Discuss about the Marketing and Survey Research.
Management Decision Problem (MDP)-How should Myer influence consumer’s purchase intension through developing brand image in dynamic Australian market environment
Rationale:
The above stated management decision problem is identified and formed on the basis of the current operational state of Myer. As there are many player in the sector such as David Jones, Country Road, Pacific Brand, etc, Myer has to work in its branding strategy to influence the purchasing decision of customers. This initiative is required because present marketing situation indicates that customers may switch to other brands when they observe more appealing elements (Chiu et al., 2014). The increasing crowd of departmental stores and brands in Australia are indirectly pushing the existing organizations like Myer to create unique branding strategies which helps to differentiate the brand from others and retain the customers.
Management Research Question (MRQ)-How does Myer incorporate digital media marketing to promote its brand in wide Australian market and to approach target customers?
Rationale:
Incorporation of digital media marketing strategies is highly required because it is undeniable that technology is rapidly developing and this development of technology has been a trend now and marketers are applying this trend in their business. Digital marketing techniques help the brand to promote the products and services to the large and remote market, as it provide a faster reach and personalization marketing. Moreover, Armstrong et al., (2015) customers are more responsive towards the digital media promotion. Particularly, Balakrishnan, Dahnil and Yi, (2014) performed an experimental study and found that almost 58% of the customers in the survey have mentioned that they buy products by being influenced by the brand activities in internet.
Sampling plan remains as the detailed outlet of which particular measurements should be taken at what times, in what materials and in what manners. According to Robinson (2014), sampling can be defined as a particular set of principles used to identify members of population to be engaged in the research. So sampling is usually applied because due to large number of population, the authors have no choice but to investigate a number of cases elements within the population to represent the population and find a conclusion about the population. The sampling technique is widely divided into two different categories such as probably and non-probability sampling. The following images shows the interrelated sampling types derived from both probability and non-probability sampling.
In the proposed study, probability sampling technique will be used as probability sampling method provides a simple random technique under which all respondents have an equal chance to participate in the research (Ying & Pheng, 2014).
According to Nardi (2018) target population represents some specific segment within the broader population that are usually place to serve as the primary data sources for the research. Thus, in the case of present study, the target population consists of the individuals residing in Australia, especially who are the existing customers of Myer and the people who live in the remote areas of Australian market such as the people in Tasmania.
There are several type of sampling techniques that have been enhanced to make sure that sample properly represents the target population. The following procedure for Simple Random Sampling technique has been adopted.
As discussed earlier in simple random sampling, each individual has an equal chance to become a part of the sample. Hence, the following two steps have been adopted.
In the present study, as the unit of analysis is the customers of Myer, the study must require a complete list of every individual customer in the population to accomplish simple random technique (Etikan, Musa & Alkassim, 2016).
To implement the chosen sampling method, a random number generator is considered to be used to identify the member of the sampled directly from the list. If the derived number from the random sources does not match or correspond to the list, another number will be selected. For example, to find the overall ratio of the customers in Australian market, the customers will be number as 1 to 200 and then a random number generator will be used to find 90 customers for the chosen sample.
Incentive to participate: The customers who will take part in the sampling, will be awarded with an intangible gift such as an additional offer to some specific product.
The research information are usually gathered from a range of sources and thereby, there are several techniques involved with the procedures. The following are some oft methods and the selection of the method for the study.
It is identified that the essence of survey method can be defined as “questioning individuals on a topic and then explaining the responses. In the present study, survey method remains as the primary data collection techniques which is supposed to be used to test different ideas, reflect the attitude of chosen population (Khan, 2014). In the study, this survey method can be applied to both quantitative and qualitative research techniques.
In the present study, survey method will be applied because survey method will help to learn the characteristics of the population, while the interview method will help to learn how Myer is supposed to achieve its stated goals and what strategies are they going to apply to develop their brand image, influence customers and incorporate digital media marketing. The primary data will be collected by conducting a survey within a particular number of customers derived from the sampling method. The number of respondents for the survey will be taken from the simple random technique. The survey performed by involving a questionnaire. The questionnaire will include close-ended questions.
Questionnaire is a suitable method to ask questions. Hence, the questionnaire is a set of written questions on a sheet with the space provide for the participants to respond to the questions. According to Creswell and Creswell (2017), questionnaire is a frequently self-administered and it is mainly used in the interview and survey. Questionnaire can be classified as both quantitative and qualitative method relying on the nature of questions. However, particularly in the present stud, the response through close-ended questions with multiple choice answer quantitative method will be analysed with the help of quantitative technique. This may include pie-chars, percentage and bar-charts. On the other side, the responses will also be derived from open-ended questions questionnaire questions are analysed with the help of qualitative technique (Etikan, Musa & Alkassim, 2016). In the present study, for the collection of quantitative data, 15 to 20 close-ended questions will be designed as the survey questionnaire while to collect qualitative data, five open-ended questions will be designed. The qualitative data- such as open ended questions will be used for the interview among the managers and supervisors of Myer.
The data analysis techniques are typically divided into two different types such as quantitative and qualitative data analysis.
In a general sense, it is known that qualitative data analysis tend to include the descriptive characteristics and it does not use numbers. Robinson (2014) mentioned that qualitative data analysis is typically referred to the non-numeric data such as interview transcripts. However, in the present study, content analysis technique will be used which could help to categorize verbal and non-verbal information and classify them. This technique is relevant to the present research context, because the objective of the research is to develop a solution about how Myer can develop an effective brand marketing strategies to place the brand and influence the target customers. Thus, unless, the present strategies of Myer is learnt properly and accomplishment of the objective could remain challenging. Thus, it is highly necessary for interview the management people. This qualitative responses will help to know the objective of developing a unique brand marketing can be accomplished.
It is widely known that in quantitative data analysis, the researcher is supposed to generate raw number which is meaningful data derived through rational and critical thinking. In this context, Lewis (2015) commented that quantitative data analysis could include the calculation of frequencies of different variables and distinguished characteristics between the variables. For example, the variables provided in the research questions is digital media marketing and the target customers. Now, in such procedure, the result may appear like almost 53% of the respondent prefer online shopping. So, this calculated percentage of data will be further analysed with the findings within the framework of the study.
Descriptive research method can be defined as the statement of affair because it includes a simple attention to determine, describe as well as identify the actual fact, how it occurs, etc (Rhodes et al., 2014). In addition, the descriptive research technique typically pays attention to casting light on the research issues. For example, in the present study, the issue of brand positioning and retention of customers will be identified by considering detailed facts provided by this descriptive research technique. In addition, the descriptive research design will be selected because descriptive research are highly helpful and necessary to define different aspects or the related aspects of the research. For example, the brand marketing is the core area of the research but customer purchase intention, factors affecting customers will also be analysed with the help of this descriptive research design.
The study is supposed to be conducted by using the above stated methods but no particular emphasis has been out forward to any of the chosen methods. In addition, this research study is limited to a case study research only but the research would be more effective if a comparative study between two organizations were conducted. In addition, due to restricted budget only few research techniques are selected to be used; however, if more time and budget are allocated, the study will be more intensive.
References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.
Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia-Social and Behavioral Sciences, 148, 177-185.
Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers’ repeat purchase intentions in B2C e?commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.
Cope, D. G. (2014, January). Methods and meanings: credibility and trustworthiness of qualitative research. In Oncology nursing forum (Vol. 41, No. 1).
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.
Hox, J. J., Moerbeek, M., & van de Schoot, R. (2017). Multilevel analysis: Techniques and applications. Routledge.
Khan, S. N. (2014). Qualitative research method: Grounded theory. International Journal of Business and Management, 9(11), 224.
Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), 473-475.
Nardi, P. M. (2018). Doing survey research: A guide to quantitative methods. Routledge.
Rhodes, J. D., Upshaw, C. R., Harris, C. B., Meehan, C. M., Walling, D. A., Navrátil, P. A., … & Kumar, H. (2014). Experimental and data collection methods for a large-scale smart grid deployment: Methods and first results. Energy, 65, 462-471.
Robinson, O. C. (2014). Sampling in interview-based qualitative research: A theoretical and practical guide. Qualitative Research in Psychology, 11(1), 25-41.
Robinson, O. C. (2014). Sampling in interview-based qualitative research: A theoretical and practical guide. Qualitative Research in Psychology, 11(1), 25-41.
Ying, Z., & Pheng, L. S. (2014). Research Methodolgy. In Project Communication Management in Complex Environments (pp. 93-102). Springer, Singapore.
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