to reveal the relevance of fashion among this target group. This conclusiveness nature of this method helps verify or clarify the survey’s results giving more conclusive results. It is also essential since rather that pointing out to a problem it also gives a solution to this identified problem. This method is also informs the decision making, strategic planning and resource allocation for the action to be carried out based on the findings and results (Yaney, 2007, pp.29). On conclusiveness, this method is also more conclusive since it adds the aspect of the human dimension to impersonal data on the research. Evidently, this method is more essential since it deepens the understanding of the research through explaining the statistical data used. This method is also essential in providing a wide range of information in that is vital for the research context. The proposed sampling method that aligns with his particular method is the stratified sampling method which focuses on randomness within target groups. This particular sampling method ensures investigation on the specific subgroups within the larger target groups ensuring accuracy demographic grouping reviews (Munoz & Kumar, 2006 pp.385). Question 3: Data Collection Instruments Focus group is not a mere method that involves collection of data from a wide range of participants more than one time rather it is an extensive method that involves group discussion on a specific topic for research purposes. Consequently, these discussions are studied, monitored and recorded by a researcher or moderator. Focus groups in this case as a research method is used for purposes of information generation and views collection on a particular topic. Focus group, thus, will achieve the objectives of the research through giving an almost exact reflection of the reality of the matter which lies behind the multiple collected views (McKim, 2015, p.46). Since this is a multi-method research method it is more likely to be accurate hence meeting the objectives of the research. In this case, the focus group method clearly extends or challenges the collected data method used. It is essential for a person conducting the focus group research method to be accurate in order to get accurate results which meet the research objective; one is advised to be more careful in the composition of the focus groups. In this case, the researcher should be aware of the group mix impact on this research methods especially some crucial factors such as; sexes, age, and the participants social and professionals status (Stuart, 2013 pp.794). In order for this method to meet the research objective, interaction should be fostered where preexisting groups interact with the current group in order for maximum view collection which helps contribute to the research accuracy. In this case, an aspect of openness should also be fostered between these groups since it ensures easiness in interaction which on the other hand ensures more accuracy results hence meeting the research objectives. The focus group questionnaire as a data collection method complies with the principles of instrument design for research purposes. In this case, the Questions are strategically designed where they first focus on the broad perspective then later on they are narrowed down to specific topic and issues for accuracy purposes. Moreover, the outline of the focus group questionnaire also abides by the principles of the instrument design of the layout (Janiszewska & Insch, 2012 pp.9-19). Also, this focus group questionnaire abides by these principles through the use of questioning techniques which are evident in this questionnaire. These techniques are used in the focus group questionnaire in order to ensure that the objectives of the research are met through structuring the questionnaires question in order for the response to be more accurate. Question 4: Brand positioning Part A: Zali store’s brand monitoring For an organization such as Zali stores to monitor its brand position is has to have a clearly differentiated and defined brand position. This ensures that the company is aware of the specific resources to use in order to improve or monitor this brand position (Crawford, 2008 pp.310). On the other hand for easy monitoring of the brand position Zali stores has to develop its own compelling and advantageous brand positioning through the provision of timely and accurate information on these areas. Zali store, in this case, can effectively monitor its brand positioning through monitoring its brand awareness, perception and its delivery attribute of the brand promise. Thus, Zali stores will try to get timely, and accurate information from this clothing stores target audience. The organization can also monitor its brand awareness through the use of brand tracking techniques. These are techniques which involve carrying out trend analysis in regards to the brand and comparison of the brand with other competitors. Part B: Recommendation of the research design study The focus group measurement is the essential method that zali stores could use in measuring the brand position. In this case, this method will focus on questioning the target group on their brand awareness and familiarity, their current brand perception and the perception of the competitive brands and their perception in regards to the brand promise (Brown & Stowers, 2013 pp.151). The focus group method, in this case acts as a tracking research through monitoring the marketplace for Zali store’s products. Hence, this research will review a sample of people which act as a proxy for the organizations target market for continued evaluation purposes. Moreover, this research method should be repeated periodically to foster its accuracy for instance after 7 months. This research method will entail coming up with four or five distinct groups of focus group picked from the organization general target market. These focus groups will then be interviewed using a particular questionnaire, and their responses will be reviewed, compiled and compared with the aim of understanding them and internalizing their meaning to the brand performance. Some of the questions featuring on the questionnaire will focus on the awareness of the focus groups of Zali store brand, consequently, the question will seek to find out how this target group got to be aware of this particular brand in an effort to review the brand awareness techniques fostered by the organization. The Questions will also focus on brand perception, where it will mainly linger on the impression or reflection that first comes to their mind when they hear about the brand. This will influence the brand impression techniques going forward. The questionnaire will also focus on the brand promise where it will review the perception of this target market in regards to brand promise (Crawford 2008, pp.317). This will enable the organization to make good on any bad brand promise in order to get rid of this perception. The questionnaire will also focus on their perception on zari store’s competitors. This will enable the company to focus on advantageous positioning which its competitors may not have focused on. References Brown, J. and Stowers, E. (2013). Use of Data in Collections Work: An Exploratory Survey. Collection Management, 38(2), pp.143-162. Crawford, S. (2008). Evaluation of Web Survey Data Collection Systems. Field Methods, 14(3), pp.307-321. Janiszewska, K. and Insch, A. (2012). The Strategic Importance of Brand Positioning in the Place Brand Concept – Elements, Structure and Application of the Positioning Statement. journal of international studies, 5(1), pp.9-19. Joyce Stuart, H. (2013). Positioning the corporate brand as sustainable: Leadership de rigueur. J Brand Manag, 20(9), pp.793-799. McKim, C. (2015). The Value of Mixed Methods Research: A Mixed Methods Study. Journal of Mixed Methods Research. Munoz, T. and Kumar, S. (2006). Brand metrics: Gauging and linking brands with business performance. J Brand Manag, 11(5), pp.381-387. Šebek, L. and Hoffmannová, J. (2010). The focus group method and possibilities of its application in kinantropological research. Tělesná kultura, pp.30-49. Wheeldon, J. (2010). Mapping Mixed Methods Research: Methods, Measures, and Meaning. Journal of Mixed Methods Research, 4(2), pp.87-102. Yaney, J. (1997). Questionaires help in problem-analysis. Performance Improvement, 36(8), pp.28-33. Yeung, M. and Ramasamy, B. (2007). Brand value and firm performance nexus: Further empirical evidence. J Brand Manag, 15(5), pp.322-335. Appendix FOCUS GROUP QUESTIONAIRE Please answer the following questions in the spaces provided, circle or tick the most appropriate options. 1. Age:………………………………………………………………………… 2. Are you: (please tick as necessary) □ Male □ Female 3. What is your professional background? □ Student □ Other: (please describe) __________________________________ Which genre do you prefer reading in magazines like vogue? □Political □ Business □ Fashion □ Historical 4. How many times in six months do you carry out cloth shopping (approximately)? _______________ 5. Which brands do you prefer while carrying out this shopping? …………………………………………………………………………………….. 6. Do you know anything about Zali store clothing brand? □ Yes □ No If yes, how did you come to know it ?........................................................................... 7. What first comes to your mind when Zali store clothing brand is mentioned? ……………………………………………………………………………………………… 8. How many of you frequently shop at Zali store clothing brand? ………………………………………………………………………. 9. How many of you occasionally shop at Zali store clothing brand? …………………………………………………………………………………… 10. How much money would you comfortably spend in your cloth shopping? …………………………………………………………….. 11. Which is your favorite brand preference? Elaborate_______________ 12. What are the five essential must-have attributes that you expect from a clothing store? Elaborate A. _______________ B. _______________ C. _______________ D. _______________ E. _______________ 13. Do you shop for clothes online? Why? □ Yes □ No Why………………………………………………………… 14. What are the common turn offs in clothing stores? ………………………………………………………………………………… Thank you for taking the time to complete this questionnaire Read More