Research Methods.docx

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