marketing research - walmart a case study
TRANSCRIPT
Research Design & Analysis
“Walmart in Australia – A Case Study”
Submission date: September 21, 2016
Submitted by
Word Count – 4,000 Words
Name
Sakina Chappalwala
Akash Sharma
TABLE OF CONTENTS
1. WAL-MART’S MANAGEMENT DECISION PROBLEM AND THE MARKETING RESEARCH PROBLEM
FOR EXPANSION INTO AUSTRALIA .................................................................................................3
1.1 BRAND ORIGIN................................................................................................................................3
1.2 THE DECISION PROBLEM FACED BY MANAGEMENT...............................................................................3
1.3 THE MARKETING RESEARCH PROBLEM.................................................................................................4
1.3.1 The Broad statement of the Market Research Problem.......................................................41.3.2 The Specific Components of the Market Research Problem.................................................4
2. IDEAL TYPE OF RESEARCH DESIGN...............................................................................................5
2.1 EXPLORATORY RESEARCH DESIGN........................................................................................................5
3. RATIONALE FOR VARIABLES TO BE INVESTIGATED......................................................................7
3.1 COMPETITION RESEARCH...................................................................................................................7
3.2 SEGMENTATION RESEARCH................................................................................................................7
3.2.1 Demographically Segmented Market..................................................................................83.2.2 Behaviorally Segmented Market..........................................................................................9
3.3 INSIGHTS ON EXISTING BRAND IMAGE..................................................................................................9
3.4 KEY BRAND COMMUNICATION ELEMENTS...........................................................................................10
3.5 DISTRIBUTION RESEARCH.................................................................................................................10
4. ROLE OF QUALITATIVE RESEARCH AND ITS TECHNIQUES...........................................................11
4.1 KEY BENEFITS OF QUALITATIVE RESEARCH FOR UNDERSTANDING THE MANAGEMENT PROBLEM......................11
4.2 IDEAL QUALITATIVE RESEARCH TECHNIQUE.........................................................................................11
4.2.1 Focus Groups Method........................................................................................................124.2.3 Social Media Monitoring....................................................................................................12
5. RECOMMENDED SURVEY METHOD...........................................................................................13
5.1 ELECTRONIC SURVEY METHODS........................................................................................................14
5.1.1 Email Surveys.....................................................................................................................145.1.2 Internet surveys using social media...................................................................................14
7. SUGGESTED SURVEY QUESTIONNAIRE..................................................................................15
8. SAMPLING PLAN FOR ADMINISTERING THE SURVEY.............................................................19
REFERENCES.................................................................................................................................22
APPENDIX:....................................................................................................................................26
Walmart in Australia - A Case Study2
1. WAL-MART’S MANAGEMENT DECISION PROBLEM AND
THE MARKETING RESEARCH PROBLEM FOR EXPANSION
INTO AUSTRALIA
1.1 BRAND ORIGIN
Wal-Mart is an American Multinational Retail Chain that started as a single discount store, selling the idea of more at everyday low prices and has now grown into the world’s largest retail giant. With nearly 11,500 stores across 28 countries, it has become a known name in households across the world (Wal-Mart Store, Inc 2016). Walmart’s entry into the Australian market has been long due, however there are some considerations that need to be addressed with a thorough marketing research.
1.2 THE DECISION PROBLEM FACED BY MANAGEMENT
As stated in Malhotra (2013), Marketing research implies the identification of the management decision problems raised by the decision makers, market experts, secondary data analysis and an in-depth qualitative research. The problem will then need to be solved by identification of relevant qualitative and quantitative data and its analysis.
When entering Australia, the biggest challenge faced by Walmart’s management is that of identifying a strategy to survive in the world’s most concentrated supermarket industry where the duopoly of Coles and Woolworths threatens the entire retail industry (Chung 2015). In addition to focus on achieving ‘everyday low prices’ from its new Australian suppliers, Walmart will need to thoroughly research the market potential and market share statistics in order to compete with these two dominating companies (as seen in Figure 1, p.4). The duo commands unprecedented power in Australia, the kind that Walmart has in USA which will not be operationally viable if not dealt with strategic efficiency.
The other major concern revolves around Walmart’s existing brand in Australia which is dampened by the accusations of underpaying
Walmart in Australia - A Case Study3
employees, unfair customer management, exploitation of suppliers in developing countries as also predatory competitive strategies that are causing bankruptcy for most small-scale competitors (Morillo, Mcnally & Block 2015). The management’s positive attitude towards this research is imperative for a successful resolution of the identified problem.
1.3 THE MARKETING RESEARCH PROBLEM
Walmart began building Supercentres in 1988 in The US and grew to understand the market needs and demands gradually over a period of 50 years (Walmart Store, Inc 2016). On the other hand, Australian home brands like
Coles and Woolworths founded in 1914 and 1924 respectively have a much deeper
understanding of the Australian customers and are almost 100years ahead of Walmart in their
market research. Adopting an analytical research model with verbal and graphic elements is
the recommended research approach.
1.3.1 THE BROAD STATEMENT OF THE MARKET RESEARCH PROBLEM
The marketing research aims at obtaining information required to combat the competitive
strategies deployed in the market and how this information can be sourced from secondary
data as part of the preliminary research.
1.3.2 THE SPECIFIC COMPONENTS OF THE MARKET RESEARCH PROBLEM
The procurement of objective evidence required by the management at Walmart needs to be
relevant, accurate, reliable and timely based on Malhotra’s Market research classification
seen in figure 1 includes:
1. Competition Research about existing market share and consumer perceptions
2. Segmentation research in identifying the different potential segments for example –
segments such as groups preferring locally sourced fresh produce, bakery, deli and dairy
products as opposed to the apparel and electronic divisions which can be sourced
internationally
3. Information studied from a cause-effect perspective to gain qualitative insights on existing
Brand image
4. Brand Communication Elements that attract end consumers
5. Distribution Research to achieve lowest possible prices
Walmart in Australia - A Case Study4
2. IDEAL TYPE OF RESEARCH DESIGN
In order to identify the most apt research design, construction of a marketing research design for developing an approach to the problem is important. This acts as a roadmap for conducting this marketing research project. Figure 2.1 illustrates the two basic research design options
Malhotra (2013) gives us – Exploratory Research Design and Conclusive Research Design
2.1 EXPLORATORY RESEARCH DESIGN
Where conclusive research would help Walmart understand the depth of the market competition it faces in Australia, the exploratory research
Walmart in Australia - A Case Study5
design will be a more meaningful type of research owing to its flexibility and adaptability benefits. With the information needs loosely defined, exploratory research will allow the management to understand the reason for the nuances in the market as well as the points-of-difference banked by the competitors.
As seen earlier, the problem of fierce competition identified is heavily researched and evidenced by industry experts like Roy Morgan, Business Insider and others of their like. As observed in figure 2.2, the duopoly of Coles and Woolworths commands a total of approximately 70% market share as of December 2015, with the German Aldi and Australian IGA standing at a distant 3rd and 4th spot. In a market as tightly held as this, Walmart will need to reinvent itself on various front.
Australia’s Supermarket’s Share of Market 2007 - 2015
Figure 2.2 – Australia Supermarket’s Share of Market 2007 – 2015 Source Roy Morgan 2016
The exploratory research should be followed by a conclusive research to assist the decision
makers in evaluating the proposed research findings and implementing the most suited
recommendation. It provides a cost effective platform for analyzing secondary data and
Walmart in Australia - A Case Study6
preparing the foundations for qualitative primary research. Sizing up the market and its
potential at the time of implementing an expansionist move to avoid any failures should be
the primary objective of the research design. Surveys of online focus groups and examination
of social media content are some of the recommended methods under exploratory research.
This is aimed at formulating a well-defined management problem, develop hypothesis to
prepare for any alternative courses of action, identification of variables that could help
generate meaningful insights into the problem and make room for further research.
The marketing research approach best suited for Walmart at this initial stage should comprise
of external suppliers of information including – limited service suppliers that provide access
to field services, focus groups, qualitative services and other analytical services (Eg.
Published Material, Computer databases etc.) as also full service suppliers such as internet
and social media platforms. Syndicated Service suppliers such as the Australian Market &
Social Research Society, Roy Morgan Research, Australia and The Nielson Co, UK are to be
utilized for gathering meaningful information.
3. RATIONALE FOR VARIABLES TO BE INVESTIGATED
Looking at some figures it was found that Walmart grossed US $482 billion in 2015 (Justin,
G 2015). That is, if Walmart was a country, it would have the world’s 28th largest GDP
(Snyder 2015). However, the retail giant has also been battling issues around it’s vindicated unethical practices from 2003 resulting in 56% of Americans voting on Zogby for the notion “Walmart is bad for America” (Morillo, Mcnally and
Block 2015). At the same time, home brands Coles and Woolworths are not new to such flak
(Sydney Morning Herald 2016).
3.1 COMPETITION RESEARCH
As seen previously in figure 2.2, Coles and Woolworths are Walmart’s biggest competitors commanding 70% of the Australian Supermarket’s market share. Interestingly, of the four major supermarkets – Woolworths, Coles, Aldi and IGA (in the order of market share), IGA has the most loyal customers according to a Roy Morgan press release (2016). Beaton-Wells
Walmart in Australia - A Case Study7
(2015) notes how Woolworths was falling behind Coles in 2015 but it has now been reversed. Also, Aldi’s share of business is growing overtime capturing some of that from the duopoly whereas brands like IGA enjoy the benefit of proximity and have been able to only scratch the surface so far.
In her article, Phillipov (2015) acknowledges the significant public criticism faced by both Coles and Woolworths from farmers, politicians as well as media. The latest findings from Roy Morgan Research (2016) show that a whopping 77%
of the Australian consumers visit at least two different supermarkets in an average four
weeks. It emphasizes on how supermarket loyalty is close to inexistent in this part of the
world. This presents an objective case for Walmart Supercentres’ expansion into Australia.
The variables Walmart will need to look into closely therefore include:
3.2 SEGMENTATION RESEARCH
In their article, Panday and Pathak (2013) identify a supermarket’s desire for stability in its
segment’s structure. This is particularly difficult to achieve given the heterogeneous needs
and changing customer preferences over a period of time. In order to identify key potential
segments for Walmart, the market research should divide the market in two main variables:
3.2.1 DEMOGRAPHICALLY SEGMENTED MARKET
The inherent competitive advantage established by Walmart is that of being a one-stop shop
for buyers ranging from young adults to senior citizens (Walmart Stores, Inc 2016). This
qualitative research should look at a smaller but more focused group of data providers that
assist in generation of rich descriptions to the assessed problem (Connelly 2013). When
conducting geo-demographic coding with the sample audience segmented demographically,
according to Smith (2013, p. 76) the target segments to be investigated should include-
Age Group : 18 – 35 years
Gender : Primarily Women
Walmart in Australia - A Case Study8
High literacy rate : 99% in youth aged from 15-24 years and 96% adult literacy rate (UNESCO 2016),
Economic Status :
Comprising of mainly
students and young families
who would prefer everyday
low prices. The average
weekly earnings of
$1,141/household (RBA
2016)
Ethnic Backgrounds :
Australians are familiar with
English but come from a
highly diverse number of
backgrounds
Figure 3.1 – Australian Economy Snapshot Source: RBA 2016
3.2.2 BEHAVIORALLY SEGMENTED MARKET
When segmenting the market behaviorally, it is important to understand the trends existing in
the market and the future change possibilities (Chekwa, Martin and Wells 2014). The target
segments to be investigated include:
1. Attitudinal Data – For. E.g.: segments such as those preferring locally sourced products
2. Media Consumption insights – For. E.g.: Smartphone Savvy Consumer Segments: More
than 60% of Australians use internet on their smartphones more than once a day
Walmart in Australia - A Case Study9
3. Customer convenience preference of Supercenters (Walmart) over Supermarkets (Coles
and Kmart)
4. Shift in demand towards online retailing with substantial access to computers and
internet
5. Impact of loyalty programs like Coles’ Flybuys and Woolworths’ Rewards Card
The change in consumer communication preference over a period of time has inclined
towards social media platforms which will form the foundations of this research (Patino,
Pitta, Quinones 2012). A close look at the online focus group’s user pages on these platforms
will allow the exploratory research to delve closely into the components of the research
identified previously.
3.3 INSIGHTS ON EXISTING BRAND IMAGE
Even though Walmart is easily the World’s largest retail chain, it is definitely not the world’s
most appealing organization (Snyder 2015). From 2003 Wal-Mart has been in bad light with
setbacks including voters blocking various planned supercenter launches, class-action gender
discrimination suits, and exploitation of employees on count of lower than admissible wages
and so on (Lake research partners 2005). This can prove detrimental for Walmart’s survival
when launched in Australia posing questions about what is the existing brand equity of the
brand in this market. This therefore is a major variable that needs investigation.
Walmart’s supercentre will need to identify key elements that reflect its unwavering
commitment bring value to all its stakeholders.
3.4 KEY BRAND COMMUNICATION ELEMENTS
As seen in figure 3.2, the key brand characteristics to be investigated will include both
tangible and intangible attributes (Duncan 2005 as cited in Keller 2013)
Walmart in Australia - A Case Study10
Despite the various controversies that surrounded Walmart, Kirklin (2006, p.2) claims that
the company is not all evil and these accusations are a birth child of the sheer size of the
organization (as cited in Morillo, Mcnally and Block 2015). With 269 Walmart stores closing
down in the biggest-ever mass closing, the retail giant is already seen making room for it
digital operation expansion (Genslar 2016). This will help in improving and establishing a
progressive and market leader brand image in the Australian Market.
Innovative location-based marketing allows the marketers to reach the buyers right where
they are. A further research into consumer brand perceptions, brand management techniques,
adoption of digital advertising campaigns and even brand endorsement prospects is essential
(Phillipov 2016).
3.5 DISTRIBUTION RESEARCH
Assessing alternate supply option is another important variable in this exploratory research.
With almost 70% of Walmart’s products sourced from China, a lot of American and
European suppliers closed down (Chan 2011). This was to achieve lowest possible prices for
its consumers. However, when it comes to fresh produce and grocery items, Walmart will
need to source locally. The research needs to identify the most suitable farmers and suppliers
especially given the recent controversy faced by Coles on ethical sourcing.
4. ROLE OF QUALITATIVE RESEARCH AND ITS
TECHNIQUES
Walmart in Australia - A Case Study11
With the identification of exploratory research design, the intent of this report is to initiate
geo-demographic coding that will combine both internal secondary data sources (i.e.
Walmart’s customer databases, data warehousing and mining, CRM and Database marketing)
and external secondary data sources (i.e. Syndicated Data, Business Data, Government Data
and Social Media sources) identified by Malhotra (2013). Syndicated sources of secondary
data are free of bias to a large extent when compared to primary data (Bãlãšescu 2014)
making the qualitative research effective as the conclusion may differ from what was
expected when the research started.
4.1 KEY BENEFITS OF QUALITATIVE RESEARCH FOR UNDERSTANDING
THE MANAGEMENT PROBLEM
1. Requires a comparatively smaller sample size than quantitative research and is
relatively cost efficient (Alvesson 2003)
2. The three key features of qualitative research that set it apart as identified by
Branthwaite and Patterson (2011) are:
i. A conversation – An Impersonal dialogue
ii. Active listening – Assessment of any reluctance or suppressed emotions
iii. An Interactive Rapport – Deeper insights once comfort-level is achieved
3. Assists in revealing the differences between the foreign and the domestic market
4. Makes headway for in-depth conclusive research which is quantitative in nature
5. Feelings and emotions that could be used further in advertising research (Silverman
2011)
4.2 IDEAL QUALITATIVE RESEARCH TECHNIQUE
The recommended qualitative research procedures curated in Malhotra (2013) are seen in
figure 4.1. Walmart must identify qualitative research methods that adopt a direct approach,
wherein the participants are aware of the purpose of the research (Alvesson 2003).
An appropriate deployment of the direct qualitative research methods of Focus group
interviews is more likely to provide insights regarding market share, market competition and
consumer preference for Walmart. Incorporation of social media monitoring would further
facilitate recognition of consumers’ buying behaviour and their openness to welcome the
American Walmart culture into Australia (Frost national bank 2010).
Walmart in Australia - A Case Study12
4.2.1 FOCUS GROUPS METHOD
The dynamic emergence of online focus groups method poses a better suited method due to
its ease in recruiting interviewees, building rapport, monitoring and track-keeping. It is
touted to provide an understanding of a sample of individuals who are the major buyers of
products and services from the Australian super market heavy weights (Coles and
Woolworths). Such focus groups also help interpret previously obtained quantitative results
as their responses are not restricted by physical intimacy of the interviewer. (Alvesson 2013).
4.2.3 SOCIAL MEDIA MONITORING
Use of platforms like Pinterest, Instagram, Snapchat, Facebook and Twitter is increasingly
adopted by the Marketing research fraternity primarily because of their intuitive insights into
changing trends (Malhotra 2013 as cited by Robertson 2014). Social media monitoring with
sentiment analysis would closely assist in reflecting Walmart’s existing brand image as well
as that of its competitors. Based on the source of content, the social media posts can be coded
as positive, negative or neutral in order to collate responses from various sources regarding
similar research questions (Poynter 2011, p. 23).
5. RECOMMENDED SURVEY METHOD
Walmart in Australia - A Case Study13
Surveys are one of the most effective ways of collecting descriptive quantitative data. As
seen in figure 2.1, this research method falls under the conclusive research category and can
help Walmart’s management in assessing the problem and evaluating the due course of action
with evidence. Surveys are one of the most efficient sources for collecting descriptive data
that can help define the customer personality, behaviour, needs and expectations (Connelly
2013). The insights from qualitative research are used in formulation of questions for such
surveys. Surveys are therefore conducted to find out who the consumers are, how they behave
and why they behave in certain ways. Malhotra (2013) identifies some effective Survey
Methods seen below in figure 5.1-
Figure 5.1 – A Classification of Survey Methods Source: Malhotra 2013, Fig 7.4, p. 187
The criteria for selecting a survey method as listed by Malhotra (2013), when applied to
Walmart’s case, suggests that electronic survey methods of E-mail surveys and Internet
Surveys would be the speediest, most cost efficient and free of interviewer bias. Tailoring the
market research methods deployed to understand the scale of market potential and consumer
preference, in order to investigate the key brand communication characteristics, should be
Walmart in Australia - A Case Study14
strongly considered by Walmart’s management (Segal and Giacobbe 1994). Sensis (2016)
demonstrated comprehensively that the internet usage in Australia was on the rise.
5.1 ELECTRONIC SURVEY METHODS
Coles and Woolworths have stores all over Australia and in order to connect with their
customer base a large scale survey would need to be done. Electronic surveys are one of the
best methods to reach such a large audience. It is especially essential for Walmart as it is
trying to conduct a pre-market quantitative research with social desirability being the issue
and not sample control. It will aid Walmart in understanding the expectation and preference
of consumers better.
5.1.1 EMAIL SURVEYS
Email surveys would aid the company in gathering information regarding price, product and
purchase patterns directly from consumers. The reminder or follow up process would also
become simple with the involvement of electronic devices thereby reducing field work and
interviewer bias (Malhotra 2013). These processes should be carried out in a manner that
involves hard-to-reach audience.
5.1.2 INTERNET SURVEYS USING SOCIAL MEDIA
The study of independent variables and hard facts provide the basis of reliability and validity
in any research project (Sapp 2006). Australia had been consistently listed at or near the top
of social media usage rankings. According to a survey conducted by Deloitte, 80% of
Australian survey respondents used social media in 2015, up from 65% in 2012 (Deloitte
2015). Furthermore, Sensis 2016 reported 87% of Australians access the internet daily.
Therefore, the positive figures regarding internet accessibility and increasing dependence on
social media point out towards the fact that internet surveys using social media platforms
would be a viable medium to gather information on consumer behaviour and preferences.
6. SUGGESTED SURVEY QUESTIONNAIRE
Walmart in Australia - A Case Study15
Personal Information :
Name:Age: ( ) <18 years ( ) 18-25 years ( ) 25-40 years ( ) 40-65 years ( ) >65 yearsGender: ( ) Male ( )FemaleContact Number:Address:
Questionnaire:
1. I visit the supermarket at least-
Once a week
More than once a week
Once in two weeks
Once a month
2. How far do you travel to your primary grocery store?
Under 2 Kilometers
2 to 10 Kilometers
More than 10 Kilometers
3. My typical weekly budget for grocery and home shopping falls in the range of:
$ 0 - 50 $50 -100 $100 - 150 $150 - 200
4. Based on the below mentioned elements, please indicate how important are they to
you
Walmart in Australia - A Case Study16
5. How likely are you to visit a supermarket because of specials or promotions being
advertised, 1 being not likely at all and 7 being extremely likely?
1 2 3 4 5 6 7Not at all likely Extremely likely
6. Below are a number of statements regarding attitudes to shopping. Please read these
statements and indicate your extent of importance associated with each of them
Walmart in Australia - A Case Study17
7. The supercentre’s community engagement is an important factor in selecting my
preferred shopping spot
8. How would you rank the following retailers in terms of your personal brand
preference?
9. How satisfied are you with the prices of the products you shop from the retailers you
ranked No. 1 in question 8?
10. How would you rate the retailer you ranked No. 1 in question 8 on the following
elements of the store’s ambience?
11. Choose your preferred shopping platform for the listed categories?
Walmart in Australia - A Case Study18
12. How likely are you to prefer a supercentre (Everything from groceries, apparels,
electronics to furniture under one roof) over supermarkets (Different stores for
groceries, apparels, electronics, furniture etc.?
13. Have you heard of Walmart Supercentres?
Yes No
14. If you answered ‘Yes’ for question 10, how would you feel about Walmart’s
introduction in Australia? Please click on the option
15. How likely are you to try Walmart Pay, a new mobile payment platform like Apple
Pay?
Walmart in Australia - A Case Study19
7. SAMPLING PLAN FOR ADMINISTERING THE SURVEY
Sampling innovations have changed the way statisticians thought about capturing data from
large populations (Brick 2011). Sampling is the observation of some part of a population to
get an estimation of the whole population pertaining to the findings relating to the identified
management decision problem (Thompson, 2012). Theoretically, there are two types of
sampling techniques:
Probability sampling Non probability sampling
The 20th century witnessed a dramatic shift to probability sampling replacing the full
enumeration of non-probability sampling. In more recent times, online sampling has become
Walmart in Australia - A Case Study20
easier to target a more select sample with increasing number of people responding to them.,
thereby giving us the third sampling technique:
Internet Sampling via Social Media
The Sampling Design Process laid down by Malhotra & Birks (2007):
Figure 7.1 The Sampling Design Process Source: Malhotra and Birks (2007)
Designing a sampling process for Walmart’s international marketing research is a challenging
task as the sample is quite large. Hence, the sampling should be done in a way that the
potential sample is chosen randomly from the curated target segments.
7.1 TARGET POPULATION
Age Group: 18 – 35 years Gender: Primarily Women Economic Status: Comprising of mainly students and young families who would
prefer everyday low prices (EDPL).
7.2 SAMPLING FRAME
It is the representation of the elements needed for the target population. The sample frame is
to be obtained from the available syndicated sources as there is not much data available on
Walmart in Australia - A Case Study21
official government websites. This will require provision of a detailed description of the
desired retail shopper Walmart wishes to target and any known buying habits that are
preferred by the retail giant.
7.3 SAMPLING TECHNIQUE
Sampling is an essential step of the process of a typical marketing research. Based on the
nature of the identified population and the data that is being collected through sampling of the
population, there are several ways for drawing a sample. Some of the sampling techniques are
listed below:
Figure 5.2 Sampling Techniques Source: Malhotra and Birks (2007)
Probability sampling on the other hand is the method in which probabilistic chance of
selection of each element of the population is fixed and enjoys the benefits of higher
accuracy, projectable results and stratification (Malhotra 2013). In favor of Internet
sampling, Market Research Association’s Research Industry Index (2014) reports that more
than 50% of primary research is now done online.
Thus, the two prominent techniques identified for Walmart’s market research needs include:
Stratified sampling - The population is divided into various strata and then elements are
randomly selected from each stratum. This will balance the precision and sampling costs need
for Walmart (Stratified Sampling 2008).
Internet Sampling via Social Media- With the surveys at the tap of their fingers, online
surveys have been on a rise. With more than 79% of Australians under 55 years of age,
owning smartphones (Deloitte 2015, seen in figure 2 – Appendix A), online sampling will
Walmart in Australia - A Case Study22
help drastically in engaging internet users in more rewarding online surveys resulting in
quality samples. The use of survey routers proposes in-the-moment invitation of internet
surfers to surveys via online banners, interstitials(pop-ups) and google ad words and more on
social media platforms (Brigham, Fallig and Miller 2014).
SAMPLING SIZE
Sampling size will be based on the qualitative and quantitative research that has been done to
make sure that all the elements are included in the study. Methods, like Neyman allocation
should be used to select the ideal sample size of the strata (Cingi 1994).
SAMPLE EXECUTION
All the details in sample design should be implemented carefully so that there is no chance of
error. Linking every stage of the Sampling plan to the management and research problem
would serve to provide a more meaningly understanding of the perspective for generation of
models, research questions as well as analysis (Silverman 2011)
REFERENCES
‘Stratified Sampling’ 2008, n.p.: Sage Publications, Inc, Gale Virtual Reference Library, EBSCOhost
Beaton-Wells, C 2015, ‘Australian supermarket competition is great for consumers but it could ruin the economy’, Business Insider, The Conversation, 7 July, retrieved on 20 August 2016, <http://www.businessinsider.com.au>
Branthwaite, A and Patterson, S 2011, ‘The power of qualitative research in the era of social media’, Qualitative Market Research: An International Journal, Vol. 14 Iss: 4, pp.430 – 440
Brigham, N Fallig, M and Miller, C 2014, 'The Impact of Survey Routers On Sampling and Surveys', Journal Of Advertising Research, 54, 4, pp. 381-387, Business Source Complete, EBSCOhost, retrieved 18 September 2016
Walmart in Australia - A Case Study23
Chan, A 2011, Walmart In China, Ithaca, N.Y.: ILR Press, eBook Collection (EBSCOhost), EBSCOhost, retrieved 13 September 2016
Chekwa, E, Martin, J, & Wells, K 2014, 'Riding on the waves of sustained competitive advantage: Consumers’ perspectives on Walmart Corporation’, International Journal of the Academic Business World, vol. 8, no. 2, pp. 13-25
Chung, F 2015, ‘Supermarket monsters: How Coles and Woolworths suffocate us’, News.com.au, 18 June, retrieved on 1 September, < http://www.news.com.au/finance/business/retail/supermarket-monsters-how-coles-and- woolworths-suffocate-us/news-story/c901feb4f6c255d3a6b613140cbea30c>
Connelly, M. L 2013, "Demographic data in research studies." MedSurg Nursing - Expanded Academic ASAP. July-Aug, retrieved 7 September 2016, <http://ezproxy.deakin.edu.au/login?url=http://go.galegroup.com/ps/i.do?p=EAIM&sw=w&u=deakin&v=2.1&id=GALE%7CA341687270&it=r&asid=5f3856f88968e3eb70ebafe72c07435c>
Davis, L, & Hodges, N 2012, 'Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format', Journal Of Retailing And Consumer Services, 19, pp. 229-239, ScienceDirect, EBSCOhost, retrieved 13 September 2016.
Finn, A. 2001, Mystery shopper benchmarking of durable goods chains and stores. Journal of Service Research, 3, 310–320
Gensler, L 2016, 'The World's Largest Retailers 2016: Wal-Mart Dominates But Amazon Is Catching Up', Forbes.com, p. 1
Gummesson, E 2005, ‘Qualitative research in marketing: Road‐map for a wilderness of complexity and unpredictability’, European Journal of Marketing, Vol. 39 Iss: 3/4, pp.309 – 327
Hill, C. W. L. 2015, International Business Competing in the Global Marketplace, 10th edn, McGraw Hill Education, New York.
Justin, G. D 2015, ‘Walmart’ – Research Starters, Salem Press Encyclopedia, January, accession number 89402704, accessed 16 August 2016, Business Source Complete, EBSCOhost.
Kadilar, C, & Cıngı, H 2009, Advances In Sampling Theory : Ratio Method Of Estimation, [Saif Zone, Sharjah, U.A.E.]: Bentham Science Publishers, eBook Collection (EBSCOhost), EBSCOhost, retrieved 14 September 2016
Keller, K.L 2013, Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th edn, Pearson Education Inc., New Jersey, USA
Walmart in Australia - A Case Study24
Lake, C, Mermin, D and Wiefek, N 2005, ‘Re-branding Wal-Mart’, Social Policy, Fall 2005, Lake Research Partners, retrieved 21 August 2016, < http://ezproxy.deakin.edu.au/login? url=http://search.ebscohost.com/login.aspx?direct=true&db=eue&AN=19992523&site=ehost-live&scope=site>
Lamb, C, Hair, J, & McDaniel, C 2005, Essentials Of Marketing, n.p.: Cincinnati, Ohio : South-Western ; London : Thomson Learning, 2005., DEAKIN UNIV LIBRARY's Catalog, EBSCOhost, retrieved 13 September 2016.
Lijadi, A, & van Schalkwyk, G 2015, 'Online Facebook Focus Group Research of Hard-to-Reach Participants', International Journal Of Qualitative Methods, 14, 5, pp. 1-9, Academic Search Complete, EBSCOhost, retrieved 15 September 2016
Manolicã, A and Roman, T 2012, ‘Mystery shopping research – Seeing the company’s performance through the eyes of the customers’, Scientific Annals Of The 'Alexandru Ioan Cuza' University Of Iasi: Economic Sciences Series, 59, 2, pp. 105-112, SocINDEX with Full Text, EBSCOhost, retrieved 7 September 2016.
Mattsson, J 2012, 'Strategic insights from mystery shopping in B2B relationships', Journal Of Strategic Marketing, 20, 4, pp. 313-322, Business Source Complete, EBSCOhost, retrieved 13 September 2016
Morillo, J, McNally, C, & Block, W 2015, 'The Real Walmart', Business And Society Review: Journal Of The Center For Business Ethics At Bentley College, 120, 3, pp. 385-408, Philosopher's Index, EBSCOhost, viewed 12 September 2016
Nash, S 2016, ‘Loyalty Pays but not much’, Money (Australia Edition), Rewards, 1 June, p.2
Pandey, J, & Pathak, D 2013, 'A Predictive Methodology of Rough Set Theory Used to Analyze Market Segmentation and Competitive Environment for Supermarket', IUP Journal of Marketing Management, vol. 12, no. 3, pp. 52-62
Patino, A, Pitta, D. A, Quinones, R 2012, ‘Social media's emerging importance in market research, Journal of Consumer Marketing, vol. 29, issue 3, pp. 233 - 237
Phillipov, M 2016, ‘‘Helping Australia Grow’: supermarkets, television cooking shows, and the strategic manufacture of consumer trust’, Agriculture and Human Values, volume 33, Issue 3, pp 587–596, doi:10.1007/s10460-015-9643-6
Poynter, R 2011, ‘Chatter matters’, Marketing Research, vol. 23, no. 3, pp. 22-28.
RBA - see Reserve Bank of Australia, Australian Economy Snapshot, Department of Research 2016, RBA, September 8, retrieved on 8 September <http://www.rba.gov.au/snapshots/economy-snapshot/>
Walmart in Australia - A Case Study25
Robertson, N 2014, ‘Study Guide – Topic 2: Developing a research design and use of secondary data’, MPK701 - Research Design and Analysis Coursework, Deakin University, Australia
Roy Morgan Research 2015, Supermarket Loyalty: What’s that?, press release, 8 September, Roy Morgan Research Australia, retrieved 24 August 2016, <http://www.roymorgan.com.au/findings/6442-supermarket-loyalty-whats-that-201509072312>
Roy Morgan Research 2016, Supermarket Sweep: Aldi’s share of Aussie Market still rising, 15 April, Roy Morgan Research Australia, retrieved 24 August 2016, <http://www.roymorgan.com/findings/6762-supermarket-sweep-aldis-share-of-aussie-market-still-rising-201604142258>
Sapp, M 2006, Basic Psychological Measurement, Research Designs, And Statistics Without Math, Springfield: Charles C Thomas, eBook Collection (EBSCOhost), EBSCOhost, viewed 12 September 2016
Segal, M.N. and Giacobbe, R.W. (1994) ‘Market segmentation and competitive analysis for supermarket retailing’, International Journal of Retail & Distribution Management, 22(1), pp. 38–48. doi: 10.1108/09590559410051395
Semiz, BB 2016, 'Comparison of Stratified Sampling and Quota Sampling in Terms of Population Mean', Proceedings of the Multidisciplinary Academic Conference, pp. 97-103
Silverman, D1 2011, Qualitative Research: Issues Of Theory, Method And Practice, n.p.: Los Angeles, Calif. ; London : SAGE, 2011., DEAKIN UNIV LIBRARY's Catalog, EBSCOhost, retrieved 13 September 2016.
Smith, W 2013, Student Handbook to Economics: Entrepreneurship, EJB Publishing Services, Yurchak Printing, Landisville, Pa, USA
Snyder, B 2015, 9 Facts About Wal-Mart That Will Surprise You, Fortune.com – 6th June 2015, accessed on 5th January 2016,<http://fortune.com/2015/06/06/Wal-Mart-facts/>
Thompson, SK 2012, Wiley Desktop Editions : Sampling (3), Wiley, Somerset, US. Available from: ProQuest ebrary, retrieved 14 September 2016
Toscano, N and Schneiders, B 2016, ‘Woolworths Wages in doubt after coles scandal’, Sydney Morning Herald, 1 June, retrieved on 6 September 2016, <http://www.smh.com.au/business/workplace-relations/woolworths-wages-in-doubt-after-coles-scandal-20160601-gp9cy6.html>
Wal-Mart.com 2016, About Us- Our Business, accessed 24 August 2016, <http://corporate.Wal-Mart.com/our-story/our-business>
Walmart in Australia - A Case Study26
APPENDIX:
Smartphone Ownership in Australia 2015 (Under 55 years of Age)
Walmart in Australia - A Case Study27
Figure 2 – Ownership of Smartphones by Australians under 55 years of age Source: Deloitte 2015
Walmart in Australia - A Case Study28