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PDF Marketing Research Compress
PDF Marketing Research Compress
RESEARCH DESIGN
Group- 6
Rajat Gupta
Meghna Singh
Prachi Malhotra
Aakash Parmar
Sweta Hansaria
Jatin Bajwa
Research Design
Situation:
A new business clothing shop is to open in a few months. The owners are unsure whether the new
shop should be in a shopping mall or at a downtown location. Since
S ince they think it would be best to
simply ask shoppers for their preferences as to location, the owner hired you as a consultant to
conduct this study. Develop a research Project to address this problem. Focus on the kind of
research designs you would use, why you would use them, and how you would conduct the
research.
You are required to submit detailed Research Design of the MR Project on 18 th January 2019. You are
required to submit following components:
3. Research Design to be followed (Exploratory or Conclusive) based on objectives of the study
Background:
Background:
Mr X wants to open a business clothing shop, but he is unsure whether the new shop should be
started in a shopping mall or downtown location. There are many factors that influence the decision
regarding the location of a shop. So, as we would be targeting the professionals so their perception
such as proximity of the store to commercial region of the town will help in targeting that segment.
So, Mr X has hired a consultant for analysis of
o f the situation which will help in decision making.
Factors like parking facility, presence of heterogeneous shops, customer perception of the location,
proximity to his location, etc affects the preference of the shoppers in choosing a store.
Introduction:
Decision regarding the selection of location of store plays an important factor in
i n its success.
To determine if the infrastructure and the parking facility affect the consumer behaviour.
To determine the willingness of a consumer depending upon the distance between the location of
the store and his residence.
To determine how much the potential customer
c ustomer from the near-by area is willing to spend.
To determine if consumer has a perception that the store in shopping mall have huge stock with
frequent stock update.
To determine the customer preference of one stop location vis a vis downtown.
z
2. To find out the current customer perception of down town stores vis a vis shopping mall.
3. To find out the factors which influences their behaviour on basis of store location.
location.
We will start with exploratory research to find out the variables and factors affecting store
location.
Further we will continue with conclusive research to find out the most important factors
affecting the customer decision which will help us in taking decision that should we open the
store in downtown location or a shopping mall.
In conclusive research we will use both descriptive and causal research. In descriptive
research we will be using survey to better define an opinion, attitude, or behaviour of
customer which will give us statistically inferable data for studying the significance of results
on overall population.
To see the cause effect relationship, we will be using casual research. For example, we want
to find the effect of no parking space in choosing a store location.
Typically, ranging from “Strongly Disagree, Disagree, Neutral, Agree, Strongly Agree”, to measure the
respondents’ level of agreement on ONLY one statement, at once; but another required form of
Likert scale might also be used during formation of the questionnaire.
The scale has been chosen as reliable and valid for the study based on varied Literature Review of
Research based on similar objectives.
Tentative Timeline
We have used Gantt Chart to show the timeline of our research work:
DAYS TO
TASK START DATE COMPLETE
LITERATURE REV IEW 01- 01- 2019 5
FOCUS GROUP 20- 01- 2019 4
IN- DEPTH INTERV IEW 20- 01- 2019 4
FINA LISING FACTORS 24- 01- 2019 1
MAKIN G QUESTIONNA IRE 25- 01- 2019 2
Limitations:
The research study is likely to be small scale because of limited time to take a quick decision within a
month, we will be taking a small sample size and also a homogenous sample which would include
the business clothing using segment of customers in the market. As going for a full-scale nationwide
research will take substantial time and resources and currently company doesn’t have much time or
resources (monetary constraints).
Resources Required
We will be requiring people to collect responses and also a small amount of money to conduct the
research. Apart from that we will require the time as shown by the chart.