Research on Declining sales of Argos

I.              RESEARCH DESIGN

The study was carried out by using quantitative research approach in order to achieve the above mentioned aims and objectives. The research is carried by considering few things: population, sampling and sampling design, and data collection method.

Population

The population considered in this research was the customers who visited Argos stores and can be categorized as:

-       Male or Female

-       Age: 18 to 60 yrs.

Sampling and Sampling Design

Considering the limitation of funds and time, research was conducted among 170 Argos customers by using sampling technique. It plays a vital role in marketing research. It is determined by randomly selecting respondents from the entire population. The advantages of sampling process is that it is economically beneficial, less time consuming, data can be precise and results are collected much more faster.

Sample frame:-

As residents in London are from different countries and ethnicity. Therefore, the selection of sample frame is randomly selected from customers visited Argos stores. Hence, the survey was carried on the interviewer’s convenience as to which person is to be selected for the survey.

Sample Size:-

Sample size plays a key role in determining the accuracy of the research study. The larger the sample size, the more is the probability for the result to be accurate. However, due to limited budget and time constraint the sample size selected was 170.

Sampling Method:-

The sampling method selected to carry out the research was non-probability sampling. This method involves subjective bias of the researcher. The researcher is given a set guideline on which the sample is selected. Also the researcher’s convenience is taken into consideration while conducting the survey. This type of sampling method is generally selected for shopping centre surveys and also when the researcher has limited time, budget and workforce. There are various types of non-probability sampling.

Ø  Quota Sampling

Ø  Convenience Sampling

Ø  Judgmental Sampling

Ø  Snowball Sampling

For our research, we have selected judgmental sampling which is less expensive and takes less time.