Improving Customer Experience: Market Research for Online Shopping

This report delves into the application of qualitative and quantitative market research methods to enhance customer experiences within an e-commerce context. The scenario focuses on "Really-Rocking Retailer" aiming to improve its online shopping experience by providing a more user-friendly and ergonomic shopping cart. The report outlines marketing research objectives, including gathering and analyzing data to improve online service marketing. It establishes a SMART goal focused on ensuring online store accessibility across various devices. The analysis highlights the strengths of quantitative research, emphasizing its use of numerical data and standardized questions, and qualitative research for understanding consumer behavior and preferences. Secondary research methods, including internal data analysis and competitor analysis, are discussed. Primary research methods like face-to-face interviews and online surveys are also explored to gather customer requirements. The report concludes that quantitative research is the best choice for this scenario, emphasizing the importance of both primary and secondary research in meeting customer needs and improving e-commerce business performance.

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Way to use qualitative and quantitative
research
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Introduction
The paper demonstrated the use of qualitative and quantitative market research method
for fulfilling the needs of the customers by providing them with a user-friendly and ergonomic
shopping cart. It will provide convenience to the customers as the shopping cart will comprise of
all the facilities that will be helpful for the customers while shopping online. It will provide with
secondary as well as primary research that is conducted by the company to improve their e-
commerce business. It will discuss the best choice among qualitative and quantitative research to
be conducted by the organization to provide the best shopping experience to its customers.
Identification of the scenario and marketing research objectives
The scenario that has been chosen for conducting the research is “Really-Rocking
Retailer would like to improve the shopping experience of its customers by offering a more
ergonomic and user-friendly shopping cart.” Based on the above scenario mentioned the
marketing research objectives of the company is to provide convenience to its customers by
providing a shopping cart that comes with various facilities that will fulfill the needs of the
customers (Doering, Poeschl, Gross, Bley, Martin et al., 2015). The company aims to analyze,
gather and record the data related to the problems based on the marketing of services and
products through online service that needs to be improved.
One SMART goal based on the scenario
The scenario that is entirely based on Really Rocking Retailer Company who seeks to
improve its e-commerce business. The company aims to provide its customers with best
shopping experience by providing a user-friendly and more ergonomic shopping cart. One of the
SMART goals of the company is to ensure that the online store is accessible from every set of a

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device such as mobile phone, laptop, P.C. and many more where each data is readable with
information and clear design on it (Lemon & Verhoef, 2016). This will provide convenience to
the customers while shopping online as customers always expect for mobile-friendly sites for
shopping.
Using quantitative and qualitative marketing research to achieve the objective
Quantitative market research is said to be the grouping of numerical data that leads to
analyzing the statistical understanding trends in the data. It comprises of standardized questions
where a massive number of respondents participates in the research. Quantitative market
research is useful for the scenario as it collects data based on the standardized asking questions to
the customers related to their online shopping needs and experience (Parise, Guinan & Kafka,
2016). It will help the company to gather a huge amount of information to improve the shopping
experience of its customers.
Quantitative Research
Survey Research
Correlational research
Experimental Research
Figure: Quantitative Market Research

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On the other hand, qualitative market research would provide with the reasoning for
needs, wants, opinions and reasoning consumer actions. It will take the company in
understanding the factors consumer wants while purchasing a product online (Bernon, Cullen &
Gorst, 2016). This research will allow the company to gather a vast amount of information based
on offering user-friendly and ergonomic shopping art.
Qualitative Research
Focus Groups
On-call interview
Innovation Research
Figure: Qualitative Market Research
Therefore, for the particular scenario quantitative research is the best choice for the client
as the project concept has been researched previously and based on that factors the company
seeks to improve its e-commerce business.

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Secondary research method

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Secondary research has been conducted by the company to gathera useful information
about the online shopping experience of its customers and provide convenience to them. The
company has made use of internal data to find the solution as it is out of reach of the competitors.
This has proved to be beneficial for Really Rocking Retail Company to gather information about
their previous records of advertising through an online shopping cart (Sharma & Khandait,
2016). The company has also adopted the process of collecting information about the
competitors that helped them to know their weaknesses and strengths of the rivals. It not only
helped the company to recognize their weaknesses but also improve it provide better online
services to its customers. It also gathered the reviews of its customers based on their previous
provided services through which they improved their quality of services to provide comfort to
the customers and satisfy their requirements. Thus, the secondary research method helped in
understanding the needs of the customers.

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Secondary Research
Internal Sources
 Invoices
 Reports from
multiple departments
 Catalogs and
Brochures
 Complaints
 Warranties
Figure: A Secondary Research method
Primary research method
For the mentioned scenario face-to-face interviews have been conducted that highly
helped the company to gather information about the requirements of its customers based on
online shopping. It is observed that nowadays customers mostly prefer a mobile shopping site as
it provides them with various facilities to shop online. With the help of this secondary research,
the company could improve its e-commerce business and develop the best shopping cart for its
customers (Shobeiri, Mazaheri & Laroche, 2014). It is aiming to create such type of shopping
cart that will fulfill the needs of the customers.

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Another type of primary research method that has been adopted by the company to
provide the best shopping experience to its customers is online surveys. The company has
conducted online surveys that allow different groups of people regarding gender and age to
participate in the survey conducted. This survey has been conducted online that helped the
company to gather information related to the needs of the customers while shopping online.
Needs Understanding
Framing the objectives of the
research
Feedback from the client
Research and Analysis
Research and Analysis Fine-
tuning
Presentation and Documentation
Figure: Primary Research Method

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Conclusion
The paper concluded by providing with the quantitative and qualitative market research
for the scenario mentioned in the assignment. It is observed that Really Rocking Retail Company
seeks to improve customer experience by providing a user-friendly and more ergonomic
shopping cart. It can be seen that the company has conducted qualitative and quantitative market
research to fulfill the needs of the customers. It provided the fact that quantitative research is the
best choice for the company to enhance its e-commerce business to provide convenience to its
customers. The paper also focused on the secondary and primary research method used by the
company for satisfying the needs of its customers.

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References
Bernon, M., Cullen, J., & Gorst, J. (2016). Online retail returns management: integration within
an omni-channel distribution context. International Journal of Physical Distribution &
Logistics Management, 46(6/7), 584-605.
Doering, N., Poeschl, S., Gross, H. M., Bley, A., Martin, C., & Boehme, H. J. (2015). User-
centered design and evaluation of a mobile shopping robot. International Journal of
Social Robotics, 7(2), 203-225.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.
Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital
technology can transform the customer experience. Business Horizons, 59(4), 411-420.
Sharma, A. K., & Khandait, S. P. (2016). A novel software tool to generate customer needs for
effective design of online shopping websites. International Journal of Information
Technology and Computer Science, 83, 85-92.
Shobeiri, S., Mazaheri, E., & Laroche, M. (2014). Improving customer website involvement
through experiential marketing. The Service Industries Journal, 34(11), 885-900.