Marketing Research Log Book: IKEA's China Market Entry Strategy

This research log book documents a student's project investigating IKEA's potential market entry into the Chinese market. The log outlines the research process week by week, starting with the identification of research aims and objectives, followed by the preparation of research questions, and a review of relevant literature. The student details the adoption of both self-directed learning and lectures to guide the research. The log covers the identification of strategies used by companies for market entry, the selection of a research paradigm (interpretivism or positivism), and the preparation of research designs. The student outlines the research strategy, including primary (interviews and surveys) and secondary data collection methods. The log includes details on data collection methods, sampling (non-probability sampling technique), and data analysis (qualitative). The student also addresses research ethics, timeline preparation (Gantt chart), evaluation, and necessary changes to the research plan. The log concludes with reflections on the research process and final submission of the project, including references to relevant sources. The log provides a detailed account of the research process, from initial planning to final execution and evaluation, offering insights into the challenges and steps involved in a marketing research project.