There is the need for conducting qualitative research for investigating in which effective ways new customers will get attracted for boosting up the organizational sales. There is the requirement for conducting a qualitative research plan that will be suggesting the stages for setting right the company’s activities regarding business as well as marketing. A research study is required for suggesting any amendments or take into consideration appropriate strategies of marketing that are presently being pursued by the organization. The current problem with Tesco is in relation to the diminished performance of their present strategies regarding communication. The nature of the problem at Tesco is identified as the inadequacy concerning customer attraction. In addition, there are internal environmental factors as well as external environmental factors that are associated with this research study
Qualitative Research Plan
Tesco is a British multinational grocery as well as general merchandise retailer and is considered being the third largest international retailer concerning profits and fifth largest international retailer concerning revenues. It is having stores in twelve countries across Asia and Europe and is considered to be the market leader in grocery within the UK. The company started its operation in 1919 and even though it started out as a UK grocery retailer, Tesco did the diversification in a geographic manner.
In respect of increasing the organization sales of Tesco, the top management is interested in attracting new customers to the Tesco stores. A research study is required for suggesting any amendments or take into consideration appropriate strategies of marketing that are presently being pursued by the organization. The current problem with Tesco is in relation to the diminished performance of their present strategies regarding communication. The nature of the problem at Tesco is identified as the inadequacy concerning customer attraction. In addition, there are internal environmental factors as well as external environmental factors that are associated with this research study (Barbour, 2013). Internal factors are in relation with the services that are offered within the stores at Tesco and external factors are related with the present marketing and communication tools that are being used by the organization that are being regarded to be of low quality in comparison to the other competitive brands (Wilson, 2014).
Objectives of the research study
- The ways by which new customers will get attracted to the stores at Tesco
- The ways by which communication with the customers will be made
- Gathering and bringing together customer’s suggestions in respect of Tesco as well as identifying their expectations in regard to their products as well as offerings. (Hair, 2015)
Hierarchy of information
The information that will be gathered with the help of the activity for research will be categorized in the below mentioned manner,
Information concerning the common expectations regarding the availability of products at Tesco in respect of people. Information in regard to the ways by which individuals are receiving knowledge regarding the superstores prior to their shopping at any store and the medium of information that are being used by the individuals for making the selection of a store which includes family and friends, broadcast media, internet, print media and so on. This is also in regard to the information about present service performances of the organization in respect of the customers as well as in regard to the quality product values that is having availability at Tesco (Braun, 2013).
These are the essential information needed for accessing the customer related issues relating to their unwillingness to shop from Tesco. These information also assists in designing the preset promotional campaigns as well as comprehensive marketing and advertising tools that the organization adopts when there is the requirement for altering or designing the original activities (Punch, 2013).
It is associated with the gathering of information in regard to the marketing activities of the rival organizations, and those organization’s general standing in the market. Moreover, this is also associated with gathering information concerning different product improvements from the employees, particularly the front line managers that are in direct contact with the customers.
The gathering of information in regard to this research study for meeting its major objectives is majorly depending upon the information that is offered by the internal as well as external customers in respect of Tesco. Primarily, collecting information regarding the desires of the customers is preferred as well as taking suggestions in respect of any improvements the customers are requiring. This will assist in sorting out the existing inconsistencies that the present customers are facing. The loyalty of the employees will also be playing a major role, they can do the delivery of excellent services only when they are having job satisfaction. There will occur the designing of a structured observation for checking the employee’s moral within the stores in Tesco.
The goal is associated with finding out how best to attract maximum number of customers. This will assist in summarizing the research project. There will occur the establishment of the goals taking into consideration the workforce, time as well as budget (Erickkson, 2015).
Qualitative Research will be supplying exceptional outlook for encouraging as well as directing the development of policies as well as skills related with marketing. Qualitative research does the weighing of the attention to detail instead of clear-cut dimensions. There will occur the pursuing of qualitative research approach since it does the assembling of the nature of the problem and get conducted within the budget limitations that are being allocated (Palinkas, 2015).
For collecting the essential information, there will be the collection of data by primary as well as secondary resources. To access the secondary data that is available is a requirement for the collection of data with the help of primary resources. On the other hand, significance of secondary resources cannot be avoided. Internal information regarding Tesco can be very essential for the contribution of information that is extremely helpful that will assist in planning the preliminary investigation. The preliminary research phase is required to get carried out before taking into consideration any supplementary research for supporting the basic strategy for research (Creswell, 2014).
Exploratory research is basically intended towards generating qualitative data. Within the research study, the research problem is majorly depending on the qualitative approach. There will occur the aspect of observing qualitative data through intention, feeling, thoughts as well as prior consumer behaviour. In this specific research on Tesco, it is of utmost significance towards distinguishing the prior experience as well as suggesting the advancement of overall strategies for marketing regarding the organization. It will support the company’s senior management in carving out activities related to marketing taking into consideration the outcomes actualized with the help of research proposal (Anfara, 2014).
This study portion will be conducted through the collection of information from the present as well as previous customers. There will occur the collection of data from the previous customers through the use of organizational database that were documented by the records in Tesco. There will occur the organizing of questionnaire as well as interviews for gathering information from the earlier as well as present customers of Tesco. Moreover, there will also occur the analyzing of present sales records as well as service quality of Tesco in respect of desk research (Myers, 2013). There will occur the utilization of various secondary resources in this research study that will be including all major articles of market research. The gathering of information with the help of these resources will be assisting the research team in leading the way for explain the research problem in Tesco. Desk research will be assisting in discovering new ideas that might get used later at the time of primary research. In this context, it can be stated that it would be effective in reviewing any article as well as journal that is available in respect of finding out if any pertinent study material that is available in the literature material can assist regarding this study (Mertens, 2014).
This is considered being an ordinary method to gather information concerning the markets. There will be the development of a structured questionnaire that will be taking into consideration quantitative as well as qualitative aspects for urging the respondents in pursuing the organized consideration in ensuring they are supplying the information that is considered being accurate. Rather than doing the distribution of paper based questionnaire, the research team is having the preference in doing the distribution of questionnaire with the help of the internet (Ormston, 2014). It will be most suitable in gathering additional information, saving time as well as easily reaching the maximum target population of the area of research rather than moving door-to-door for distributing the printed questionnaire. There will occur the designing of the questionnaire for receiving the response concerning the actual research problem. It’s designing will be made in such a manner that can be understood in an easy manner, simple as well as effectively structured in such a manner that will be persuading the respondent for completing in the most accurate manner. The designing of the questionnaire will be made in such a manner that will assist in receiving response concerning the present organizational insight, activities related with advertising and promotion, quality of product and basic customer needs from the organization (Lewis, 2015).
The observation in this research study will be taking into consideration the hidden observation approach since it will be more effective in monitoring as well as examining the actual feelings of the customers as well as employee’s attitudes at Tesco without making them aware that they are being seen. In this activity, the observer will be merely inspecting the feeling of the customers within the Tesco stores. The outcome of this activity will be enabling in matching as well as contrasting with the outcomes derived from the questionnaire as well as interviews. Each of the moral as well as ethical factors will be taken into consideration at the time of this activity since individuals will not be aware of the fact that they are being observed regarding purposes of study. In this context, a structured observation within Tesco will get organized for understanding the overall aspects by which customers are selecting various offerings at the Tesco stores. This performance of this activity will be done by an observer through the examination of the customer’s behaviour that are visiting the store particularly on week-ends since these are the most appropriate days for the customers to do shopping (Creswell, 2017).
For meeting the objectives of the study, there is the requirement for conducting in-depth interviews with the customers at Tesco stores. In-depth interviews are conducted in a direct manner with the respondents for investigating the research problem in a more detailed manner. The consistency of the information that is collected with the help of interviews is completely depending on the interviewer’s experience since it is recommended that only a highly effective as well as well trained interviewer having the capability for persuading the respondents will be getting the accurate response in a successful manner. The activities related with in-depth interviews will be enabling the researcher in knowing the customer’s likes as well as dislikes in regard to the organization as well as its offerings (Merriam, 2015).
Interview with staff members
The frontline managers having close contact with the customers are normally possessing sufficient experiences of what the customers are feeling about the organization. The organization of this activity will be done by taking into consideration the ways for overcoming any fear to retaliate that might be persisting within the employees that are required to be interviewed. Depending upon the individual experience in regard to the attitude of the customers as well as satisfaction level, the internal employees will be undertaking investigation for knowing the loyalty of the customers in regard to the offerings of the organization (Seidman, 2013).
A questionnaire that has been designed in an appropriate manner as well as properly structured will be making the research more reliable. The questionnaire will be assisting in reaching more closely to the accurate data that is needed regarding the topic of research. It will be ensured for accurate selection of the most knowledgeable employees as well as the research population that will get questioned in regard to in-depth interviews (Silverman, 2013).
This is considered being the significant aspect regarding the toolkit of the market researcher. It is having the involvement for making the classification of the cluster of individuals or households that will be contacted via telephone, email or personally that are having the necessary information for resolving the specific research problem. The collection of a perfect sample size is very significant since the reliability regarding the information is also largely depending on the size of the sample (Thorne, 2016). In this research, sampling occurs by sorting out the present customers from the previous customers of Tesco. Sampling is required representing the overall research population. In this research study, the decision is undertaken towards using random sampling method that will be consisting of individuals from both the genders, from every age group as well as families (Glesne, 2015).
Evaluation of research
Research evaluation is performed for assessing the ability to perform as well as determine the satisfaction of the customers within the superiority regarding products as well as services. This study will be involving the aspect of evaluating the topic of research through the distribution of some forms of evaluation within the respondents for checking the level of satisfaction within the customers of Tesco (Marshall, 2014).
This assignment is discussing about The gathering of information in regard to this research study for meeting its major objectives is majorly depending upon the information that is offered by the internal as well as external customers in respect of Tesco. Primarily, collecting information regarding the desires of the customers is preferred as well as taking suggestions in respect of any improvements the customers are requiring. This will assist in sorting out the existing inconsistencies that the present customers are facing. The loyalty of the employees will also be playing a major role, they can do the delivery of excellent services only when they are having job satisfaction. There will occur the designing of a structured observation for checking the employee’s moral within the stores in Tesco. The goal is associated with finding out how best to attract maximum number of customers. This will assist in summarizing the research project. There will occur the establishment of the goals taking into consideration the workforce, time as well as budget. Qualitative Research will be supplying exceptional outlook for encouraging as well as directing the development of policies as well as skills related with marketing. Qualitative research does the weighing of the attention to detail instead of clear-cut dimensions. There will occur the pursuing of qualitative research approach since it does the assembling of the nature of the problem and get conducted within the budget limitations that are being allocated.
Anfara Jr, V. A., & Mertz, N. T. (Eds.). (2014). Theoretical frameworks in qualitative research. Sage Publications.
Barbour, R. (2013). Introducing qualitative research: a student's guide. Sage.
Braun, V., & Clarke, V. (2013). Successful qualitative research: A practical guide for beginners. Sage.
Creswell, J. W. (2014). A concise introduction to mixed methods research. Sage Publications.
Creswell, J. W., & Poth, C. N. (2017). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
Eriksson, P., & Kovalainen, A. (2015). Qualitative Methods in Business Research: A Practical Guide to Social Research. Sage.
Glesne, C. (2015). Becoming qualitative researchers: An introduction. Pearson.
Hair, J. F. (2015). Essentials of business research methods. ME Sharpe.
Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 1524839915580941.
Marshall, C., & Rossman, G. B. (2014). Designing qualitative research. Sage publications.
Merriam, S. B., & Tisdell, E. J. (2015). Qualitative research: A guide to design and implementation. John Wiley & Sons.
Mertens, D. M. (2014). Research and evaluation in education and psychology: Integrating diversity with quantitative, qualitative, and mixed methods. Sage publications.
Myers, M. D. (2013). Qualitative research in business and management. Sage.
Ormston, R., Spencer, L., Barnard, M., & Snape, D. (2014). The foundations of qualitative research. Qualitative research practice. A guide for social science students and researchers, 1-25.
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533-544.
Punch, K. F. (2013). Introduction to social research: Quantitative and qualitative approaches. Sage.
Seidman, I. (2013). Interviewing as qualitative research: A guide for researchers in education and the social sciences. Teachers college press.
Silverman, D. (2013). Doing qualitative research: A practical handbook. SAGE Publications Limited.
Thorne, S. (2016). Interpretive description: Qualitative research for applied practice (Vol. 2). Routledge.
Wilson, J. (2014). Essentials of business research: A guide to doing your research project. Sage.