BUSINESS RESEARCH METHODS II

Business Research Methods IIusiness Research Methods II A Simple Random Sampling method was used by the team in collecting sample data from a population that represent Mal-Mart customer. A simple random sampling is method of selecting items from the population such that every possible sample of a specified size has an equal chance of being selected (Lind, Marchal & Wathen, 2008). In this situation team B randomly selected a sample from the entire Wal-Mart customer population by going to store location to administer the questionnaires. During the course of the research the team uses the four levels of measurement scales in analyzing collected data. This paper will provide detailed information how the research impact Wal-Mart based on its customer shopping attitudes. Additionally, a detailed questionnaire suitable for the required sample will be presented (Appendix A).
General Response Types From research about how the economy influences consumers who shop at Wal-Mart, the team devises the mapping rule that analyze the income of the sample of customers taken. For each concept or construct, different types of measurement are possible; the appropriate choice depends on what the team assumes about the mapping rules (Cooper, 2006). Based on the research findings, the appropriate general response type is classified. The classification mapping rules in this research is use to group or sort responses from the data collected from the design questionnaires (Cooper & Schindler, 2006). Using information provided from the ShopperScape Newsletter (2006), a chart was presented to describe the frequency of visits for Wal-Mart shoppers. The research information also broke down the different services Wal-Mart’s consumers’ use given different segments of the economic business cycle. The segments are entitled ‘down market’, ‘middle market’, and ‘up market’. In the research findings regarding how the economy influences Wal-Mart’s consumers, the sample population inquire for how often customers shop at Wal-Mart given different stages in the business cycle. The responses given are presented in percentages; therefore the results are used to group the responses. The attitude scales presented in the research findings reflected the frequency in which consumers shop at Wal-Mart. The attitudes describe the proportions of shoppers across the key income segments and if they have visited a Wal-Mart store on a monthly or less frequent basis. Given the severe recession that the United States is recovering from, more consumers are shopping at Wal-Mart because of lower prices.
Classification of Findings In the research finding and using statistic to interpret the data, there must be a basic comprehension of the fundamentals of measurement. The four levels of measurement scales are referred to as nominal, ordinal, interval, and ratio (Cooper & Schindler, 2006). These classifications of measurement play a critical part in analyzing data. The results of data collected on how the recession has affected Wal-Mart’s consumers can be classified by type of measurement scale. The nominal data collected represented the results of primary shoppers surveyed in the Retail Forward (2006) newsletter. It shows approximately nine out of ten primary households or 91% of shoppers surveyed have made a shopping trip to Wal-Mart at some point in a past shopping experience (Retail Forward, 2006). Because ordinal scales include the nominal characteristics, this data grouped the shoppers surveyed by market type of household. The up market households consisted of incomes greater than $75,000, the middle market households consisted of incomes between $22,500 and $75,000, and the down market households included incomes of less than $22,500 (Retail Forward, 2006). Of these groups, the following percentages shopped at Wal-Mart: up market – 89%, down market – 91%, and middle market – 93% (Retail Forward, 2006). The interval scales include the power of both nominal and ordinal data. The collected data was further divided by how often each of the surveyed groups shopped at Wal-Mart. This information measured who shopped at Wal-Mart within the past month and between two and six months. Of the up market households, 62% visited Wal-Mart within the past month and 26% visited in three months (Retail Forward, 2006). The down market households topped that at 68% within the past month, but only 24% for two to six months ago (Retail Forward, 2006). Finally, the middle market households exceeded both groups with 71% visiting Wal-Mart within the past month and showed the least amount for the two to six month period with only 21% (Retail Forward, 2006). The ratio scales incorporate all of the powers of the previous scales plus the provision for absolute zero or origin (Cooper & Schindler, 2006). In this case, the research collected data for the top-ten and bottom-ten categories of items purchased at Wal-Mart by all population groups. The data showed the highest percentage purchased was seasonal products at 58%, whereas the lowest percentage purchased was prescription drugs at 18% (Cooper & Schindler, 2006).
Conclusion
The significance of selecting an appropriate sample design is necessary to ensure appropriate integrating of the collected data from the target population in the research findings. Using classification as a general response type help to realize more consumers are shopping at Wal-Mart because of lower prices. The four levels of measurement scales have also assisted in analyzing how the recession has affected Wal-Mart’s consumers. Its use help to determined majority of shoppers surveyed have made a shopping trip to Wal-Mart at some point in a past shopping experience. This data greatly assists Wal-Mart in analyzing how the economy influences consumers who shop at the store.

References
Cooper, D. R. & Schindler, P. S. (2006). Business research methods (9th ed.). Boston: McGraw-Hill/Irwin.
Retail Forward. (2006, March). Welcome to the shopperScape newsletter. Retrieved from www.retailforward.com/membercontent/shopperscape/newsroom/ss0306.htm
Lind, G.A., Marchal, W.G., and Wathen, S.A. (2008) Statistical techniques in business and economics (9th ed.). Boston: McGraw-Hill/Irwin
Groebner, D.F., Shannon, P.W., Fry, P.C, and Smith K.D (2008) Business statistics A decision-making approach. (8th ed.) NJ: Prentice-Hall
Appendix A
Wal-Mart Questionnaire 1) Are you, or is anyone in your immediate family, a Wal-Mart or Sam's Club employee? a. Yes b. No 2) Which age group would you classify yourself: c. 18-24 d. 25-34 e. 35-44 f. 45-54 g. 55-64 h. 65+ 3) What is your annual household income? i. < $35,000 j. $35-$50,000 k. $50-$75,000 l. $75,000-$100,000 m. $100,000+ 4) How much of the apparel, gift, and household shopping do you do for your family? n. All or nearly half o. At least half p. Less than half 5) How often do you shop at Wal-Mart? q. 1-4 times a year r. 5-10 times a year s. Once a month t. More than once a month 6) Has your shopping frequency at Wal-Mart been impacted by the effects of the recession? u. Increased v. Decreased w. No change 7) Which one type of shopping venue do you use most often for items like apparel, household goods, and gifts? x. Discount department stores (i.e. Wal-Mart) y. Enclosed malls z. Outlet centers aa. Downtown areas

8) When the economy is on an upswing, do you expect any changes to your current shopping patterns in the following areas: ab. Number of shopping trips in general ac. Visits to discount stores ad. Visits to department stores ae. Visits to luxury stores af. Visits to specialty apparel stores ag. Purchases of discretionary goods ah. Purchases of necessities ai. Use of coupons 9) If you have cut back on shopping, what are the reasons? aj. Did not cut back ak. Precautionary al. Seemed like the right thing to do am. Salary/wage cut an. Loss of job ao. Other economic reason ap. Health reasons 10) In the past twelve months, have you changed your habits in any of the following areas: aq. Number of shopping trips in general ο Increased οDecreased ο Same ar. Visits to discount dept stores ο Increased οDecreased ο Same as. Visits to department stores ο Increased οDecreased ο Same at. Visits to luxury stores ο Increased οDecreased ο Same au. Visits to specialty apparel stores ο Increased οDecreased ο Same av. Purchases of discretionary goods ο Increased οDecreased ο Same aw. Purchases of necessities ο Increased οDecreased ο Same ax. Use of coupons ο Increased οDecreased ο Same