- 10 Mar, 2021
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Coles research method
As a consequence of COVID-19, more than 50 countries require people to cover their faces
when they leave home (https://www.aljazeera.com/news/2020/04/countries-wearing-facemasks-compulsory-200423094510867.html). In line with this, Coles, an Australian
supermarket, retail and consumer services chain, is considering making the wearing of face
masks compulsory for all their shoppers. However, there has been an ongoing debate on the
usefulness of wearing a mask (https://www.abc.net.au/news/science/2020-04-09/face-maskscoronavirus-should-i-wear-one-in-public-covid-19/12130070).
Under the circumstance, Coles is reluctant to make such a move until they have a good understanding of the public’s attitudes toward a compulsory mask wearing requirement. Coles would like to conduct some marketing research, adopting a quantitative research method, i.e., survey. However, they are unsure if it is the best approach to gather useful information of the public’s attitudes toward this compulsory mask wearing move compared with qualitative or mixed research methods.
Require
Please critique the proposed quantitative research method (i.e., survey) for Coles and based on your critique, provide ONE research design suggestion for Coles.
Matters need attention
You are not required to critique Coles as a company, also don’t evaluate the research objective (e.g. whether it’s a good or bad objective) unless it’s directly related to your research design critique. Please discuss the research method (both proposed in the case and your suggestion in the second part of the paper) in relation to Cole’s consideration of making their shoppers to wear masks. ➢There should be a balance for both sections, i.e. 50% per section.
Marketing research exercise (cont.) ➢Recommendation can be at the research approach (e.g. qualitative or quantitative research approach), method (e.g. interviews), or an aspect of a method (e.g. design of the questionnaire) level. Considering the word limit, please just focus on one (i.e., don’t make it a detailed research proposal). ➢Suggestion can also be improving the proposed method in the case – survey. ➢Please make sure you use in-text referencing.