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ASSIGNMENT 1 REPORT

New Advances in Business

WRITTEN AND SUBMITTED BY:


THE ANH NGUYEN 1318768
BA (HONS) BUSINESS STUDIES (MARKETING)
DATE: 15-01-2014

UNIVERSITY OF BEDFORDSHIRE

Contents
1

Part A .................................................................................................................................................... 3
1.1

Introduction ................................................................................................................................... 3

1.2

Sampling ....................................................................................................................................... 3

1.2.1

Key concepts ......................................................................................................................... 3

1.2.2

Strengths and weakness of sampling methods ...................................................................... 4

1.2.3

Advantages and disadvantages .............................................................................................. 5

1.2.4

Sample size ........................................................................................................................... 5

1.3

1.3.1

Questionnaire design ............................................................................................................. 6

1.3.2

Advantages and disadvantages of questionnaire ................................................................... 6

1.4

Ethical Issues ................................................................................................................................ 7

1.5

Analyzing quantitative data .......................................................................................................... 8

1.5.1

Types of data ......................................................................................................................... 8

1.5.2

Types of quantitative data analysis ....................................................................................... 9

1.5.3

Advantages and disadvantages ............................................................................................ 10

Part B Case studies.............................................................................................................................. 11


2.1

Collecting primary data by using questionnaire ........................................................................... 6

Case 3a: The development of discount warehouse clubs ............................................................ 11

Case 8a: The involvement of auditors in preliminary profit announcements ..................................... 12


3.1

Case 10b: Students use of work-based learning in their studies ................................................ 13

Reference ............................................................................................................................................ 14

Appendix ............................................................................................................................................. 16
5.1

UK grocery market share 2010 ................................................................................................... 16

5.2

Students score in exam: ............................................................................................................. 17

5.3

Comparing the time spent on cardiovascular equipment by reasons for going to the gym ........ 17

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Part A

1.1 Introduction
The research purpose is to produce the information from the target market. It must be
quality to generate knowledge and applicable for researcher. There are many types of
research methods; however, quantitative research method is usually conducted because it
provides an overview and options of the large population. By understanding two popular
types method: sampling and questionnaire as well as knowing how to analyze the
quantitative data, this will provide an effective and efficient tool for the researchers to
achieve their goals.
1.2 Sampling
Sampling is the most popular research method. It can clarify the adequate results from the
target population so sampling is very effective when generalizing the finding to the target
market in market research. From a limited number of the sample, they can represent for
the whole population in terms of trends and characteristics. In order to cover this method,
we will address some main key points: the key concepts, the application of the sampling
method, its strengths and weaknesses.
1.2.1 Key concepts
Sampling is mainly focus on generalize the finding from the sample to the targeted
population. There are ten basic terms and concepts in sampling (Bryman and Bell, 2011)
Population: the total units where the samples are collected.
Sample: a selected part from the population which may be based on different
approaches depended on the purpose of the research.
Sample frame: units list of the population
Representative sample: units standing for the population
Probability sample: random selected sample based on random selection method
(low rate of sampling error)
Non-probability sample: units selected without using random selection method
Sampling error: the variance between the sample and the population
Non-sampling error: the difference between the samples and the population
appearing after the selection
Non-response: The samples (usually are people) cannot be contacted or incooperate.
Census: the data related to all units in a population.

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Sampling is easy to conduct, economical and fastest way to collect information from the
target market, thus it is applied widely across the globe. Most of TV networks and news
use sampling method to find out the number and the interested of audience. For example,
BBC used this method to determine the effect of digital devices on peoples news
consumption habits (Culshaw, 2013). How can government collect the information on
unemployment in their countries? How can manufactures know whether customers
satisfied about their products? How can newspapers, magazines and journals know what
are the readers interested in? They all need to conduct surveys by using sampling method.
With all the examples above, sampling seems to be an effective and useful tool for
collecting information from the large population.
1.2.2 Strengths and weakness of sampling methods
According to Bryman and Bell (2011), there are many types of samples included in two
main types: probability and non-probability samples. However, I just want to focus on
some popular types, in my opinion, which are simple random sample, cluster sampling
and snowball sampling.
Type
Simple
random
sample

Definition
Application
Each unit in the population has an equal chance to Survey on nutrition
be selected (Texas, 2012).
consumption trends in
Canada by using randomdigit dialing process to
select sample

Cluster
The technique which is usually applied when the
sampling population is large and widely spreads and can be
divided into groups (clusters). The sample will be
selected randomly from the cluster (University,
2012).
Snowball The technique is used when the information of
sampling members of the population are hard to access.
Research members will be asked to recommend
other members who are suitable for the survey
(Crossman, 2013).

Collecting the statistic of


Living costs and Food
sample for Great Britain
(UNS, 2013).
Venter, Boshoff, and
Mass (2005) research
about the factors which
affects the successful of
small and medium-size
businesses (Bryman and
Bell, 2011).

Source: (FAO, 2012)

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1.2.3 Advantages and disadvantages


Type
Advantages
Simple random sample
No human bias
Highly representative
Low sampling error

Cluster sampling

An area sampling which is


very effective and
economical when the
population is large and
scatter
Large sample size allow
researchers to decide which
to take sample from

Snowball sampling

Allow researchers to access


to members of the
population, which is hard to
collect information, cheaply
and easily
Require little work and
planning

Disadvantages
Require detail information
and access to all units of the
population
Approach time could be too
long and the sample could
change
Costly when the population
is too large and hard to
access
Low representative
(members of different
clusters may have same
characteristics)
High sampling error
Clusters must be equal on
each level

Representative level of the


sample is unsure
Rely on the previous sample
to collect new ones
May ignore different sample
because most members will
recommend the new one
with same characteristics
and traits

Source: (Explorable.com, 2009)


1.2.4 Sample size
One of the most issues which need to be considered when using sampling method is the
sample size. In general, there are four factors affecting the sample size (Smith, 2013):

Population size: It is usually unknown or approximated


Margin of error: the amount of error should be allowed.
Confidence level: the rate of unsure you can accept
The response distribution: the expectation of the result
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1.3 Collecting primary data by using questionnaire


As well as sampling method, questionnaire is widely used to collect information due to
its cost-efficiency. There are two main types of questionnaire: Self-completion and
interviewer-administered questionnaire. I will focus mainly on self-completion
questionnaire because it is shorter and easier to conduct, cheaper and quicker to control.
In order to set up a successful questionnaire, we must consider some key points: its
design as well as the advantages and disadvantages of the self-completion questionnaires
(UoZ, 2013).
1.3.1 Questionnaire design
The questionnaire needs to be designed logically and cohesively to get the best result
because there is no observation. Researchers will have to consider:

The information we want to collect and how we going to analyze the results
Target population the sample size and how it affects your questionnaire structure
The supply resources - time, money and other support
Questionnaire layout and content:
Creating a clear and attractive layout by using appropriate word type and space
Grouping the related question, keep the questions are as short as possible
Giving clear instruction on how to complete the question
Using general question on the opening
Using same type format for all the closed questions if possible (vertical or
horizontal)

Source: (Strathclyde, 2013)


1.3.2 Advantages and disadvantages of questionnaire
a. Strengths
Low administration cost: Using one sample, you can spread it over a large region
or even more. This saves the cost and time of travel for both the researchers and
the interviewees.
Eliminate the interviewer bias: When an interview is conducting, the answers of
the interviewees maybe affected by the interviewers and reduce the answers
accuracy.
The results are on the same form and framework and hence they are easy to
manages and analysis the results by using software
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Respondents can answers freely, which reduces the error causes by inconvenient
answers conditions
Large amount of infromation: a great deal of questionnaire can be sent out to many
places at remarkable low cost
b. Weaknesses
No instructions for interviewers: Although most the questions are well-design,
some may be unclear for the interviewers to answers, which is usually resulted in
wrong answers.
Limit in terms of elaboration answers and number of questions, especially open
questions.
Questionnaire maybe answered in incorrect order: The question order may have a
great impact on the results (PewResearch, 2013).
No control of who will answers the questions
Limit information: No additional data can be add to the questionnaire
High risk of missing data: respondents usually skip the questionnaire which they
are not interested in or the fault when delivering and receiving the questionnaire.
Low response rate: This is the biggest problem when doing self-completion
questionnaire. There are several steps to improve it:
Include covering letter to explain the reasons of the research and the important of
the response
Include return postage
Send a remind letter
Clear and attractive questionnaire layout
Design interesting question to the receivers
The reliability and validity of the questionnaire the ability of giving same results from
people with same characteristics in particularly condition and the measuring rate of the
questions
Source: (Bryman and Bell, 2011) and (UoL, 2013)
1.4 Ethical Issues
Ethical issues are unavoidable when conducting the research. Researchers always have to
try to reduce the risk to individuals and communities while still ensuring gather
maximum information from them (Gillespie, 2010). Ethical code provides general rules
for researchers in order to minimize the risks, which includes:

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Honesty: honestly collect data, generate result, methods and process as well as
publication status.
Objectivity: reduce or eliminate human bias when conducting research
Integrity: responsible for all promises and agreements
Carefulness: reduce the number of errors which can appear during the procedure,
secure collected data as well as the results
Openness: welcome all criticism and ideas
Respect for Intellectual Property: make sure be authorized for all collected data
and access right.
Confidentiality: protect all the data and records
Responsible Publication and Mentoring
Respect for colleagues
Social Responsibility
Non-Discrimination: treat all participant in an equal way
Legality:
obey
government
laws
and
policies
Human Subjects Protection: minimize the risk which may harm to human subjects
Source: (Shamoo and Resnik, 2009) and (Resnik, 2011)
1.5 Analyzing quantitative data
When doing a research, no matter we are working with primary or secondary data,
analyzing the quantitative data is unavoidable. By understanding this method, we can
easily understand the results and see the issue from many angels because quantitative
data can be analyzed in many different ways to provide the most suitable outcome. There
are several things we need to understand in order to achieve the best result by using this
method which is included: main types of quantitative data, types of quantitative analysis
(univariate and bivariate analysis) as well as it strengths and weaknesses.
1.5.1 Types of data
There are four main types of data that we will analyze during the research:
Nominal data (categorical data): is the data that cannot be arranged in order. For
example: male and female.
Ordinal data: is the data that can be rank ordered but the difference between the values is
not equal. For example: the clothing size (small, medium, large)

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Interval data: is the data can be rank ordered and has the same differences between the
categories within the whole range. For example: the difference between 30 and 31 ages is
equal with the difference between 45 and 46 ages.
Ratio data: is the continuous data that can be ordered, has the same difference between
the categories and a natural zero point. For example: the height or weight, the inch scale.
Source: (ET, 2013) and (Bryman and Bell, 2011)
1.5.2 Types of quantitative data analysis
a. Univariate analysis
It is used to analyze one data at a time including some popular types below:
Frequency table: It is the table in which the values are marked and shown the
number or the percentage in relation to the question. As on appendix 4.2, we can
see that the most frequency value is group 76-80 scores with 14 times.
Diagram: This is the most popular univariate method. It provides a clear vision to
the relation of each value. The regular form of diagram is pie chart and bar chart,
which works very well with nominal and ordinal data. As can be seen on appendix
xxx, Tesco is the market leader with 24% of the market share.
b. Bivariate analysis
This method evaluates two categories at a time to determine if they are related or not.
Comparing to other techniques in this method - contingency tables, pearsons r and the
like comparing means and eta is the best to observe the relationship between to values.
On appendix 4.3, it is clear that people who come to the gym for fitness and lose weight
spend much more time on equipment than the rest. In this method, we have the test called
eta, which identify the possible relation between two values. It is useful as it can apply
even when the two values are in different type.

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1.5.3 Advantages and disadvantages


a. Advantages
Provide a great deal of information: the specific values, trends, values rank, promotions,
distributions and relationship between values
Be able to apply in chart and table for easier understand
Can analyze large population
Provide a summary of data and the research phenomenon
Can apply to similar research
Prevent personal preconception by using only statistic
b. Disadvantages
Do not suitable for some kinds of research which requires a specialistic information
Validity of data is usually changed in period of time
Limited administration
High error level (sample error, missing data)
Limit information due to using form and questionnaire

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Part B Case studies

2.1 Case 3a: The development of discount warehouse clubs


a. How might Jane have overcome the problems of only finding relevant articles
in trade journals and newspaper?
She could have tried difference sources instead of using only one library. She could also
ask for advices from someone which has experience or worked on this project before.
Using variable keywords or paraphrase the questions might work as well.
b. Why did Jane type all the items she had in her files into her word processor
rather than just those she had referred to directly in the text?
Jane did not sure about which files was necessary for her report and by marking all of
them, she would not have to search it again. More to the point, Jane had to prepare a
bibliography instead of references.
c. What lessons can you learn from Janes experience?
I can learn a number of lessons from this case, they are:

Prepare the review as soon as possible


Contact with tutor for more advises
Use different databases
Chose appropriate quotations and note down all the reference whenever needed
Update the review if it is necessary

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Case 8a: The involvement of auditors in preliminary profit announcements


a. Identify data sources used by Tony and Jim in this research?

The prelims: full annual reports and audited accounts.


b. Which of these are secondary data and which are primary data and give your
reasons?
They are all secondary data because they are collected for other purpose initially.
c. What other methods (if any) do you think Tony and Jim could have used to
obtain the data they needed to test their hypothesis and give your reasons?
They could have collect information from the trading from other companies after the
release of the prelims in order to observe the change of the prices.
d. What were the problems faced by Tony and Jim using these secondary data?
The lack of validity and reliability of the data due to the secondary data
Limited information: the reports in the market place are usually required fee
Time consuming
e. What lessons can you learn from Tony and Jims experience?
Always check the validity and credibility of the information resources
Consider between the cost and the benefit when choosing the databases

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3.1 Case 10b: Students use of work-based learning in their studies


a. Why did Jim feel it necessary to analyze reflective material produced by
students rather than just interview final-year students in his research?
They can gather more information than using only one group and hence construct a deep
understanding of the research topic.
b. Why was it important to plan and manage the interviews in the way
described?
It would help Jim focus on students opinion and make them feel comfortable so they
could explore the topic much more detail. Creating a group interview also let the
members criticize others ideas and provide data in different views.
c. How did Jim deal with the ethical issues in his research?
He sought for the permission from the tutor and all members of interview group. He also
arranged the meeting time which is suitable for all students and secured all the
information.
d. Why was it valid for Jim to decide to interview tutors when originally he had
not intended to?
Because the results were very interesting and created a great deal of questions needed to
be answered by tutors.
e. Jim used literature from three distinct areas. What were they and why he
need to use each of them?
Studies and research materials: provide structure for the research and credibility
Books and research publications: provide research methods
Study journal: provide conclusion
f. What were the main strengths and weakness of this research?
Strengths
Provide better way of learning
Apply knowledge to certain research
Gain more experience

Weaknesses
Complex topic
Do not take advantage of WBL totally

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Reference

BRYMAN, A. & BELL, E. (eds.) 2011. Business research methods, United Stated: Oxford
University Press Inc.
CROSSMAN, A. 2013. Sociology: Snowball Sample [Online]. About.com. Available:
http://sociology.about.com/od/Types-of-Samples/a/Snowball-Sample.htm [Accessed 15
Jan 2014].
CULSHAW, J. 2013. BBC World News [Online]. BBC. Available:
http://www.bbc.co.uk/mediacentre/worldnews/news-consumption.html [Accessed 15 Jan
2014].
ET. 2013. Analyze Quantitative Data [Online]. Evaluation Toolkit. Available:
http://toolkit.pellinstitute.org/evaluation-guide/analyze/analyze-quantitative-data/
[Accessed 15 Jan 2014].
EXPLORABLE.COM. 2009. Snowball Sampling [Online]. Available:
http://explorable.com/snowball-sampling [Accessed 15 Jan 2014].
FAO. 2012. Humanutrition: Examples of sampling methods [Online]. Food and Agriculture
Organization of the United Nations. Available:
http://www.fao.org/ag/humannutrition/324280613f516cb07eade922c8c19b4d0452c0.pdf [Accessed 15 Jan 2014].
GILLESPIE, D. 2010. Ethical Issues in Research [Online]. The University of North Carolina
at Pembroke. Available: http://www.uncp.edu/home/marson/ethical_issues.html
[Accessed 15 Jan 2014].
PETTINGER, T. 2012. UK Grocery Market Share [Online]. Available:
http://www.economicshelp.org/blog/6288/economics/uk-grocery-market-share/
[Accessed 15 Jan 2014].
PEWRESEARCH. 2013. Question Order [Online]. Available: http://www.peoplepress.org/methodology/questionnaire-design/question-order/ [Accessed 15 Jan 2014].

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RESNIK, D. B. 2011. What is Ethics in Research & Why is it Important? [Online]. National
Institutes of Environmental Health Sciences. Available:
http://www.niehs.nih.gov/research/resources/bioethics/whatis/ [Accessed 15 Jan 2014].
SHAMOO, A. E. & RESNIK, D. B. 2009. Responsible Conduct of Research, New York,
Oxford University Press.
SMITH, S. 2013. Determining Sample Size: How to Ensure You Get the Correct Sample Size
[Online]. Qualtrics Blog. Available: http://www.qualtrics.com/blog/determining-samplesize/ [Accessed 15 Jan 2014].
STRATHCLYDE. 2013. Questionnaire Design [Online]. University of Strathclyde.
Available:
http://www.strath.ac.uk/aer/materials/3datacollection/unit2/questionnairedesign/
[Accessed 15 Jan 2014].
TEXAS, T. U. O. 2012. COMMON MISTAKES IN USING STATISTICS: Spotting and
Avoiding Them [Online]. Available:
http://www.ma.utexas.edu/users/mks/statmistakes/StatisticsMistakes.html [Accessed 15
Jan 2014].
TUTORVISTAR. 2013. Frequency Table [Online]. Available:
http://math.tutorvista.com/statistics/frequency-table.html [Accessed 15 Jan 2014].
UNIVERSITY, P. 2012. Cluster sampling. Available:
http://www.princeton.edu/~achaney/tmve/wiki100k/docs/Cluster_sampling.html
[Accessed 15 Jan 2014].
UNS. 2013. Food Consumption: Technical Data [Online]. UK National Statistic. Available:
http://www.statistics.gov.uk/hub/people-places/people/food-consumption [Accessed 15
Jan 2014].
UOL 2013. Introduction to Research. University of Surrey.
UOZ. 2013. Structured Interviewing and Self-completion Questionaires [Online]. University
of Zagreb. Available: http://www.unizg.hr/homepage/about-university/ [Accessed 15
Jan 2014].

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Appendix

5.1 UK grocery market share 2010


a. Pie chart

b. Bar chart

Source: (Pettinger, 2012)

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5.2 Students score in exam:


Score (X) Frequency (f)
Below 75
4
76 - 80
14
81 - 85
2
86 - 90
8
91 - 95
5
96 - 100
1
Source: (TutorVistar, 2013)
5.3 Comparing the time spent on cardiovascular equipment by
to the gym
Time
Reasons
Relaxation Fitness Lose
weight
Mean number of minutes spent on
18.33
30.55 28.36
equipment
N
9
31
33

reasons for going

Build
Total
Strength
19.65
26.47
17

90

Source: (Bryman and Bell, 2011)

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