Market Research Assignment: A Professional Advice to Client

Question

Task:
Scenario examined in the market research assignment
Your firm* has been engaged to conduct a research study for an Australian clothing retailer. Your client would like to better understand their customer profile and identify ways to improve the in-store customer experience.

Your research assistant, in conjunction with the client, has started to develop Study 1 of the marketing research project, but you are now taking control of the day-to-day implementation and leadership of the project. The first task you must complete is a report for the client that addresses the following questions detailed below. *This case is based on a real-life project that has been conducted with a reputable research firm. Facts and information about the research have been altered for the purpose of this assessment.

Client brief
Background
Label* is proudly an Australian brand, offering contemporary men’s and womenswear in a range of investment pieces and wardrobe essentials. Innovative and confident designs characterise the brand, with inspiration drawn from Australian design and support for local quality textiles.

Label has undergone tremendous growth in the past 6 years, COVID withstanding, with a retail network of standalone stores in major shopping precincts across Australia, as well as the number of concession stores in major retailers (such as Myer or David Jones). Label is now sold in close to 50 stores Australia wide and via their online store.

Current Situation
The Australian clothing retail industry is highly competitive, characterised by low market share concentration, and increasing consumer acceptance of online shopping. The recent demise of other local clothing brands, both before and during COVID, has highlighted the challenges abound in the marketplace. As such, retailers are challenged to develop strong multichannel retailing strategies and marketing positioning is especially important for independent Australian labels.

The customer is at the heart of Label, and understanding our customers is important to ensuring our men’s and womenswear collections appeal to our target market. With the expanding footprint of Label retailers across the country and online sales, Label’s marketing manager would like to ensure the company has a solid understanding of who exactly their customers are. There is concern within the company that, with an increasingly competitive environment, Label’s customer profile has changed from the loyal customer base they knew so well.

Thus, our client would like to learn more about their customer profile and competitive situation. Specifically, the research should address the following objectives:
1. To understand the consumer segments purchasing Label clothing and accessories.
2. To determine purchasing habits of Label consumers.
3. To identify ways to improve the in-store customer experience at Label retail stores.

Market Research Requirements

Study 1: A study to determine the consumer characteristics and purchasing habits of Label customers. (Research Objectives 1 & 2).
Study 2: A study to understand the in-store customer experience at Label retail stores. (Research Objective 3).
The client has requested that the sample used in Study 1 include participants from all states in Australia.
Go through the case scenario and answer the following questions:

QUESTION 1
Critically evaluate and make recommendations on how to improve the draft questionnaire developed for the research (pages 5-10). Specifically, discuss
a) if the questionnaire will collect the data needed to address the research objectives of Study 1 of the research;
b) the appropriateness of the length, structure, and layout;
c) use of screening and skip questions;
d) phrasing of the questions; and
e) use of different scale levels/types.

QUESTION 2
Given the suggestions you have made to improve the questionnaire in Question 1, what specific data collection (survey) method would you recommend for this survey in Study 1? What are the advantages and disadvantages of using your recommended method? How do you recommend this data collection method could be implemented?

QUESTION 3
Considering the specification for the Study 1 research sample given in the research brief, make a recommendation on the type of sampling method that should be used in Study 1 of this research. Explain the advantages and disadvantages of your recommended method.

QUESTION 4
Explain how you will analyze and report the data collected from your improved version of the questionnaire developed for Study 1. In your discussion explain three inferential statistical tests that would be appropriate to address research questions 1 and 2.

QUESTION 5
The client is interested in your recommendations on a research plan for Study 2 of the research program. Specifically, you should:
a) Recommend an appropriate research design and data collection method. What are the advantages and disadvantages of using your recommended method? Describe how the data collection method could be implemented.
b) Recommend an appropriate sampling plan. What are the advantages and disadvantages of using this method?

In your response you should discuss and justify your recommendation using theory, and show how this would address the research questions relevant to Study 2.

Answer

Market Research Assignment Answer 1
The draft questionnaire is developed for the research on Label, which is a successful and competitive Australian clothing brand. Following evaluation will help in identifying the strengths and flaws of the questionnaire. Based on the evaluation, some recommendations are suggested to improve the draft questionnaire for the research work.

a) Study 1 is all about to determine the main characteristics and buying behaviour of target customers of Label. The developed draft questionnaire has partially addressed the research objectives of Study. The fifth question of questionnaire is all about spending of the customers in last six months. It can indicate the purchasing habit of target customers of Label. On the other hand, 17th, 18th, 21st, and 22nd questions of the questionnaire are all about main characteristics of target customers of Label. Hence, it is quite understandable that the questions of questionnaire will somehow collect the data needed to address the objectives of Study 1.

Scope of Improvement in Final Questionnaire
It can be accepted that the objectives will be partially achieved because the detail of demands of customers regarding premium quality apparel products or economic priced apparel products cannot be addressed through the developed questions in the questionnaire. Apart from these, it is also not cleared how much time the target customers spend in online activities on the platform of Label on daily basis. Similarly, it is also not cleared how much time the target customers spend in visiting the stores of Label on weekly basis. Consideration of these aspects in the questionnaire would have helped the researcher to get more detailed picture about characteristics and purchasing behaviour of target customers (Johnston, 2017).

b) In terms of appropriateness of length, it is identified that 23 questions have been developed for the questionnaire. It would have been better if the researcher could develop 25-30 questions for the research work to get more detailed picture on Study 1 and Study 2.

In terms of structure, the researcher has decided to develop close-ended questionnaire in which the researcher has provided multiple options of the answers of the questions. It is justified to develop a close-ended questionnaire because it can help in getting the in-detailed and specific response from the respondents (Castleberry and Nolen, 2018).

In terms of lay-out, the researcher has maintained appropriate lay-out for the questionnaire in which the respondents have space to give answers to the questions. Due to close-ended structure, the respondents can tick their preferred answer for the question out of the multiple options. In addition, the respondents also can give an in-detailed answer of 23rd question of the questionnaire as the researcher has purposely left sufficient lay-out. However, one thing the researcher could have considered. The researcher could have left little place for every question to give the option for the respondents to make comments if they have any further response to share (Assarroudi et al., 2018). This could have been an effective questionnaire layout.

c) Effective screening of questions can be done through the use of modern software application, which can help the researcher to bridge the identified gaps in questionnaire and make sure that the respondents can meet all the criteria of research work to meet the developed objectives. In this research work, advanced screening software is not used. Therefore, effective skipping of unrealistic questions has been avoided in this research. Lack of screening also can increase the survey cost for the researcher. In this research work, the researcher could have used modern applications like SurveyMonkey for effective screening of questionnaire and justified skipping of unrealistic questions (Saura and Bennett, 2019).

d) In terms of phrasing of the questions, the researcher needs to make sure that every question in questionnaire needs to be directed towards research objectives, Study 1, and Study 2 of the research work. In this developed draft questionnaire, it is identified that several questions need to be rephrased as some of them are not directed towards research objectives, Study 1, and Study 2. For example, second questions need to be rephrased as the researcher did not specify fashion magazines in the question. These little things need to be changed and rephrased (Moser and Korstjens, 2018). The example of seventh question also needs to be considered here. In this question, the researcher could have mentioned preferred mode of buying clothes of Label. The example of ninth question also can be considered here in which the researcher could have mentioned satisfaction of customers against the price tag of the clothes. In every question, the researcher could have been more specific like these suggested ways to achieve the research objectives adequately.

e) In this draft questionnaire, the researcher did not get stick to any particular scale. The researcher has used Semantic Differential Scale and Dichotomous Scale in the draft question to develop questions and get responses. In terms of further improvement in the final version, it will be more effective if the researcher considers (Elliott, 2018) Rating Scales beside of the above-mentioned scales. It will help in conducting statistical analysis as this type of question in the questionnaire will definitely justify the selection of the quantitative research methodology if the researcher wishes to do that.

Answer 2
It will be important for the researcher to know that a specific survey method of data collection out of multiple methods can be considered to collect information. Generally, there are seven types of survey methods, such as interview method, focus group survey, panel sampling method, mail-in survey method, telephonic survey method, online survey method, and mail-in survey method (Liao et al., 2017). Among these methods, consideration of focus group survey method will be justified for the researcher in this Study 1 of this research work. There are several advantages as well as disadvantages of this method.

Advantages of Focus Group Survey
In terms of advantages, focus group survey method clarifies and tests pre-conceived findings and notions. It also helps the researchers to find met and unmet needs. The feedback of the respondents are transparently stored by the researchers, which allow those researchers to discover the decision making process (Tsang et al., 2018). Most importantly, focus group survey method reveals the uncovered issues or ideas, which are important for the customers.

Disadvantages of Focus Group Survey
There are very few disadvantages of focus group survey method. First of all, organising B2B settings is really challenging for the researchers through this focus group survey method. Biasness related issues also can be created due to possible presence of the moderators. In addition, focus group survey method takes limited time in interacting with people, which can affect the accuracy of the data collection process (Ho et al., 2019).

Recommendation for Implication of Focus Group Survey Method
Five important steps need to be considered to implement this focus group method successfully. First of all, development of objective is important. Secondly, consideration of target customers of Australian retail industry as major participants for this focus group survey method is important. Thirdly, development of a discussion guide is important. Fourthly, development of justified survey questions based on Study 1 and Study 2 is also important (Tian et al., 2019). Lastly, consideration of appropriate budgeting for this method is also important for the researcher.

Answer 3
Generally there are two types of sampling methods, such as probability sampling method and non-probability sampling method. In this research work, probability sampling method will be selected because it is identified that the research work will be conducted on label, which is an Australian clothing brand. Hence, the probable respondents or samples will belong to Australian states. Therefore, probability sampling method will be considered. Now, it is important to select a justified method under probability sampling (Guest et al., 2020). Simple random sampling, stratified sampling, cluster sampling, systematic sampling, and multistage sampling are five different probability sampling methods. Out of these, the research will select simple random sampling approach. The advantages and disadvantages of simple-random sampling approach are identified below.

Advantages of Simple Random Sampling
In terms of advantages, it is important to know that simple random sampling approach will be neutral in nature, which will allow the researcher of this research work to get an accurate and unbiased research outcome. Most importantly, simple-random sampling is simple in nature compared to other probability sampling method (Saleh and Bista, 2017). This particular probability sampling method has the ability to cover a large population in an appropriate way compared to other probability sampling method. These are the advantages of simple-random sampling method.

Disadvantages of Simple Random Sampling
In terms of disadvantages, it is considered as a time-taking approach. This simple-random sampling approach covers a large population and it takes time to do it. Hence, there are chances of missing deadline of the research. It is also a costly probability sampling method because conduction of research on large population requires huge cost. Hence, it can create the budgetary issue for the researcher. Last but not the least; difficulty in accessing the lists of decided full population also can be a challenge for the researcher due to time and cost association (Maher et al., 2018). However, this sampling method ensures appropriate and authentic research outcome. Depending on this advantage, selection of simple-random sampling method is highly justified in this research.

Answer 4
The analysis and reporting of the data collected from the final version of questionnaire for Study 1 will be done through inferential statistical tests. The researcher in this study can consider three types of test methods as standard analytical tools of inferential statistics. Hypothesis tests, confidence intervals, and regression analysis are considered as three most common and important methods of inferential statistical analysis (Silverman, 2018).

Hypothesis Testing
Hypothesis testing is considered as a form of inferential statistical testing method, which helps researchers to draw on an entire population depending on a representative samples. This testing method generally helps the researchers to determine whether the differences between means are real effects or random errors (Silverman, 2018). This method can be used in the final research work.

Confidence Interval
Confidence interval is a form of inferential statistical testing method, which is recognised as a type of estimate in the form of interval of multiple numbers, rather than a single number. A confidence interval is like a sample standard deviation or sample interest. This testing method is an observed interval, which is calculated from the observations (Mishra et al., 2019). This observed interval effectively indicates the dependability of an estimate. This inferential statistical method also can be used in the final research.

Regression Analysis
Regression analysis is another important inferential statistical testing method, which can be applied in the final research. Regression analysis usually evaluates the relationship between a dependent variable and a set of independent variable. This analysis also incorporates hypothesis testing, which helps in determining whether the relationships witnessed in the sample data truly exist in the entire population or not (Silverman, 2018). Consideration of regression analysis is a reliable method of identification of impact of existing variables on a specific topic of interest.

Answer 5
a) Generally there are five types of research designs, such as descriptive research design, experimental research design, correlational research design, diagnostic research design, and explanatory research design. Among these five research designs, the researcher will select explanatory research design for the final research. In explanatory research resign, researchers will apply their individual thoughts, ideas, and knowledge on a subject to further explore theories (Assarroudi et al., 2018). Selection of this research work is highly justified here because the level of in-store customer experience is unexplored and Study 2 is all about exploring the processes for improvement in the in-store customer experience. Therefore, experimental research design will help in enhancing appropriate research outcome. There are two types of data collection methods, such as primary and secondary data collection method. Primary data collection method is collection of live, fresh, and raw data from field works as well as survey works. It ensures accurate and authentic result outcome. On the other hand, secondary data collection method allows researchers to collect data from existing data sources and research work done by other researchers (Elliott, 2018). Sometimes secondary data are doctored and biased in nature, which can hamper the authentication of the research outcome. Looking into the characteristics of both the data collection methods, the research will select primary data collection method for the Study 2 of this research work.

Advantages and Disadvantages of Explanatory Research Design
In terms of advantages, explanatory research design allows the researchers to provide a deep and transparent insight into a specific subject. It also allows researchers to avail more opportunities for studying new and interesting things (Johnston, 2017). In terms of disadvantages, explanatory research design may create difficulty for researchers to reach appropriate conclusions due to several causal research findings.

Advantages and Disadvantages of Primary Data Collection Process
In terms of advantages, primary data collection method will ensure better accuracy because up-to-date and unbiased information can be collected from the respondents by the researchers. In terms of disadvantages, primary data collection method is a costly and time taking process compared to the secondary data collection method, which can create difficulty for researcher in deadline management and budget management of the assigned research study (Moser and Korstjens, 2018).

Focus Group Survey Method
A focus group survey method will be considered by the researcher to collect primary data for Study 2. Questionnaire will be developed to conduct this focus group survey method, which will be comprised of close-ended questionnaire. Similar to Study 1, target customers of Australian clothing industry of all the Australian states will be considered by the researcher to conduct this focus group survey method (Tsang et al., 2018). The collected information will be collected and stored in authentic manner to overcome any kind of possibility of unbiased research outcome.

b) Similar to the Study 1, the researcher will consider simple random sampling approach under probability sampling because the research topic is significantly indicating that target customers of Label across Australia will be potential for giving right information to the developed close-ended questions. Hence, selection of simple random sampling method for Study 2 is highly justified here. The pros and cons of simple-random sampling approach are discussed below.

Advantages of Simple Random Sampling
In terms of advantages, it is essential to mention that simple random sampling approach will be unbiased, which will assist the researcher of this study to get an authentic and unbiased research outcome. In addition, simple-random sampling is quite simple in nature compared to other probability sampling methods. This simple random sampling approach has the ability to cover a large population across Australia in an appropriate way compared to other probability sampling approaches (Saleh and Bista, 2017). These advantages of simple-random sampling method can influence the researcher to adopt this method for Study 2 of this research work.

Disadvantages of Simple Random Sampling
In terms of disadvantages, simple random sampling approach is proved to be a time-taking sampling method. This simple-random sampling approach will cover a large population across Australia to collect data and it will require sufficient time to do it. Hence, there is probability of missing deadline of the final research. Simple random sampling is also a costly sampling method because conduction of research on a large selected population requires high research budget. Hence, it can create the budgetary challenge for the researcher to achieve the objectives. Apart from all of these, difficulty in retrieving the lists of decided sample population can be a real challenge for the researcher as time and cost association may not allow researcher to cover the decided population sample (Maher et al., 2018). However, this simple random sampling method enhances appropriate and authentic research outcome, which will justify the selection of this sampling for Study 2 in this research.

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