NTUC FairPrice Co-Operative is the largest Singapore based supermarket chain. Theorganisation is a co-operative of the National Trades Union Congress (NTUC). Thechain has more than 120 outlets across the island serving 430,000 shoppers daily,comprising FairPrice supermarkets, FairPrice Finest and FairPrice Xtr. In 1999,NTUC introduced its convenience stores, FairPrice Xpress and Cheers with a
network spanning over 160 convenience stores island wide and serves over 100,000customers daily.
TASKS
Lately the revenue generated from FairPrice Xtr outlets was found to be belowexpectation. The management are interested to conduct a research study amongstshoppers to identify the marketing problem and the steps that will enable them tomake a marketing decision on service improvements.
Provide justifications on adopting either a qualitative or quantitative research tounderstand consumer needs by comparing and contrasting the applications andlimitations of both approaches. Your answer should include examples of businesssituations of both qualitative and quantitative approach. (~1000 words)
Given the benefits of both qualitative and quantitative approaches, managementhave tasked you to design a 2 stage research study on shopper behaviour: 1) A FocusGroup Study and 2) A Questionnaire Survey. The results obtained will be submittedas a report to uncover the factors that motivate shoppers to patronise Fairpirce Xtr.
1) Focus Group Study - As a facilitator of the focus group, explain how youwould go about planning and conducting the focus group. The factorsidentified during the focus group will be used to develop the questionnairefor the next phase. A maximum of ten themes are expected from the focusroup discussion. (~800 words)
2) Questionnaire Survey - In the second stage, propose how you would go aboutselecting respondents for your study. Provide a discussion on the benefits ofusing probability and non-probability sampling. (~800 words)
NTUC operates a loyalty membership card scheme. Union members areautomatically issued the card. Non-union members could apply for the membershipcard. All cards could be linked to automated payment scheme either through VISAor Masters. Points are incurred with each purchase and shoppers could offsetpayments with point incurred. Provide suggestions as how NTUC could make use ofthis information. Your answer should include limitations for using this information
for decision making. (~400words)
Learning Outcomes Assessed:
1. Develop and design research to address a given business scenario
2. Compare the advantages and disadvantages of qualitative and quantitative research techniques
3. Explain the differences between probability and non-probability sampling