RESEARCH DESIGN. Business & Marketing. Case Study

Research Design
Student Name
Institutional Affiliation
Research Design
Sample
The target respondents are consumers of beauty products. The study targets this population because they play a crucial role in the success of the company. Further, the company is seeking ways of making the right decisions in regard to its operations so that it can enhance its market position (Jacobsen, 2020). As such, targeting this population will help in directing the company towards making the right marketing decisions that will spearhead it towards its goals and objectives.
The study will involve surveying individuals who have used beauty products from different companies. Such consumers have experienced products from different companies and so they can compare their products with that of the company in terms of quality, customer care, and pricing (Kalton, 2020). Such factors affect consumer preferences, and this population will be required to give their feedback on how the company compares to its competitors in terms of product quality and pricing. Further, they will be required to give feedback on why they prefer beauty products from one brand compared to another. The data collected in this case will help the company in understanding some of the factors that its competitors have used to establish a competitive edge over the company.
The demographic characteristics of the sample include the following; they were aged between 18 and 70 years, and both males and females were included. There were no limitations in terms of educational level, income level, race, and occupation. In terms of marital status, the study involved those who were single, married, divorced, widowed, and separated. This shows that the selection criteria allowed the research to include a diverse population in the study.
They will be surveyed so as to establish their purchasing behavior towards the company’s products compared to those of the competitors. Further, respondents will be required to give their feedback on their attitude towards the company’s products (Kawamura, 2020). The survey will enable the researcher to collect adequate and reliable data to respond to test the formulated hypothesis.
Procedures
The researcher will collect primary data from the respondents through the use of semi-structured interviews and qualitative questionnaires. This approach is appropriate it will enable the researcher to focus on soliciting similar information from the different respondents involved in the study (Halperin & Heath, 2020). Patton (2014) and Myers (2019) add that this approach helps in collecting detailed information and data on the subject. The qualitative questionnaires will be distributed to the respondents and then picked after three days, depending on the nature of work of the respondents. The researcher will distribute a total of 30 questionnaires (corresponding to the size of the population sample).
Non-probability sampling was adopted in this study, with the nature of study being semi-structured interviews and questionnaires. The non-probability sampling method that will be used is judgment sampling, in which case the researcher will choos...