Qualitative analysis Assignment Example | Topics and Well Written Essays - 2000 words

Qualitative analysis - Assignment Example The research had a general question; how can we attract customers to the store more often, foster their loyalty to the store and encourage them to spend more in the store? The four specific research questions were addressed the above four specific objectives. The study was conducted using primary source of data. The data was obtained through oral interviews using interview schedules that were administered by trained interviewers. A sample of 60 respondents was done using a probability sampling technique – stratified random sampling technique. The stratification was done in terms of gender and age characteristics. The method gave six categories. Each category had ten interviews. The results from the study were presented in framework charts and the analysis done using code book technique. Data was collected using open ended interview schedule through face to face interview. The analysis of the data was done using framework charts and code book techniques. The response from each respondent was analysed and groped in to themes to come up with a coding scheme. The responses were then presented in a framework chart. The analysis could vividly show that there were various reasons why different individuals chose to use the Kingston Department Stores (KDS). The reasons ranged from factors related to human resource in the stores; the products they offer to the market; to the types and quality of the facilities they had put up to provide various services to the customers or the clients. From the study it came out that most of the shoppers said that their major reason for going to KDS was because there were a wide range of products under one roof and that the products offered were of high quality. For this reason, they were using the stores because they were able to buy a wide range of goods and services in a more convenient