Case 7e: Comparing UK and French perceptions and expectations of online supermar

Question

Case 7e: Comparing UK and French perceptions and expectations of online supermarket shopping Marie Ashwin, Ecole de Management de Normandie and Alan Hirst, London South Bank University How did I end up here? Daniel mused as he sat staring at his computer screen. Six months earlier, as he left family and friends in France to complete his master's degree on an exchange to the UK, the future seemed bright. Hundreds of kilometres away from home, with a deadline looming that could make or break his future career he did not know where to start. He had left university with a Bachelor's degree in Marketing and Management three years before and, since that time, had been on a graduate recruitment scheme with one of the largest supermarket chains in France. His performance in the early stages of a part-time Master's programme in Retail Management sponsored by his employer had been good This, combined with his high standard of English meant he had been offered the opportunity to travel to the UK to study for one year on a full-time basis and obtain a double qualification from both his French and a British institution. The taught classes in the first semester had complemented his previous studies and he had soon identified the area he wanted to investigate for his research project- online supermarket shopping. He decided the aim o his project would be to compare and contrast UK and French consumers' perceptions and expectations of supermarkets' online shopping offerings. In class Daniel's lecturers had identified the key problems faced by online retailers, in particular customer concerns around security and trust (Koufari, 2004; Beldad et al, 2010) They had also discussed in tutorials the impact of social networking sites and the 'online word of mouth' interactions (Gruen et al, 2006) which were changing the way marketing was undertaken. Organisations were initiating interactions by using blogs and notice boards where customers could post their views of company products and service levels (Godes et al, 2005). Almost every student he knew had bought something on eBay or Amazon, and many chose to do their supermarket shopping online to avoid wasting time standing in checkout queues. In addition many supermarkets had diversified their offer away from daily consumables into white goods such as washing machines and even financial services (Colgate and Alexander, 2001), meaning consumers were now looking to these organisations for more than just the weekly household shopping. Against the advice of his project tutor, Daniel had decided the results of his Marketing assignment on online buyer behaviour, where his classmates had been his population, would be his pilot study

Explanation / Answer

Ans 1.   

The problem Daniel is going to face for using his marketing assignment as his pilot Study is as follows:

Ans 2. The distribution of a link to internet questionnaire using facebook via email might jeopardize the statistical representativeness of Daniels findings as follows:

Ans 3 The sampling technique that Daniel could use to collect reliable data to make statistical inferences would be as follows:

Let us start by defining “the statistical method which should cover planning, designing, collecting data, analyzing, drawing useful information and reporting. It means putting life into numbers.”

“He should use the stratified sampling as the group can be divided on the basis of factors that may influence the variable being measured. “

Here he needs to analyze online buying behavior across a varied population, young, middle-aged, and old.

In stratified sampling:

Online shoppers in the UK

Young, middle-aged and old population

Random sample

500 people of each segment

500x3=1500 people

This will give Daniel a more varied data that he can analyze and make a complete report suitable for his market research on online buying behavior.

Online shoppers in the UK

Young, middle-aged and old population

Random sample

500 people of each segment

500x3=1500 people

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