The paper "What Factors Encourage or Discourage Customers to Buy Products or Services Online" is a perfect example of a marketing research proposal. The contemporary consumer has a wider choice of avenues to use when purchasing products or services. The consumer can physically visit a traditional brick and mortar stores, he or she can make orders through telephone or email and have them delivered at his or her doorstep, or better still the consumer can make online purchases. To the technologically well-informed consumer, the latter option is the ideal form of shopping since it is convenient, fast and allows for a wider selection of products and services.
Yet, despite its advantages, it is notable that many consumers even in developed countries where electronic retailing has perpetuated the market environment, there are still some reservations that consumer has regarding online shopping. Research Objectives The proposed research seeks to: Find out the factors that encourage or discourage customers to adopt online shopping Establish the impact of online shopping on customers Identify ways through which online customer satisfaction can be measured Research Questions In order to attain the identified objectives, the research will specifically seek to answer the following three questions: What factors persuade or dissuade consumers from taking up online shopping? How do consumers perceive the profitability (or lack thereof) of online shopping i. e.
are there any advantages or disadvantages that consumers attach to online shopping? What pointers can online retailers or researchers use to gauge the level of customer satisfaction or dissatisfaction? RESEARCH METHODOLOGY The proposed research will be based on a combination of methods. Specifically, the research will use a structured questionnaire, which will be administered to an online sample in order to acquire primary data.
It will also review the existing literature in order to attain secondary data. The proposed research will use both primary and secondary data in order to attain comprehensive survey findings. While the researcher specifically collects primary data for use in the study, he attains secondary data from other sources. According to Saunders et al. (2007), there are three subgroups of secondary data. They include survey, multiple source and documentary. Researchers collect data through primary methods and avail them in table or forms to secondary users. Documentary data, on the other hand, is second-hand data available to researchers either in written or non-written form.
Multiple-source data is contained in both survey and documentary forms. The main characteristic of the different secondary data forms is that they are in different formats from how the initial researcher first got them. Research philosophies According to Asunder, Lewis and Thornhill (2007), researchers who do not agree with the law-like generalisations adopt the interpretive approach. Such researchers stress that the world and individual human minds are too complex to be treated indiscriminately. This approach is unlike positivism, which is adopted by researchers who avoid affecting or being affected by the subject of their research.
According to Saunders et al. (2007), using the positivism approach requires researchers to simplify the collected and analysed data based on existing theories. Such an approach is mainly scientific and requires the development and testing of hypotheses.
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