Answer to Question #185921 in Marketing for Keda

Question

1. Include four (4) research objectives
2. Describe the research design. Use three (3) qualitative methods: Focus Groups, Depth Interviews and Netnography. For each give the following details:
3. Participants
4. numbers, gender, age, how selected; Justify each
5. Interviews
6. how many, the setting & process, length of time; Justify each
7. questions/discussions held related to the 4 objectives
8. Produce fictitious findings that relate back to the four (4) objectives. That is, match the findings to the objectives

A cosmetic manufacturer wants to understand why users shop online versus in store, and how they might take better advantage of the online channel; the manufacturer wants to make improvements to the company’s website. The manufacturer also wants to find out why Nordstrom.com appeals to cosmetic consumers versus other websites. Additionally, the cosmetic manufacturer wants to find ways to improve consumers’ in-store experience.

Answer 1

Four (4) research objectives

• To understand why users shop online versus in store
• To understand the benefits of online platforms to the company.
• To identify possible improvements that could be made on the company to compete favorable in the market.
• To find out out why Nordstrom.com appeals to cosmetic consumers versus other websites.

Describe the research design. Use three (3) qualitative methods: Focus Groups, Depth Interviews and Netnography. For each give the following details:

Focus Groups

1.     Participants – they will be from the general public

2.     Numbers, gender, age, how selected; Justify each – 200 people are selected based on their willingness to participate. This will target young adults in the age of 18-40 years. 100 males and 100 females are included in the survey. This is to ensure that a gender balanced research is conducted.

3.     Interviews – the interviews will be based on written materials.

4.     How many, the setting & process, length of time; Justify each – individuals will be grouped in groups based on their regions and engage them in a discussion to deduce their perceptions towards online and offline shopping preferences.

5.     Questions/discussions held related to the 4 objectives – the questions will be based on the four objectives outlined, including:

·        Why do you prefer shopping online than in store?

·        What are some of the benefits of online that are not visible in in-store?

·        What aspects of an online shopping platform do you like?

·        What is the ideal online shopping platform according to you?\

6. Produce fictitious findings that relate back to the four (4) objectives. That is, match the findings to the objectives. A majority of the young tax groups like to shop online compared to in-store.

Depth Interviews

Participants – they will be from the general public

Numbers, gender, age, how selected; Justify each – 200 people are selected based on their willingness to participate. This will target young adults in the age of 18-40 years. 100 males and 100 females are included in the survey. This is to ensure that a gender balanced research is conducted.

Interviews – the interviews will be based on written materials.

How many, the setting & process, length of time; Justify each – individuals will be grouped in groups based on their regions and engage them in a discussion to deduce their perceptions towards online and offline shopping preferences.

Questions/discussions held related to the 4 objectives – the questions will be based on the four objectives outlined, including:

·        Why do you prefer shopping online than in store?

·        What are some of the benefits of online that are not visible in in-store?

·        What aspects of an online shopping platform do you like?

·        What is the ideal online shopping platform according to you?

 

Produce fictitious findings that relate back to the four (4) objectives. That is, match the findings to the objectives. A majority of the young tax groups like to shop online compared to in-store.

 

 

Netnography

Participants – they will be from the general public

Numbers, gender, age, how selected; Justify each – 200 people are selected based on their willingness to participate. This will target young adults in the age of 18-40 years. 100 males and 100 females are included in the survey. This is to ensure that a gender balanced research is conducted.

Interviews – the interviews will be based on written materials.

How many, the setting & process, length of time; Justify each – individuals will be grouped in groups based on their regions and engage them in a discussion to deduce their perceptions towards online and offline shopping preferences.

Questions/discussions held related to the 4 objectives – the questions will be based on the four objectives outlined, including:

·        Why do you prefer shopping online than in store?

·        What are some of the benefits of online that are not visible in in-store?

·        What aspects of an online shopping platform do you like?

·        What is the ideal online shopping platform according to you?

Produce fictitious findings that relate back to the four (4) objectives. That is, match the findings to the objectives. A majority of the young tax groups like to shop online compared to in-store.