Research Methods

Table of Content1. Executive Summary………………………………………………………….Page 2-22. Analysis Research Data……………………………………………………..Page3-13 Evaluate the research objectives in relation to the management’s dilemmaEvaluate the research designEvaluate the sampling designPerform appropriate validity test to the questionnaire provide here belowPresent appropriate descriptive statistics for the dataa) When appropriate, use the mean, median, variance, bar chart, pie chart todescribe and interpret the datab) Perform at least an appropriate quadrant analysis and interpret the resultsIdentify at least one dependent variable and the different independent variables of interest of the manager that will impact on it and justify your choice.Identify the business theories behind the research and draw a theoretical diagram that will support your research.Write at least [2] pages of literature review based on the theoretical diagram drawn earlier.3. List of Reference…………………………………………………………….Page14-144. Appendices…………………………………………………………………...Page15-151. Executive SummaryCompany Background: The first UNIQLO store opened its doors in June 1984. We proved the success of the SPA manufacturer retailer model controlling the entire process from product planning, production, distribution and marketing. UNIQLO enjoyed superb growth by providing high quality casual wear at remarkably low prices.Research and Development: At our R&D Centers in Tokyo, New York, we are always collecting and compiling the latest information on different trends around the world, local news, lifestyles and materials. We gather this information from the city streets, from Group subsidiary stores and business clients. We then determine a concept for each season based upon the information gathered. Designs are created simultaneously in each center and garment ranges compiled to suit each individual market.This product development system is helping to create new and exciting value at UNIQLO.Manufacturing: UNIQLO does not focus manufacturing exclusively in China but is expanding bases in other Asian countries as well. However, we implement a strict supervisory system to ensure that product quality is maintained even as we diversify our geographical manufacturing base.Materials:The process of producing goods at UNIQLO starts with material development. The reason why we put so much emphasis on materials is because we believe that the quality of any piece of clothing is determined largely by the material used. Furthermore, it is vital to have a stable arrangement for materials in order to ensure a consistent supply of any product. At UNIQLO, we collect information from our markets and from within the industry. Our R&D, merchandising and materials planning teams all coordinate closely together with our Chinese contract manufacturers on material development and supply.2. Analysis Research DataQ1. Evaluate the research objectives in relation to the management’s dilemmaWe know that we do this research is defined as the systematic and objective process of generating information for aid in marketing business decisions.Through the survey, we could know this is a sampling research. The Uniqlo researchers do this survey between 300 people. Through the sample survey, the company can obtain a more accurate and reliable results.Uniqlo want to know how many people have heard this brand. Compare with H&M and Zara, than Uniqlo will know the problems which they should solve it as soon as quickly.Does a good research will help Uniqlo deal with the problem and make a major decision? So, research will contribute a effective management.When Uniqlo find the problem, just like the question 1, there are 158 people have never heard the Uniqlo, the people who choose the “Yes” are less than the people who choose the “No”. The potential problems are the brand. If people never know your products, you will lose many opportunities.Evaluate the research designEstablish the goals of the project – Uniqlo Brand AwarenessDetermine your sample – The age between Children, youth .5 years to 35 years old.Choose interviewing methodology - Focus groups, individual depth interviews, mail, telephone, in-person or web based surveysCreate your questionnaire - Quality of products, competitor advantages, the average consumption level, and the average consumption frequency of product design.Pre-test the questionnaire, if practical - Monthly consumption in Uniqlo.Conduct interviews and enter data - How much will you spend on Uniqlo product per month?Quantitative research studies are more useful in helping us understand what consumers think or do with regard to the subject of interest. Quantitative studies often take the form of surveys. Surveys are almost always designed to be representative of the population of interest. Some form of random sampling is employed and the data is subjected to statistical analysis. This sounds daunting but it isn't if you are a trained researcher. The chief benefit of survey research is that the findings can be generalized to the population of interest. (MrDave, 2008)Often focus groups are conducted to gain insight into how the target audience thinks and makes decisions about the subject of interest as a prelude to a larger survey. The focus group research is exploratory and helps shape the survey objectives, sampling plan, questionnaire and other important aspects of the study. Survey research is often referred to as confirmatory. This does not mean that the survey research does confirm the findings from the focus groups. It means that the survey is capable of validating the focus group findings. The survey may confirm or disconfirm the findings from the focus groups. (MrDave, 2008)Evaluate the sampling designSample when a research study is designed to include all members of the target population it is called a census.It is rarely advisable to conduct a census because sampling methods enable Uniqlo to lower the costs of the research while maintaining a high degree of validity. This means that the research findings represent the population of interest and can be generalized to the entire population. In addition to being less costly, sampling is often faster.When Uniqlo determining the sampling plan, a key consideration is how the data that they obtain will be used. Uniqlo should carefully consider the costs of making an incorrect management decision. In addition to monetary costs, there could be political or public relations fallout.When the costs of making a mistake are high, a higher degree of confidence is called for and a larger sample is required. Even so, it would be very difficult and often impossible to justify the cost of taking a census.Determining the correct sampling plan can require extensive work. Laypersons may be left to engage in guesswork to make the correct choice.This guesswork, if incorrect, will yield survey results that inaccurately reflect the sentiments of the population, and therefore compromise any conclusions drawn based upon the results.Perform appropriate validity test to the questionnaire provide here belowValidity is the extent to which a test measures what it claims to measure. It is vital for a test to be valid in order for the results to be accurately applied and interpreted. Validity isn’t determined by a single statistic, but by a body of research that demonstrates the relationship between the test and the behavior it is intended to measure. (Cherry, 2009）Through the data that Uniqlo will know the customers what they think about of the store assess ability.Just use sampling research that can help Uniqlo know the gap between his competitors.Present appropriate descriptive statistics for the dataa) When appropriate, use the mean, median, variance, bar chart, pie chart todescribe and interpret the data1. This is the pie chart about question 1(Have you ever heard of Uniqlo?). Analysis: Uniqlo researchers could see that the people who choose “NO” are more than “YES”. Than the will know the problem what they have. Yes, the brand awareness. So, they lack of company and product information. They should advertise their product.2. Analysis: This chart tells Uniqlo researcher how their customers know their brand. Something they do a good job, something they should improve it. Like newspapers and friends’ advice those two options. Uniqlo should focus on this aspect.3. Looking at question 4, 5 and 6. We choose the same options in those 3 questionnaires.4. How you think of Uniqloˇs products?Active SportyDynamic InnovativeMature Ordinary/Simple5. How do you think of H&Mˇs products?Dynamic InnovativeMature CausalSmart ElegantOthers All of the above6. How do you think of Zaraˇs product?Active SportyDynamic InnovativeMature Ordinary/SimpleWe can find “Innovative”, “Dynamic”, “Mature”, those 3 options appeared in everyquestions. Customers will notice that.Analysis Q10: Where will you make shopping for clothing products?This question does not ask people where they buy the Uniqlo product. But researcher can know the most useful and popular is internet. So, Uniqlo manager should focus on the online business. Like TAOBAO, the low cost, high benefit.Analysis Q16: Your sex?Do not forget to ask this easy question. It is easy to answer for your customers and it also tells you much information. How many male will buy your products and how many female will buy? It will tell Uniqlo products designer what style they shoulddesign.b) Perform at least an appropriate quadrant analysis and interpret the resultsAnalysis: Through the data that Uniqlo will know the customers what they think about of the store assess ability. You can look on the quadrant chart.Just use sampling research that can help Uniqlo know the gap between his competitors. The managers will improve it. It will increase customers satisfaction.Identify at least one dependent variable and the different independent variables of interest of the manager that will impact on it and justify your choice.When I read the survey again, I find the information is: price is independent, promotion is independent, service quality is independent, and product quality is independent. When find the best price for the product, and customers will have more power to buy product, the price is too high, potential customers will be scared, and if the price is too low, they would deem that is low-end products. It is impossible the customer want to buy product with low quality, and the high product quality is important to built a brand, and improve the brand loyalty for customers. And the good service will set customer's mind at rest, so they willing to buy our product.So, I identify are price, promotion, service quality and product quality,Identify the business theories behind the research and draw a theoretical diagram that will support your research.As we all know, when we do research we must know that how to design a research and design sampling. The best important aspect is how to make a questionnaire, as Uniqlo researchers need to find correct person in different place. We need to use some methods of sampling choice and then we need to do statistics and analysis data (Analysis the data will help the company managers do a correct decision). And all of this demands the business theories to support. Next I will show some theoretical diagram.According to the research data, the Uniqlo designers will know who like go to buy their products, we could see male are more than female. The age data is also important aspect because it will let designer know how the product’style the customers will like to buy. Monthly consumption will tell Uniqlo sale department give the customers a right price.Write at least [2] pages of literature review based on the theoretical diagram drawn earlier.Theoretical framework is a collection of interrelated concepts, like a theory but not necessarily so well worked-out. A theoretical framework guides your research, determining what things you will measure, and what statistical relationships you will look for.Theoretical frameworks are obviously critical in deductive, theory-testing sorts of studies. In those kinds of studies, the theoretical framework must be very specific and well-thought out.Surprisingly, theoretical frameworks are also important in exploratory studies, where you really don't know much about what is going on, and are trying to learn more. There are two reasons why theoretical frameworks are important here. First, no matter how little you think you know about a topic, and how unbiased you think you are, it is impossible for a human being not to have preconceived notions, even if they are of a very general nature. For example, some people fundamentally believe that people are basically lazy and untrustworthy, and you have keep your wits about you to avoid being conned. These fundamental beliefs about human nature affect how you look things when doing personnel research. In this sense, you are always being guided by a theoretical framework, but you don't know it. Not knowing what your real framework is can be a problem. The framework tends to guide what you notice in an organization, and what you don't notice. In other words, you don't even notice things that don't fit your framework! We can never completely get around this problem, but we can reduce the problem considerably by simply making our implicit framework explicit. Once it is explicit, we can deliberately consider other frameworks, and try to see the organizational situation through different lenses.Cases are objects whose behavior or characteristics we study. Usually, the cases are persons. But they can also be groups, departments, organizations, etc. They can also be more esoteric things like events (e.g., meetings), utterances, pairs of people, etc.Variables are characteristics of cases. They are attributes. Qualities of the cases that we measure or record. For example, if the cases are persons, the variables could be sex, age, height, weight, feeling of empowerment, math ability, etc. Variables are called what they are because it is assumed that the cases will vary in their scores on these attributes. For example, if the variable is age, we obviously recognize that people can be different ages. Of course, sometimes, for a given sample of people, there might not be any variation on some attribute. For example, the variable 'number of children' might be zero for all members of this class. It's still a variable, though, because in principle it could have variation.In any particular study, variables can play different roles. Two key roles are independent variables and dependent variables. Usually there is only one dependent variable, and it is the outcome variable, the one you are trying to predict. Variation in the dependent variable is what you are trying to explain. For example, if we do a study to determine why some people are more satisfied in their jobs than others, job satisfaction is the dependent variable.The independent variables, also known as the predictor or explanatory variables, are the factors that you think explain variation in the dependent variable. In other words, these are the causes. For example, you may think that people are more satisfied with their jobs if they are given a lot of freedom to do what they want, and if they are well-paid. So 'job freedom' and 'salary' are the independent variables, and 'job satisfaction' is the dependent variable.3. List of Reference1. William G. Zikmund..(2006).Example of a theory. China Machine Press. Chart 3 P26-P28From: http//2. William G. Zikmund..(2006).Quadrant analysis.China Machine Press. Chart 13 P198-P199From: http//3. Mr. Dave. (2008).How to start a Tour Company. American. 3-14From:/how-to-start-a-tour-company.htm4. Appendices1. Data Tables and Survey。