First Step is analyzing the Secondary Data

Secondary Data contains the overall performance of the company till far… from that only we need to
identify the problem for MR

Primary data is the data collected for our research

Qualitative Survey is unstructured exploratory in nature asking small Focus groups about the
problems

Constraints of the Firm,Forecast of the Future,Resources

Problem Definition

It should be clear not broad statement and it should have specific components that give guidelines
on how to further proceed

From broad statement to specific components

Problem Definition-

Broad Statement- Determine the relative strengths and weakness of Decathlon compared to other
competitors which includes customers attitude and behavior of Decathlon products

This should provide the information on the following questions:

Imp: Brand Awareness?

1. What criteria the customers use when selecting sports purchase?

This need to be cover the online purchase and other competitive stores like puma,nike etc

2. How do customers evaluate decathlon on the basis of above question?

3. which brands/stores the customers prefer for their specific sport products?

Example :badminton-yonex or Artengo

4. What is the Market Share of Decathlon and its competitors for specific product
categories?

5. What is the demographic and psychographic profile of the customers of decathlon?does it

differ from the profile of customers of competing stores?

Example: is their any specific sport players is loyal to Decathlon? Does more spacious
store attract more customers?

To Manager

Descriptive Research- Preplanned and Structured design

Causal Research(Cause and Effect)- for Example,Do you think there is no space for playing
badminton inside store is one of the reason for declining artengo sales

Different Type of Errors need to be considered at last pg n0 85

Secondary Data

Census,Newspaper,Articles etc
Internal Secondary Data-

Sales by specific Stores

Sales by major department

Sales by Geographic Region

Sales in specific time periods

Demographic Data-

Target Age Group-18-45

Psycographic Data

Interest in Badminton, Interest in Football etc

Qualitative Research -> Focus Groups

For Attitude survey: Most of them should Interval scale:Rating 1-10 etc

Paired comparison can be used for physical products

Likert Scale: Favourable answer need to be on 5 or 7 in rating scale

Precoding to the options in the questions