Introduction

The paper demonstrated the use of qualitative and quantitative market research method for fulfilling the needs of the customers by providing them with a user-friendly and ergonomic shopping cart. It will provide convenience to the customers as the shopping cart will comprise of all the facilities that will be helpful for the customers while shopping online. It will provide with secondary as well as primary research that is conducted by the company to improve their e-commerce business. It will discuss the best choice among qualitative and quantitative research to be conducted by the organization to provide the best shopping experience to its customers.

Identification of the scenario and marketing research objectives

The scenario that has been chosen for conducting the research is “Really-Rocking Retailer would like to improve the shopping experience of its customers by offering a more ergonomic and user-friendly shopping cart.” Based on the above scenario mentioned the marketing research objectives of the company is to provide convenience to its customers by providing a shopping cart that comes with various facilities that will fulfill the needs of the customers (Doering, Poeschl, Gross, Bley, Martin et al., 2015). The company aims to analyze, gather and record the data related to the problems based on the marketing of services and products through online service that needs to be improved.  

One SMART goal based on the scenario

The scenario that is entirely based on Really Rocking Retailer Company who seeks to improve its e-commerce business. The company aims to provide its customers with best shopping experience by providing a user-friendly and more ergonomic shopping cart. One of the SMART goals of the company is to ensure that the online store is accessible from every set of a device such as mobile phone, laptop, P.C. and many more where each data is readable with information and clear design on it (Lemon & Verhoef, 2016). This will provide convenience to the customers while shopping online as customers always expect for mobile-friendly sites for shopping.

Using quantitative and qualitative marketing research to achieve the objective

Quantitative market research is said to be the grouping of numerical data that leads to analyzing the statistical understanding trends in the data. It comprises of standardized questions where a massive number of respondents participates in the research. Quantitative market research is useful for the scenario as it collects data based on the standardized asking questions to the customers related to their online shopping needs and experience (Parise, Guinan & Kafka, 2016). It will help the company to gather a huge amount of information to improve the shopping experience of its customers. 

Quantitative Research

Survey Research

Correlational research

Experimental Research

                           Figure: Quantitative Market Research

On the other hand, qualitative market research would provide with the reasoning for needs, wants, opinions and reasoning consumer actions. It will take the company in understanding the factors consumer wants while purchasing a product online (Bernon, Cullen & Gorst, 2016). This research will allow the company to gather a vast amount of information based on offering user-friendly and ergonomic shopping art.

Qualitative  Research

Focus Groups

On-call interview

Innovation Research

                           Figure: Qualitative Market Research

Therefore, for the particular scenario quantitative research is the best choice for the client as the project concept has been researched previously and based on that factors the company seeks to improve its e-commerce business.

Secondary research method

Secondary research has been conducted by the company to gathera useful information about the online shopping experience of its customers and provide convenience to them. The company has made use of internal data to find the solution as it is out of reach of the competitors. This has proved to be beneficial for Really Rocking Retail Company to gather information about their previous records of advertising through an online shopping cart (Sharma & Khandait, 2016). The company has also adopted the process of collecting information about the competitors that helped them to know their weaknesses and strengths of the rivals. It not only helped the company to recognize their weaknesses but also improve it provide better online services to its customers. It also gathered the reviews of its customers based on their previous provided services through which they improved their quality of services to provide comfort to the customers and satisfy their requirements. Thus, the secondary research method helped in understanding the needs of the customers.

Secondary Research

 

Internal Sources InvoicesReports from multiple departmentsCatalogs and BrochuresComplaintsWarranties

Figure: A Secondary Research method

Primary research method

For the mentioned scenario face-to-face interviews have been conducted that highly helped the company to gather information about the requirements of its customers based on online shopping. It is observed that nowadays customers mostly prefer a mobile shopping site as it provides them with various facilities to shop online. With the help of this secondary research, the company could improve its e-commerce business and develop the best shopping cart for its customers (Shobeiri, Mazaheri & Laroche, 2014). It is aiming to create such type of shopping cart that will fulfill the needs of the customers.

Another type of primary research method that has been adopted by the company to provide the best shopping experience to its customers is online surveys. The company has conducted online surveys that allow different groups of people regarding gender and age to participate in the survey conducted. This survey has been conducted online that helped the company to gather information related to the needs of the customers while shopping online.

Needs Understanding

Framing the objectives of the research

Feedback from the client

Research and Analysis

Research and Analysis Fine-tuning

Presentation and Documentation

                        Figure: Primary Research Method

Conclusion

The paper concluded by providing with the quantitative and qualitative market research for the scenario mentioned in the assignment. It is observed that Really Rocking Retail Company seeks to improve customer experience by providing a user-friendly and more ergonomic shopping cart. It can be seen that the company has conducted qualitative and quantitative market research to fulfill the needs of the customers. It provided the fact that quantitative research is the best choice for the company to enhance its e-commerce business to provide convenience to its customers. The paper also focused on the secondary and primary research method used by the company for satisfying the needs of its customers.

References

Bernon, M., Cullen, J., & Gorst, J. (2016). Online retail returns management: integration within an omni-channel distribution context. International Journal of Physical Distribution & Logistics Management, 46(6/7), 584-605.

Doering, N., Poeschl, S., Gross, H. M., Bley, A., Martin, C., & Boehme, H. J. (2015). User-centered design and evaluation of a mobile shopping robot. International Journal of Social Robotics, 7(2), 203-225.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.

Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons, 59(4), 411-420.

Sharma, A. K., & Khandait, S. P. (2016). A novel software tool to generate customer needs for effective design of online shopping websites. International Journal of Information Technology and Computer Science, 83, 85-92.

Shobeiri, S., Mazaheri, E., & Laroche, M. (2014). Improving customer website involvement through experiential marketing. The Service Industries Journal, 34(11), 885-900.