Business_Research_Methods_Ii

Running head: BUSINESS RESEARCH METHODS II Business Research Methods II YOUR NAME(S) QNT/561 DATE NAME OF PROFESSOR Business Research Methods II A sample design in the method that a researcher uses to collect sample information from a population. Data collection and good decision-making relies on an appropriate sample design. Since this is so important, Wal-Mart needs to use a well-planned out sampling design, so that it ensures that the right data is received from their target population. As they measure the research findings about how customers who shop at Wal-Mart are affected by the influences of the economy, Wal-Mart has begun to use classification as the mapping rule that it uses for the general response type. Wal-Mart has also used the four levels of measurement scale, and the classification that they provide about measurement are necessary to properly analyze their information. This paper will explain how these concepts relate to Wal-Mart's situation. It also includes a detailed questionnaire that Wal-Mart could use to reach the sample it desires (Appendix A). General Response Types As we examine the findings that Wal-Mart reached about its customers and the economy's effect on them, there are mapping rules that must be devised, and then the property indicants must be observed with these rules. For ever construct or concept, there are several measurement types that could be used, and you must choose between them based on assumptions about mapping rules (Cooper, 2006). As this research has found, classification is the correct general response type. The rule characteristics of the classification mapping is when the numbers are applied to sort or group responses, when no order exists (Cooper & Schindler, 2006). Information from the ShopperScape Newsletter (2006) creates a chart that illustrates how often Wal-Mart's customers go to Wal- Mart. This research was also used to break down Wal-Mart's services that their customers use, by different segments in the economic business cycle. These segments are known as the “down market,” the “middle market,” and the “up market.” In the research that is concerned with how Wal-Mart's customer’s are influenced by the economy, the sample population is asked how often they go to Wal-Mart during different parts of the business cycle. Their attitudes show the percentage of how frequently customers shop at Wal-Mart. These responses are illustrated in percentage, and so the results can be used to group the responses, but there is no formal order. The attitude scales in this research show how frequently customers go to Wal-Mart to shop. These attitudes show the proportion of shoppers in key income segments, and whether or not they have visited Wal-Mart, either on a monthly or less-often occasion. Since the United States is recovering from a major economic recession, more customers are shopping at Wal-Mart since their prices are generally low. Classification of Findings To interpret and use these statistics successfully, it is necessary to understand how measurement fundamentals work. There are four levels of measurement scale, which are nominal, ordinal, interval, and ratio (Cooper & Schindler, 2006). Analyzing data correctly relies on these measurement classifications. The information that Wal-Mart has gathered on the impact of the recession on their customers can be divided by measurement scale. The nominal data that they have collected represents the reports of all primary shoppers surveyed for the Retail Forward (2006) newsletter. They explained that about 9 out of 10 households, 91% of shoppers in the survey, have gone to Wal-Mart at some point in their past history of shopping (Retail Forward, 2006). Ordinal scales include nominal characteristics, so that means this data divided the shoppers in the survey by their household's market type. The up market houses were defined by an income of more than $75,000, the middle market houses had incomes between $22,000 and $75,000, and the down market houses had incomes that were lower than $22,000 (Retail Forward, 2006). From these groups, these are the percentages that shopped at Wal-Mart: up market 89%, down market 91%, and middle market 93% (Retail Forward, 2006). The interval scales consisted of both ordinal and nominal data. This data was then divided according to how often shoppers in these groups shopped at Wal-Mart. The information revealed who had shopped at Wal-Mart in the past month, and earlier than that in the past two to six months (Retail Forward, 2006). The down market houses led this group, with 68% shopping in the past month, and 24% in the past two-to-six months (Retail Forward, 2006). The middle market houses had the highest overall rate, as 71% had been to Wal-Mart in the month before, but only 21% had been to Wal-Mart in the two-to-six month time frame (Retail Forward, 2006). The ratio scales involve the powers of the earlier scales, and they provide for an origin or absolute zero (Cooper & Schindler, 2006). This time, the research involved information about the top ten and bottom ten of the categories of products from Wal-Mart purchased by all groups. This data revealed that the highest amount purchased was seasonal products, which made 58%, and the lowest amount purchased was prescription drugs, which made up only 18% (Cooper & Schindler, 2006). Conclusion The information above reveals why it is important to choose the right sample design, and to integrate it appropriately, so that researchers can be sure that they are gathering accurate information from the population that they are targeting with these surveys. Classifying by general response type, researchers learned that more customers are visiting Wal-Mart because they have lower prices. The measurement scales on four levels help to reveal the way that Wal-Mart's customers have been affected by the recession. Using these scales have made clear that most shoppers have gone to Wal-Mart at some point in their lifetime of shopping. Along with this information, up-markets, down-markets, and middle-markets all shop at Wal-Mart, and the majority of shoppers are middle-market. Shoppers buy mostly seasonal goods, and they buy the fewest prescription drugs. This information is invaluable for telling Wal-Mart how the economy influences their shoppers. References Cooper, D. R. & Schindler, P. S. (2006). Business research methods (9th ed.). Boston: McGraw-Hill/Irwin. Retail Forward. (2006, March). Welcome to the shopperScape newsletter. Retrieved from www.retailforward.com/membercontent/shopperscape/newsroom/ss0306.htm Appendix A Wal-Mart Questionnaire Are you, or is anyone in your immediate family, a Wal-Mart or Sam's Club employee' Yes No Which age group would you classify yourself: 18-24 25-34 35-44 45-54 55-64 65+ What is your annual household income' < $35,000 $35-$50,000 $50-$75,000 $75,000-$100,000 $100,000+ How much of the apparel, gift, and household shopping do you do for your family' All or nearly half At least half Less than half How often do you shop at Wal-Mart' 1-4 times a year 5-10 times a year Once a month More than once a month Has your shopping frequency at Wal-Mart been impacted by the effects of the recession' Increased Decreased No change Which one type of shopping venue do you use most often for items like apparel, household goods, and gifts' Discount department stores (i.e. Wal-Mart) Enclosed malls Outlet centers Downtown areas When the economy is on an upswing, do you expect any changes to your current shopping patterns in the following areas: Number of shopping trips in general Visits to discount stores Visits to department stores Visits to luxury stores Visits to specialty apparel stores Purchases of discretionary goods Purchases of necessities Use of coupons If you have cut back on shopping, what are the reasons' Did not cut back Precautionary Seemed like the right thing to do Salary/wage cut Loss of job Other economic reason Health reasons In the past twelve months, have you changed your habits in any of the following areas: Number of shopping trips in general ο Increased οDecreased ο Same Visits to discount dept stores ο Increased οDecreased ο Same Visits to department stores ο Increased οDecreased ο Same Visits to luxury stores ο Increased οDecreased ο Same Visits to specialty apparel stores ο Increased οDecreased ο Same Purchases of discretionary goods ο Increased οDecreased ο Same Purchases of necessities ο Increased οDecreased ο Same Use of coupons ο Increased οDecreased ο Same