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... mission ing the research because they are anxiously waiting for the results of the research. The research data, which has been collected, can be categorized into two main sections, qualitative research and quantitative research. Usually most research contains particles from both sections. Qualitative research is when the information is open to broad interpretations. It is not concerned with finding statistics, which relate to the product but focuses on the reasons lying behind certain areas, for example consumer feeling and motivation.
Qualitative research is a more flexible approach as it explores customer behavior, it identifies and analyses their emotions. This research is usually conducted on small samples because the finding will be divers and full of 'richness'. This research cannot be generalized as it deals with complex issues that tend to be unique to the individual, human emotions. When using Qualitative research, there are several research techniques that you can use. The techniques must be on a more personal scale, in comparison with quantitative research, as the research requires that source of information. Primary data is excellent as it is specifically designed to address the problems identified in the research objectives.
Primary data includes information that is 'first hand', as it is collected directly from the respondent. Examples are surveys, group discussions, interviews and observations. Surveys are an excellent form of researching. The survey has been carefully designed to address your objectives. It can be quick and accurate in pinpointing the information required because there is no room for distraction.
Respondents either chose an answer or make their own. It is relatively cheap and less time consuming. The results are excellent to interpret, evaluate and are affectively displayed in several formats. Group Discussions (Focus Groups) is when six to ten people, who are recruited according to the pre-determined criteria, exchange experiences, attitudes and beliefs about certain topics. It is a semi controlled environment and a moderator lead the conversation flow. The whole discussion is recorded and everyone is informed about the recording, following ethical guidelines.
With a group environment, the respondents are less intimidated because they are not alone, Observational research is when a person, who satisfies the criteria, is being observed and recorded. The observer will note the person's body language and behavior and will analyze it in order to understand the problem. The observer will either be conducting this research in a controlled or non-controlled environment. A controlled environment would be a room with only the observer and subject present. A non-controlled environment would be a busy street. Most observational research is conducted in controlled environments because fewer ethics are involved.
Ethics are breached when someone is being recorded against their will or are unaware. High street clothing companies, such as Arcadia, Mark and Spencer's and Next all carry out observational research. The research is through a 'mystery / test shopper'. The researcher takes on the role of a customer and rates the staff's performance. Again I have been involved in an observational research campaign. I was asked to look at several different types and styles of packaging for "Southern Comfort" whiskey.
The researcher recorded my expressions and feelings towards each packaging idea. The remaining section from your collected data is quantitative research. This type of research involves a mass collection of measurable information, which is not open to interpretation. This type of research can be conducted through the use of telephone interviews, face-to-face interviews and mail questionnaires. Quantitative research also utilizes secondary data sources. The types of secondary data sources are information that has already exists, from an external body.
Government published data, trade press or association files, press articles or report commissioned by independent authorities or watchdogs. However secondary information is complicated, it may take a long time to get relevant information that you can use. The majority of the information may not be relevant to your research. This is an example of low cost research, most sources are available free of charge to the public. When using quantitative research the methods differ from qualitative methods. Quantitative methods tend to be more impersonal, and direct to the point.
Telephone interviews are excellent because the survey 'script' has been designed to combat the issues that the research is trying to find out. The speed of the interview must be fast and last no longer than ten minutes. You have to keep the respondent interested in order to get a response. Individual interviews are another form of research.
The process can last up to an hour. During this hour the researcher is recording your responses and is able to expand on your answers because a rapport has been built up. This form of research is more common as you see the researcher, with their clipboards on most high streets. Mail questionnaires are a more popular form of research. It involves sending out self-completion surveys to a population sample. The sample is then supposed to fill them out and return them to the researcher.
With mail questionnaires you can cover a vast amount of your sample, as you are able to send out thousands of questionnaires. The only problem is that response rate tends to be low, With the types of research available, I personally believe in qualitative research because there is a greater need to expand and develop your research. This is useful because it allows your finding to be more accurate and richer in source. When conducting research I suggest that you use both types of data. Secondary data will allow you to build up a background and may even hold some relevant information to your research. Sources of global information Sources of information include documented sources, human resources or perceived sources.
Documented sources In recent years there has been an information explosion, especially in the documented or "secondary" source area. (Primary data collection will be dealt with later). Various sources of documented data are available including: i) Governments Central office of information (UK) Central Statistical Office (Zimbabwe) EU documentation centres Boards of trade, or Ministry of Commerce ii) International bodies the UN Statistical Yearbook World Bank - general statistics OECD - general statistics ITC - Geneva (information service) iii) Business, trade, professional Chambers of Commerce Institute of Marketing American Management Association The Market Research Society iv) Foreign embassies, trade missions Commercial newspapers Financial agencies - Price Waterhouse Kompass Register of companies Economist Intelligence Unit (UK) v) Other Libraries, universities, colleges. There are excellent sources of overseas data, in the horticultural industry, giving information on markets, prices and produce required for those wishing to sell into Europe. Examples of these are given below: International Trade Centre (ITC) Geneva COLEACP, Paris Natural Resource Institute (NRI) UK GTZ, Germany CBI, Netherlands IMPOD, Sweden Chambers of commerce Food and Agriculture Organization of the United Nations Conclusion This analysis is focused by exploring, through different perspectives, the pros and cons of KFC investing in China. What can make this region attractive to so many companies? First, the size of the market - it has a population of more than 1. 6 billion.
Second, most countries are becoming fully functional democracies. Third, most countries are successfully stabilizing their economies. These factors make investment in this market less risky. In a competitive market, companies are not only dependent on their strategy but also on the strategy of their competitors. If the competition is exploring the China market and you aren't, can't that be risky? For example, if McDonald's invest in the risky market X and KFC doesn't, two situations may happen.
First the investment succeeds, in which case McDonald's gains the advantage. Second the investment fails, in which case KFC gains the advantage from McDonald's misfortune. To playing safe, KFC can follow the competition into the new markets. That way the chance of all loosing or all winning is quite the same.
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Research essay sample on Controlled Environment Qualitative Research
