Research Methods.docx
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Research Methods.docx
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ResearchMethods
TableofContent
1.ExecutiveSummary………………………………………………………….Page2-2
2.AnalysisResearchData……………………………………………………..Page3-13
ØEvaluatetheresearchobjectivesinrelationtothemanagement’sdilemma
ØEvaluatetheresearchdesign
ØEvaluatethesamplingdesign
ØPerformappropriatevaliditytesttothequestionnaireprovideherebelow
ØPresentappropriatedescriptivestatisticsforthedata
a)Whenappropriate,usethemean,median,variance,barchart,piecharttodescribeandinterpretthedata
b)Performatleastanappropriatequadrantanalysisandinterprettheresults
ØIdentifyatleastonedependentvariableandthedifferentindependentvariablesofinterestofthemanagerthatwillimpactonitandjustifyyourchoice.
ØIdentifythebusinesstheoriesbehindtheresearchanddrawatheoreticaldiagramthatwillsupportyourresearch.
ØWriteatleast[2]pagesofliteraturereviewbasedonthetheoreticaldiagramdrawnearlier.
3.ListofReference…………………………………………………………….Page14-14
4.Appendices…………………………………………………………………...Page15-15
1.ExecutiveSummary
CompanyBackground:
ThefirstUNIQLOstoreopeneditsdoorsinJune1984.WeprovedthesuccessoftheSPAmanufacturerretailermodelcontrollingtheentireprocessfromproductplanning,production,distributionandmarketing.UNIQLOenjoyedsuperbgrowthbyprovidinghighqualitycasualwearatremarkablylowprices.
ResearchandDevelopment:
AtourR&DCentersinTokyo,NewYork,wearealwayscollectingandcompilingthelatestinformationondifferenttrendsaroundtheworld,localnews,lifestylesandmaterials.Wegatherthisinformationfromthecitystreets,fromGroupsubsidiarystoresandbusinessclients.Wethendetermineaconceptforeachseasonbasedupontheinformationgathered.Designsarecreatedsimultaneouslyineachcenterandgarmentrangescompiledtosuiteachindividualmarket.
ThisproductdevelopmentsystemishelpingtocreatenewandexcitingvalueatUNIQLO.
Manufacturing:
UNIQLOdoesnotfocusmanufacturingexclusivelyinChinabutisexpandingbasesinotherAsiancountriesaswell.However,weimplementastrictsupervisorysystemtoensurethatproductqualityismaintainedevenaswediversifyourgeographicalmanufacturingbase.
Materials:
TheprocessofproducinggoodsatUNIQLOstartswithmaterialdevelopment.Thereasonwhyweputsomuchemphasisonmaterialsisbecausewebelievethatthequalityofanypieceofclothingisdeterminedlargelybythematerialused.Furthermore,itisvitaltohaveastablearrangementformaterialsinordertoensureaconsistentsupplyofanyproduct.AtUNIQLO,wecollectinformationfromourmarketsandfromwithintheindustry.OurR&D,merchandisingandmaterialsplanningteamsallcoordinatecloselytogetherwithourChinesecontractmanufacturersonmaterialdevelopmentandsupply.
2.AnalysisResearchData
Q1.Evaluatetheresearchobjectivesinrelationtothemanagement’sdilemma
Weknowthatwedothisresearchisdefinedasthesystematicandobjectiveprocessofgeneratinginformationforaidinmarketingbusinessdecisions.
Throughthesurvey,wecouldknowthisisasamplingresearch.TheUniqloresearchersdothissurveybetween300people.Throughthesamplesurvey,thecompanycanobtainamoreaccurateandreliableresults.
Uniqlowanttoknowhowmanypeoplehaveheardthisbrand.ComparewithH&MandZara,thanUniqlowillknowtheproblemswhichtheyshouldsolveitassoonasquickly.
DoesagoodresearchwillhelpUniqlodealwiththeproblemandmakeamajordecision?
So,researchwillcontributeaeffectivemanagement.
WhenUniqlofindtheproblem,justlikethequestion1,thereare158peoplehaveneverheardtheUniqlo,thepeoplewhochoosethe“Yes”arelessthanthepeoplewhochoosethe“No”.Thepotentialproblemsarethebrand.Ifpeopleneverknowyourproducts,youwilllosemanyopportunities.
Evaluatetheresearchdesign
ØEstablishthegoalsoftheproject–UniqloBrandAwareness
ØDetermineyoursample–TheagebetweenChildren,youth.5yearsto35yearsold.
ØChooseinterviewingmethodology-Focusgroups,individualdepthinterviews,mail,telephone,in-personorwebbasedsurveys
ØCreateyourquestionnaire-Qualityofproducts,competitoradvantages,theaverageconsumptionlevel,andtheaverageconsumptionfrequencyofproductdesign.
ØPre-testthequestionnaire,ifpractical-MonthlyconsumptioninUniqlo.
ØConductinterviewsandenterdata-HowmuchwillyouspendonUniqloproductpermonth?
Quantitativeresearchstudiesaremoreusefulinhelpingusunderstandwhatconsumersthinkordowithregardtothesubjectofinterest.Quantitativestudiesoftentaketheformofsurveys.Surveysarealmostalwaysdesignedtoberepresentativeofthepopulationofinterest.Someformofrandomsamplingisemployedandthedataissubjectedtostatisticalanalysis.Thissoundsdauntingbutitisn'tifyouareatrainedresearcher.Thechiefbenefitofsurveyresearchisthatthefindingscanbegeneralizedtothepopulationofinterest.(MrDave,2008)
Oftenfocusgroupsareconductedtogaininsightintohowthetargetaudiencethinksandmakesdecisionsaboutthesubjectofinterestasapreludetoalargersurvey.Thefocusgroupresearchisexploratoryandhelpsshapethesurveyobjectives,samplingplan,questionnaireandotherimportantaspectsofthestudy.Surveyresearchisoftenreferredtoasconfirmatory.Thisdoesnotmeanthatthesurveyresearchdoesconfirmthefindingsfromthefocusgroups.Itmeansthatthesurveyiscapableofvalidatingthefocusgroupfindings.Thesurveymayconfirmordisconfirmthefindingsfromthefocusgroups.(MrDave,2008)
Evaluatethesamplingdesign
Samplewhenaresearchstudyisdesignedtoincludeallmembersofthetargetpopulationitiscalledacensus.
ItisrarelyadvisabletoconductacensusbecausesamplingmethodsenableUniqlotolowerthecostsoftheresearchwhilemaintainingahighdegreeofvalidity.Thismeansthattheresearchfindingsrepresentthepopulationofinterestandcanbegeneralizedtotheentirepopulation.Inadditiontobeinglesscostly,samplingisoftenfaster.
WhenUniqlodeterminingthesamplingplan,akeyconsiderationishowthedatathattheyobtainwillbeused.Uniqloshouldcarefullyconsiderthecostsofmakinganincorrectmanagementdecision.Inadditiontomonetarycosts,therecouldbepoliticalorpublicrelationsfallout.
Whenthecostsofmakingamistakearehigh,ahigherdegreeofconfidenceiscalledforandalargersampleisrequired.Evenso,itwouldbeverydifficultandoftenimpossibletojustifythecostoftakingacensus.
Determiningthecorrectsamplingplancanrequireextensivework.Laypersonsmaybelefttoengageinguessworktomakethecorrectchoice.
Thisguesswork,ifincorrect,willyieldsurveyresultsthatinaccuratelyreflectthesentimentsofthepopulation,andthereforecompromiseanyconclusionsdrawnbasedupontheresults.
Performappropriatevaliditytesttothequestionnaireprovideherebelow
Validityistheextenttowhichatestmeasureswhatitclaimstomeasure.Itisvitalforatesttobevalidinorderfortheresultstobeaccuratelyappliedandinterpreted.
Validityisn’tdeterminedbyasinglestatistic,butbyabodyofresearchthatdemonstratestherelationshipbetweenthetestandthebehavioritisintendedtomeasure.(Cherry,2009)
7.HowdoyouratethestoreassessabilityofUniqlo?
(5isthehighestand1isthelowest)
1(63)
2(62)
3(57)
4(56)
5(62)
8.HowdoyouratethestoreassessabilityofH&M?
(5isthehighestand1isthelowest)
1(52)
2(63)
3(63)
4(59)
5(63)
9.HowdoyouratethestoreassessabilityofZara?
(5isthehighestand1isthelowest)
1(61)
2(62)
3(64)
4(47)
5(66)
ThroughthedatathatUniqlowillknowthecustomerswhattheythinkaboutofthestoreassessability.
JustusesamplingresearchthatcanhelpUniqloknowthegapbetweenhiscompetitors.
Presentappropriatedescriptivestatisticsforthedata
c)Whenappropriate,usethemean,median,variance,barchart,piecharttodescribeandinterpretthedata
1.Thisisthepiechartaboutquestion1(HaveyoueverheardofUniqlo?
).
Analysis:
Uniqloresearcherscouldseethatthepeoplewhochoose“NO”aremorethan“YES”.Thanthewillknowtheproblemwhattheyhave.Yes,thebrandawareness.So,theylackofcompanyandproductinformation.Theyshouldadvertisetheirproduct.
Q2
2.Analysis:
ThischarttellsUniqloresearcherhowtheircustomersknowtheirbrand.Somethingtheydoagoodjob,somethingtheyshouldimproveit.Likenewspapersandfriends’advicethosetwooptions.Uniqloshouldfocusonthisaspect.
3.Lookingatquestion4,5and6.Wechoosethesameoptionsinthose3questionnaires.
4.HowyouthinkofUniqloˇsproducts?
ActiveSporty
DynamicInnovative
MatureOrdinary/Simple
5.HowdoyouthinkofH&Mˇsproducts?
DynamicInnovative
MatureCausal
SmartElegant
OthersAlloftheabove
6.HowdoyouthinkofZaraˇsproduct?
ActiveSporty
DynamicInnovative
MatureOrdinary/Simple
Wecanfind“Innovative”,“Dynamic”,“Mature”,those3optionsappearedineveryquestions.Customerswillnoticethat.
Storesinhighstreets
Flagshipstores
Department
Stores
Internet
AnalysisQ10:
Wherewillyoumakeshoppingforclothingproducts?
ThisquestiondoesnotaskpeoplewheretheybuytheUniqloproduct.Butresearchercanknowthemostusefulandpopularisinternet.So,Uniqlomanagershouldfocusontheonlinebusiness.LikeTAOBAO,thelowcost,highbenefit.
AnalysisQ16:
Yoursex?
Donotforgettoaskthiseasyquestion.Itiseasytoanswerforyou
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