BUSINESS RESEARCH METHODS II
Business Research Methods IIusiness Research Methods II
A Simple Random Sampling method was used by the team in collecting sample data from a population that represent Mal-Mart customer. A simple random sampling is method of selecting items from the population such that every possible sample of a specified size has an equal chance of being selected (Lind, Marchal & Wathen, 2008). In this situation team B randomly selected a sample from the entire Wal-Mart customer population by going to store location to administer the questionnaires. During the course of the research the team uses the four levels of measurement scales in analyzing ...view middle of the document...
In the research findings regarding how the economy influences Wal-Mart’s consumers, the sample population inquire for how often customers shop at Wal-Mart given different stages in the business cycle. The responses given are presented in percentages; therefore the results are used to group the responses.
The attitude scales presented in the research findings reflected the frequency in which consumers shop at Wal-Mart. The attitudes describe the proportions of shoppers across the key income segments and if they have visited a Wal-Mart store on a monthly or less frequent basis. Given the severe recession that the United States is recovering from, more consumers are shopping at Wal-Mart because of lower prices.
Classification of Findings
In the research finding and using statistic to interpret the data, there must be a basic comprehension of the fundamentals of measurement. The four levels of measurement scales are referred to as nominal, ordinal, interval, and ratio (Cooper & Schindler, 2006). These classifications of measurement play a critical part in analyzing data. The results of data collected on how the recession has affected Wal-Mart’s consumers can be classified by type of measurement scale.
The nominal data collected represented the results of primary shoppers surveyed in the Retail Forward (2006) newsletter. It shows approximately nine out of ten primary households or 91% of shoppers surveyed have made a shopping trip to Wal-Mart at some point in a past shopping experience (Retail Forward, 2006).
Because ordinal scales include the nominal characteristics, this data grouped the shoppers surveyed by market type of household. The up market households consisted of incomes greater than $75,000, the middle market households consisted of incomes between $22,500 and $75,000, and the down market households included incomes of less than $22,500 (Retail Forward, 2006). Of these groups, the following percentages shopped at Wal-Mart: up market – 89%, down market – 91%, and middle market – 93% (Retail Forward, 2006).
The interval scales include the power of both nominal and ordinal data. The collected data was further divided by how often each of the surveyed groups shopped at Wal-Mart. This information measured who shopped at Wal-Mart within the past month and between two and six months. Of the up market households, 62% visited Wal-Mart within the past month and 26% visited in three months (Retail Forward, 2006). The down market households topped that at 68% within the past month, but only 24% for two to six months ago (Retail Forward, 2006). Finally, the middle market households exceeded both groups with 71% visiting Wal-Mart within the past month and showed the least amount for the two to six month period with only 21% (Retail Forward, 2006).
The ratio scales incorporate all of the powers of the previous scales plus the provision for absolute zero or origin (Cooper & Schindler, 2006). In this case, the...