MARKETING RESEARCH

Marketing research

Marketing research

Introduction

The purpose this study is to analyze the Case 18.3 of Chapter 18, and sort out the maximum number of customers attracted towards which store Circle K convenience store or Friendly market.

Q1: Identification of Scale

Nominal Scale

A nominal scale, as the name implies, is simply some placing of data into categories, without any order or structure.

Ordinal Scale

The simplest ordinal scale is a ranking. When a market researcher asks you to rank 5 types of beer from most flavorful to least flavorful, he/she is asking you to create an ordinal scale of preference.

Variable

Measurement Scale

Use Friendly Market

Nominal

Use Circle K

Nominal

Type of Dwelling

Nominal

Respondent's Sex

Nominal

Work Status

Nominal

Pass by Friendly Market & Circle K?

Nominal

Look for bargains

Ordinal

Always pay cash

Ordinal

Like quick, easy shopping

Ordinal

Shop where they know me

Ordinal

Always in a hurry

Ordinal

Descriptive Analysis

Respondent's Sex

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Male

76

46.9

46.9

46.9

Female

86

53.1

53.1

100.0

Total

162

100.0

100.0

The sample size of this study comprises of 162 respondents including 76 males and 86 females. Most of the respondents are female as we know females are highly attracted towards shopping.

Use Friendly Market * Respondent's Sex Crosstabulation

Respondent's Sex

Total

Male

Female

Use Friendly Market

Do Not Use Regularly

Count

51

39

90

% of Total

31.5%

24.1%

55.6%

Use Regularly

Count

25

47

72

% of Total

15.4%

29.0%

44.4%

Total

Count

76

86

162

% of Total

46.9%

53.1%

100.0%

From above cross tabulation table and cluster bar chart we observed that male respondent didn't use friendly market regularly while female respondents use friendly market regularly. It can be said that mostly female customers are attracted towards friendly market.

Use Circle K * Respondent's Sex Crosstabulation

Respondent's Sex

Total

Male

Female

Use Circle K

Do Not Use Regularly

Count

15

24

39

% of Total

9.3%

14.8%

24.1%

Use Regularly

Count

61

62

123

% of Total

37.7%

38.3%

75.9%

Total

Count

76

86

162

% of Total

46.9%

53.1%

100.0%

From above cross tabulation table and cluster bar chart we observed that respondents from both gender regularly use Circle K convenience store.

Type of Dwelling * Respondent's Sex Crosstabulation

Respondent's Sex

Total

Male

Female

Type of Dwelling

Own Home

Count

17

12

29

% of Total

10.5%

7.4%

17.9%

Rent

Count

59

74

133

% of Total

36.4%

45.7%

82.1%

Total

Count

76

86

162

% of Total

46.9%

53.1%

100.0%

When ask about the “Type of Dwelling” most of the respondents are lived in rent houses.

Work Status * Respondent's Sex Crosstabulation

Respondent's Sex

Total

Male

Female

Work Status

Full-Time

Count

39

49

88

% of Total

24.1%

30.2%

54.3%

Part-Time

Count

22

23

45

% of Total

13.6%

14.2%

27.8%

Retired/Do Not Work

Count

15

14

29

% of Total

9.3%

8.6%

17.9%

Total

Count

76

86

162

% of Total

46.9%

53.1%

100.0%

In response to the work status of customers, the highest proportion of respondents which is 50% from both gender are full time workers, almost 30% of the respondents from both gender are part time workers and 20% of the respondents are retired of currently not working.

Survey Question Analysis

Pass by Friendly Market & Circle K?

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

No

25

15.4

18.8

18.8

Yes

108

66.7

81.2

100.0

Total

133

82.1

100.0

Missing

System

29

17.9

Total

162

100.0

In response to “Pass by Friendly Market & Circle K?” most of the respondents affirm that they pass by both the stores.

Look for bargains

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Disagree

4

2.5

2.5

2.5

Neither Agree Nor Disagree

35

21.6

21.6

24.1

Agree

123

75.9

75.9

100.0

Total

162

100.0

100.0

In response to “I often shop for bargains” 75% of the respondents are agree in bargaining while a little proportion of respondents which is 22% are respond neutrally and a very little proportion which is 2.5% are disagree with bargaining habit.

Always pay cash

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Disagree

25

15.4

15.4

15.4

Neither Agree Nor Disagree

101

62.3

62.3

77.8

Agree

36

22.2

22.2

100.0

Total

162

100.0

100.0

In response to “I always pay cash” 62% respondents respond neutrally, 22% of the respondents pay in cash and only 15% of the respondent are disagree with paying in cash.

Like quick, easy shopping

Frequency

Percent

Valid Percent

Cumulative Percent

Valid

Disagree

20

12.3

12.3

12.3

Neither Agree Nor Disagree

100

61.7

61.7

74.1

Agree

42

25.9

25.9

100.0

Total

162

100.0

100.0

In response to “I like quick, easy shopping” 62% respondents respond neutrally, 26% of the respondents like quick and easy shopping and only 12% of the respondent are disagree ...