COCO-COLA DENMARK

Research Methodology Bachelor of International Sales and Marketing Management Indholdsfortegnelse Acknowledgement 3 Introduction 3 What is Coop Denmark? 3 Coop Denmark in Organic Product 3 What is Coop’s Responsive Stand? 3 How does Coop get response? 4 Assignment 4 Problem Formulation 4 Problem Statement 4 Delimitations 4 Research Method (Assignment 1) 4 Research Theory (Assignment 2) 5 Research Approach (Assignment 3) 6 Research Choice (Assignment 6) 6 Research Strategy 7 Time Horizon 7 Data Collection and Data Analysis 8 Primary Data 8 Secondary Data 8 Reliability and Validity (Assignment 4) 8 What is Reliability? 8 What is Validity? 8 The Complications of Reliability and Validity 9 Example of Qualitative Research (Assignment 5) 9 Toulmins Model 10 Conclusion 10 References 11 Acknowledgement: Coop was the company given to us for the synopsis exam. According to the project manual give to us, coop has introduced a responsive stand where customers can express their opinion and feeling about the experience in the stores of coop, the opinion are in the form of five different smileys, we will talk more about coop in the introduction part. Since we have been learning some of the theories in methodology class, so it was not so difficult for us to get a visual path to do the analysis for coop, even though it might not have been well elaborated. The problem with this project was that the question given was very confusing, it did not give a clear view so it was difficult to find out what to do. This synopsis has made me more focused on the methodology part and I have got some more knowledge and I also got a chance to get in through most of the parts in the book. Introduction: What is Coop Denmark? Coop Denmark is the countries leading (and still growing) retailer shop which works under the top retailed shops like Kvickly, Irma, Dagli’Brugsen and Super Brugsen having around 1200 supermarkets, hypermarkets and discount stores. Coop Denmark is owned by FDB (Fællesforeningen for Danmarks Brugsforeningers), which includes 1.7 million member of Danish Consumer’s Cooperative Society.[footnoteRef:1] The product range in Coop Denmark is high. They have their online shopping, Coop Bank, Coop Mobile, MS, morebox, we need to eat! And Coop analyzer. They have a very good and popular Organic products which has been growing it’s sales and has been a success for Coop Denmark. Coop Denmark in Organic Product. Coop Denmark, when introduced itself as organic food seller brought organic carrots in the market, which was a huge success for its further growth. Coop was one of the first who introduced the organic food line in the world. And the 50% of the organic consumption in Denmark is brought from the Coop’s stores.[footnoteRef:2] The Organic product range for Coop Denmark is not only limited to foods but if we visit the Coop Denmark’s stores or the website we can find different kind of non-food products like Towel, Baby Carrier, Apron, Bathing caps, changing pads, etc. The Vision of Coop Denmark is to make everyone ecology where the price will not be the barrier for them to accomplish their vision. What is Coop’s Responsive Stand? Coop Responsive Stand is a new set up from Coop Denmark in it’s stores around the city in order to get some response from their customers about the satisfaction level they got from being their or by using their products. How does Coop get Response? The Responsive Stand consists of five different kinds of smileys from sadness to happiness, which indicates how satisfied the consumer/customer are. The customers can Press a button to express their thought about the different Coop’s stores. Assignment: Now the Coop Denmark wants to investigate and verify the survey with Qualitative Research. Problem Formulation: - After completing the first survey, Coop Denmark wants to verify it with the qualitative research. They had done the research about the experience of the customer in the stores. Since the assignment is also talking about Organic products, so I have decided to focus on consumption of organic foods and the effect of high price. Problem Statement: - Would people even consume organic food if has higher (expensive) price then normal food? Delimitations: Since the project is all about verifying and analyzing the survey that Coop Denmark has done regarding its organic products with their customers. Since Coop Denmark has a huge product range within the organic products which can be counted as food and nonfood products. It would be confusing if I took both food and non-food products, to I limited the project by deciding on only food products. I was limited only through the website, external visit of the nearest store where coop was available and the taught theories because the internal visit to the company is not applicable and also not allowed by the company. I made a limited areas where I have to focus more on by making a good framework regarding what kind of research method should I use, which theories to apply and how would my approach be. Research Methods: [footnoteRef:3] (assignment 1) Since the Coop Denmark’s survey with the responsive stand is a type of data collection, knowing how active is their product and the satisfaction level of the consumer. Since there is no valid survey result provided to us, and it was not possible for us to be in the company to find out also because of less time, I decided to do give it a Research Design[footnoteRef:4]. I considered Research Design because that would be a good framework for me in order to verify the qualitative research. Research design would help me to show me a path for knowing what type of data and from whom and when will I require. According to my research framework, I needed primary data in order to make the project effective. Through the primary data I used qualitative Interview. But then to make it more effective I made a observation being in Kvickley about the purchase of organic product, where the result was not as effective as concerned from Coop’s vision. I followed the research onion I order to follow my research framework. Research Onion, discovered by Saunders et al. is a very cleaver theory discovered in order to find the right path through the research.[footnoteRef:5] The Research Onion indicates the effective progression through which a research methodology could be designed.[footnoteRef:6] In a easy way it could be described as a clear path which helps to purify and justify different methods conducted during a research. Figure 1: Research Onion[footnoteRef:7] Research Theory: (assignment 2) Under the research theories, I have chosen Philosophy, which is the first layers of the research onion. Research Philosophy is the outer layer of the Onion theory. The term philosophy means the development of the knowledge that is given a certain definition. Whenever there is a choice of philosophy we can make a assumption.[footnoteRef:8] The different Philosophy within the Research Philosophy is divided into two terms that are Subjectivism and Objectivism. When the philosophy has a fact in it then it comes under Objectivism. Whereas if the philosophy has no fact but has belief then it comes under Subjectivism. Since my research has a fact about organic food consumption and its level of satisfaction that the consumers have shown through the responsive stand, so it comes under Objectivism. Among the many different types of Philosophy the few are Positivism, Realism, Pragmatism, Constructionism and interpretivism. Since my research is about the review that Coop Denmark has got from its customers, so I would say that the Philosophy would go toward Realism. Because Realism depends on the number of observation, and it is the tendency to see or represent the things happening that are for real. And the peoples feeling for the Coop Denmark’s product is real. Realism also says that what we believe now is only an approximation of reality, and all the observation through survey or whatever brings us closer to the reality.[footnoteRef:9] Research Approach: (assignment 3) After understanding and being clear about the theory and the philosophy that would be implemented in the research we are doing we come to the part of designing the project.[footnoteRef:10] This can be further go towards either Inductive or Deductive and sometimes Abduction. Deductive approach can be explained as analyzing from general toward specific, in simple word starting the research from theory and moving toward data. Where as Inductive approach can be explained just as vice versa to deductive approach that is analyzing from specific towards general, in simple word starting the research with data collection and moving toward theory. And last but not the least Abduction approach, abduction approach is defined as surprising fact pops out as a conclusion than a premises.[footnoteRef:11] In general word abduction approach can be said as moving back and forth with theory and data, i.e. moving between Inductive and Deductive. Since I already had a clear vision about the theory I had to use in this research project, that means I already had a theory view and I was looking for data so it means I approached toward Deductive approach. Research Choices: (Assignment 6) The two main choices that could be chosen are Qualitative and Quantitative. Lets give it a higher glance; figure 2. Research Design So, when we see the research choices we have a lot of choices, which are Mono method and Multiple method. Mono method means using only one data collection method. Under Mono Method there are two basic methods, which are quantitative and qualitative. These two methods can be distinguished by looking at, if the data includes of some numbers then it is quantitative method whereas if there is no numbers but there are word/data/ images/videos or some other similar materials then it is a qualitative method.[footnoteRef:12] Quantitative data is a raw form of data collection, which needs to be processed further in order to make it valid.[footnoteRef:13]Quantitative data helps us to explore and describe the analysis research within the data. Quantitative data consists of different numbers in form of calculation, excel, bar diagram, pie chart, etc. Where as, Qualitative data consists of human behavior, aspects, perception and opinion on a specific topic[footnoteRef:14]. The factors in Qualitative data collection like open questionaries, interview and case study are more relevant to ones opinion which makes it valid. Coop Denmark has been using the qualitative data collection. Since the responsive stand consists of five different smiles, where customers can click on how they felt by visit the store, it shows the quality of feeling from the customer. So I also decided to do a qualitative Interview, which could find the same kind of feeling how coop wanted to find out. Multiple method means using more than one data collection method. Under Multiple method there are two kinds, which are multi method and mixed method. Multi method means using more then one data collection method but is restricted to qualitative or quantitative. That means using either kinds but similar (i.e. either qualitative or quantitative, but more than 1 kind). So under multi method there are also multi method quantitative study and multi method qualitative study. Mixed methods is using more than one data collection where it does not matter it needs to be of a same kind, i.e. can either of a kind from qualitative or quantitative.[footnoteRef:15] Research Strategy: Research Strategy means a plan of how a researcher will go about formulating or answering the research question.[footnoteRef:16] Strategy itself defines, it is something called planned to achieve certain goal. There are different kind of research strategy like; case study, interview, survey, website, archival, observation experiment ethnography, annual report and many more. As I have mentioned above about using qualitative research choice so for research strategy I will be using Case study. Case study explores a research topic within its context or real life context.[footnoteRef:17] Case study will make us understand more about the internal, external and the consumer factors of a company, and case study can also make us easy to answer any questions (if arises) which includes why, what and how.[footnoteRef:18] And under the case study I will be using single case study because I need to verify the survey of the investigation done by Coop Denmark in order of finding the customers satisfaction through responsive stand. I chosed single case study so that I can focus on same part. Time Horizon: Time horizon means a time target that has been given for a research. If the research time is low and the data needed to be collected is also not so long then this time period comes under the first type of Time Horizon that is Cross Sectional. But If the research has been given a long time and the data must also be collected for a longer time then this type of time period comes under the Second type of time horizon that is Longitudinal. Since our Research project was a short time limit so I chose Cross Sectional Time Horizon, because this is more reliable for me and is flexible for me to work on. Data Collection and Data analysis: To proof any investigation or research it is very important to have some kind of data. Data collection is a most in any kind of research. The huge mass or different kind of data has been customized in two different formats, which are called primary data and Secondary data. Primary Data: - The data that has been physically and originally collected and evaluated and that has not been copied or written on basis of other data is know as primary data.[footnoteRef:19] It is a data that has been taken for specific purpose, and it is unique until and unless it has been published anywhere like internet/books/magazines and other places. There are different types of primary data that are: - Questionnaires, Interviews, Observation Case-studies, Diaries etc. In this research I have used Primary data collection because this research was focused upon the customers felling towards any product. And it was faithful for myself and also easier if I would have done something from my onside instead of depending on the Internet or other secondary data collection. So, in order to make myself more clear and easier I used Interview and Case study for this research. I did have a video for the interview, but unfortunately my cell was broken and I lost all the videos captured so I could not present the video, but I have the question and the answers in written form. I had made a interview because I was focused more on qualitative research choice. Secondary Data: - Secondary data is something that is collected from different already used and published sources. Such as if I had taken some data that Coop Denmark had already published then it would be a secondary data. But unfortunately there was no data found. Reliability and Validity: (assignment 4) What is Reliability? Reliability is the degree on which the research survey produces consistent results. Reliability refers to consistency.[footnoteRef:20] Reliability can be checked after the data collection is done. To find out the data collected is reliable or not the result of the data collection should be compared. The three common approaches to accessing reliability by comparing one data to others are: - Test re-test: (one way, more then 1 time)- asking to fill the same questionaries but at least couple of times. Internal Consistency: (one way same goal)- asking to fill the questioner and comparing between two or many other questioners. Alternative form: (Two different ways same goal)- the questioners includes almost same questions, it is a bit longer questioner. What is Validity? Validity is how accurate the survey is regarding the goal trying to achieve. It is the measurement of the survey how reliable is the survey and if it is a valid survey.[footnoteRef:21] The term validity is divided into three sub divisions, which are: External Validity: generalizing to what level can an effect in research be generalized to population, settings, treatment variables and measurement variables.[footnoteRef:22] Internal Validity: claims if the researcher’s survey deign is followed to the principle of cause and effect. Test Validity: indicates how much meaning can be placed upon a set of survey result.[footnoteRef:23] Face Validity: finds how effective a research project is at face value and if the project appears to be good.[footnoteRef:24] The Complications of reliability and validity. Since Coop Denmark is doing this research about the customers feeling about the stores they visit, as concerned to the definition of reliability, if a customer is regular to the stores and gives a feed back regular then it could be a test re-test method since the question that the responsive stand is trying to ask is same and the option of the feelings are also same, it is just that the answers might be different. But it is also that not all the customers are regular that means it could be Internal Consistency method where the different options can be compared. So in the reliability sector it is hard to find either of the methods that fit the survey. Looking at Validity, it is valid survey because it is the customer’s own self that are pressing the button on the stand. The customers will have the experience in the store and when they are coming out of the store they can just press the button and express their feeling. Example of Qualitative Research: When I had to collect the primary data I chosed Interview since it had to be qualitative method. I had made a video of the example of the interview but then my phone was broken because of which I could not bring it up, It is totally destroyed. But I had made the same interview in written form. The question and answer, which I had prepared, is listed below: - Q: How do you feel when you hear term Organic? A: I feel healthy and also wealthy. Wealthy in tern that there is a saying ‘’Health is Wealth’’. (Smiles) Q: Do you eat Organic Food? A: Not so often. Q: Do you know about Coop Denmark? A: Hmmmm, might be (Confused). Not Sure. Sorry. Q: Do you Prefer Organic food? A: Yes of course, I want to be healthy. Q: Would you Consume organic food even the price is higher then normal food? A: Yes, after I become rich. (a huge laugh). But seriously. Yes I would live to eat organic foods, but it is too expensive than I cannot afford to consume it every day. So it depends on the price if I can chose organic food over the normal food, which are also not so bad. Q: How could the price of organic food brought down? (any Suggestions) A: I hope may be they should lower the production cost or lets say the packaging structure could be lower down. After all food matters, not the packaging. Q: So are you looking forward to consume organic food in future? A: Yes of course. And very soon you will see me rich and driving Ferrari. (Great Laugh) Thank You Interview person: M**** O** Sex: Male Age: 25 Interviewer: Bijay Prasai This was a very short Interview example that did exist, just to find out if people were aware about organic products and if the price mattered about consuming organic product. The Q/A did consist of some attribute, behavior and opinion, which made it a short and sweet qualitative Interview. Toulmins Model: (Supportive model for problem formulation) I tried to use a Toulmins model of argumentation to find out if people were fine to pay extra for organic foods compared to normal foods. My Claim: - Organic foods are expensive to consume in our daily life. Evidence: - The Price tags all over the market Warrant: - Reducing the price at maximum lower (with no loose) may increase the sales of organic food. Backing: - The Economic crisis that’s going on in this part of the world will not let the growing organic food consumption because people will have to be tighten up financially and makes them price sensitive. Rebuttal: - The pricing strategy can be followed to lower the production cost. For example: - the packaging of the foods should not be compulsorily hardcore/attractive. Qualifier: - The price of the organic foods should be reduced in order to grow the consumption, even though we are having economical crisis. The Production Expenses can be reduced. Conclusion: - The problem statement saying ‘’ Would people even consume organic food if it has higher (expensive) price then normal food?’’. The analysis shows that people would not be so interested to consume organic food if the price is higher and the reason behind it is the economic crisis going on right now in the world, and that would lean them behind from consuming organic food. But we found out a reliable formulation for this problem. The production cost may not be easy to decrease, but then the amount of money that is invested in the packaging of the product can be straightly brought down to a bit low level. This will help Coop Denmark to meet it’s vision which is to make everyone ecology. References: - Books/Notes: [1] Maria Møller Grabe- Lecture/Notes [2] Research Methods For Business Students Mark Saunders, Ohilip Lewis, Adrian Thornhill (6th Edition) Websites [1] http://www.hoovers.com/company-information/cs/company-profile.Coop_Danmark_A-S.8e8622076b0a12bc.html [2] https://om.coop.dk/sammen+om+bedre+mad/oekologi.aspx [3] http://www.ukessays.com/essays/psychology/ [4] http://www.ukessays.com/essays/psychology/explanation-of-the-concept-of-research-onion-psychology-essay.php [5]http://fronter.com/easj/links/files.phtml/1220671583$248634152$/Resources/Course+materials/Methodology+and+science/other+material+/research+onion.png [6] https://explorable.com/types-of-validity?gid=1579

Methodological Choice

Mono Method

Quantitative

Qualitative

Multiple Method

Multi method

1.Quantitative

2. Qualitative

Mixed Method

3