Research of Tesco Malaysia

Sample of Good Assignment
FACULTY OF BUSINESS AND MANAGEMENT
BBRC4103 RESEARCH METHODOLOGY
SAMPLE
NAME: MATRIC NO: NRIC NO: TEL.NO: EMAIL:
TUTOR: E-TUTOR:
SEMESTER JANUARY 2012
TABLE OF CONTENTS
ACKNOWLEDGEMENT QUESTION 1 QUESTION 2 QUESTION 3 QUESTION 4 QUESTION 5 QUESTION 6 REFERENCES
1 3 10 11 21 22 31 32 43 44 52 53 54 55 56
A) INTRODUCTION
Tesco Stores (Malaysia) Sdn. Bhd. was incepted on 29 November 2001, as a strategic alliance between Tesco Plc UK and local conglomerate, Sime Darby Berhad of which the latter holds 30% of the total shares. Tesco Malaysia commenced operations in February 2002 with the opening of its first hypermarket in Puchong, Selangor. Tesco Malaysia employs nearly 15,000 employees and operates 40 stores and in two formats following the acquisition of the Makro Cash and Carry business in Malaysia in December 2006.Theseare: Tesco Hypermarkets The hypermarket format offers customers a complete one stop shopping for their needs from fresh food to groceries, from household needs to apparel. It carries more than 60,000 lines of products including nearly 3,000 own brand of products ranging from food to non-food items. Tesco Extra Hypermarkets The Tesco Extra format serves the needs of small businesses, families and individuals all under one roof by providing a comprehensive range of products and services focused for small businesses including bigger pack sizes, special trolleys and checkouts as well as a dedicated business development team to support small business owners with their orders. Tesco Malaysia is the only Hypermarket to run its own loyalty card, which returns money to customers 4 times a year. Tesco Clubcard and Biz Clubcard were introduced, as a way to say thank you to customers by giving money back to them. Clubcard has received an overwhelming response from customers with nearly 2 million household members signed up to date. As of January 2009, Tesco have rewarded nearly RM10 million worth of Clubcard Cash Vouchers to the customers. As a responsible corporate citizen, Tesco Malaysia has responded and worked with communities including NGOs such as the National Cancer Council (MAKNA) to raise more
than RM500, 000 for the Tesco-MAKNA Cancer Research Fund for Life. As part of its global commitment, Tesco Malaysia is market leading on tackling climate change in techniques of energy saving, launching Green Clubcard Points to incentivize customers shopping with their own bags, introduce degradable carrier bags, promote positive behavior among staff though Energy League competition intra stores and a recycling centre to facilitate customers to do their part for the environment. Tesco is proof of the good a little dressing up can do. The world's fourth-largest grocery retailer, Tesco runs about 5,380 stores in the UK (where it's the #1 retailer), and more than a dozen other countries in Europe, Asia, and the US (under the Fresh & Easy banner). Built on the "pile it high, sell it cheap" creed of founder Sir Jack Cohen, Tesco abandoned its discount format, with its down-market image, for a variety of dressier midmarket formats. Its operations include supermarket, convenience, and gasoline retailing (Tesco Express), small urban stores (Tesco Metro), superstores (Tesco Extra), and financial services (Tesco Personal Finance). Tesco.com is Britain's leading Internet delivery service. The purpose of this assignment it aims to provide an analysis of the situation of own brand and particularly Tesco brands in the Malaysia. The management of Tesco Stores Malaysia needs to know whether it would be feasible to introduce its own branded chilli sauce to the Malaysian consumers.The concept of own brands has been investigated in many studies and brands has been defined in different ways. For instance, were able to categorize brands into twelve most important themes. Own brands can be perceived as a legal instrument, a logo, a company, a shorthand, a risk reducer, an identity system, an image in consumers minds, a value system, a personality, a relationship, an added value and an evolving entity. All of those categories are derived from different studies and reflect different points of view. However, for the purpose of a research process study, perception of a own brand as complex information about attributes of the product, such as producer, price, shape or performance suits best. Nowadays, retailer own brands are thus to be found next to national brands in virtually every food category and some of them, including Tesco, have been developed to a form of standard brand in their own right . Own branded products are simply described as all merchandise sold under a retail stores private label .
This vague definition is then adopted by many other authors who characterize it as the products retailers sell under their own names. Terminology, in addition, is not stable and various terms, such as own brand, own label, private label, private brand and retailers brand, are currently used to refer to this phenomenon. Generally speaking, private brands or own brands can involve a broad scope of quite different products. Nonetheless, whatever they are called, these own brands have experienced significant image revolution and are no longer a synonym for cheap and poor quality imitations. The products sold under store name are now being constantly developed and innovated, since they have become a crucial tool to build customer loyalty and to differentiate the store from competitors. RESEARCH SUMMARY OF TESCO MALAYSIA BRANDING CHILI SAUCE FOR MALAYSIAN CONSUMERS Statement of the Problems and Ideas Tesco Malaysia offers different brands of chili sauce which is a very popular condiment in their country and because of the continues demand of this condiment the Management of Tesco in Malaysia realize the needs to introduce their own brand of chili sauce for Malaysian local consumer although they already have their own brand of Tesco chili sauce. They also need to know if they are able to compete with the other well know manufacturer of this product or will it be feasible to introduce their own local brand? What would be the demand and how will it be accepted by the public knowing that there are more popular brands in their stores in Malaysia? Will the Tesco group allow their local branding process? Literature Review Tesco also allowed local branding to gain local consumer an access to localize products on their own which is usually effective in targeting their preferences this also enhances the stores nationalistic approach although most of their products are imported from other country. Tesco also value the managers initiative to think globally by selling their products locally knowing that every little helps or we put our heart to serve you as their slogan. (Tesco Main) Localization of international brands is very effective tools in most stores of different industries so there will be no problem in supplies and management for rebranding. Mc Donald, Pepsi, Walter Mart, Star bucks and other organization also does this strategy to expand their brand.
But to clarify it would take more than the perception but an actual identification of production process and market testing so as to project the sustainability and return of investment about the research process. Therefore it should be well researched. The production plant, manpower and promotional budget are needed for positioning the new entry of the product. This means that it would really take an initial cost and investment in their production, they need to start as soon as possible in their production to test their product in the market. Locally made products engage in an international organization would be their advantage but they should also understand the product is not made to compete with their products but to ensure that the consumer has more option to buy over their preferred brand or they will end up with competing with each other. Collection of Pertinent Data Malaysia is relatively a small country but they have a large arable land consisting of about 3930 hectares reserved only for chili production and cultivation according to the Federal Agriculture Marketing Authority (FAMA 1995) therefore they have the resources to produce their own brand that will provide them their advantage over the competition considering its local branding. Chili is one of the key ingredients for Malaysian cuisine because of its popularity and its taste. The local chili market in Malaysia rose up to 21% starting in 2008 and still gaining demand up to the present times in fact in 2009 they have used more than 50,000 tons of chili in a year in distribution. (The Economic Times Magazine 2009) Knowing that demand is good, the sources and materials are available in Malaysia and Tesco support localization branding it is nearly feasible to start the production process and their goals of re branding is easy to realize knowing that everything is in its right place. Population and Market Advantages over the competition it is easy to say that local brand can be best promoted to gain popularity over their people to gain market advantage but in reality this is not always the case because most competing products always look their ways to find a loophole to position their product in the highest level through constant advertisement, trials, free taste and other marketing strategy just to promote their products. Tesco in Malaysia and their management should also think globally if they are going to produce their own products this means that they should not simply limit their Product, Price, Promotion and Place of distribution in a single location but they can also think of expanding their market in different geographic location especially in their neighboring countries in Asia who usually love chili sauce in order to realized its full production potential and demand.
Their local production supplies or raw materials are another one good advantage to gain higher quality and more affordable pricing scheme. They can also provide employment to their people. Analysis and Conclusion of the Study Since every details has been summarized and introduced (excluding financial report), the problem and solution has also been identified we can safely say that the proposal of the Tesco Management in Malaysia in the branding and production of local chili sauce is very feasible in their country. It is very affirmative that this can bring a good response during their introduction so they should not delay their plan. Research Process Research process usually involves a multi-stage process. Although the actual number of stages may vary, research must include formulating and identifying a topic, reviewing literature, planning a strategy, collecting data, analysing data and writing a report. The research process usually starts with interest in a certain event, situation, object or just wanting to know something about new product. Research is the process of gathering the information needed to answer certain questions and thereby helping in solving problems faced by an individual, firm, organisation or society. For information to be useful, it must be good. The process of getting the information must be good. A good process is must specific or systematic research process.
The steps in the research process are;
I.
Problem Identification The first stage of research is to identify problems or issues and to justify the need for research. There are many sources of research problems such as personal interest, personal experiences, social problems, world trends, new development in technology or society, etc.
II.
Formulate Research Questions Research questions are important to ensure that the research is moving in the right direction. The questions serve as guideline for literature search, data collection, analysis and conclusion. Research questions are usually more specific in quantitative research than in qualitative research. We cannot answer all research questions that rise. Rather, we need to select questions based on the time and cost available in a research project.
III.
Research Philosophy and Approach
In research, understanding of the appropriate research philosophy and approach is important before beginning a research. You may choose to use an inductive approach rather than a deductive approach. You may choose to follow the physical science approach (i.e. positivism) or focus on the human aspect of studies (i.e. interpretive). Deciding on your research approach is important to justify your own values and how you see the world. This justification at the early stage of a research will determine the way you design your research, collect and analysis data, and conclude your research. IV. Research Design In this stage, a range of research methods are available for conducting your research. The choices are between quantitative and qualitative methods. Sometimes the use of combined research methods is encouraged. V. Data Collection Before collecting data, you need to think about the sampling method. Qualitative research will usually adopt a theoretical sampling method while quantitative research will adopt probability or non-probability sampling. You have to decide what data need to be collected such as primary or secondary data. You will also need to think about how to access these data and what method you will use to capture these data. There are many ways you can collect data such as observation, semi-structured or structured interviews. Before collecting data, questionnaires need to be developed. VI. Data Processing and Analysis The main issue that needs to be considered here is how to prepare data for either quantitative or qualitative analysis. Data need to be edited and coded for subsequent analysis. For quantitative data, the use of computerized analysis software package such as SPSS is encouraged. Analysis of qualitative data is very subjective and is usually done manually. The use of various qualitative data analysis methods such as pattern matching, textual analysis, grounded theory and narrative analysis depend on the nature of the data itself. VII. Conclusion and Report
The final report presents the whole research project from the research issues, literature review, research methodology, findings, data analysis and conclusion. Not all reports are of the same format; as a researcher you have to decide on the structure, content and style of the final report.
B) PROBLEM IDENTIFICATION & FORMULATED RESEARCH QUESTIONS
The development of a research question To conduct research we need to develop a focus. This focus takes the form of a research question, this is the issue that we want to explain, understand or make sense of (Weick, 1996). Having raised the issue and emphasized the centrality of the research question, it is important to discuss this in some detail. Developing, or articulating, a research question is the most important element in the entire research process as, from this, many things follow. In the assessment or evaluation of a research project, whether it is a postgraduate dissertation, a PhD, or a piece of consultancy, being able to identify a coherent, well articulated research question is absolutely critical. The research question encapsulates what the research is about. However, a degree of realism needs to be applied to what can be achieved. In framing a research question, the do-ability of the project should always be considered. Many research questions are soon found to be over-ambitious or not practical. Many projects fail because the researcher cannot get access to the subject of their research. Unfortunately, this is a particular problem in management research as many organizations will not allow the researcher access to gather data. Why is the act of articulating a research question so important? Firstly, the research question is the focus of the piece of work, encapsulating in a statement what it is trying to be achieved. If there is uncertainty about the focus of the research, then a high quality piece of research cannot be undertaken. Furthermore, the way a research question is articulated will largely determine the methodology or approach to evidence collection and analysis that will be used. If a research question is not articulated clearly, the wrong approach to answering the research question may be chosen. Essentially, having defined what the research is trying to achieve will often shape how the research will need to proceed. Articulating a research question Given the centrality of the research question to the research process it is essential that researchers understand how to frame or articulate a research question. Common criticisms of research proposals are that: There is no clearly articulated research question at all
What is assumed to be the research question is articulated in a way that it does not render that question testable The research question is articulated badly or it is wrongly formulated, and The research question was unrealistic and could not be achieved. By focusing on trying to understand or explain something, we will inevitably be asking questions beginning with phrases such as "How does.?"; Why does..?"; What is the relationship between x and y?; and, "Given a particular theory, what will be the effect of doing x on y?" Questions of this type are research questions. Operational sing the research question In the previous section we developed a concise research question and by articulating the research question in this way, we could more easily see how we could implement the evidence collection and analysis phases of the research process to test our hypotheses. While the research question was now relatively clear, we still had some work to do if we were to test the research question operationally. First, we had a number of concepts that we were interested in measuring (loyalty, motivation, morale, commitment and sense of job security) but before we could measure them, we needed to be clear about precisely what it was that we were trying to measure - essentially we needed to develop operational definitions of these terms. Having defined concepts, the next phase of the research involves the development of operational measures. The easiest way to achieve conceptual clarity and develop operational definitions of concepts and constructs is to explore the literature to see how they have been defined in earlier research. This is an important step, as clear and concise definitions of terms need to be developed if they are to be reliably and validly measured. By adopting earlier operational definitions it is possible to directly compare findings with those of other researchers in the field. In addition, it will allow the researcher to compare whether the findings are consistent with earlier research, or not, and also isolate quite clearly what information is new (i.e. what the contribution to knowledge has been). It is in the development of operational measures of constructs that the terms validity and reliability become important. If we are to measure constructs, we need to develop items to be included in a questionnaire that are both valid (they measure what we think they measure)
and reliable (they measure things consistently in different settings and at different times). For a discussion on the importance of validity and reliability see Mitchell (1996). Using market research to launch a new brand Brands play an important role in the confectionery industry. A brand is a name, mark, or feature, which distinguishes one product from another. A good brand effectively guarantees that it will deliver all of the qualities that the consumer associates with it. Tesco want carries out a systematic process to identify new product ideas, which can be developed and brought to the market. This process always starts with a market research exercise. The purpose of market research Market research is the collection and analysis of data in order to identify and satisfy consumer needs. The main purpose is to reduce risk and facilitate decision making. It is particularly useful when launching a new product and ensures that the right goods are produced. Market research provides information on consumer needs and wants, competitors, the marketing mix and potential sales. Consumer needs and wants - individuals have different requirements and consumers with similar characteristics must be identified. A company can then choose a target market or section of the market for its products. This provides a focus for marketing activities. Competitors - no firm exists in isolation. Competitors must be identified and their actions monitored. Research must be undertaken on competing products in order to identify a competitive advantage for the new product. Marketing mix - marketing involves having the right product at the right price in the right place using the right promotion. These are the 4Ps of the marketing mix. It is necessary for the right combination of these to be used in order for a product to be successful. For instance there is no point advertising nationally if research shows the product is only sold in the local area. Potential sales - by knowing the likely level of sales a firm will be able to estimate the correct amount to produce/supply. This reduces the financial risk involved and ensures the maximum return from the firms investment. Methods and types of market research
There are two main methods of market research desk research and field research. Desk research, also known as secondary research, is making use of information that is already available. Internally the firm can draw on its own records. Different departments can provide information on sales trends, customers and costings, which are useful in the development of new products. Extensive published material can also be sourced externally. In addition the development of new technology such as the internet provides information at the touch of a button. Field research or primary research is carried out by contacting potential consumers directly. It may include surveys, questionnaires and general observation. Surveys involve questioning people directly about their attitude to a particular product or service. Surveys are usually carried out using a face to face interview or by telephone. Because it is impossible to survey all target customers, sampling is used. A representative group or sample, whose views will accurately reflect the target population, is chosen. Questionnaires are lists of prepared questions which potential customers are asked to fill out. They are often used in conjunction with surveys. Careful attention must be given to the design of questionnaires so that the answers received are of value for decision making. Information can be gathered by observing people making purchases. A particular store, for example, could be chosen and a study made of how many people buy a particular product. There are two types of market research - quantitative and qualitative. Quantitative research provides numerical data. At the completion of a quantitative project it is possible to say (for example) what proportion or percentage of the population fall into different groups those that want something, those that would be likely to buy something, those that are in favor of a particular policy or plan, etc. The essence of quantitative research is that every respondent is asked the same series of questions. Quantitative research can be carried out in various ways including facet to face interviewing, by telephone, by post and self-completion questionnaires. Qualitative research provides an understanding of how or why things are as they are. It can be used on its own or to help in the development of a questionnaire for a quantitative study. There are no fixed set of questions and therefore no assumptions about what is, or is not, important. Instead there is a list of
topics, problems, or possibilities to be explored. The informants own concerns or assumptions heavily influence the form and nature of the discussion. Qualitative research can be used for everything from testing reaction to a potential new advertising campaign, to exploring staff attitudes to a new management structure or procedure. There are various sorts of qualitative research, including unstructured interviews and focus groups (group discussions).
PROJECT TESCO CHILLI SAUCE The development of a new product is a process that starts with an initial idea and finishing with its launch on the market. It involves a number of stages. Each stage must be completed before the next stage begins development process
Sample of Good Assignment Product development process idea generation ideas for a new product are thought up qualitative research product screening the ideas are assessed and the most promising one selected focus groups
concept development the idea is turned into a finished product
prototype development a model of the product is made
feasibility study the product is assessed to determine if it is viable quantitative research test marketing market research is carried out to determine consumer reaction focus groups
launch the product is introduced to the market
Generating the idea The search for new products is ongoing at Tesco. This work starts with the Tesco Research and Development team who are continually on the lookout for new ideas that can be developed into a profitable product. Ideas may come from the companys personnel or the consumer.
Brainstorming sessions are used where a group of people come together to generate ideas. They are given complete freedom to come up with any ideas they think might be suitable for a product. All ideas no matter how far-fetched are submitted for discussion. The other members then develop or improve on them. The best ideas are chosen In 1999 many different product proposals were evaluated. The idea for a new own branded Tesco chilli sauce appeared the most promising. It offered the greatest likelihood of success in the market. After examining existing brands, management identified a possible gap in the market alongside the existing Tesco chilli sauce. The standard product is one of Tescos strong sellers and is readily identifiable by consumers. To build on the goodwill of the Tesco chilli sauce it was decided to introduce a related product. Other product ideas were eliminated at this stage. Turning the idea into a finished product The idea now had to be turned into a marketable product. Tescos engineers were given the task of coming up with a product that would: be similar enough to the existing Flake so that consumers would identify with it have innovative features to attract new consumers and not impinge on sales of the existing product. Researchers tried out the general idea on consumers using descriptions or mock-ups of the product. Opinions on the concept were sought and taken into account by the design team. From this the design team began designing the product.
Testing the feasibility of the product This aims to find out whether a new product idea is viable. It involves finding out if it can be produced profitably. A detailed cost analysis indicated that the cost of production would be similar to the existing other chilli sauce. Various price assumptions were assessed until the optimum price was decided upon and the potential profits were calculated. The study found that the product was likely to be profitable.
Tesco Chilli sauce prototype A prototype is the first working model or sample of the product. A decision had to be made on the composition of the new chilli sauce. Many different recipes were tried out for the new chilli sauce using different sauce effects, types of chilli, and various ingredients. Three recipes of chilli sauce were developed. A standard chilli sauce, a very hot chilli sauce and a medium hot chilli sauce. The new product also required a packaging. Three possible packaging were selected. Research was carried out among consumers to identify the most popular one. The results were as follows: Favorites Packaging Packaging Bottle Packed Plastic container %Choosing as First Choice 58 11 10
Clearly packaging by bottle was the most popular and this was the one used. Following on from this the bottle was designed. The packaging of Tesco products is a powerful marketing tool. While each product has its own distinctive design it must still be obvious that it belongs to the Tesco range. The eye-catching bottle of Tesco chilli sauce carries the distinctive Tesco logo. It also includes information on ingredients and weights as required by law.
Test Marketing the Tesco chilli sauce Test marketing is the process of finding out consumer reaction to a product before full production commences. The final decision to invest in a production system is only made after this is carried out. It reduces the risk of making a costly mistake. If a firm does not wish to carry out the research themselves they can employ the services of a Market Research Agency. Agencies are expensive to use but the accuracy of their work can
be of great benefit. They are experts in research and have experience of doing similar work for other firms. Good trust must exist between the firm and agency because of the confidential nature of the work. A research agency was employed in the Tesco chilli sauce project. Tesco required it to: judge consumer reaction to the product estimate potential sales determine the effect the new product would have on existing sales analyses which chilli sauce option would be the optimum. A sample survey using interviews was carried out. A total of 480 people were asked to sample three products in different locations. All respondents taste the chilli sauce at least once a fortnight. Three products were included in the test: a standard chilli sauce. a very hot chilli sauce. a medium hot chilli sauce. The products were tested against a background of other confectionery products. Testing was conducted in January and February 2012.
Results of testing Both variations were seen to stand out well from other confectionery products on display and the idea was generally well liked. The panel chilli sauce that they would be interesting and unique. Tesco chilli sauce rated well on: taste quality combination of sauce balance of sauce
aftertaste overall texture ease of eating difference from other chilli sauce. The medium hot chilli sauce was favoured over the very hot chilli sauce with more people agreeing this sauce tasted better. The product was seen as unique and different to other chilli sauce. Medium hot chilli sauce was seen as less of an everyday product and more special. A considerable investment was made in new equipment and production of Tesco chilli sauce began. Launching the Tesco chilli sauce A launch introduces a new product to the market. The timing is crucial and all the elements of the marketing mix must be in place. These are: Product - the product must be one that can satisfy consumer need, is top quality and has a real point of difference. Test marketing indicated that Tesco chilli sauce met these criteria. Price - pricing is vital to the success of a product. It must be competitive, cover costs and offer consumers value for money. Research indicated that the product should be priced at the 45p mark. Promotion - an extensive advertising plan was put in place. Tesco chilli sauce was advertised in trade magazines, consumer magazines and other printed media. Television and outdoor advertising was also used. Place - this is the distribution channel used to get goods to customers. It must be in place before a product is launched. Tescos already had an extensive network of wholesaler and retailers. These provided a distribution system for Tesco chilli sauce. With all elements in place Tesco chilli sauce can launched in September 2012. New product development is both a lengthy and expensive process. It always contains an element of risk. However if carried out correctly product development leads to increased sales and profits. For Tesco the process has resulted in a unique new product being successfully developed and
integrated into the product portfolio. Tesco chilli sauce has made a successful launch in the marketplace and will undoubtedly contribute to Tescos future success.
C) LITERATURE REVIEW
Most are aware that it is a process of gathering information from other sources and documenting it, but few have any idea of how to evaluate the information, or how to present it.
A literature review can be a precursor in the introduction of a research paper, or it can be an entire paper in itself, often the first stage of large research projects, allowing the supervisor to ascertain that the student is on the correct path. A literature review is a critical and in depth evaluation of previous research. It is a summary and synopsis of a particular area of research, allowing anybody reading the paper to establish why you are pursuing this particular research program. A good literature review expands upon the reasons behind selecting a particular research question. WHAT IS A LITERATURE REVIEW ? It is not a chronological catalog of all of the sources, but an evaluation, integrating the previous research together, and also explaining how it integrates into the proposed research program. All sides of an argument must be clearly explained, to avoid bias, and areas of agreement and disagreement should be highlighted. It is not a collection of quotes and paraphrasing from other sources. A good literature review should also have some evaluation of the quality and findings of the research. A good literature review should avoid the temptation of impressing the importance of a particular research program. The fact that a researcher is undertaking the research program speaks for its importance, and an educated reader may well be insulted that they are not allowed to judge the importance for themselves. They want to be re-assured that it is a serious paper, not a pseudo-scientific sales advertisement.
Whilst some literature reviews can be presented in a chronological order, it is best avoided. For example, a review of Victorian Age Physics, could present J.J. Thomsons famous experiments in a chronological order. Otherwise, this is usually perceived as being a little lazy, and it is better to organize the review around ideas and individual points. As a general rule, certainly for a longer review, each paragraph should address one point, and present and evaluate all of the evidence, from all of the differing points of view.
CONDUCTING A LITERATURE REVIEW Evaluating the credibility of sources is one of the most difficult aspects, especially with the ease of finding information on the internet. The only real way to evaluate is through experience, but there are a few tricks for evaluating information quickly, yet accurately. There is such a thing as too much information, and Google does not distinguish or judge the quality of results, only how search engine friendly a paper is. This is why it is still good practice to begin research in an academic library. Any journals found there can be regarded as safe and credible. The next stage is to use the internet, and this is where the difficulties start. It is very difficult to judge the credibility of an online paper. The main thing is to structure the internet research as if it were on paper. Bookmark papers, which may be relevant, in one folder and make another subfolder for a shortlist. The easiest way is to scan the work, using the abstract and introduction as guides. This helps to eliminate the non-relevant work and also some of the lower quality research. If it sets off alarm bells, there may be something wrong, and the paper is probably of a low quality. Be very careful not to fall into the trap of rejecting research just because it conflicts with your hypothesis. Failure to do this will completely invalidate the literature review and potentially undermine the research project. Any research that may be relevant should be moved to the shortlist folder. The next stage is to critically evaluate the paper and decide if the research is sufficient quality. Think about it this way: The temptation is to try to include as many sources as possible, because it is easy to fall into the trap of thinking that a long bibliography equates to a good paper. A smaller number of quality sources is far preferable than a long list of irrelevance. Check into the credentials of any source upon which you rely heavily for the literature review. The reputation of the University or organization is a factor, as is the
experience of the researcher. If their name keeps cropping up, and they have written many papers, the source is usually OK. Look for agreements. Good research should have been replicated by other independent researchers, with similar results, showing that the information is usually fairly safe to use. If the process is proving to be difficult, and in some fields, like medicine and environmental research, there is a lot of poor science, do not be afraid to ask a supervisor for a few tips. They should know some good and reputable sources to look at. It may be a little extra work for them, but there will be even more work if they have to tear apart a review because it is built upon shaky evidence. Conducting a good literature review is a matter of experience, and even the best scientists have fallen into the trap of using poor evidence. This is not a problem, and is part of the scientific process; if a research program is well constructed, it will not affect the results.
Literature Review 1 Indicate of journals : Daryl Coleman, Connie Gao & Heejae Kim Title articles : McDonalds: Breaching the Luxury Coffee Market
A new market that McDonalds is trying to enter in the United States is the luxury coffee market, a market revolutionized by Starbucks Corporation. McDonalds has already begun its infiltration by introducing its own espresso drinks line: latte (hot/iced), mocha (hot/iced), and
cappuccino. More than 7,000 stores nationwide currently sell the new beverages, and McDonalds plans to add espresso machines to the majority of its 14,000 stores nationwide by mid-2009. This aggressive addition is aided by the growing awareness of the economic recession and the new demand for low cost food items. We know our customers are looking for those affordable luxuries," McDonalds spokeswoman Danya Proud said. "We know our customers are visiting us, now more than ever, for many of our well known breakfast items, and we know our coffees continue to be a growing category."3 The new espresso line is integrated directly into the front counter menu, and simplifying the process by using English size names (small, medium, large) rather than Italian ones. McDonalds projects $1 billion annual revenue from its new espresso line. McDonalds current strategies are distinctly different: specialty coffee and McCafe. One aims to start an in-store line of espresso drinks fully integrated with the current menu, while the other calls for the creation of a completely different restaurant. Note: although McCafe is the name of the McDonalds coffee and espresso line, here we will only refer to McCafe as the store. The idea behind McCafe is to essentially enter the luxury coffeehouse business most well exemplified by Starbucks. By adopting a new brand, McDonalds is able to serve coffee and espresso drinks in a place the McDonalds image has not tainted. Much like previous McDonalds run restaurants such as Chipotle and Boston Market, McCafe will have different menus and dcor.
Unlike McDonalds other brands, however, McCafe can be paired up with existing stores, either as a separate section or as a separate sales counter. Not only can the sales of the original restaurants be increased, but the restaurant may also benefit from a better reputation and increased popularity. This will definitely be true in the early stages of implementation of these stores, because people will get naturally curious. This is also when establishing McCafe as a worthy and cost-friendly substitute to current coffeehouses and dispelling a negative reputation as a low quality coffee brand will be important. Conclusions
McDonalds should enter the high end coffee market because it is the fast food market leader and will gain much ground from being the first mover. Even though McDonalds appears to be competing directly with Starbucks, its target market is actually very different and entry will be less risky due to the differentiation. For example, the new espresso line will provide the perfect complement to current McDonalds menu items and be able to satisfy the parents that bring their kids to McDonalds. The main customers of this new drink line will mostly be current McDonalds customers. The added drink line will also draw in the portion of Starbucks customers who are on the fence in terms of loyalty. Using automated espresso machines will not increase average serving time or require baristas, and therefore ensures efficiency and consistency, which fits in with McDonalds principles.
Literature Review 2 Indicate of journals : Anchor, J.R and Kouilov, Terezie, University of Huddersfield Repository Title articles : Consumer Perceptions of Tesco Own Brands: the Czech Republic and the United Kingdom Purpose Relatively little is known about the consumer perceptions of own brands in the newly emerging markets of central and eastern Europe. This paper attempts to fill a gap in
knowledge by investigating various aspects of consumer perceptions of Tesco own brands in the Czech Republic. Methodology/Approach The key data for this research was collected by structured questionnaires from Tesco supermarket customers in the Czech Republic and the UK. Non probability quota sampling was used and the sample was stratified according to gender, age and income. Findings The results of the research indicate that the general view of Tesco own brands is slightly less positive among Czech than British customers. However, significant differences emerge when these are examined in terms of income. Increases in income lead to a decrease in the favorability with which own brands are viewed in the Czech Republic the opposite to the position in the UK. The age of consumers was also found to be significant, although there is not a linear trend. No strong correlation was found to exist between gender and any of the characteristics under investigation. Research limitations/implications The sample was limited in size (n=100 in each country). In depth interviewing would be necessary to assess consumer attitudes further.
Practical Implications The results of this research may help Tesco in relation to its general expansion in central and eastern Europe and its brand building in particular. Originality/value of paper The originality of the paper relates to its study of consumer behavior in one of the emerging markets of central and eastern Europe. Literature Review 3 Indicate of journals : Jayalakshmi Gopalkrishnan, D.Ramalingam & Dr. V.K.Gupta
Title articles
: How to win Chinese consumers: Competetive strategy of Wal-Mart in China
The authors intention of writing this case study is to explore into the complexities of WalMarts Chinese venture. China poses a huge challenge for Walmart as there exist cross cultural diversities among the Chinese population.Walmarts needs to understand the Chinese market first and then think of a business model that can fit the country. Thus the case aims to explore into the (1) competitive strategy of Walmart in China and (2) understand the adaptability of its business model to international environments. We are collecting data from secondary sources and resorting to some focus groups and about 7-8 indepth interviews with Industry experts to understand the situation in a better way. The objective of taking up this research work is to comprehend the strategic challenges that the world number one Retailer Walmart faces whenever it attempts to enter international markets so that it can leverage on the untapped potential. Thus China is a very lucrative destination for any retailer in the world due to its huge growing population. Thus our study revolves around Wal-Marts competitive strategy in China and how it is adopting its business model in China. Walmart needs to adjust to the Chinese market, while leveraging its source of competitive advantage. This requires a delicate balance. At the US, the brand Walmart is associated with low price rather than quality. In China, where everyone is going for low prices and providing low quality to do so, Walmarts own brand could be an assurance for low prices but with quality by making the Walmart name about more than just retailing. Although Walmart is a Joint-Venture, the sources do not mention any attempt to leverage the local partner to meet the local market, which seems the opposite to some other joint ventures discussed like Danone and Wahaha. Working together with the local partner to understand where and how the local regulations can be used or adjusted for Walmarts success and gaining a stronger hold of the potential customers heart might help Walmarts growth and dominance in the Chinese market (The Economist). Chinese lifestyle trends, Chinese consumer habits needed to be kept in mind as the Chinese consumers go shopping to get out of the house, not necessarily to shop. Theyre more
impulse driven and like on-site promotions. Theyre brand conscious but not loyal. Theyre frequent shopper of small amounts and especially appreciate freshness (alive) due to limited space at home (The McKinsey Quarterly). Last, the strong centralization that has helped the American Walmart seems to hold back Walmart in China. China is less homogeneous than America and that calls for decentralization, giving more power to local managers and their supplier-network or perhaps even moving to franchising in some of the more remote locations (Bringing best practice to China, The McKinsey Quarterly).
Literature Review 4 Indicate of journals : YOUNG-SANG CHO Title articles : RETAILER BRAND DEVELOPMENT AND HANDLING PROCESSES
This research began with the question: why is the retailer brand market share of Tesco Korea higher than that of local Korean retailers? Of the foreign grocery retailers who have expanded into Korea, Tesco has achieved the most outstanding performance, with the highest retailer brand share in the market. After the withdrawal of Wal-Mart and Carrefour from Korea in 2006, Tesco Korea has been positioned as the successful foreign retailer. Accordingly, how the retail operation of Tesco Korea differs from that of the local Korean retailers attracted the
authors interest, specifically in terms of the development and handling processes of the retailer brand. Rather than examining the customer perceptions of both Tesco Korea and the domestic Korean retailers, the researcher concentrated on identifying the differences between both parties from the point of view of their retailer brand program operations. Based on in-depth interviews with retailers and suppliers, store observations, the authors own experience in retailer brand development, and company documentation, this research explored the differences between Tesco Korea and domestic Korean retailers in how they develop and handle their own brands. Tesco Korea has taken advantage of retailing know-how, that is, retailer brand development skills created by Tesco UK. With the help of Tesco UK, the retailer brand development process of Tesco Korea is differentiated in a number of areas from that of the local Korean retailers. The flows of retailing know-how from Tesco UK to Tesco Korea has also influenced the whole retailer brand market in Korea, as well as stimulated the local Korean retailers to improve their retailer brand development skills. The entry of retailers with advanced retailer brand development knowledge into markets where retailer brands are less well developed is a catalyst in promoting retailer brand markets, and in intensifying retail competition. Also, the retailer brand development knowhow of domestic retailers is enhanced by imitating or benchmarking foreign retailers. This research suggests that retailer brand share is related to the degree to which retailers are proactively involved in the development and handling processes for retailer brand product ranges, as well as to how sophisticated or advanced their knowledge of the retailer brand development process is. Advanced development and handling skills make a considerable contribution to increasing retailer brand share in markets with a lower share or no presence of retailer brands.
D) RESEARCH PHILOSOPHY AND APPROACH & RESEARCH DESIGN
Understanding philosophy There are numerous reasons why an understanding of philosophical issues is important. Hughes (1994) asks: what is it about philosophy that gives it this seemingly vital role in human intellectual affairs? Is this simply a contingent fact of our intellectual history, or is there something distinctive about philosophy itself which gives it this authoritative place? In answer to this question it could be argued that it is the nature of philosophical questions that best demonstrates the value of understanding philosophy. It is the uncomplicated style and innocent way of questioning, which produces confusion and instability in our assumptions and ideas about the world, that makes the study of philosophy of special benefit (Smith 1998). The indirectness and circular nature of philosophical questioning in itself is helpful, as it often encourages in-depth thinking, and generates further questions in relation to the topic under consideration.
Clarifying assumptions related to personal values is also seen as useful when planning a research study. According to Proctor (1998), individuals rarely take time to do this in everyday life, but exploring basic personal beliefs could assist in understanding wider philosophical issues, notably the interrelationship between ontological (what is the nature of reality?), epistemological (what can be known?), and methodological (how can a researcher discover what she or he believes can be known?) levels of enquiry (Proctor 1998). Easterby-Smith et al (1997) identify three reasons why the exploration of philosophy may be significant with particular reference to research methodology: Firstly, it can help the researcher to refine and specify the research methods to be used in a study, that is, to clarify the overall research strategy to be used. This would include the type of evidence gathered and its origin, the way in which such evidence is interpreted, and how it helps to answer the research questions posed. Secondly, knowledge of research philosophy will enable and assist the researcher to evaluate different methodologies and methods and avoid inappropriate use and unnecessary work by identifying the limitations of particular approaches at an early stage. Thirdly, it may help the researcher to be creative and innovative in either selection or adaptation of methods that were previously outside his or her experience. The ongoing quantitative/qualitative debate is fogged by lack of coherent definitions and by a focus on methods rather than an exploration of underlying philosophy. According to Clarke (1998), research methods can be described, considered and classified at different levels, the most basic of which is the philosophical level. The methodological distinctions most commonly used focus on the differences between quantitative research, which is generally associated with the philosophical traditions of positivism, and qualitative research, most commonly allied with post-positivist philosophy (Polit et al 2001). The philosophical level of a research method relates to its assumptions based on the most general features of the world, encompassing such aspects as the mind, matter, reality, reason, truth, nature of knowledge, and proofs for knowledge (Hughes 1994). If we, for example, examine how research based on a positivist philosophy differs from that based on a postpositivist philosophy, the appropriateness to the research needs is simplified and the nature of
the most appropriate approach clarified. From this we can see that the choice of approach may be dependent on the context of the study and the nature of the questions being asked. The researchers experience, understanding of philosophy, and personal beliefs may also have some bearing on the method adopted (Denzin and Lincoln 1994). Shih (1998) expands this idea and lists four areas for consideration when deciding on a research method: the philosophical paradigm and goal of the research, the nature of the phenomenon of interest, the level and nature of the research questions, and practical considerations related to the research environment and the efficient use of resources. Proctor (1998) considers that consistency between the aim of a research study, the research questions, the chosen methods, and the personal philosophy of the researcher is the essential underpinning and rationale for any research project. She indicates that before any decision on research method can be made an understanding of the two extremes of research philosophy
i.e. positivism and post-positivism, need to be explored and understood. It is important to note that while quantitative research methods (or positivist philosophies) and qualitative methods (or post-positivist philosophies) are often seen as opposing and polarised views they are frequently used in conjunction. The distinction between the philosophies is overstated (Webb 1989) and triangulation of methods in current day research is common (Polit et al 2001). It is very important, therefore, that an in-depth understanding of the strengths and weaknesses of both approaches and their underlying philosophy is obtained. Clarke (1998) emphasises this point: Though some distinction between methods is well placed it is being acknowledged that philosophically the qualitative and quantitative paradigms are not as diverse or mutually incompatible as often conveyed. Staunch identification of methods with particular paradigms may not be as accurate, or even as useful, an endeavour as past trends would indicate. The nature of positivism What could be described as the traditional scientific approach to research has its underpinnings in positivist philosophy. From the literature it is clear that positivism can be
defined in various ways. Smith (1998) provides a useful insight into positivist thinking within social sciences with this description: Positivist approaches to the social sciences . . . assume things can be studied as hard facts and the relationship between these facts can be established as scientific laws. For positivists, such laws have the status of truth and social objects can be studied in much the same way as natural objects. The ideas associated with positivism have been developed and challenged, stated, reexamined and re-stated over time. Outhwaite (1987) suggests that there are three distinct generations of positivist philosophy. These generations follow on from the period generally know as the Enlightenment, which allowed the contemplation of social life to break away from religious interpretations and establish human beings as the main protagonists in the development and accumulation of scientific knowledge. The first generation produced philosophers such as Locke, Hume and Comte who were associated with the early traditions of positivism established in the 18th and 19th centuries (Comte 1853, Hume 1784). The next generation was logical positivism, associated with philosophers of the early 20th century collectively known as the Vienna Circle (Ayer 1936, Carnap 1932). The next generation, commonly associated with Karl Hemple (1965), developed in the post-war period. The basic reasoning of positivism assumes that an objective reality exists which is independent of human behaviour and is therefore not a creation of the human mind. Auguste Comte (1853) suggests that all real knowledge should be derived from human observation of objective reality. The senses are used to accumulate data that are objective, discernible and measurable; anything other should be rejected as transcendental. The positivists antipathy to metaphysics within scientific enquiry is well illustrated by David Hume: If we take in our hand any volume; of divinity or school metaphysics, for instance; let us ask, does it contain any abstract reasoning concerning quality or number? No. Does it contain any experimental reasoning concerning matter of fact and existence? No. Commit it then to the flames: for it can contain nothing but sophistry and illusion(Hume 1748/ 1984). The importance of induction and verification, and the establishment of laws, are stressed by logical positivists and in this respect differ from the earlier tradition of positivism. The stated aim of the logical positivists is to cleanse scientific knowledge of speculative and subjective viewpoints. It endeavours to do this by the use of mathematics and formal logic (as a branch of mathematics) to provide analytical statements about the observed world using the process
of induction as a means of establishing generalisations and laws. Post Second World War standard positivists such as Hemple (1965) focused on the need for reasoning that moves from theoretical ideas, or a set of given premises, to a logical conclusion through deductive thinking. That is, through the mental process of developing specific predictions from general principles, and through research establishing whether or not the predictions are valid. The general elements of positivist philosophy have a number of implications for social research based on this approach. These implications, adapted from Bond (1989), EasterbySmith et al (1997), and Hughes (1994) are: Methodological: all research should be quantitative, and that only research which is quantitative can be the basis for valid generalisations and laws Value-freedom: the choice of what to study, and how to study it, should be determined by objective criteria rather than by human beliefs and interests Causality: the aim should be to identify causal explanations and fundamental laws that explain human behavior Operationalisation: concepts need to be operationalised in a way that enables facts to be measured quantitatively Independence: the role of the researcher is independent of the subject under examination Reductionism: problems are better understood if they are reduced to the simplest possible elements. A major criticism of the positivist approach is that it does not provide the means to examine human beings and their behaviours in an in-depth way. Ayer (1969) questions the use of positivist and empirical approaches to the study of human behaviour, and suggests that it may be something about the nature of men that makes the establishment of laws and ability to generalize impossible. Parahoo (1997) provides the following example: In physics, it is possible to formulate laws relating to the expansion of metal when heated. From such laws, the amount of expansion that will occur in particular circumstances can be predicted. However, when a man loses his job and becomes depressed, it does not mean that he will be depressed each time he loses his job, nor can we say that everyone who loses his job becomes
depressed (Parahoo 1997). Humans are not objects, and are subject to many influences on behaviour, feelings, perceptions, and attitudes that positivists would reject as irrelevant and belonging to the realms of metaphysics. Critics of the positivist approach argue that it yields useful but limited data that only provide a superficial view of the phenomenon it investigates (Bond 1993, Moccia 1988, Payle 1995). In summary, the positivist philosophy embraces a conception of truth in which verifiable statements concur with the ascertainable facts of reality. Truth is therefore not dependent on belief alone but on belief that can be verified through examination and observation of external reality. Speculation and assumptions related to knowledge based on the metaphysical are discarded. The exploration and examination of human behaviours such as feelings are beyond the scope of positivism. The elements and focus of positivism have a profound effect on those involved in social research, and on the continuing quantitative-qualitative debate.
Post-positivism Following the recognition by scholars such as Jacob Bronowski (1956) and Karl Popper (1959) that within the world of modern science the elementary justifications of positivism were no longer entirely defensible, a new philosophy emerged, that of post-positivism. Postpositivism provides an alternative to the traditions and foundations of positivism for conducting disciplined inquiry. For the post-positivist researcher reality is not a rigid thing, instead it is a creation of those individuals involved in the research. Reality does not exist within a vacuum, its composition is influenced by its context, and many constructions of reality are therefore possible (Hughes 1994). Proctor (1998) suggests that among the various factors that influence reality construction, culture, gender, and cultural beliefs are the most significant. They recognize the intricate relationship between individual behaviour, attitudes, external structures, and socio-cultural issues. It follows then that objective reality as proposed by positivist philosophy can be seen as only one aspect or dimension of reality. In describing the nature of post-positivist philosophy, Forbes et al (1999) suggest that post-positivism is concerned with establishing and searching for a warranted assertibility, that is, evidence that is valid and sound proof for the existence of phenomena (Philips 1990). This is in contrast to
the positivist approach of making claims to absolute truth through the establishment of generalisation and laws. Popper (1959) questioned the positivist claims to truth and scientific knowledge through the process of induction. As Doyal (1993), a student and colleague of Popper, explains: Popper argued that certainty or even high probability in knowledge was an illusion because given the universal claims of scientific theories we can never prove them on the basis of our particular experiences. There may always be some potential observation or experiment that might demonstrate that what we had previously thought to be true was, in fact false (Doyal 1993). For Popper, falsification, that is, disproving of theories and laws, was much more useful than verification, as it provided more purposeful research questions and practices (Easterby-Smith et al 1997). The ideas of truth and evidence are allied mainly to positivist philosophy. The debate, which centres on verification and falsification, fits well within the positivist view. However, there are lessons for the researcher adopting a post-positivist approach. Popper (1969) asks the researcher to be intentionally critical, to test ideas against the evidence to the limit and to avoid being dictatorial in research. Smith (1998) suggests that falsification is as much an attitude to research as a set of methodological procedures. While post-positivism continued to consider the metaphysical as being beyond the scope of science, it was increasingly accepted by post-positivists that although a real world driven by natural causes exists, it is impossible for humans to truly perceive it with their imperfect sensory and mental capacity. From a realist standpoint it is advocated that unobservable phenomena have existence and that they can be used to explain the functioning of observable phenomenon (Guba 1990, Schumacher and Gortner 1992). According to Letourneau and Allen (1999) post-positivist approaches give way to both qualitative and quantitative methods. This is described as critical multiplism (Guba and Lincoln 1998). Critical implies that, as in positivism, the need for rigour, precision, logical reasoning and attention to evidence is required, but unlike positivism, this is not confined to what can be physically observed. Multiplism refers to the fact that research can generally be approached from several perspectives. Multiple perspectives can be used to define research goals, to choose research questions, methods, and analyses, and to interpret results (Cook 1985). The limitations of post-positivist approaches generally relate to the interactive and participatory nature of qualitative methods. Parahoo (1997) suggests that this is the main weakness and is due to the proximity of the researcher to the investigation. Mays and Pope
(1995) summarise the main criticisms as: Firstly, that qualitative research is merely an assembly of anecdote and personal impressions, strongly subject to researcher bias; secondly, it is argued that qualitative research lacks reproducibility the research is so personal to the researcher that there is no guarantee that a different researcher would not come to radically different conclusions; and, finally, qualitative research is criticised for lacking generalisability. In summary, post-positivist approaches assume that reality is multiple, subjective, and mentally constructed by individuals. The use of flexible and multiple methods is desirable as a way of studying a small sample in depth over time that can establish warranted assertibility as opposed to absolute truth. The researcher interacts with those being researched, and findings are the outcome of this interactive process with a focus on meaning and understanding the situation or phenomenon under examination. Definitions of Research Design A Research design is concerned with turning a research question into a testing project. The best design depends on the research questions. Every design has its positive and negative sides. The research design has been considered a "blueprint" for research, dealing with at least four problems: what questions to study, what data are relevant, what data to collect, and how to analyze the results. Research design can be divided into fixed and flexible research designs (Robson, 1993). Others have referred to this distinction with quantitative research designs and qualitative research designs. However, fixed designs need not be quantitative, and flexible design need not be qualitative. In fixed designs the design of the study is fixed before the main stage of data collection takes place. Fixed designs are normally theory-driven; otherwise its impossible to know in advance which variables need to be controlled and measured. Often these variables are quantitative. Flexible designs allow for more freedom during the data collection. One reason for using a flexible research design can be that the variable of interest is not quantitatively measurable, such as culture. In other cases, theory might not be available before one starts the research. Differences between qualitative and quantitative
Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed than large samples. In the conventional view, qualitative methods produce information only on the particular cases studied, and any more general conclusions are only propositions (informed assertions). Quantitative methods can then be used to seek empirical support for such research hypotheses. This view has been disputed by Oxford University professor Bent Flyvbjerg, who argues that qualitative methods and case study research may be used both for hypothesestesting and for generalizing beyond the particular cases studied.[2] Qualitative researchers may use different approaches in collecting data, such as the grounded theory practice, narratology, storytelling, classical ethnography, or shadowing. Qualitative methods are also loosely present in other methodological approaches, such as action research or actor-network theory. Forms of the data collected can include interviews and group discussions, observation and reflection field notes, various texts, pictures, and other materials. Qualitative research often categorizes data into patterns as the primary basis for organizing and reporting results. Qualitative researchers typically rely on the following methods for gathering information: Participant Observation, Non-participant Observation, Field Notes, Reflexive Journals, Structured Interview, Semi-structured Interview, Unstructured Interview, and Analysis of documents and materials. The ways of participating and observing can vary widely from setting to setting. Participant observation is a strategy of reflexive learning, not a single method of observing. In participant observation researchers typically become members of a culture, group, or setting, and adopt roles to conform to that setting. In doing so, the aim is for the researcher to gain a closer insight into the culture's practices, motivations and emotions. It is argued that the researchers' ability to understand the experiences of the culture may be inhibited if they observe without participating.
Some distinctive qualitative methods are the use of focus groups and key informant interviews. The focus group technique involves a moderator facilitating a small group discussion between selected individuals on a particular topic. This is a particularly popular method in market research and testing new initiatives with users/workers. One traditional and specialized form of qualitative research is called cognitive testing or pilot testing which is used in the development of quantitative survey items. Survey items are piloted on study participants to test the reliability and validity of the items. In the academic social sciences the most frequently used qualitative research approaches include the following: 1. Ethnographic Research, used for investigating cultures by collecting and describing data that is intended to help in the development of a theory. This method is also called ethnomethodology or "methodology of the people". An example of applied ethnographic research is the study of a particular culture and their understanding of the role of a particular disease in their cultural framework. 2. Critical Social Research, used by a researcher to understand how people communicate and develop symbolic meanings. 3. Ethical Inquiry, an intellectual analysis of ethical problems. It includes the study of ethics as related to obligation, rights, duty, right and wrong, choice etc. 4. Foundational Research, examines the foundations for a science, analyzes the beliefs, and develops ways to specify how a knowledge base should change in light of new information. 5. Historical Research allows one to discuss past and present events in the context of the present condition, and allows one to reflect and provide possible answers to current issues and problems. Historical research helps us in answering questions such as: Where have we come from, where are we, who are we now and where are we going? 6. Grounded Theory is an inductive type of research, based or grounded in the observations or data from which it was developed; it uses a variety of data sources, including quantitative data, review of records, interviews, observation and surveys. 7. Phenomenology describes the subjective reality of an event, as perceived by the study population; it is the study of a phenomenon. 8. Philosophical Research is conducted by field experts within the boundaries of a specific field of study or profession, the best qualified individual in any field of study
to use an intellectual analysis, in order to clarify definitions, identify ethics, or make a value judgment concerning an issue in their field of study. Quantitative research refers to the systematic empirical investigation of social phenomena via statistical, mathematical or computational techniques. The objective of quantitative research is to develop and employ mathematical models, theories and/or hypotheses pertaining to phenomena. The process of measurement is central to quantitative research because it provides the fundamental connection between empirical observation and mathematical expression of quantitative relationships. Quantitative data is any data that is in numerical form such as statistics, percentages, etc.. In layman's terms, this means that the quantitative researcher asks a specific, narrow question and collects numerical data from participants to answer the question. The researcher analyzes the data with the help of statistics. The researcher is hoping the numbers will yield an unbiased result that can be generalized to some larger population. Qualitative research, on the other hand, asks broad questions and collects word data from participants. The researcher looks for themes and describes the information in themes and patterns exclusive to that set of participants. Quantitative research is used widely in social sciences such as psychology, economics, sociology, and political science, and less frequently in anthropology and history. Research in mathematical sciences such as physics is also 'quantitative' by definition, though this use of the term differs in context. In the social sciences, the term relates to empirical methods, originating in both philosophical positivism and the history of statistics, which contrast qualitative research methods. Qualitative methods produce information only on the particular cases studied, and any more general conclusions are only hypotheses. Quantitative methods can be used to verify which of such hypotheses are true. A comprehensive analysis of 1274 articles published in the top two American sociology journals between 1935 and 2005 found that roughly two thirds of these articles used quantitative methods. Quantitative research is generally made using scientific methods, which can include: The generation of models, theories and hypotheses
The development of instruments and methods for measurement Experimental control and manipulation of variables Collection of empirical data Modeling and analysis of data In the social sciences particularly, quantitative research is often contrasted with qualitative research which is the examination, analysis and interpretation of observations for the purpose of discovering underlying meanings and patterns of relationships, including classifications of types of phenomena and entities, in a manner that does not involve mathematical models. Approaches to quantitative psychology were first modeled on quantitative approaches in the physical sciences by Gustav Fechner in his work on psychophysics, which built on the work of Ernst Heinrich Weber. Although a distinction is commonly drawn between qualitative and quantitative aspects of scientific investigation, it has been argued that the two go hand in hand. For example, based on analysis of the history of science, Kuhn (1961, p. 162) concludes that large amounts of qualitative work have usually been prerequisite to fruitful quantification in the physical sciences. Qualitative research is often used to gain a general sense of phenomena and to form theories that can be tested using further quantitative research. For instance, in the social sciences qualitative research methods are often used to gain better understanding of such things as intentionality (from the speech response of the researchee) and meaning (why did this person/group say something and what did it mean to them?) (Kieron Yeoman). Although quantitative investigation of the world has existed since people first began to record events or objects that had been counted, the modern idea of quantitative processes have their roots in Auguste Comte's positivist framework. Positivism emphasized the use of the scientific method through observation to empirically test hypotheses explaining and predicting what, where, why, how, and when phenomena occurred. Positivist scholars like Comte believed only scientific methods rather than previous spiritual explanations for human behavior could advance science.
E) DATA COLLECTION
Data collection is a term used to describe a process of preparing and collecting data, for example, as part of a process improvement or similar project. The purpose of data collection is to obtain information to keep on record, to make decisions about important issues, to pass information on to others. Primarily, data are collected to provide information regarding a specific topic. Data collection usually takes place early on in an improvement project, and is often formalised through a data collection plan which often contains the following activity. 1. Pre collection activity agree on goals, target data, definitions, methods 2. Collection data collection 3. Present Findings usually involves some form of sorting analysis and/or presentation. Prior to any data collection, pre-collection activity is one of the most crucial steps in the process. It is often discovered too late that the value of their interview information is discounted as a consequence of poor sampling of both questions and informants and poor elicitation techniques. After pre-collection activity is fully completed, data collection in the field, whether by interviewing or other methods, can be carried out in a structured, systematic and scientific way.
A formal data collection process is necessary as it ensures that data gathered are both defined and accurate and that subsequent decisions based on arguments embodied in the findings are valid. The process provides both a baseline from which to measure from and in certain cases a target on what to improve. Other main types of collection include census, sample survey, and administrative by-product and each with their respective advantages and disadvantages. A census refers to data collection about everyone or everything in a group or population and has advantages, such as accuracy and detail and disadvantages, such as cost and time. A sample survey is a data collection method that includes only part of the total population and has advantages, such as cost and time and disadvantages, such as accuracy and detail. Administrative by-product data are collected as a byproduct of an organization's day-to-day operations and has advantages, such as accuracy, time simplicity and disadvantages, such as no flexibility and lack of control. Quantitative data collection methods The Quantitative data collection methods, rely on random sampling and structured data collection instruments that fit diverse experiences into predetermined response categories. They produce results that are easy to summarize, compare, and generalize. Quantitative research is concerned with testing hypotheses derived from theory and/or being able to estimate the size of a phenomenon of interest. Depending on the research question, participants may be randomly assigned to different treatments. If this is not feasible, the researcher may collect data on participant and situational characteristics in order to statistically control for their influence on the dependent, or outcome, variable. If the intent is to generalize from the research participants to a larger population, the researcher will employ probability sampling to select participants. Typical quantitative data gathering strategies include: Experiments/clinical trials. Observing and recording well-defined events (e.g., counting the number of patients waiting in emergency at specified times of the day). Obtaining relevant data from management information systems.
Administering surveys with closed-ended questions (e.g., face-to face and telephone interviews, questionnaires etc). (http://www.achrn.org/quantitative_methods.htm) Interviews In Quantitative research(survey research),interviews are more structured than in Qualitative research In a structured interview, the researcher asks a standard set of questions and nothing more.(Leedy and Ormrod, 2001)
Face -to -face interviews have a distinct advantage of enabling the researcher to establish rapport with potential partiocipants and there for gain their cooperation. These interviews yield highest response rates in survey research. They also allow the researcher to clarify ambiguous answers and when appropriate, seek follow-up information. Disadvantages include impractical when large samples are involved time consuming and expensive.(Leedy and Ormrod, 2001) Telephone interviews are less time consuming and less expensive and the researcher has ready access to anyone on the planet who hasa telephone. Disadvantages are that the response rate is not as high as the face-to- face interview but considerably higher than the mailed questionnaire. The sample may be biased to the extent that people without phones are part of the population about whom the researcher wants to draw inferences. Computer Assisted Personal Interviewing (CAPI): is a form of personal interviewing, but instead of completing a questionnaire, the interviewer brings along a laptop or hand-held computer to enter the information directly into the database. This method saves time involved in processing the data, as well as saving the interviewer from carrying around hundreds of questionnaires. However, this type of data collection method can be expensive to set up and requires that interviewers have computer and typing skills. Questionnaires Paper-pencil-questionnaires can be sent to a large number of people and saves the researcher time and money. People are more truthful while responding to the questionnaires regarding controversial issues in particular due to the fact that their responses are anonymous.
But they also have drawbacks. Majority of the people who receive questionnaires don't return them and those who do might not be representative of the originally selected sample.(Leedy and Ormrod, 2001) Web based questionnaires : A new and inevitably growing methodology is the use of Internet based research. This would mean receiving an e-mail on which you would click on an address that would take you to a secure web-site to fill in a questionnaire. This type of research is often quicker and less detailed. Some disadvantages of this method include the exclusion of people who do not have a computer or are unable to access a computer. Also the validity of such surveys are in question as people might be in a hurry to complete it and so might not give accurate responses. Questionnaires often make use of Checklist and rating scales. These devices help simplify and quantify people's behaviors and attitudes. A checklist is a list of behaviors, characteristics, or other entities that researcher is looking for. Either the researcher or survey participant simply checks whether each item on the list is observed, present or true or vice versa. A rating scale is more useful when a behavior needs to be evaluated on a continuum. They are also known as Likert scales. (Leedy and Ormrod, 2001) Qualitative data collection methods The Qualitative data collection methods play an important role in impact evaluation by providing information useful to understand the processes behind observed results and assess changes in peoples perceptions of their well-being. Furthermore qualitative methods can be used to improve the quality of survey-based quantitative evaluations by helping generate evaluation hypothesis; strengthening the design of survey questionnaires and expanding or clarifying quantitative evaluation findings. These methods are characterized by the following attributes: they tend to be open-ended and have less structured protocols (i.e., researchers may change the data collection strategy by adding, refining, or dropping techniques or informants) they rely more heavily on interactive interviews; respondents may be interviewed several times to follow up on a particular issue, clarify concepts or check the reliability of data
they use triangulation to increase the credibility of their findings (i.e., researchers rely on multiple data collection methods to check the authenticity of their results) generally their findings are not generalizable to any specific population, rather each case study produces a single piece of evidence that can be used to seek general patterns among different studies of the same issue Regardless of the kinds of data involved, data collection in a qualitative study takes a great deal of time. The researcher needs to record any potentially useful data thoroughly, accurately, and systematically, using field notes, sketches, audiotapes, photographs and other suitable means. The data collection methods must observe the ethical principles of research. The qualitative methods most commonly used in evaluation can be classified in three broad categories: indepth interview observation methods document review Data Collection Process Identifying Data Types and Sources During instrument development, you identified the data you needed for your evaluation. An important initial step in data collection planning is to make an inventory of the types of data you want to collect and where or from whom you will collect them. You may be collecting two types of data: existing and program-generated. Pre-data collection planning and contact with organizations and people providing existing data are important. Planning and stakeholder involvement will help ensure that the data are accessible and available in the form that you need. Identifying Who Will Be Involved It is important to involve stakeholders, as well as anyone who will be involved in collecting or obtaining data, in your pre-data collection planning. This will help eliminate questions or issues that may impede or delay data collection. If permission to collect data is necessary, such as parental permission for student surveys or patient permission for access to
immunization records, this must be arranged before collection begins. Stakeholders not directly involved in data collection should also be informed of the data collection plan. Being clear up-front about who will actually collect the data will eliminate confusion about peoples roles and will help in thinking about whether or not data collectors are qualified and have the necessary access to collect the data. You will also want to consider the appropriateness of your data collectors (e.g., dont have members collect satisfaction data about their own performance). Setting a Schedule Timing is one of the most critical elements of data collection. Many types of existing data, such as grades and crime statistics, may be available only on set schedules. In addition, people who can give you access to existing data (for example, teachers or camp counselors) may be less available at certain times of the year. To avoid planning your data collection for times when data may be unavailable, involve as early in your evaluation planning as possible those people you have listed in step 2 who can give you access to existing data. It is a good idea to consult agency schedules and calendars. Timing is also important for programgenerated data. It is critical that you have planned for the collection of pre-service/program data before services have been provided or very early in service provision. For example, if you are doing neighborhood clean-ups and want to measure a change in residents perceptions of their neighborhood, a pre-program survey would need to be completed before any cleanup began. Training Your Data Collectors To ensure that your data collection is consistent and accurate, it is important to train your data collectors. Provide your data collectors with clear instructions on how to use instruments and to conduct interviews, focus groups, and other data collection activities.
Points to remember for training data collectors: Walk through the instrument with your data collectors to point out specific instructions. Provide an example of a completed instrument or interview transcript for your data collectors.
Provide clear instructions and/or a script (for phone surveys or interviews) for your data collectors to follow. Allow your data collectors to practice with a standard data set or example to make sure everyone is getting the same answers, when consistency is desirable. Allow interviewers and focus group facilitators to practice in a role play. Pilot Testing Your Data Collection Processes As previously mentioned, it is important to practice using data collection methods and instruments. By doing a practice data collection exercise, you can identify and eliminate problems that might occur. Keep your practice exercises as realistic as possible. For example, to train data collectors to interview students, it would be ideal to have student interviewees of similar ages and backgrounds as those in the program for practice interviews. Additionally, if you can collect pre-existing data on the groups you will be serving, your dry run can also serve as pre-service/program baseline data. Include the following in your pilot test: 1. Pilot test the instruments or other collection methods using realistic practice sessions, focus groups, or other methods. 2. Analyze data produced by the exercise and data collectors. 3. Hold a feedback session with data collectors to discuss any challenges. Determine solutions to challenges that arose. If the pilot test results indicate that changes need to be made to data collection approaches or instruments, these should be made prior to actual data collection. If changes are drastic, another pilot test of instruments and/or another practice session with data collectors may be appropriate. Training issues may also arise, requiring additional training for data collectors in instrument/method use. Implementing Your Data Collection You have spent a lot of time planning for your data collection. It is important that your data collectors and others involved are aware of the data collection schedule as well as their deadlines for collecting and returning data back to you. One issue you will need to consider
during your planning, and especially during your data collection, is the willingness of respondents to participate in or complete surveys, focus groups, etc. The following are some additional tips to remember while you plan for your data collection.
Take Steps to Ensure that You Get Enough Information Keep instruments short, one or two pages if possible. Provide directions on how to return the survey. Provide a self-addressed, stamped envelope if money permits. Let people know how you will use the data to make their lives better. Always find a way to report the information back to the participants. This will not only improve their cooperation, but may improve your data (e.g., getting feedback on observations and other qualitative data to validate it). Offer incentives like money, free food samples, or coupons, if appropriate. When possible, use a captive audience (classes, waiting rooms, people in offices, or people who need a service). Sometimes changing methods of collecting data will help improve response rates. (For example, mailed surveys usually have lower response rates than phone surveys, or in-person surveys or interviews.) Provide Confidentiality Obtaining data from respondents can often be difficult if they are concerned that the data will be shared with others or that they will be identified in data analysis or reporting. It is always important to consider the potential impact of collecting and providing data on the respondent. This is especially important when respondents are providing information which is sensitive, or which may have personal or legal implications (e.g., surveys on drug use or child abuse, school grades, or opinions about teachers, mentors, program staff). Always inform respondents about your confidentiality guidelines when you begin data collection. These guidelines can be included in the directions or cover letter for a survey, or in the permission letters distributed before existing or interview data are collected. Always provide the confidentiality you promise. Make surveys anonymous, or, if you need to collect pre-post data, have respondents use code numbers or names.
When analyzing data collected from interviews, focus groups, or observations, assign fictitious names to respondents or provide answers in categories rather than by respondent. When collecting grades, discipline records, or other existing data, it may be useful to assign each student a code for reporting purposes, or to report data in aggregate form.
Identify the Quantity of Service When appropriate, make sure your data collection processes contain a system for separating individuals who received a lot of service from those who received little or none. This means that it will be important to keep track of program attendance through sign-in sheets or attendance logs. For anonymous measures, it may help to ask questions such as how often did you attend the drop-in counseling sessions? or how Use Low Burden Methods Data collection should not be a burden: plan to integrate it with service provision when you can. Some instruments, such as goal-setting logs and journals, may be implemented as part of the activity provided by the programs. For example, goal setting can serve both to plan tutoring sessions and to measure their impact. Journals can act as a forum for learning writing skills, as well as a demonstration of change in skills and attitudes. Similarly, in an immunization program, child immunization cards can serve both as a data collection instrument and an educational tool as well as an appointment reminder system for parents.
F) CONCLUSION Statement of the Problems and Ideas Tesco Malaysia offers different brands of chili sauce which is a very popular condiment in their country and because of the continues demand of this condiment the Management of Tesco in Malaysia realize the needs to introduce their own brand of chili sauce for Malaysian local consumer although they already have their own brand of Tesco chili sauce. They also need to know if they are able to compete with the other well know manufacturer of this product or will it be feasible to introduce their own local brand? What would be the demand and how will it be accepted by the public knowing that there are more popular brands in their stores in Malaysia? Will the Tesco group allow their local branding process? Literature Review Tesco also allowed local branding to gain local consumer an access to localize products on their own which is usually effective in targeting their preferences this also enhances the stores nationalistic approach although most of their products are imported from other country. Tesco also value the managers initiative to think globally by selling their products locally knowing that every little helps or we put our heart to serve you as their slogan. (Tesco Main) Localization of international brands is very effective tools in most stores of different industries so there will be no problem in supplies and management for rebranding. Mc Donald, Pepsi, Walter Mart, Star bucks and other organization also does this strategy to expand their brand. But to clarify it would take more than the perception but an actual identification of production process and market testing so as to project the sustainability and return of investment about the research process. Therefore it should be well researched. The production plant, manpower and promotional budget are needed for positioning the new entry of the product. This means that it would really take an initial cost and investment in their production, they need to start as soon as possible in their production to test their product in the market. Locally made products engage in an international organization would be their advantage but they should also understand the product is not made to compete with their products but to ensure that the consumer has more option to buy over their preferred brand or they will end up with competing with each other.
Collection of Pertinent Data Malaysia is relatively a small country but they have a large arable land consisting of about 3930 hectares reserved only for chili production and cultivation according to the Federal Agriculture Marketing Authority (FAMA 1995) therefore they have the resources to produce their own brand that will provide them their advantage over the competition considering its local branding. Chili is one of the key ingredients for Malaysian cuisine because of its popularity and its taste. The local chili market in Malaysia rose up to 21% starting in 2008 and still gaining demand up to the present times in fact in 2009 they have used more than 50,000 tons of chili in a year in distribution. (The Economic Times Magazine 2009) Knowing that demand is good, the sources and materials are available in Malaysia and Tesco support localization branding it is nearly feasible to start the production process and their goals of re branding is easy to realize knowing that everything is in its right place. Population and Market Advantages over the competition it is easy to say that local brand can be best promoted to gain popularity over their people to gain market advantage but in reality this is not always the case because most competing products always look their ways to find a loophole to position their product in the highest level through constant advertisement, trials, free taste and other marketing strategy just to promote their products. Tesco in Malaysia and their management should also think globally if they are going to produce their own products this means that they should not simply limit their Product, Price, Promotion and Place of distribution in a single location but they can also think of expanding their market in different geographic location especially in their neighboring countries in Asia who usually love chili sauce in order to realized its full production potential and demand. Their local production supplies or raw materials are another one good advantage to gain higher quality and more affordable pricing scheme. They can also provide employment to their people. Analysis and Conclusion of the Study Since every details has been summarized and introduced (excluding financial report), the problem and solution has also been identified we can safely say that the proposal of the Tesco Management in Malaysia in the branding and production of local chili sauce is very feasible in their country. It is very affirmative that this can bring a good response during their introduction so they should not delay their plan.
References;
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FACULTY OF BUSINESS AND MANAGEMENT

BBRC4103 RESEARCH METHODOLOGY

SEMESTER JANUARY 2012

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ACKNOWLEDGEMENT QUESTION 1 QUESTION 2 QUESTION 3 QUESTION 4 QUESTION 5 QUESTION 6 REFERENCES

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The steps in the research process are;

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Research Philosophy and Approach

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B) PROBLEM IDENTIFICATION & FORMULATED RESEARCH QUESTIONS

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concept development the idea is turned into a finished product

prototype development a model of the product is made

launch the product is introduced to the market

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: How to win Chinese consumers: Competetive strategy of Wal-Mart in China

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D) RESEARCH PHILOSOPHY AND APPROACH & RESEARCH DESIGN

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