RESEARCH METHODOLOGY
TABLE OF CONTENT
1.0 INTRODUCTION 2
2.0 RESEARCH PROCESS 4
3.0 PROBLEM IDENTIFICATION & FORMULATED
RESEARCH QUESTIONS
3.1 The
development of a research question 5
3.2 Articulating
a research question 6
3.3 Operational
sing the research question 6
3.4 Using
market research to launch a new brand 7
3.5 The
purpose of market research 7
3.6 Methods
and types of market research 8
4.0 LITERATURE REVIEW
Literature Review 1 10
Literature Review 2 12
Literature Review 3 13
Literature Review 4 15
5.0 RESEARCH APPROACH AND RESEARCH DESIGN
5.1 Definitions
of Research Design 16
5.2 Differences
between qualitative and quantitative 17
6.0 DATA COLLECTION AND SAMPLING METHOD
6.1 Quantitative
data collection methods 19
6.2 Qualitative
data collection methods 20
7.0 DATA COLLECTION PROCESS
7.1 Identifying
Data Types and Sources 21
7.2 Identifying
Who Will Be Involved 21
7.3 Setting
a Schedule 21
7.4 Training
Your Data Collectors 22
7.5 Pilot
Testing Your Data Collection Processes 22
7.6 Implementing
the Data Collection 23
7.7 Provide
Confidentiality 23
7.8 Identify
the Quantity of Service 24
7.9 Use
Low Burden Methods 24
8.0 CONCLUSIONS 25
REFERENCES 27
1.0 INTRODUCTION
Tesco Stores
(Malaysia) Sdn. Bhd. was incorporated since 29 November 2001, as a strategic business
corporation between Tesco Plc UK and local conglomerate, Sime Darby Berhad of
which the latter holds 30% from the total shares. Tesco Malaysia starts their
operations in February 2002 with the grand opening of their first hypermarket
in Puchong, Selangor.
Tesco Malaysia
currently employs nearly 15,000 employees and operates in 40 stores and in two formats following
the acquisition of the Makro Cash and Carry business in Malaysia in December
2006. These are:
- Tesco
Hypermarkets
The
hypermarket format offers customers a complete one stop shopping for their
needs from fresh food to groceries, from household needs to apparel. It carries
more than 60,000 lines of products including nearly 3,000 own brand of products
ranging from food to non-food items.
- Tesco
Extra Hypermarkets
The
Tesco Extra format serves the needs of small businesses, families and
individuals all under one roof by providing a comprehensive range of products
and services focused for small businesses including bigger pack sizes, special
trolleys and checkouts as well as a dedicated business development team to support
small business owners with their orders.
Tesco Malaysia
is the only Hypermarket to offers its own of loyalty card, which refund money
to customers as many as 4 times a year. Tesco Clubcard and Biz Clubcard were
introduced as a way to say thank you to customers by refunding their money back to them. Clubcard has received a
very overwhelming response from customers with nearly 2 million household
members signed up to date. As of January 2014, Tesco have rewarded nearly RM20
million worth of Clubcard Cash Vouchers to the customers.
The purpose of
this assignment is to provide an analysis of the situation of own brand and
particularly Tesco brands in the Malaysia. The management of Tesco Stores
Malaysia needs to know whether it would be feasible to introduce their own
branded chilli sauce to the Malaysian consumers. The concept of house brands
has been investigated in many studies and brands have been defined in different
ways.
House brands can
be perceived as a legal instrument, a logo, a company, shorthand, a risk
reducer, and an identity system, an image in consumers’ minds, a value system,
a personality, a relationship, an added value and an evolving entity. All of
those categories are derived from different studies and reflect different
points of view.
However, for the
purpose of a research process study, perception of the house brand as complex
information about attributes of the product, such as producer, price, shape or
performance suits best. Nowadays, retailer own brands are thus to be found next
to national brands in virtually every food category and some of them, including
Tesco, have been developed to a form of standard brand in their own right .
House branded products are simply described as “all merchandise sold under a
retail store‘s private label”.
This unclear
definition is then adopted by many other authors who characterize it as the
“products retailers sell under their own names”. Terminology, in addition, is
not stable and various terms, such as own brand, own label, private label, private
brand and retailer‘s brand, are currently used to refer to this phenomenon.
Theoretically
speaking, private brands or house brands can involve a broad scope of quite
different products. Nonetheless, whatever they are called, these house brands
have experienced significant image revolution and are no longer a synonym for
cheap and poor quality imitations. The products sold under store name are now
being constantly developed and innovated, since they have become a crucial tool
to build customer loyalty and to differentiate the store from competitors.
2.0 RESEARCH PROCESS
The research
process usually involves a multistep process. Although the actual number of
steps may vary, research must include the formulation and identification of a
subject, the review of literature, planning a strategy, data collection, data
analysis and writing a report.
The research
process usually starts with interest in some cases the situation, object, or
simply want to know something about the new product. Research is the information-gathering
process required to answer certain questions and thereby help solve the
problems faced by a person, company, organization or company. For information
to be useful, it must be good. The process of obtaining information must be
good. A good process is a specific or systematic research process is a must.
The steps in the research process
are;
Figure 1: Steps in research process
3.0 PROBLEM IDENTIFICATION & FORMULATED
RESEARCH QUESTIONS
3.1 The
development of a research question
To research, we must develop a focus. This
guidance takes the form of a "research question" that is the problem
we want to explain, understand or make sense (Weick, 1996). After raising the
issue and stressed the centrality of "research question", it is
important to discuss this issue in detail. Develop and articulate a research
question is the most important element in the research process, from this, many
things follow. In the evaluation or assessment of a research project, if it is
a postgraduate thesis, a doctorate or a piece of advice, be able to determine a
question of coherent research well-articulated is critical. The research
question encapsulates what research is about.
However, a degree of realism
needs to be applied to what can be achieved. In framing a research question,
the ‘do-ability‘ of the project should always be considered. Many research
questions are soon found to be over-ambitious or not practical. Many projects
fail because the researcher cannot get access to the subject of their research.
Unfortunately, this is a particular problem in management research as many
organizations will not allow the researcher access to gather data.
Why is the act of articulating a
research question so important? Firstly, the research question is the focus of
the piece of work, encapsulating in a statement what it is trying to be
achieved. If there is uncertainty about the focus of the research, then a high
quality piece of research cannot be undertaken. Furthermore, the way a research
question is articulated will largely determine the methodology or approach to
evidence collection and analysis that will be used. If a research question is
not articulated clearly, the wrong approach to answering the research question
may be chosen. Essentially, having defined what the research is trying to
achieve will often shape how the research will need to proceed.
3.2 Articulating a research question
Given the centrality of the research
question in the research process, it is essential that researchers understand
how to frame and articulate a research question. The most common criticisms of
research proposals are:
o There is no clearly articulated
research question at all
o What is supposed to be the research question
is articulated in a way that does not make this testable questions
o The research question is articulated
badly or it is wrongly formulated, and
o The research question was unrealistic
and could not be achieved.
By focusing on trying to understand
or explain something, we will inevitably be asking questions beginning with
phrases such as "How does….?"; Why does…..?"; What is the
relationship between x and y?; and, "Given a particular theory, what will
be the effect of doing x on y?" Questions of this type are research
questions.
3.3 Operational sing the research question
In the previous section, we have developed a
concise research question and articulating the research question in this way,
we could easily see how we can implement the collection and analysis of
evidence phases of the research process test our assumptions.
While the research question was now
relatively clear, we still had work to do if we were to test the question of
operational research. First, we had a number of concepts that we were
interested in measuring (loyalty, motivation, morale, commitment and a sense of
job security), but before we can measure, we need to be clear about exactly
what it was we were trying to measure - essentially we needed to develop
operational definitions of these terms.
Having defined concepts, the next
phase of the research involves the development of operational measures. The
easiest way to achieve conceptual clarity and develop operational definitions
of concepts and constructs is to explore the literature to see how they have been
defined in earlier research. This is an important step, as clear and concise
definitions of terms need to be developed if they are to be reliably and
validly measured.
By adopting previous operational definitions,
it is possible to compare the results with those of other researchers. In
addition, it will allow researchers to compare whether the results are
consistent with previous research or not and isolate also very clearly what
information is new (that the contribution to knowledge was).
It is in the development of operational constructs
measures of “validity” and “reliability” becomes important. If we are to
measure constructions, we must develop the elements to include in a
questionnaire that is both valid (they measure what we think they measure) and
reliable (they measure things consistently in different contexts and different
times). For a discussion of the importance of the validity and reliability see
Mitchell (1996).
3.4 Using market research to launch a new
brand
Brands play an important role in the
confectionery industry. A brand is a name, a brand, or a characteristic that
distinguishes one product from another. A good brand effectively guarantees
that it will deliver all the qualities associated with it consumption.
Tesco want carries out a systematic
process to identify new product ideas, which can be developed and brought to
the market. This process always starts with a market research exercise.
3.5 The purpose of market research
Market research is the collection and
analysis of data to identify and satisfy consumer needs. The main goal is to
reduce risk and facilitate decision making. It is especially useful when
launching a new product and ensures that the right products are manufactured.
Market research provides information on consumer needs and wants, competitors,
marketing mix and potential sales.
·
Consumer
needs and wants - individuals have different requirements and consumers
with similar characteristics must be identified. A company can then choose a
target market or section of the market for its products. This provides a focus
for marketing activities.
·
Competitors - no firm exists in isolation.
Competitors must be identified and their actions monitored. Research must be
undertaken on competing products in order to identify a competitive advantage
for the new product.
·
Marketing mix - marketing involves having the
right product at the right price in the right place using the right promotion.
These are the 4Ps of the marketing mix. It is necessary for the right
combination of these to be used in order for a product to be successful. For
instance there is no point advertising nationally if research shows the product
is only sold in the local area.
·
Potential sales - by knowing the likely level of
sales a firm will be able to estimate the correct amount to produce/supply.
This reduces the financial risk involved and ensures the maximum return from
the firm‘s investment.
3.6
Methods and types of market
research
There are two main methods of market
research – desk research and field research.
Desk research, which is also known
as secondary research, is making use of information that is already available.
Internally the firm can draw on its own records. Different departments can
provide information on sales trends, customers and costing, which are useful in
the development of new products. Extensive published material can also be
sourced externally. In addition the development of new technology such as the
internet provides information at the touch of a button.
Field
research or primary research is performed by communicating directly with
potential consumers. It can include surveys, questionnaires and general
observation.
Surveys
involve questioning people directly about their attitude to a particular
product or service. Surveys are usually carried out using a face to face
interview or by telephone. Because it is impossible to survey all target
customers, sampling is used. A representative group or sample, whose views will
accurately reflect the target population, is chosen. Questionnaires are lists
of prepared questions which potential customers are asked to fill out. They are
often used in conjunction with surveys. Careful attention must be given to the
design of questionnaires so that the answers received are of value for decision
making. Information can be gathered by observing people making purchases. A
particular store, for example, could be chosen and a study made of how many
people buy a particular product.
There are
two types of market research - quantitative and qualitative. Quantitative
research provides digital data. At the end of a quantitative project it is
possible to say (for example) what proportion or percentage of the decrease of
the population in different groups - those who want something, those who would
be likely to buy something, those in favor of a particular policy or plan, etc.
the essence of quantitative research is that every respondent is asked the same
series of questions.
Quantitative
research can be done in different ways, including aspects to face interviews,
by telephone, post questionnaires and self-completion. Qualitative research to
better understand how and why things are as they are. It can be used on its own
or to assist in developing a questionnaire for a quantitative study. There is
no fixed set of questions and therefore no assumptions about what is or is not
important. Instead, there is a list of issues, problems or opportunities to
explore. Own concerns or assumptions of the informant strongly influence the
shape and nature of the discussion.
Qualitative research can be used for
everything from testing reaction to a potential new advertising campaign, to
exploring staff attitudes to a new management structure or procedure. There are
various sorts of qualitative research, including unstructured interviews and
focus groups (group discussions).
4.0 LITERATURE
REVIEW
Most are aware that it is a process
of gathering information from other sources and documenting it, but few have
any idea of how to evaluate the information, or how to present it.
A literature review can be a
forerunner in the introduction of a research paper, or it can be just a
document by itself, often the first step in major research projects, allowing
the supervisor to verify that the student is on track.
A literature review is an assessment
of the critical depth and the previous search. It is a summary and synopsis of
a particular research area, enabling anyone to read the newspaper to establish
why you pursue this particular research program. Good literature is developing
on the reasons for selecting a particular research question.
Literature
Review 1
Indicate
of journals : Daryl Coleman, Connie Gao & Heejae Kim
Title
articles : McDonald‘s: Breaching the Luxury Coffee Market
A
new market as McDonald's is to try to enter the United States is the luxury
coffee market, a market revolutionized by Starbucks Corporation. McDonald has
already begun its infiltration by introducing its own line of espresso
beverage: latte (hot / iced), Mocha (hot / iced), and cappuccino. More than
7,000 stores across the country are currently selling the new drinks, and
McDonald plans to add espresso machines to the majority of its 14,000 stores
nationwide by mid-2009. This aggressive addition is facilitated by the growing
awareness of the economic downturn and the new demand for food products at low
cost. -We Soaps our customers are looking for affordable luxury products,
"spokeswoman Danya Proud said McDonald. -" We know our customers
visit us, now more than ever, for many of our well known breakfast items, and
we know that our coffees continue to be a category growing. "3 The new
espresso line is integrated directly in the menu bar, and simplify the process
by using English names size (small, medium, large) instead of Italian. McDonald
Project $ 1,000,000,000 annual revenue its new espresso line.
McDonald‘s
current strategies are distinctly different: specialty coffee and McCafe. One
aims to start an in-store line of espresso drinks fully integrated with the
current menu, while the other calls for the creation of a completely different
restaurant. Note: although McCafe is the name of the McDonald‘s coffee
and espresso line, here we will only refer to McCafe as the store.
The
idea behind McCafe is to essentially enter the luxury coffeehouse business most
well exemplified by Starbucks. By adopting a new brand, McDonald‘s is able to
serve coffee and espresso drinks in a place the McDonald‘s image has not
tainted. Much like previous McDonald‘s run restaurants such as Chipotle and
Boston Market, McCafe will have different menus and décor.
Unlike
other brands McDonald, however, McCafe be combined with the existing locations,
in a separate section or as a separate sales counter. Not only sales of
original restaurants can be increased, but the restaurant can also enjoy a
better reputation and increased popularity. This will certainly be the case in
the early stages of the implementation of these stores, because people
naturally get curious. This is also when establishing McCafe as a substitute
worthy and economically friendly cafes current and dissipating a negative
reputation as a low-quality coffee brand will be.
Conclusions
McDonald
should enter the market premium coffee, because it is the leader in the fast
food market and gain a lot of ground to be the first mover. Although McDonald
seems to be in direct competition with Starbucks, its target market is actually
very different and the entry will be safer because of the differentiation. For
example, the new espresso line will provide the perfect complement to the
elements of the current McDonald's menu and be able to meet the parents who
bring their children to McDonald. The main clients of this new beverage line
will mainly present McDonald's customers. The added drinks line will also draw
in the part of Starbucks customers who are -On the fence‖ in terms of fidelity.
Using automatic espresso machines will not increase the average service time or
require baristas and therefore ensures efficiency and consistency, consistent
with the principles of McDonald.
Literature
Review 2
Indicate
of journals : Anchor, J.R and Kouřilová, Terezie, University of
Huddersfield Repository
Title
articles : Consumer Perceptions of Tesco Own Brands: the Czech Republic and
the United Kingdom
Purpose
Relatively
little is known about consumer perceptions of our own brands in the new
emerging markets of Central and Eastern Europe. This paper aims to fill a gap
in knowledge by studying different aspects of Tesco consumer perception of own
brands in the Czech Republic.
Methodology/Approach
The
key data for this research was collected by structured questionnaires from
Tesco supermarket customers in the Czech Republic and the UK. Non probability
quota sampling was used and the sample was stratified according to gender, age
and income.
Findings
The
research results indicate that the general view of Tesco own brand is slightly
less positive among Czech as British customers. However, significant
differences appear when they are examined in terms of revenues. The lead
increases to the income decreased favorability with which own brands are
regarded in the Czech Republic - the opposite of the position of the United
Kingdom. The age of consumers was also found to be significant even if there is
not a linear trend. No significant correlation was found between sex and one of
the characteristics under investigation.
Research
limitations/implications
The
sample was limited in size (n=100 in each country). In depth interviewing would
be necessary to assess consumer attitudes further.
Practical
Implications The results of this research may help Tesco in relation to its
general expansion in central and Eastern Europe and its brand building in
particular.
Originality/value
of paper The originality of the paper relates to its study of consumer
behavior in one of the emerging markets of central and eastern Europe.
Literature
Review 3
Indicate
of journals : Jayalakshmi Gopalkrishnan, D.Ramalingam & Dr. V.K.Gupta
Title
articles : How to win Chinese consumers: Competetive strategy of Wal-Mart
in China
The
intention of the author of the writing of this case study is to explore the
Chinese venture complexities of Wal-Mart. China poses a huge challenge for
Walmart as there are cross-cultural differences between Chinese population. Walmarts
must understand the Chinese market first and then think about a business model
that can keep the country.
Thus
the case is to explore in (1) Walmart's competitive strategy in China and (2)
to understand the adaptability of its business model for international
environments. We collect data from secondary sources and the use of focus
groups and 7-8 in-depth interviews with industry experts to understand the
situation in a better way. The purpose of meeting this research is to
understand the strategic challenges that the world's number one retailer Walmart
faces every time he tries to penetrate international markets so that it can
take advantage of the untapped potential. Thus, China is a very lucrative
destination for any retailer in the world because of its huge population
culture. Thus our study revolves around the competitive strategy of Wal-Mart in
China and how it adopts its business model in China.
Walmart
needs to adjust to the Chinese market, while leveraging its source of
competitive advantage. This requires a delicate balance. In the US, Walmart
brand is associated with low price rather than quality. In China, where
everyone goes for low price and supply of low quality for this, the own brand
of Walmart could be insurance for low price, but with high quality by the name
Walmart about more than just the retail trade.
While
Walmart is a joint venture, the sources do not mention any attempts to exploit
the local partner to satisfy the local market, which seems the opposite of some
other joint ventures as discussed Danone and Wahaha. In collaboration with the
local partner to understand where and how the local regulations may be used or
adapted for the success of Wal-Mart and gain a strong hold of the heart of the
potential customer can help the growth and dominance of Walmart on Chinese
market (The Economist).
Chinese
lifestyle trends, Chinese consumption patterns should be kept in mind that
Chinese consumers will shop for out of the house, not necessarily at the store.
They are trained as pulse and promotions on the site. They are brand conscious
but not loyal. They are frequent shopper small amounts and particularly enjoy
the fresh (alive) because of the limited space at home (The McKinsey
Quarterly).
Lastly, the strong centralization
that has helped the American Walmart seems to hold back Walmart in China. China
is less homogeneous than America and that calls for decentralization, giving
more power to local managers and their supplier-network or perhaps even moving
to franchising in some of the more remote locations (“Bringing best practice to
China”, The McKinsey Quarterly).
Literature
Review 4
Indicate
of journals : Young-Sang Cho
Title
articles : Retailer brand development and handling processes
This
research began with the question: why is the retailer from Tesco brand market
in Korea Korean higher than local retailers? Among the foreign grocery
retailers that have expanded in Korea, Tesco achieved the most outstanding
performance, with the largest share of the private label market. After the
withdrawal of Wal-Mart and Carrefour Korea in 2006, Tesco in Korea was
positioned as the successful foreign retailer. Therefore, how the Tesco retail
operation in Korea is different from that of the local Korean retailers aroused
the author's interest, particularly in terms of the development process and handling
of private label.
Rather
than examining customer perceptions of both Tesco in Korea and Korean national
retailers researcher concentrate on identifying the differences between the two
parties from the point of view of their operations of private label program.
Based on extensive interviews with retailers and suppliers, store observations,
author‗s own experience in the development of private label, and company
documentation, this research explored the differences between Korea and Tesco
Korean domestic retailers in how they develop and manage their own brands.
Tesco Korea took advantage of the expertise of retail, that is, brand
development skills dispenser created by Tesco in the UK. With the help of Tesco
in the UK, the process of development of Tesco's private label in Korea stands
out in a number of areas of the local Korean retailers. The exchange of
know-how of the retail sale to Tesco UK Tesco in Korea has also influenced the
entire private label market in Korea, and stimulated local Korean retailers
improve their development skills brand distributor.
The
entry of retailers with advanced private label development knowledge in markets
where private labels are less well developed is a catalyst in the promotion of
private label markets, and intensified retail competition . In addition, the
expertise of national private label retailers development is enhanced by
imitation or benchmarking foreign retailers. This research suggests that
private label share is related to the extent to which retailers are fully
involved in the development process and handling for the ranges of private
label products and the degree of sophistication or improved their knowledge the
development process of private label is. Advanced handling skills development
and contribute significantly to the increase in retailer brand market share
with a share not no presence of labels.
5.0 RESEARCH
APPROACH AND RESEARCH DESIGN
5.1 Definitions
of Research Design
A research design is the desire to
transform a research question in a test project. The best design depends on the
research questions. Each model has its positive and negative sides. The
research design was considered a "model" for research, the treatment
with at least four problems: which questions to study, what data are relevant,
what data to collect and how to analyze the results.
Research
design can be divided into fixed and flexible search patterns (Robson, 1993).
Others have called for this distinction with the "quantitative research
plans" and "qualitative research designs." However, fixed
drawings shall not be quantitative, flexible design and must not be
qualitative. In fixed concepts of study design is set before the main stage of
data collection takes place. Fixed Drawings are normally focused on the theory;
otherwise it is impossible to know in advance what variables must be controlled
and measured. Often, these variables are quantitative. Flexible designs allow
greater freedom when collecting data. One reason for using a flexible search
model may be that the variable of interest are not quantitatively measurable,
such as culture. In other cases, the theory may not be available before you
start looking.
5.2 Differences between qualitative and
quantitative
Qualitative
research is a method of inquiry employed in many different academic
disciplines, traditionally in the social sciences, but also in market research
and further contexts. Qualitative researchers aim to gather an in-depth
understanding of human behavior and the reasons that govern such behavior. The
qualitative method investigates the why and how of decision
making, not just what, where, when. Hence, smaller but
focused samples are more often needed than large samples.
In
the conventional view, qualitative methods produce information only on the
relevant individual cases and more general conclusions are only proposals
(informed assertions). Quantitative methods can then be used to search for
empirical support for these research hypotheses. This view has been challenged
by the professor Bent Flyvbjerg of Oxford University, who argues that
qualitative methods of research and case studies can be used both to test the
assumptions and generalizations beyond the individual cases studied.
Qualitative
researchers may use different approaches to data collection, such as the
practice of grounded theory, narratology, storytelling, classical ethnography,
or shadowing. Qualitative methods are also weakly present in other
methodological approaches, such as action research or theory of actor-network.
Forms of the data collected can include interviews and group discussions,
observation and reflection field notes, various texts, photos, and other
materials.
Qualitative
research often categorizes data into patterns as the primary basis for
organizing and reporting results. Qualitative researchers typically rely on the
following methods for gathering information: Participant Observation,
Non-participant Observation, Field Notes, Reflexive Journals, Structured
Interview, Semi-structured Interview, Unstructured Interview, and Analysis of
documents and materials.
The
terms of participation and observation may vary significantly from context to
context. Participant observation is a reflexive learning strategy, not a single
observation method. By participating observation researchers typically become
members of a culture, group or setting, and adopt roles to conform to this
framework. In doing so, the goal is for the researcher to acquire knowledge
more closely in culture practices, motivations and emotions. It is argued that
the ability of researchers to understand the experiences of culture may be
inhibited if they observe without participating.
Quantitative research refers to the
systematic empirical investigation of social phenomena via statistical
techniques, mathematical or computer. The objective of quantitative research is
to develop and use mathematical models, theories and / or assumptions about the
phenomena. The measurement process is at the heart of quantitative research
because it provides the fundamental connection between empirical observation
and mathematical expression of quantitative relationships. Quantitative data is
data that is in digital form, such as statistics, percentages, etc.. In simple
terms, this means that the quantitative researcher asks a specific narrow issue
and collects digital data by the participants to answer the question. The
researcher analyzes the data using statistics. The researcher hopes the numbers
will give a biased result that can be generalized to some larger population.
Qualitative research, on the other hand, asks great questions of the
participants and collects data words. The researcher seeks themes and describes
the information in topics and exclusive grounds for all participants.
Quantitative
research is used widely in social sciences such as psychology, economics,
sociology, and political science, and less frequently in anthropology and
history. Research in mathematical sciences such as physics is also
'quantitative' by definition, though this use of the term differs in context. In
the social sciences, the term relates to empirical methods, originating in both
philosophical positivism and the history of statistics, which contrast
qualitative research methods.
Qualitative
methods produce information only on the particular cases studied, and any more
general conclusions are only hypotheses. Quantitative methods can be used to
verify which of such hypotheses are true.
6.0 DATA
COLLECTION AND SAMPLING METHOD
Data collection is
a term used to describe a process of preparation and data collection, for
example, through improved processes or similar project. The purpose of the data
collection is to obtain information to keep on disk, to make decisions on
important issues, to convey information to others. Primarily, the data is
collected to provide information on a specific topic.
6.1 Quantitative
data collection methods
Quantitative data collection methods, based
on random sampling and structured data collection instruments that fit diverse
experiences into predetermined response categories. They produce results that
are easy to summarize, compare, and generalize.
Quantitative
research concerning testing hypotheses derived from the theory and / or be able
to estimate the size of a phenomenon of interest. According to the research
question, participants are randomly assigned to different treatments. If this
is not possible, the researcher can collect data on participant and situational
characteristics to control statistically for their influence on the dependent,
or result, variable. If the intention is to generalize from research
participants of a larger population, the researcher will use probability
sampling to select participants.
6.2 Qualitative
data collection methods
Qualitative data collection methods play an
important role in the impact assessment by providing useful information to
understand the processes underlying the observed results and assessing changes
in people's perception of well-being. In addition qualitative methods can be
used to improve the quality of quantitative assessments based on surveys by
helping generate valuation assumptions; strengthening the design of survey
questionnaires and expand or clarify the findings of quantitative assessments.
These methods are characterized by the following attributes:
·
they tend to be open-ended and have less
structured protocols (i.e., researchers may change the data collection strategy
by adding, refining, or dropping techniques or informants)
·
they rely more heavily on interactive
interviews; respondents may be interviewed several times to follow up on a
particular issue, clarify concepts or check the reliability of data
·
they use triangulation to increase the
credibility of their findings (i.e., researchers rely on multiple data
collection methods to check the authenticity of their results)
·
generally
their findings are not generalizable to any specific population, rather each
case study produces a single piece of evidence that can be used to seek general
patterns among different studies of the same issue
7.0 DATA COLLECTION PROCESS
7.1 Identifying Data Types and Sources
During the development of the instrument, you
have identified the data you need for your evaluation. An important first step
in planning for data collection is to make an inventory of the types of data
you want to collect and where and to whom you are going to get them. You may be
collecting two types of data: existing and generated by the program. The
collection of pre-planning data and contact with organizations and individuals
providing existing data are important. Planning and stakeholder participation
will ensure that the data is accessible and available as you need.
7.2 Identifying Who Will Be Involved
It is important to involve stakeholders and
all those who will be involved in the collection or data obtained in the
pre-planning your data collection. This will help eliminate any questions or
problems that might prevent or delay the collection of data. If the
authorization to collect data is needed, as a parental authorization for
student surveys or patient's permission for access to immunization records,
this should be organized before the start of collection. The stakeholders are
not directly involved in data collection should also be informed of the data
collection plan. Be clear in advance about who will actually collect data
eliminate confusion about the roles of citizens and contribute to the debate on
whether or not the data collectors are qualified and access needed to collect
the data. You will also want to consider whether your data collectors (for example,
are not members collect data on the satisfaction of their own performance).
7.3 Setting a Schedule
Timing is one of the most critical elements
of data collection. Many types of existing data, like notes and crime
statistics, may be available only on fixed schedules. In addition, people who
can give you access to existing data (for example, teachers or camp counselors)
can be less available at certain times of the year. To avoid planning your data
gathering for times when the data may be unavailable, involve as early in your
evaluation planning as possible those people that you listed in Step 2, which
can give you access to existing data. It is a good idea to check schedules and
calendars agency. Timing is also important for data generated by the program.
It is essential that you have planned for the collection of pre-service /
program data before the services were provided or very early in the delivery of
services. For example, if you make cleaning neighborhoods and want to measure a
change in the perception of their neighborhood residents, a pre-program survey
should be completed before the start of cleaning.
7.4 Training Your Data Collectors
To ensure that your data collection
is consistent and accurate, it is important to train your data collectors.
Provide your data collectors with clear instructions on how to use instruments
and to conduct interviews, focus groups, and other data collection activities.
Points
to remember for training data collectors:
·
Walk through the instrument with your data collectors
to point out specific instructions.
·
Provide an example of a completed instrument or
interview transcript for your data collectors.
·
Provide clear instructions and/or a script (for
phone surveys or interviews) for your data collectors to follow.
·
Allow your data collectors to practice with a
‘standard’ data set or example to make sure everyone is getting the same
answers, when consistency is desirable. Allow interviewers and focus group
facilitators to practice in a ‘role play.’
7.5 Pilot Testing Your Data Collection
Processes
As previously mentioned, it is important to
practice using methods and data collection instruments. By collecting data on
accrual practice, you can identify and eliminate problems that may occur. Keep
your practical exercises as realistic as possible. For example, to train data
collectors to interview students, it would be ideal to have interviewed
students of all ages and from similar backgrounds to those in the program to
practice interviews. Also, if you can gather data on pre-existing groups you
serve, your dry run can also be used pre-service / master data program.
Include
the following in the pilot test:
1.
Pilot test the instruments or other collection methods
using realistic practice sessions, focus groups, or other methods.
2.
Analyze data produced by the exercise and data
collectors.
3.
Hold a feedback session with data collectors to discuss
any challenges. Determine solutions to challenges that arose.
If
the pilot test results indicate that changes must be made to approaches or data
collection instruments, they must be made before collecting real data. If
changes are drastic, another pilot test instruments and / or another practice
session with the data collectors may be appropriate. Training issues can also
occur, requiring additional training for data collectors in the instrument /
method use.
7.6 Implementing the Data Collection
You
spent a lot of time planning for your data collection. It is important that
your data collectors and other stakeholders are aware of the schedule of the
data collection, and the time to collect and return the data back to you. One
question you need to consider in your planning, especially during your data
collection, is the willingness of respondents to participate in or complete
surveys, focus groups, etc. Here are some additional tips to remember as you
plan for your data collection.
7.7 Provide Confidentiality
Obtain
data from respondents can often be difficult if they fear that the data will be
shared with others or they will be identified in the analysis or reporting. It
is always important to consider the potential impact of collecting and
providing data on the respondent. This is especially important when respondents
provide sensitive information, or who may have personal or moral implications
(eg, drug consumption surveys or abuse of children, grades in school, or review
teachers, mentors, program staff).
7.8 Identify the Quantity of Service
If
applicable, make sure that your data collection process include a system to
separate people who have received a large number of services of those who have
received little or no. This means that it will be important to keep track of
program participation through attendance sheets or presence of newspapers. For
anonymous measures, it may help to ask questions like "How many times have
you attended the counseling drop-in sessions? or "how"?
7.9 Use Low Burden Methods
Data
collection should not be a burden: plan to integrate service delivery when you
can. Some instruments, such as newspapers and magazines goal setting, can be
implemented as part of the activity provided by the programs. For example, goal
setting can be used both to plan tutorials and measure their impact. Magazines
can act as a forum for learning to write, and an event of change in skills and
attitudes. Similarly, in an immunization program, child immunization cards can
be used both as a data collection tool and an educational tool as well as a
reminder system for appointments for parents.
8.0 CONCLUSIONS
Statement of
the Problems and Ideas - Tesco
Malaysia offers different brands that chili sauce is a popular condiment in the
country and due to the continuous demand for this condiment Tesco management
make Malaysia needs to present their own brand of chili sauce for local consumption
Malaysian although they already have their own chili sauce Tesco brand. They
also need to know if they are able to compete with other manufacturer familiar
with this or will it be possible to introduce their own local brand? What would
be the application and how it will be accepted by the public knowing that there
are the most popular brands in their stores in Malaysia? Tesco will allow their
local branding process?
Literature
Review - Tesco has also enabled the
local brand to gain access to local consumers locate products of their own
which is usually effective in targeting their preferences this also strengthens
nationalist approach although most of their products shop are imported from
other countries. Tesco Value also the initiative of the manager to think
globally by selling their products locally knowing that every little bit helps
and we put our heart to serve you as their slogan. (Main Tesco) Location of
international brands is very effective tools in most stores in different
industries so there will be no problem in the supply and management of
rebranding. McDonald's, Pepsi, Walter Mart, Star Bucks and other organizations
also made this strategy to develop their brand.
But it would take more accurate perception,
but a real identification of the production process and market trials to
project sustainability and return on investment on the research process.
Therefore, it must be well documented. The production plant, labor and
promotion budget is needed to position the new product entry. This means that
it would really take an upfront cost and investment in their production, they
should start as early as possible in their production to test their product on
the market. Locally manufactured products engage in an international
organization would be their advantage, but they must also understand the
product is not made to compete with their products, but to ensure that the
consumer has more opportunity to buy their favorite brand or they end up with
competition with one another.
Collection of
relevant data - Malaysia is a
relatively small country, but they have a large arable land consists of
approximately 3930 hectares reserved only for the production of spice and
culture according to the Federal Agricultural Marketing Authority (FAMA 1995)
So they have the resources to produce their own brand that will provide them
their competitive advantage given its local brand. Chile is one of the key
ingredients to Malay cuisine due to its popularity and its taste. The local
chili market in Malaysia has increased to 21% from 2013 and still earn the
request until the present time, in fact, in 2014, they used more than 50,000
tons of pepper a year Distribution. (The Economic Times Magazine 2014) Knowing
that demand is good, sources and materials are available in Malaysia and Tesco
brand localization support, it is almost possible to start the production
process and its Re brand objectives is easy to do knowing that everything is in
its place.
Analysis and
conclusion of the study - Since the
details were summarized and introduced (excluding financial report), the
problem and the solution has also been identified, we can say that the proposal
of the management of Tesco in Malaysia in the image brand and the production of
local chili sauce is very doable in their country. It is very positive that
this can bring a good response when introduced so that they should not delay
their plan.
ATTACHMENT
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