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Quantative Research Design - Coursework Example

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Quantative Research Design

The organization is a small regional chain of DVD rental stores that has been faced with decline in turnover and other issues that are of concern to the management. The organizations require investigation on the reasons why the numbers of customers have declined to look for solutions to the declining market problem that it faces. In addition, the study will also look into whether these reasons have contributed to the decline in turnover in the chain of stores. 2. PROBLEM STATEMENT The ‘Films 4 you’ organization has experienced a decline in turnover over a period of 24 months, and is worried about the future of the organization. Some possible reasons have emerged after some interviews were conducted on a small sample of customers. One of the reasons identified was that competitors of the company had won the customers from them. It was also identified that the online rental services was mostly responsible for the erosion of customers. A major factor identified in the loss of customers pertained to services offered by the company not matching the requirements and expectations of the customers. 3. PURPOSE OF STUDY The purpose of this market research is to identify the reasons for the decline in customer numbers in the ‘Films 4 you’ company. A quantitative study has been identified as the means, and will target ‘Films 4 you’ customers to provide the required data for the study. To get a picture of competitor activities, the frequency with which they use rental services and their interaction

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with competitors will be tested. COMPARISON BETWEEN DIFFERENT TYPES OF QUANTITATIVE SURVEYS There are different types of data collection methods, which can be classified as interviewer-administered and self-administered. The former can be further subdivided into face-to-face interviews that are done in home or in the streets or interviews conducted through telephone/mobile phone. The latter can be divided into postal, hand delivered and online, such as email and web surveys. The interviewer-administered surveys are more reliable compared to self-administered surveys. However, the disadvantages include the need of a skilled interviewer, time consuming, higher costs, and the need of a suitable venue with less distractions, as well as recruitment of respondents. On the other hand, self administered surveys are less expensive and doesn’t need a skilled interviewer. Conversely, there is lack of control, low response rates, lower respondents’ convenience and confidentiality problems associated with self-administered surveys. The table shows the effectiveness of different types of quantitative surveys (Wilson, 2006) Quantitative surveys are based on questions where the participants are asked a “yes or no” question or rate the answer using a scale that can be either a numerical scale or an opinion scale. The participants answer the questions by indicating their perception on the questions posed to them. The table provided above, adapted from Wilson (2006) shows the effectiveness of different types of quantitative surveys. The table assists in identifying the survey type suitable for the study needs being conducted for ‘Films 4 you’. In the light of the importance of the survey to ‘Films 4 you’ and its requirements, the chosen survey type is the

Summary

Quantitative Research Report 1. INTRODUCTION AND THEORETICAL FRAMEWORK Market research is a strategy employed by organizations to gather information about the nature and behavior of an organization’s customers or the market. It is an important aspect for any organization that is seeking to investigate some of the issues that the organization faces…
Author : marilouhettinge
Quantative Research Design essay example
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