Debenhams Case Study: Research Methods and Ethical Considerations

This case study analyzes Debenhams, a leading UK department store, exploring its market position, online presence, and historical development. The study delves into primary and secondary research methods, including focus groups and questionnaires, to understand consumer perspectives and product demand. It addresses ethical concerns related to research practices and data collection. The secondary research examines company websites, marketing reports, and sales data. The assignment also includes a sample questionnaire to gather consumer insights on potential grocery offerings. The analysis provides a comprehensive overview of the research processes and methodologies employed in the context of Debenhams' business strategies.

DEBENHAMS
Case study 1
Name
Subject
Date

Table of Contents
Introduction......................................................................................................................................3
Primary research..............................................................................................................................3
Ethical concern................................................................................................................................4
Secondary research..........................................................................................................................4
References........................................................................................................................................5
Appendices......................................................................................................................................6

Introduction
Debenhams is one of the leading department stores of the United Kingdom with a turnover of
around £2bn with over 140 departmental stores and also has 40 franchised stores all over the
world. The company enjoys a considerable online presence. The original Debenhams store is
based in London and was founded in 1913. The company still uses it for their communications
and press activities. In 1928, the acquisitions of the Harvey Nichlos and Brown stores were seen
to follow and the company was listed on the stock market. The department store was seen to
expand rapidly and was bought by private consortium in 2003. Debenhams is seen to have top
four markets share in men’s wear, women’s wear and an estimate of ten shares in children’s
wear. Further, it is a pioneer in the market of premium health and beauty. Today, Debenhams is
available in almost 70 countries is considered to be the eleventh biggest UK online retailer on the
basis of the traffic volume.
Primary research
The primary market research can prove out to be an important method for gathering information
regarding the service idea and the views of the customers (Glass, G. V. (1976). The organization
will get the perspectives from the customers and can easily determine the demand of the products
and the customers. The focus groups can easily help in obtaining the detailed information
regarding the group and personal feeling, their opinions and perceptions. The focus group also
helps in saving time and money as compared to the interviews on individual basis that are being
conducted. The focus group will be beneficial in providing a broader range of information from
all the participants (Kitzinger, J., 1994).
The questionnaire is practical and helps in accumulating a large amount of information from a
larger number of people in a very short span of time. The whole process is highly cost effective.

This method has a limited affect to the reliability and validity. Furthermore, the results are
quantified easily using the software software package or by the researcher. This method will
allow them to obtain relevant and current data which will help with planning the development
and marketing strategies for the food division.
Ethical concern
The people who would be studying the research and are involved with it must be taken prior
permission. Nothing that would cause emotional or physical harm to the subjects would be
practiced. The sensitivity or the difficulty of the questions would be controlled. The research
must be fair and will consider personal biases and personal opinions.
Secondary research
The organization can also look out in the successful organizations and their successful stories.
Various cases and findings will assist the organization to look into the matter. The organization
can look into company website, marketing research reports, magazine articles and other sources.
The organization can gather information from sources that are external to the marketer and can
easily access material from the market research carried out by some other organization and from
old sales report. The organization can also look into the accounting records of the companies so
as to look at their growth after expansion (Stewart, D. W., & Kamins, M. A., 1993).

References
Glass, G. V. (1976). Primary, secondary, and meta-analysis of research. Educational researcher, 5(10),
3-8.
Kitzinger, J. (1994). The methodology of focus groups: the importance of interaction between research
participants. Sociology of health & illness, 16(1), 103-121.
Stewart, D. W., & Kamins, M. A. (1993). Secondary research: Information sources and methods (Vol. 4).
Sage.

Appendices
Questionnaire
1. 1. How often do you shop at Debenhams?
a. Once a week
b. Once a month
c. Once every 3 months
d. Occasionally
2. 2. Would you be interested in buying your groceries at Debenhams?
a. YES
b. NO
3. 3. What type of food products would you like to buy at Debenhams?
a. Everyday groceries
b. Healthy food for busy people
c. Specialities from around the world
d. Other (please specify
e. __________________________________
4. 4. How much would you be ready to spend on weekly groceries in Debenhams?
a. Under 50 pounds
b. 50-70
c. 70-100
d. Over 100
1. 5. Would you be willing to spend more money for…
a. YES
b. NO