week 6 QNT 561

Hello Team A Here is the feedback on your Business Research Project – Part 4 paper. Restatement of your research question(s) - Good – I see you worked out how to answer RQs 3 and 4 – good job ;-) Analysis Methodology - This section needs a more detailed description of how you went about sorting and analyzing your data. You just include a statement about your categories. (-.05 point) Results -Figures and tables are not in APA format. (-.1 point) They should be numbered (refer to APA Tables & Figures handout in the Materials list) - Tables are clear and easy to follow - they communicate! :-) - Table 2 needs headings for the columns - Do not surround tables or figures with text. Tables and figures should be placed on a line separate from the text - Your discussion/interpretation of your tables and figures is good. When you discuss a table or figure you should reference it in your text e.g. (Table 1) so your reader knows which figure or table displays the data being discussed. Referencing your tables will help clear up where you got your numbers. It appears your have some numbers that you don’t have a table or figure for. This is okay, just be sure it is clear when you are discussing data that is presented in a table. Summary of the findings - Good overall summary of your results. - You clearly and specifically answer each research question in your summary. Answers to RQs follow logically from your results. Well done!! Appendix - Survey is present – just need a title page with the following centered on the page Appendix A Survey Overview - Good logical flow from your RQs to your results - Good job on your tables and figures – just need APA titles and captions - Well-organized and well-written - Interpretation of tables and figures as well as summary are very well done -Good start on your presentation of the results - just need a bit of fine tuning. :-) - Nice use of both tables and figures For Week 6 - Expand your Methodology section to include more detail of how you analyzed your data, e.g. constructed pie charts to … - Follow APA format for tables and figures (refer to APA Tables & Figures handout) - Do not place figures or tables within the text. They should start on a separate line. - Proof your discussion/interpretation of your tables and figures so it is clear which tables/figures you are discussing. Reference your figures and tables in the text. e.g. (Table 1) – referencing is an APA requirement - Insert headings in Table 2 You have a good start on the Results and Summary of Findings sections of your Week 6 paper. :-) 3.85 of 4 points

Abercrombie and Fitch: Sampling Process and Data Analysis

Research requires thorough planning and understanding of the purpose behind the research. Furthermore, the sampling process is crucial with regard to data collection. Without a clear definition of who the sample population is, how to collect the data, and what the data will be used to change or improve, the sampling process and data analysis could end up wasting valuable time and money and returning unreliable results.

Purpose and Research Questions

This purpose of this research project is to gain an understanding of public opinion surrounding Abercrombie & Fitch, and to describe the damages caused by failure to prevent inappropriate conduct by Abercrombie & Fitch retailers. The following paper will highlight the data from Team A’s survey. Through collection and analysis, the following data will provide insight and answers to the following research questions:

1. What do consumers desire to see implemented into the product offered by Abercrombie & Fitch? New product or same product increased sizes.

2. What demographic best represents the consumer most likely to visit the retail stores? What demographic best represents the consumer most likely to drive sales?

3. Is the store marketing appropriately to increase/maintain sales?

4. Does the marketing plan of Abercrombie & Fitch contribute to the perception of being "unfair"?

5. Do the consumers believe that Abercrombie & Fitch can rehabilitate its behavior, and if so, what sort of practices does A&F need to adopt to "redeem" the organization?

In addition, it is crucial to understand the value the store provides for its customer base, as well as the areas in which improvement is necessary. Through the questions in the survey, Team A will collect data to increase understanding as to what image A&F has created through marketing, controversy, their product line, and store experience.

Analysis Methodology

Team A’s survey posed questions surrounding demographics, store exposure, purchase preferences, store experience, and personal opinion of A&F. Because categorizing the questions into these groupings provided perspective into potential answers to the research questions, this is where Team A began.

Demographics

Out of 57 responses, the survey results show the majority of the respondents to be over 35 years or older, and just over 10% of all respondents represented the age group of 12 to 19. This proves there is a significant push by children to purchase from A&F. This demographic could also explain why so many of the respondents are in the 44 and older age grouping. In addition, an overwhelming 93% of all respondents are female. This sets the stage for a direct link to answering research question number two. Furthermore, understanding this demographic provides assistance with analyzing the responses later in the survey.

Store Exposure

Team A analyzes store exposure through approximately five questions in the survey. These questions uncover that 100% of the respondents have heard of A&F. The majority of the respondents’ exposure was from seeing the store at the mall, on a billboard, or by exposure to a commercial (television or the radio). However, the majority of the respondents (over 70%) claim the exposure did not make them want to shop at A&F. Although A&F’s advertising did not seem to intrigue shoppers to visit the store, more than 58% of respondents did shop at the store. The remaining respondents did not enter the store for various reasons including selection, music, scent, pricing, store reputation, and size selection.

Purchase Preferences

The following is summary of a survey that establishes the purchase preference and store experience of the customers visiting the Abercrombie & Fitch store. Out of 58 customers surveyed, 56 responded. Out of the 56 respondents, 58.93% had visited the store at least once, while 41.07% had never visited the store.

The survey proceeded to establish the reasons some respondents had never visited the store. Here, 44 customers responded while 14 did not respond. Those who responded gave the following reasons why they did not visit the store, summarized in the following pie chart.

From the above results, 15.91% of the responds did not visit the store because of selection. Only 4.55% did not visit the store because of loud and blaring music, while the same percentage did not visit the store because of unpleasant scent. No respondent failed to visit the store due to staff dissatisfaction. Only 38.64% gave other reasons for not visiting the store, including high prices, poor customer relations, lack of preferred size and style, and personal reasons among others. Small percentages of the respondents visited the store frequently. About 3.57% visited the store more than once in a year, while 19.64% visited the store once per year. In addition, out of 55 respondents, only 12.73% considered the store for either purchasing or asking for gifts from their loved ones.

The following table summarizes the time when the respondents visited the store last.

From the results, out of 57 respondents, the highest number visited the year last and over one year ago. In addition, the highest number of respondents made purchases from the store over a year ago. Out of those who purchased, 33.33% were satisfied with the purchase, while 12.28% were not were not satisfied.

The following is a summary of the Main purchases from the store:

From the results, the largest numbers of purchases made were clothes.

The following tale is summary of the changes that would make the corresponding percentage of the customers visit the store more frequently.

Store Experience

The pie chart summarizes the amount of money spent at the store by customers. Out of 58 customers interviewed, 49 responded.

The highest number of customers spent less than $25 at the store. In addition, 25.49% of the respondents had told their friend about the store while the rest had not. Out of 58 respondents, 71.11%, 24.44%, and 4.44% found the store clean and organized, clean but disorganized and dirty and disorganized respectively. In addition, out of 47 respondents, 46.81% interacted with the sales people, while 53.19% did not interact with the sales persons at the store. The following chart summarizes the experiences of those who interacted with the sales people. From the piece chart, small numbers of customers were highly satisfied. A fair percentage was satisfied. Out of 54 respondents, 5.56% always found their sizes at the store, while 27.78% occasionally found their sizes at the store. The same percentage never found their preferred sizes. In addition, out of 55 respondents, 12.73% found the available range of sizes adequate while 47.27% did not find the find the available sizes adequate. The rest did not shop at the store.

Personal Opinion

This particular section discusses the results of the survey pertaining to the personal opinions those shoppers have of the Abercrombie & Fitch store experience.

The first question asks respondents to rank factors of importance in their decision to shop at Abercrombie & Fitch. The possible factors included size selection, clothing style, customer support, company reputation, and ethical business practices. The survey found that company reputation was the most important factor by a small margin, with customer support as the second most important factor and ethical business practices as the third most important factor. Company reputation had an average rating of 3.56, compared to 3.38 for customer support, and 3.35 for ethical business practices. Ratings ranged from 2.20 to 3.56 for a total spread of 1.36 points.

The second question in this section asked respondents if their perception of Abercrombie & Fitch was positive, negative, or indifferent. Fifty percent of respondents reported a negative impression, while 44.6% of respondents reported an indifferent impression. Only 5.4% of respondents reported a positive impression.

The third question specifically asked about the controversy with Abercrombie & Fitch’s CEO. Respondents could answer with either of the following phrases: “I think it will hurt the company financially”, “I do not think it will hurt them, but I will not shop there”, “I do not think it will hurt them, and I will continue to shop there”, and “What controversy”. Respondents were split between “I think it will hurt the company financially” and “What controversy” with 42.1% and 40.4% respectively.

The last question in this section asks for respondent’s opinion of Abercrombie & Fitch, and what their CEO must do to repair their image. Around 35.3% of respondents stated there was nothing A&F could do to repair the image. Approximately 31.4% responded with their own suggestions. About 15.7% felt that increasing the range of sizes offered in the stores would repair the image, while 9.8% indicated that fair and inclusive employment practices would repair the damage. Finally, 7.8% felt that a public apology would repair the company’s image.

Answers to Research Questions

Team A constructed an in depth survey addressing key areas of concern for Abercrombie & Fitch (A&F) to gage the key principles that will increase the customer base. Team A used Survey monkey as the main method of distributing the survey. A link was distributed to friends and colleagues via email and Facebook. Team A wanted a sample that was diversified representing both men and women. Survey Monkey is an exceptional tool because once the person completes the form the site collects the finished product, which makes the process easier when the administrators are small in number. Using the survey responses, Team A analyzed the data to uncover answers (based on the sample population) to the initial research questions.

What do consumers desire to see implemented into the product offered by Abercrombie & Fitch? New product or same product increased sizes.

Based on the survey results, consumers are looking for a company with a solid reputation, inclusive sizing and styles, and a store they find welcoming. Many respondents are looking elsewhere because of the clothing sizes and selection; however, many respondents shop elsewhere because of the reputation and attitude for which the store is known. These results prove consumers want a store that can offer them the styles and sizes they desire with a good reputation and wholesome product line and marketing campaign.

What demographic best represents the consumer most likely to visit the retail stores? What demographic best represents the consumer most likely to drive sales?

According to the results of the survey, the majority demographic representing the consumers are females who are 35 years or older. However, just over 10% of all respondents represented the age group of 12 to 19. This proves there is a significant push by children to purchase from A&F. This store should regularly identify the age and interest of their shoppers, which helps ensure the products offered are meeting, and exceeding, consumer expectations. An overwhelming 100% of the respondents in the survey had heard of and seen an A&F store; however, the rate of respondents who had shopped in the store was significantly less.

Is the store marketing appropriately to increase/maintain sales?

According to the survey results, A&F’s marketing techniques are not drawing in shoppers; therefore, should be addressed. As seen in the survey, many people are not going to A&F stores in malls anymore. Although 24 respondents said they heard of A&F due to the mall, many do not go into the store due to the smell, the price or the sizes offered. Although the store is marketing more to the online shoppers, management must deal with falling sales, which demands store closings. Part of the reason, based on survey results, is the reputation and image the company portrays in its marketing campaign. People are not comfortable with the racy ads and stuck up attitude.

Does the marketing plan of Abercrombie & Fitch contribute to the perception of being "unfair"?

The marketing plan used to contribute to the perception of being unfair more so in the past then it does today because of previous lawsuits. According to the survey results, almost 77% do not shop there and do not even consider buying gifts there. Over 47 percent have not been to A&F in over a year and another 40% never shop there.

The survey results also showed that many people do not shop there because they do not like the company's attitude, they do not carry the sizes needed or they are too expensive. More than half believe their business practices are now ethical, and are more dissatisfied with size, selection and clothing style.

People are still not happy in general because they still use smaller sized models to market their clothing lines and much of it does not appeal to the public.

Do the consumers believe that Abercrombie & Fitch can rehabilitate its behavior, and if so, what sort of practices does A&F need to adopt to "redeem" the organization?

Consumers believe that Abercrombie and Fitch can somewhat rehabilitate their behavior with fair employment practices, by increasing the range of clothing sizes available, and reducing discriminatory behavior. Approximately 64.7% of the consumers surveyed felt that rehabilitation of the firm was possible through behavior modification revolving around being more inclusive of people with body images that did not fit with the apparent standards adopted by Abercrombie & Fitch. By relaxing these standards, Abercrombie & Fitch may be able to appeal to a wider range of consumers and reclaim lost market share.

Conclusion

Throughout this paper, Team A’s sample population was able to provide data to support the purpose of the research, and directly answer the research questions. The manner in which the research team split the data to conduct an analysis, proved to be successful in providing answers to their research questions.

Appendix A: Team A Survey

If not, what stopped you from entering the store?

If you answered yest to the previous question, please let us know how.

Purchase preferences Selection Music Scent Entered Others 0.15909999999999999 4.1500000000000002E-2 4.1500000000000002E-2 0.36359999999999998 0.38640000000000002

Customer purchases clothes Fragrance Acessories Gift cards No purchases 0.38600000000000001 5.2600000000000001E-2 1.7500000000000002E-2 3.5099999999999999E-2 0.50880000000000003

Amount of money spent at the store $25 or less $26-$50 $51-$100 over $100 0.46939999999999998 0.1837 0.24490000000000001 0.10199999999999999

Customer experience with the sales persons Highly satisfied satisfied Dissatisfied Not applicable 0.02 0.28000000000000003 0.1 0.6

On a scale of 1 to 5 (1 being the most important and 5 being the least important), please rate the following:

What is your perception of Abercrombie & Fitch?

What do you think about the controversy surrounding A&F and their CEO?

What do you think of A&F and their CEO must do to repair their image?

What is your age?