marketing

Executing Marketing Research

Giulia Seabra

Southern States University

Marketing

08/21/21

Executing Marketing Research

Data Collection Methods

Based on the prevailing challenge facing JCPenny, data will be collected from two sources, organization sales department and their perception on change management, and the management regarding the impact of ineffective change management on organizational performance. Both qualitative and quantitative research methods will be used in this case. Surveys will be sent to the respective organizational departments. Data will also be collected from articles from the company that are based on similar studies about the company.

The techniques that will be used in data collection include the online surveys sent to the organization departs and also through observations. The online survey has been selected because it is easier to collect data within a short period of time (Jones, 2017). This will save on time taken conducting one-on-one interviews and gives room for further analysis within a short duration of time. Also online survey offers an opportunity for the participants to be honest with their responses since it does not waste their time. Online survey also offers the desired flexibility because they can respond to questions that best aligns with their knowledge and giving others an opportunity to other participants to respond (Jones, 2017). The organization can take advantage of such an opportunity to reflect on the problems in the organization and give data that is suitable for a range of problems.

Sampling Design

The sample would integrate participants from different levels of the organization including workers, management and customers. The sample would be selected randomly both from the organization workers and the customers.

The study sample will be selected randomly and will consist of 80 people to represent the company. Although sample selection is a complex process, it is important to select a sample that is representative of the organization without posing other challenges like resource constraints. It is important to select an optimal size that helps answer the study questions adequately. Sample size will be selected based on cost, time, and convenience of deriving reliable and sufficient information that can be used for the research (Jeyanthi, 2018). The sample size will be determined through previous experience that will lead to low confidence interval. The sample collected will then be tested using statistical tests to determine its validity. An estimate will be obtained from the selected sample using target variance.

Questionnaire Design

Before a questionnaire design is determined, it is important to conduct a pilot test on few members from the target population to get insights on how they think about the research question and their understanding of the topic. This is an important step because it lays a foundation on how the respondents will react to the research questions (Krosnick, 2018).

The sample questions are outlined below:

· What are your views about the impact of online retail on their operative positions?

· How do people respond to this implementation within their respective departments?

· What are the primary challenges that affect implementation of change management in your organization?

· Apart from the decline in sales, what are other challenges that JCPenny is facing?

· What are the other retail strategies that the company is using?

· What vulnerabilities is the company exposed to by the current supply chain dynamics?

· Based on the current position of the company in terms of profitability, will implementing an online retail platform be effective in the long term?

· Is the management implementing flexible change plans that would impact the company positively both in the short term and in the long term?

References

Jeyanthi, P. (2018). Marketing research methods. ICAR-Central Institute of Fisheries Technology. https://krishi.icar.gov.in/jspui/bitstream/123456789/20516/1/marketing%20research%20methods0001.pdf

Jones, M. (2017). A research experience collecting data online: Advantages and barriers. Creative nursing, 23(4), 266-270. doi: 10.1891/1078-4535.23.4.266.

Krosnick, J. A. (2018). Questionnaire design. In The Palgrave handbook of survey research (pp. 439-455). Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-54395-6_53