Management Research USA 2022

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author Note

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Introduction
7-Eleven refers to a US international chain of convenience stores that is currently
headquartered in Dallas Texas. The industry in which the organization operates includes the
retail industry of US. The organization operates in a good number of locations both in USA as
well as outside the nation. The current numbers of workers working in the mentioned
organization are more than 45,000 employees. The total number of stores operated by the
mentioned organization includes 68,236 stores. The key products that are sold by the
organization include Slurpee beverage, Big Gulp beverage cup, coffee, candy, prepared foods
items, gasoline, fairly, snacks along with various assortment of beverages (Goodman, 2014).
The organization has gained high reputation in both local as well as international market due to it
pocket friendly price of products. However, due to internal managerial issues, Seven eleven has
also received negative popularity as well. In the following paragraph, the consumer experience
of the mentioned organization will be analysed as well as evaluated by conducting both primary
as well as secondary research. The objective of the research is to implement effective strategies
in order to enhance the experience of the consumers working in Seven Eleven.
Primary research method
Primary research methods are conducted by researchers in order to gain first hand
information on the research issue. Primary data can be collected by directly communicating with
the consumers through online surveys, mail surveys, telephone interviews, face to face surveys,
face to face interviews, focus groups and by analysing sales data. For this research, online survey
has been conducted. In order to understand the experience of the consumers in 7 Eleven, a
questionnaire containing 10 questions have been prepared (Piller & Kumar, 2006). The questions

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had been designed keeping in mind the current issues associated with Seven Eleven and to
understand the rate of satisfaction of the consumers while purchasing products from the
organization. In order to select participants, random sampling method has been used. Non-
probability sampling can be defined as the sampling method where every individual in a
population does not possess an even chance of getting selected (Buhring, O'Mahony &
Dalrymple, 2015). The consumer data base of two of the Seven Eleven outlets were checked in
order to find out the name of consumers who visited the stores frequently. The next step included
inviting the participants. 20 participants were selected from the list. All the Participants were
invited through email. An online consent form is sent to them. A paid survey is then conducted
with the 20 consumers. The results from the survey has been gathered and analysed.
Secondary research method
Along with primary research, data collection from 3 secondary research methods has
been implemented. The secondary research methods include academic journal articles, book
chapters and business report. Secondary data can be defined as the data obtained form already
existing research papers and articles that are relevant to the current research but have not been
collected keeping in mind the same. In order to collect data from academic journal articles and
book chapters, 5 articles and 5 books that are relevant to the research topic that is consumer
experience and stratifies to enhance the same, have been selected. Along with this, effective the
business reports of the Seven Eleven organization has also been analysed in order to find out the
already existing as well as the potential challenges faced by the organization (Rew & Minor,
2018). The secondary research has been conducted in order to gain an effective understanding of
contemporary issues that are leading to the deterioration of consumer experience in the retail
industry. Along with this the secondary research also provided concept about different types of