Slide 1: Introduction

In the section of CW1, the area cleared the concept concerning the marketing research on the
chosen organization Sainsbury and how manages every aspects of it. This PowerPoint
Presentation will focus on the concepts of quantitative as well as qualitative analysis. It will
also focus on the role of correlation and regression as well. Issues related to the areas will be
highlighted as well. Marketing research can be defined as the systematic gathering as well as
recording of the qualitative and quantitative information concerning the problem related to
the marketing merchandises as well as the services. Marketing process involves six steps
including problem definition, development of the approach to the problem, formulation of the
research design, collection of data, preparing the data and reporting the presentation.
Slide 2: Concept on Quantitative Data
 Definition
 Role of quantitative data in modern marketing research
 Designing the questionnaire
Quantitative Research can be defined as the procedure for the collection as well as analyzing
the numerical data. It can be utilised for finding the patterns as well as the averages. It is also
used for making predictions and testing the fundamental connections as well as generalizing
the consequences to the larger populations. The fundamental role of quantitative data in the
modern marketing is to ask questions to the targeted consumers. Generally, this is a method
of asking proper question to the selected audiences in an organised method utilizing the
surveys as well as questionnaires. The responses received are then analysed for making well
though decisions for the improvement of the products. Questionnaires can be designed
through certain steps including deciding the required information, defining the targeted
respondents, choosing the methods, deciding the question ad developing the question
wordings.
Slide 3: Analysis of the Quantitative Data
 Analysis of the quantitative data
 Role of questionnaire in collecting quantitative data
 Examples on Sainsbury
Analysis of the quantitative data can be performed through few methods such as cross
tabulation where it is chosen since it utilises a basic tabular form for drawing the inferences
among various data sets within the research study. This can also be done through trend
analysis where this is a statistical techniques which can give the ability for observing the data
which has been gathered over a larger period of time. Questionnaires can be defined as the
research instrument including the series of various questions for the reason of collecting data
for the targeted respondents. This helps in getting except information of the product the
company is making.
Sainsbury has conducted a questionnaire session for their new product and out of 200
respondents, 150 respondents were of the perspective that the new merchandise will be quite
successful when launched in the market.
Slide 4: Concept of Qualitative Data
 Definition
 Role of qualitative data in modern marketing research
 Designing an interview
Qualitative research consists of the collecting as well as analyzing the non-numerical data for
understanding the concepts as well as opinions. This focuses on obtaining the data by the
means of open-ended interview or communications. The role of qualitative data in modern
marketing research is something which can be utilised for testing new ideas and getting a
realistic overview of how the consumers or the probable clients would react on that specific
merchandise. A structured interview can be designed through crafting the job description and
listing the requirements by the category. It can also be done through creating the role-specific
questions and adding up the general interview questions as well.
Slide 5: Analysis of the Qualitative Data
 Analysis of qualitative data
 Role of interview in collecting qualitative data
 Examples on Sainsbury
Analysis of the qualitative data can be done through few methods such as text analysis which
is the data analysis method which is definitely different from the other qualitative research
methods. The market researchers can analyse the social life of the respondents and can
decode the words as well. Interviews are the most effective for this section, since this can
help a company to explain as well as know the specific opinion about the product. Interview
questions are typically opened-ended for getting in-depth information concerning the product.
Sainsbury has conducted interview which are one to one interviews which is mainly the
personal interview which is performed with one respondent at a time for getting proper
information about the products.
Slide 6: Concept on Correlation Analysis
  Definition and use of correlation analysis
 About positive correlation, negative correlation and no correlation
 Examples
Correlation analysis can be defined as the method of statistical evaluation utilised for
studying the strengths of the relation among two parties. This is done by numerically
measuring with continuous variables. It is fundamentally used for measuring the strengths of
the linear relationship among two variables and then the results are computed. Positive
correlation can be defined as the relationship among the two variables where both the
variables move for the similar direction. A negative correlation is something where two
variables have a relationship in which there is an increase in one variable and decrease in
other. For zero correlation, this exists when there are no such relationships among two
parties. For instance, it is known that correlation analysis ranges from -1 to +1, where
Sainsbury having a correlation with another party can be stated as r=0.9 that advices a strong
as well as positive association among the two parties.
Slide 7: Concept on Regression Analysis
 Definition and use of regression analysis
 Identification of the relationship between the variables
 Examples
Regression analysis can be defined as the set of statistical processes for the estimation of the
relationships among the dependent variable and independent variable. The regression analysis
is used for predicting the future among the target and the predictor. The fundamental use of
this is for forecasting as well as time series modelling. Regression analysis consists of the
identification of relationships among the dependent variable and independent variable. The
identification can be done through a simple linear regression where the model can be used for
describing the relationships among a single dependent variable and independent variable is
such as advertising and sales. For example Sainsbury has utilised this where this has grouped
the consumers into 3 buckets. This includes the promoters who rate the brands up to 10, the
passives who rate the brand up to 8 and detractors who rate up to 6.
Slide 8: Concept on Time Series analysis
 Definition
 About the types like trend, cyclical and random
 Examples
Time series analysis is the statistical method for the analysis of the pattern of the data points
which are taken over time for forecasting the future. The main components that are analysed
through this time series includes various types like trends- where it increase or decrease
around the series of data over a larger period. Cyclical- where variations occurs at irregular
intervals because of various situations as well as Random- where there is instability due to
random factors which does not repeat. For example Sainsbury which is ahead in the digital
transformation can keep the track for many time series. The area of forecasting a big amount
of time series might be a hectic thing however this can with times series this is easy.
Slide 9: Issues of Correlation Analysis
 Advantages
 Disadvantages
 Limitations
This can demonstrate the presence as well as the absence of the relationships among two
factors for directing areas; however this can only be used when the variables are couple
measurable on one scale. The limitations includes that no cause as well as effect can be
established within this. It can be either one or it can be even be the unknown variable as well.
Slide 10: Issues of Regression Analysis
 Advantages
 Disadvantages
 Limitations
The advantages includes that this analysis is simple and is much easier to implement however
the disadvantages includes the lack of practicality as well as the problem. It does provide any
feedback as well which makes it more difficult. This technique has various limitations where
it is assumed that the cause as well as the effect connections among the variables remains un-
altered.
Slide 11: Issues of Time Series Analysis
 Advantages
 Disadvantages
 Limitations
Time series analysis helps in identification of the patterns as well as this also helps in the
creation of the chances for cleaning the data as well. However it has some problems such as
generalization from the single study as well as difficulty in obtaining the suitable measures.
The limitations include the problem with precisely identification of the correct model for
representing data.
Slide 12: Impact of Big data on Decision Making
 Role of Big data on statistical analysis
 Big data vs variables
 Impact on decision making
 Issues with Big data
The role of big data within the statistical analysis can be defined as the collection as well as
analysis of the data sets which are complex related to volumes and variety and in certain
cases the velocity as well. Big data can be defined as the large volume of data whereas
variables refer to the person pr the thing. This analysis helps to improve the decision making
process as it becomes increasingly more important. Having big data analysis can improve the
customer engagements and enhance the efficiency of the business. The issues with big data
involve lack of understanding as well as high costing of the data solutions.
Slide 13: Data collection and use for decisions making
 Using survey questionnaires
 Using interviews
 Using focus groups
Using the survey questionnaires is quite helpful since this provide a large overview or
opinion about the product which is produced by Sainsbury. Data can be gathered through this
techniques and this will ensure taking proper decisions. Using interviews will make sure to
get specific information about the product which will help to improve the product as well and
having focus groups will ensure to get information on the product repeated time for produce
improvement.
Slide 14: Conclusion
It can be concluded from the above part that Quantitative Research can be defined as the
procedure for the collection as well as analyzing the numerical data. It can be utilised for
finding the patterns as well as the averages. Qualitative research consists of the collecting as
well as analyzing the non-numerical data for understanding the concepts as well as opinions.
The other analysis methods are also clear in the above with ample information; hence the
areas are transparent with proper information.