UNIQLO Marketing Research
As one of the most lucrative industries globally, fashion has attracted many companies. One such companies include UNIQLO a Japanese company located in Yamaguchi. The company offers different types of cloth brands to local Japanese people, the Asian region and other consumers globally. Singapore is one of the biggest markets for fashion wear with many companies in operation and new ones seeking on entry strategies. Considering the strategic importance of the country to UNIQLO, it is essential for the company to conduct a marketing research to establish what influences consumers decisions to purchase different fashion brands. According to Shen (2014), this will help the company management to come up with a strategy that will help the company penetrate the Singapore market and gain a competitive advantage. This case study outlines the type of research that the company should conduct in Singapore whether qualitative or quantitative based on the merits and demerits of each method. It also looks at how group study facilitation can be easily conducted through planning and ensuring that the main themes are identified from the study. The selection criterion for the respondents in the study is also outlined stating the advantages of adopting non-probability and probability approaches in the sampling process. Finally, the analysis gives recommendations on how the company can use the online customer information to make critical decisions and the possible limitations of relying on this information in strategic decision-making.
Qualitative versus quantitative research in UNIQLO
There are some merits and demerits associated with choosing either method for the company in conducting research. This analysis gives an account of the two methods based on the advantages and disadvantages and recommendation of the best method that the company should embrace in its market research for the Singapore market.
Quantitative research method
When a quantitative research method is used in carrying out research, the data is provided in numerical according to Merriam and Tisdell (2015). The method also allows for analysis using statistics where descriptions and inferences are provided. The statistical approaches embraced in this method are universal and can be used for any other data collected using the quantitative approach. When quantitative data collection approach is used in research, it is possible for the researcher to probe the findings further using multivariate statistics. It is possible for the researcher to establish things such as disparity in preferences by assessing the collected data using the approach. A researcher is also able to establish the probability of having errors in the findings and the time taken to complete particular activities using different criteria such as the application of competitive benchmark.
The major strength of using the quantitative approach in conducting research is the fact that the methods offer descriptive data. Descriptive data gives a broad account of a particular situation under study. For example, UNIQLO can get a snapshot of the consumer behavior and purchasing decisions. However, it may be difficult for the researcher to interpret the descriptive data collected. Using a quantitative data approach can be challenging when it comes to product design. The report from the survey may conclude that the consumers in Singapore have a preference for a particular brand design but without specifications on whether the consumers bought cotton, linen or normal material. In such cases, the company will move to design products based on general research findings without specifically looking at what is preferred whether linen or cotton. The approach has a high chance of misleading the brand designers if they do not have a good interpreter for the data. This type of research should be embraced by the company if only they have someone with strong interpretation skills and can use quantitative statistics effectively with minimum chances of errors. There is a high dependence on the sample size by researchers to make inferences used to make company decisions. In some cases, the sample size used in quantitative data may fail to give any statistical significance and researchers will be forced to increase the sample size. Using quantitative approach consumes less time as compared to using qualitative approach because it is easy for the company to automate quantitative data collection as compared to a qualitative approach. As a result, quantitative becomes less time consuming in data collection. A big number of participants can be involved in quantitative data research as a result giving this approach a higher statistical power compared to a qualitative approach. However, there is a problem when it comes to interpretation of the data obtained using a quantitative approach which is a shortcoming of the method.
Qualitative approach
According to Lampard and Pole (2015), the approach allows for qualities and features description by the researchers. The use of qualitative data does not rely on the use of numbers as is the case for quantitative research approach. By embracing a qualitative research by UNIQLO, the company can understand the preferences, desires and consumer behavior in detail. This way the company can use the information obtained from the research to come up with products that align with the consumer preferences in the Singapore market. A keen observation skill is required when using a qualitative approach in conducting research. The research records the information and similarities on customer preferences, and behavior is analyzed statistically. Qualitative data gives room for the researcher to apply behavioral coding. This makes it give accurate findings if conducted. However, the approach may cost the company a lot of financial resources, and it is also time-consuming. Automation of qualitative approach in data collection, it becomes much difficult to collect data from multiple sources. This makes the approach to have low statistical power because only a few participants can be involved in the study.
Both methods can give reliable findings that the UNIQLO company management can use to make important business decisions in Singapore market if given the right approach. However, the qualitative approach is most recommended for the study in the Singapore market because it goes down to understand the customer behaviors, preferences and how they make purchasing decisions. On the other hand, if a quantitative approach is used the report recommendation may be based on numbers findings rather than the details that influence the purchasing decisions of consumers to go for a particular fashion brand. Embracing a qualitative research approach will be essential for UNIQLO Company if it seeks to understand the consumer behavior in the Singapore market in detail.The data obtained through qualitative research can also be probed further through behavior coding to understand better.
Planning and conducting focus groups
Focused groups are an essential aspect of an organization. They help influence the decisions made by companies in matters to do with marketing, advertisement and even product development according to Stewart and Shamdasani (2014). Through focused group discussions, a company can get competitor information for good strategy development. It is, therefore, essential for companies to ensure that they have good planning and implementation to ensure that there is enough information obtained to help an organization make critical business decisions.
As a facilitator, I would embrace some steps in conducting and planning a self-focused group discussion for the company to ensure that it gives the best outcome. The steps include;
Coming up with a plan
The step entails outlining the reason for the establishment of the focused group. In this case, the main purpose would be developing a strategy to penetrate the Singapore fashion wear market by UNIQLO Company limited. This helps in giving direction to the discussion by ensuring that the focus remains on how best the company can ensure it gains a significant part of the Singapore market and remains competitive.
Establishing what should be learnt from the group is an essential aspect since it provides one with the important facts about strategy. From the self-focused group discussion, some of the things expected to be learnt include how best the company can develop strategies to penetrate Singapore market, marketing strategies to be embraced, product development and the competitor information.
The actions to be taken after the self-focused group discussions should follow after learning the strategies and other necessities.
As a facilitator for the focused group discussion, I will establish the background for the self-focused discussion. This will help in the individuals involved to understand the reason or what has necessitated the decision. Outlining the objectives to be achieved will also be essential in working towards set goals. There will be action standards to define what is likely to be done for particular information to be obtained from the discussion. Giving an outline of the type of respondents to be involved in the focused group discussion is also essential in ensuring the right people with the required qualities are involved in the discussion. This will help in identifying respondents suited for the discussion and can give beneficial information to aid in critical decision making. The type of individuals to be excluded from the discussion will also be identified from the qualities for qualification. A budget is essential when it comes to research. It helps in ensuring that there are no financial constraints that are likely to affect the process effectiveness. It clearly demonstrates the required resources and what the company or researcher is willing to spend in the study. A good timetable for the focused group discussion is essential. It will state the time for commencement, the time that the process should be complete and when action implementation should take place. This will help in sticking to the budgetary provisions by avoiding extended time that may require additional resources.
According to Krueger and Casey (2014), an effective plan involves other parties in an organization, and this helps in reducing cases of resistance by other players. Reduced resistance increases the chance of the facilitator to get allies that may be useful during the implementation plan.
Selecting a good moderator with the relevant experience to help in the self-focused group discussion is an essential step to be addressed by a facilitator. The moderator needs to have a good personality. The individual should be well equipped with communication and analytical skills. The moderator should have satisfactorily helped in successful discussions previously. A brief of UNIQLO Company will be essential for the moderator to understand the issue to be addressed. Giving them the background and intended objectives of the activity will be essential. In addition to this, an experienced marketing moderator will be essential for the focused group discussion.
After identifying the right moderator for the discussion group, having in place the right logistics is essential for a successful process. The logistics to make the process successful include the parameters that define the number of groups to be established. The time for having the group activities, deciding on respondents’ number and the preferable stimuli.
Making decisions on the facilities to be used for the process is also essential. The location should be convenient for the participants and accessible. The venue to be used should have a good reputation. The interiors of the room to be used need to be convenient with the right ventilation, arrangements, and good lighting. All aspects of integrity should be considered when deciding on the type of respondents to be involved.
A guide to the discussion group should be in place to help in the easy flow of events. The questions and all the details to be communicated should be included in the guide with numbering or bullets.
During the implementation stage, there is a need for the moderator to ensure effective control of the discussion. Information from the first group of respondents should guide the next group discussion to ensure new and additional ideas are obtained. Sticking to the main objective is critical during the entire discussion process, and moderators should be creative enough to introduce a new stimulus at different stages or in subsequent groups. Avoidance of premature reactions to opinions, conclusions should be central in how a facilitator approaches the discussion. A facilitator should seek to discuss the perceptions of each and every group with the moderator. Ensure that the report is detailed enough to help make critical decisions for the business.
Benefits of using probability and non-probability sampling
Selecting respondents to participate in a study is a challenging task for many researchers. According to Yeager et al. (2011), it requires a good strategy to ensure that the participants picked can provide the relevant information to help in achieving the study objectives. A random selection of participants may end up not getting the right participants to provide the intended information. I would use purposive sampling where the people to be involved in the sampling process are those that are involved in the fashion industry and regular consumers for particular brands. Demographics and the regional balance will be essential in the study where individuals from different places in Singapore and people of different ages are involved in the study.
Both probability and non-probability sampling have merits and demerits when used in a study. The suitability of a particular approach in sampling relies on some aspects.
Probability sampling
Probability sampling involves random sampling, systematic sampling and stratified sampling that is random. Random sampling is useful in a situation where the population to be studied have many common aspects that make them similar to each other. This approach helps in having samples with a high number of representatives across the targeted population. This is a strength that stands out in random sampling. However, the approach requires a lot of time from the researchers and it is tiresome.
The other approach of probability sampling is the systematic sampling. This approach is suitable in situations where the population to be studied has common aspects regarding the important variables. The approach has strengths, in the fact that it ensures a majority of the population studied is represented, and it does not require using of tables for establishing random numbers. However, this approach has a weakness of being less random. Random sampling also ensures that a high number of the population is represented in a survey across a broad range of strata, but the approach requires a lot of time. This makes one weakness of the stratified sampling. The approach becomes an essential tool when it comes to sampling in heterogeneous populations. The cluster sampling helps in conducting sampling in a section of individuals where the target cases are in units. The approach is easy to use by many researchers and also convenient. However, the approach is faulted for having shortcomings given the fact that there are chances of having different individuals in a single unit who do not have commonalities.
Non-probability sampling
Convenience and quota sampling are the common approaches used in non-probability sampling. One advantage of this approach is the fact that it is cost effective for the researchers according to Nardi (2015). The approach is also convenient to use because it is involved in a section where the respondents are convenient to be involved in the sampling process. On the other hand, quota sampling is embraced by a researcher in circumstances where strata sampling cannot give reliable results while strata are present. This form of sampling helps in representing a variety of strata which forms its major strength. However, the approach is faulted for high levels of generalizability an aspect that forms its shortcomings.
Online customer information in decision making and limitations
According toBryman and Bell (2015), using online information can help a company make important business decisions. UNIQLO can benefit from this approach by assessing its online business on the number of customers, what the customers search for most on the online platform and where these customers search from. There are several tools that can be used to establish where the customers are searching from on a company website. This can help such a company to make decisions of product designs that suit the preferences of these customers or establish a physical stall in a particular region. Online information can also reflect on the products that are doing well in a particular group of consumers based on age group and the ones that do not do well. This way a company can have products that do well for a particular demographic group in high numbers while reducing those that do not do well. Through the online platform, companies can get feedback from consumers. The feedback received from consumers form the basis for strategy development for the company to meet the preferences of the consumers. Through an online platform information on marketing strategies is easily obtained and ineffective channels of marketing can be eliminated to reduce cost. A company can invest on marketing platforms that are effective depending on the information received from the customer on which platform they learnt of the company products. Since information moves fast through online platforms, they form a good avenue through which a company can communicate with its customers and stakeholders at a faster rate when they intend to make urgent business decisions. However, it is also essential for businesses to understand the challenges and risks associated with the online platforms when they are used as sources of information for important company decisions. As Gefen,Karahanna and Straub (2003) demonstrate, there are many spams and Internet swindles using online platforms to defraud potential customers. The security threat makes it necessary for companies or businesses to embrace strong security measures if they intend to run a sustainable online platform. Consumers are likely to be victims of misleading information and fraudsters which may dent the reputation of an organization. Similarly, the company or business can be a victim of misleading information from swindles and customers with questionable integrity. According to Power,Sharda and Burstein (2015), there are high chances of business secrets leaking to unauthorized people on the online platforms if the company or organization does not embrace proper measures to protect such information. It is also possible that some individuals may be browsing a company online platform for other reasons and not with the intention of buying. As a result, if such statistics are used to make critical company decision it may result to inaccurate inferences. As a result, companies need to be careful when using online platforms information in making critical business decisions.
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