Case Study Research For Design And Methods

Information required to fulfil the marketing research objectives

Discuss about the Case Study Research for Design and Methods.

Information required to fulfil the marketing research objectives

Marketplace research is important in each step, which an organization considers whether it’s a small scale business or large scale operation, without having appropriate information related to the business atmospheres it is difficult for company to reach any decision (Sarstedt and Mooi 2014). The research would basically involve both primary as well secondary data collection methods. First of all, the primary data would be gathered by conducting surveys and interviews among the chosen sample. Additionally, the secondary data would be gathered by taking into consideration several different information sources involving texts, books, journals, online sources, past studies and others. The information that is collected from primary and secondary sources greatly assists in achieving the stated research objectives as well as arriving at constructive findings (Szolnoki and Hoffmann, 2013).

The data and information gathered would help research to gain explanation to stated research questions and finding answers to them in most appropriate manner. For achieving the defined objectives, a range of data is needed and in turn would work like an input for the decisions that would be ultimately formed (Szolnoki and Hoffmann, 2013). For the provided objectives the information list, with just a simple thought, would soon become quite long; perhaps quite long. For instance, taking the case of Aldi, the gathered information both primary as well as secondary would help the company in understanding the marketplace segmentation; identifying the growth while diversifying the product; gaining an in-depth evaluation regarding the level of consumer contentment and improvement prospects and lastly, identifying the gap of performance considering the offered products. Further, the data would help in examining the gap between what exactly Aldi is making available and what is anticipated by the buyers. In order to reach constructive findings all the data collected will go through comprehensive analysis. It is highly believed that information collected would help the researcher to reach constructive results as well as findings. In the absence of adequate information it is quite possible that the researcher might end up with forming incorrect conclusions, inadequate research findings as well as inappropriate recommendations. It is quite possible that in the absence of sufficient information the researcher might come up with incorrect findings and conclusion.

Estimates of data and produce your own examples of the anticipated output, how it might be interpreted and how it assists decision making.

The data estimates will provide a clear picture of what all is concerning Aldi. Consumer satisfaction is considered as being one among the highly important ideas behind developing and marketing services and products (Szolnoki and Hoffmann, 2013). For the reason that data collected would be quantitative in nature, the maximum data collected through primary sources would be in form of numbers. The outputs would through light upon the strengths and opportunities associated with the Aldi through reviewing as well as analysing collected information. The Aldi would also effectively understand where exactly there is a gap in what the consumers want and what exactly is being offered to them by the corporation. The flaws of the service or product would also be highlighted with the assistance of marketplace survey. A large volume of data collected from primary and secondary sources would help the researcher to properly examine the present situation of Aldi and make decisions regarding what steps could be taken in future and the way how the company to enhance the operations and offered products. The data collected would certainly help in reaching constructive decisions as well as outputs.

Consider this section as a checklist for the marketing manager to monitor/supervise the agency that conducts the research. You should focus upon aspects such as:

Data Collection/Methodology	Status	Comments
Appropriate data collection approach and methodology has been taken into consideration?	Clearly defined and focused Unclear Not focused Not defined
Has the researcher used both primary as well as secondary facts have been involved in the research in order to collect large amount of resourceful data and facts.	Yes No
Are there proper accounts of the justification/rationale for the sampling, data gathering and data assessment methods adopted?	Clearly defined and focused Unclear Not focused Not defined
Are the information gathering techniques properly stated described?	Clearly defined and focused Unclear Not focused Not defined
Were the information gathered suitable for addressing the research questions?	Yes No
If approach was changed during the research, has the researcher clarified how and why?	Clearly defined and focused Unclear Not focused Not defined
Were data gathering techniques pilot tested?	Yes No
Are details offered regarding the methods employed (for instance for interview approach, is there an indication of the way how interviews were carried out, did they make use of a subject guide)?	Clear Not clear Not sure/not reported
Who carried out the study, how were they chosen?	Clear Not clear Not sure/not reported
Are the researcher’s abilities, motives, position and background with respect to power-relations (age, gender, ethnicity, employment relations and others) and viewpoints discussed and described?	Clear Not clear Not sure/not reported
Has the researcher properly evaluated their own part, likely bias and impact while developing the research questions, sample recruitment and data collection?	Clearly defined and focused Unclear Not focused Not defined
Questionnaire Design
Are the the surveys and interview questions compact and to the point?	Yes No
Do the questions revolve around the research topic and seek to gain maximum amount of related of data related to the chosen subject?	Clear Not clear Not sure/not reported
Is the language of the questions grammatically right and in simple language for everybody to understand?	Yes No
Are there more than needed questions?	Yes No
Are the research question(s) related with the aim of the research?	Yes No
Are the research question(s) structured in a manner that attempts to answer all the set study objectives?	Clearly defined and focused Unclear Not focused Not defined

Customers Target and sample
Were the people involved for gaining primary information suitable for gaining insight of the chosen research area?	Clearly defined and focused Unclear Not focused Not defined
Was sample size appropriate in number so as to gain good amount of resourceful primary data?	Clearly defined and focused Unclear Not focused Not defined
Was proper consent taken from the candidates prior to carrying out any surveys or interviews?	Clear Not clear Not sure/not reported
Were the candidates, part of the survey or interview approach chosen randomly?	Clear Not clear Not sure/not reported
Were there any questions related to personal, political or cultural aspects of the candidate?	Clear Not clear Not sure/not reported
Contact strategy and response rate
Was it easy to convince people to take part in the research study?	Clear Not clear Not sure/not reported
Did all the surveys or interviews completed, involved resourceful information?	Clear Not clear Not sure/not reported
Training and supervision of data collection team
Was proper training given to data collection team before they actually start collecting data from different sources?	Clear Not clear Not sure/not reported
Data Processing
Is it clear the way how the researcher processed the raw information for arriving at the stated outcomes?	Yes Bo
Are all information and facts considered during the analysis?	Yes No
Are experiences/responses contrasted and compared across diverse groups/individuals/research sites?	Clearly defined and focused Unclear Not focused Not defined
Has the researcher critically scrutinized their own role, likely bias and impact at the time of analysis as well as selection of information for presentation?	Clearly defined and focused Unclear Not focused Not defined
Were the themes and categories recognized in advance, or obtained from the information?	Clearly defined and focused Unclear Not focused Not defined
Are findings obtained through analysis of gathered information instead of from the researcher’s biases?	Clearly defined and focused Unclear Not focused Not defined
Is there a suitable discussion of the findings both against and for researchers’ opinions?	Clear Not clear Not sure/not reported
Has the study properly mirrored upon the quality of the information gathered and abilities of the research panel? Are the research findings appropriate?	Clear Not clear Not sure/not reported
Are the research findings associated with the research aims/objectives/questions?	Yes No
Is there discussion related to the way how the study contributes fresh understanding or knowledge in the sphere?	Clearly defined and focused Unclear Not focused Not defined
Are the research findings presented clearly?	Clear Not clear Not sure/not reported
Are the research findings internally coherent?	Clearly defined and focused Unclear Not focused Not defined
Are extracts from the original data included (for example, direct quotes from participants)?	Clearly defined and focused Unclear Not focused Not defined
Are the information suitably referenced to ensure that the extract sources could be located?	Clear Not clear Not sure/not reported
Is the reporting coherent and clear	Clear Not clear Not sure/not reported
Potential barriers and pitfalls
Has the association amid the researcher as well as the candidates been sufficiently discussed?	Clearly defined and focused Unclear Not focused Not defined
Is how the study was described and presented to the candidates defined?
Are there adequate details about the way how the study was described to the candidates?	Clear Not clear Not sure/not reported
Are there specifics about what approval processes were adopted? And how approval was gained?	Clearly defined and focused Unclear Not focused Not defined
Is it evident the way how privacy and confidentiality were ensured during the study?	Clear Not clear Not sure/not reported
Was the consent taken from ethics committee?	Clear Not clear Not sure/not reported

References:

Sarstedt, M. and Mooi, E. (2014) A concise guide to market research, The Process, Data, and.

Szolnoki, G. and Hoffmann, D. (2013) Online, face-to-face and telephone surveys—Comparing different sampling methods in wine consumer research, Wine Economics and Policy, Vol. 22, pp.57-66.

Yin, R. K. (2013) Case study research: Design and methods, Sage publications.

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