Market Research: Data-Driven Brand Positioning Strategies for Label

This report provides a detailed analysis of market research strategies for Label, an Australian retail company aiming to expand internationally. It critically evaluates a draft questionnaire and proposes improvements for data collection, recommending a cross-sectional survey and non-probability sampling. The report discusses various data analysis methods, advocating for bivariate statistical analysis with regression and ANOVA. It suggests shifting from a descriptive to an exploratory research design, incorporating qualitative interviews with managers, and outlines the implementation of data collection methods. The report also explores how Label can monitor its brand positioning strategies using relevant theories and frameworks. Desklib offers similar resources for students.

Running head: MARKET RESEARCH
Marketing Research
Name of the Student
Name of the University
Author’s Note

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Table of Contents
Introduction:....................................................................................................................................2
Question 1:.......................................................................................................................................2
A. Critically evaluate the draft questionnaire developed for the research.......................................2
B. Design an improved data collection instrument to be used for this research..............................3
C. What data collection method would you recommend for the questionnaires of question B?.....4
D. Recommendation on the type of sampling method....................................................................5
E. Data analysis and statistical tools of three types and choose one...............................................6
Question 2:.......................................................................................................................................7
A. Recommend an appropriate research design and data collection method..................................7
B. Describe how the data collection method could be implemented...............................................8
C. Recommend an appropriate sampling plan by highlighting advantages and disadvantages......8
D. Recommend an approach to analyzing the data collected..........................................................9
Question 3:.......................................................................................................................................9
A. How Label can monitor their brand positioning strategies by using appropriate theories and
framework........................................................................................................................................9
Conclusion.....................................................................................................................................10
Reference List:...............................................................................................................................11
Appendix:......................................................................................................................................12

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Introduction:
In quest of running business process successfully in the market organizational experts
have to gain in-depth knowledge about customers’ needs and demands. Label has already
occupied a recognizable place in the domain of Australian retail industry. After receiving
tremendous growth in past 6 years the business experts of Label have decided to focus on
customers’ profile their current desires and trends for expanding the business in international
level. However, in order to expand their widespread wings of business in global market Label
would like to collect appropriate data and information on target customers. Based on their
feedback the organization would like reform their brand positioning strategies and product
designing methods. This very specific study would like to focus on using appropriate data
collection techniques as well as sampling method so that the business experts can gather
necessary data and information from the customers about their purchasing habits.
Question 1:
A. Critically evaluate the draft questionnaire developed for the research
In order to collect response from the target customers the research and development
department of Label have already made 23 survey questions. Among 23 survey questions 22
questions are made close ended where the customers would not get the scope to explain their
feedback (Palinkas et al. 2015). Customers would have to choose one specific opinion for giving
their feedback. In addition, 1 open ended question is made as well for collecting descriptive
point of views from the participants. While preparing the questionnaires R&D department has
focused on consumers’ purchasing behavior. The customers would like to inform why they

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intend to use fashionable cloths (Shankar et al. 2015). Based on their feedback, the product
designers of Label would like to design their clothes.
In addition, the customers would like to respond on which specific brand they would
prefer in current market trend. Based on their brand preferences the organization would like to
expand their stock of products. The survey question would focus on know which specific scale
influences the customers in purchasing a brand (Navaz and Nawaz 2016). The scale includes
brand name, service quality, product quality, style, trends and fit. The questions set by R&D
department would enable the customers to provide their necessary feedback. Based on their
feedback the business experts would like to position their brand in market would design the
product as per customers purchasing behavior and deliver the services to consumers’ proper
destination (Teknomo 2016). In addition, the R&D department has made several demographic
questionnaires while conducting survey in order to get effective ideas about the age group,
gender group and income status of the target customers. The brand positioning strategy and
product pricing strategy would be highly dependent on the income status of target customers.
Finally, one open ended question is made for knowing the customers’ concern about products
and services of Label.
B. Design an improved data collection instrument to be used for this research
While evaluating the daft questionnaires it is observed that the R&D department of Label
has primary focused on survey questionnaire as most effective research instrument with close
ended questions mostly. As a result, customers would not get the scope to explain their point of
views behind choosing the option. Therefore, the customers would not get the scope to justify
their response (Fabijan, Olsson and Bosch 2015). However, while using the improved

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questionnaires as research instrument the R&D department would like to modify their survey
pattern by using both close ended question and open ended question. After forming a close ended
question there will a column for giving proper justification why the customer has chosen that
option. As a result, it will be easier for the R&D department of Label for analyzing customers
purchasing behavior. In addition, while evaluating the question pattern, it is observed that the
questionnaires would have to be more specific based on which Label brand managers would get
to know about the specific needs and demands of the customers. Questionnaires could be based
on brand portioning as well (Musharraf et al. 2014). The marketing executives of Label should
know which specific media channel is more effective for drawing the attention of customers. (An
improved data collection instrument is attached in appendix)
C. What data collection method would you recommend for the questionnaires of question B?
The data collection method that would be used for improving the questionnaire includes
cross-sectional survey. At the very initial stage, the research and development department should
improve data collection method and questionnaires by choosing cross-sectional questionnaire
technique (Wolf et al. 2014). In this very specific data collection technique the researcher would
not have to be dependent on specific region. At the initial stage the researcher made the question
paper by targeting Australian consumers.
However, cross-sectional survey would enable the business expert to conduct the survey
by involving global customers. Therefore, cross-sectional survey would enable R&D department
of Label to involve global customers as well for collecting their feedback. In order to expand the
entire business process beyond going regional market Label would have to target global
customers (Low et al. 2015). Therefore, the researcher would have to expand their region to grab

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large number of customers. Only Australian consumers would be very much specific for
expanding the entire process of business in multinational boundaries.
The primary advantage of cross-sectional survey is that this data collection method can
involve large number of customers from different geographical backgrounds and attitudes. As a
result, business experts would be able to get overview about the needs and demands of current
trends (Khambete et al. 2014). On the other hand, cross-sectional survey is not devoid of some of
its major disadvantages. Cross-sectional survey method is difficult for the researchers to collect
necessary feedback from the customers properly. Cultural barrier, linguistic barriers are the
specific reasons due to which the researcher has to face immense challenges in collecting
appropriate data and information.
D. Recommendation on the type of sampling method
Sampling method is the systematic procedure of collecting information from selected
number of people amidst large number of population. Sampling method is primarily constituted
two major types including probability sampling technique and non-probability sampling
technique (Bohl et al. 2014). Probability sampling method is primarily random sampling
technique where the researcher selects the respondents randomly. On the other hand, non-
probability sampling technique enables the research to collect appropriate data and information
from selected and specific group of people who are directly associated with the research issue. In
this very specific study, non-probability sampling technique would be used in order to directly
involve those customers who have already used the services of Label.
The primary advantages of non-probability sampling technique are that this specific
method directly involves those specific customers who are associated with the research issue. As

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a result, the feedback that would be collected from those customers would be helpful and
informative for evaluating research issue. In this very specific research, the researcher would like
to involve the customers who have already used the services of Label. As a result, the
respondents would be genuinely able to inform their needs and demands through survey
questionnaire. On the other hand, one of the most significant disadvantages of non-probability
sampling technique is that the researcher is not successfully able to involve large number of
respondents in data collection (Wagner, Rice and Beresford 2014). As a result, the information
that is collected through non-probability sampling is very much selective and not adequate for
conducting a research work successfully.
E. Data analysis and statistical tools of three types and choose one
Data analysis is one of the most significant ways of evaluating the collected data and
information by using statistical tools. Statistical analysis is constituted with two major types
including univariate statistical analysis, bivariate statistical analysis and multi-variate statistical
analysis (Ricci 2015). Univariate statistical analysis helps the researcher to test hypothesis based
on one particular research variable. Bivariate statistical analysis helps the researcher to test
hypothesis based on two research variables. Lastly, multi-variate statistical analysis helps the
researcher to test hypothesis based on three or more than research variables. However, this very
specific study has focused to use bivariate statistical analysis as this research issue is entirely
dependent on two major variables. Role of brand positioning in consumers purchasing behavior
is the primary research topic (Nelson and Rodrigues 2014). In this specific research issue role of
brand positioning signifies independent variable and consumers purchasing behavior is
dependent variable. In order to prove the research issue properly based on two major variables
the research would make regression analysis with ANOVA for maintaining data accuracy.

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One of the most significant advantages of bivariate statistical analysis is that the
researcher can clearly evaluate the research result due to two major variables (Harding et al.
2015). On the other hand, this specific method is possessed with major disadvantages as well.
Bivariate statistical analysis does not allow researchers in looking at relationships between
variables in an overarching way.
Question 2:
A. Recommend an appropriate research design and data collection method
The study is entirely focusing on the business potentiality of Label in terms of expanding
the business in foreign countries. The selection of the appropriate design and data collection
method is essential for conducting the research in an appropriate way. It is already mentioned
that the primary data collection method will be conducted by adopting quantitative survey
process. The responses gathered from a larger population will be analyzed by using the
descriptive research design. This descriptive research design is quite helpful in analyzing the
specifications associated with the research subject. However, it can be implied that the use of the
exploratory research design would have been much better in such context. According to
Munzert et al. (2014), the exploratory research design is generally undertaken for exploring the
subject that has not previously been discussed. This research design intends to establish the
operational definitions and priorities for improving the research outcomes. It is noticeable that
the expansion of the business requires the extensive research on the diverse areas based on which
the company will be able to measure the feasibility and potentiality. Exploratory research helps
in researching those areas that can provide the insightful ideas about the business needs. Hence,
the use of the exploratory design would have been much appropriate. On the other hand, the

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study is based on quantitative survey whereas the qualitative interview session with the managers
would have presented more informative materials necessary for the company to develop business
(Brooks et al. 2014). The strategic insights received from the managers in the qualitative
interview session could have been much appropriate if this was aligned with the quantitative
data.
B. Describe how the data collection method could be implemented
The research and development department of Label has been conducting the sequential
survey process to gather the responses from the customers about their demands and preferences
while purchasing the clothes. The questionnaires will be designed by including the multiple
choice questions and will be distributed to the customers through Facebook. The questionnaire
will be including the multiple choice questions from which the respondents will select the answer
as per their preferences. The respondents have the authority to withdraw their responses at any
moment. The responses will be calculated by using the statistical tools and software tool like MS
Excel. The percentage calculated from the responses will present the ideas about the preferences
of the customers in terms of purchasing products.
C. Recommend an appropriate sampling plan by highlighting advantages and disadvantages
The research paper discusses the use of the non-probability, simple random technique as
the sampling process for gathering responses from the candidates (Error 2014). However, it can
be suggested that the use of the probability, convenience sampling would have been much
appropriate as well. It gathers the consent of the managers who take part in the decision making
program. The quality information received from the people will be much helpful for the study to

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analyse the problem in a sequential way. Moreover, it would be much convenient to analyse their
voice modulation and body language to interpret the concerns in a significant manner.
D. Recommend an approach to analyzing the data collected
The study is entirely based on the information regarding the business expansion strategies
that are to be undertaken by the company (Donas et al. 2015). The measurement of the business
feasibility can be established by conducting the extensive market research. In such cases, the use
of the deductive approach would be much preferable. The deductive approach helps in
identifying the responses gathered from a number of populations where the respondents will
present their concerns and preferences as well. Hence, the obtained information from the survey
should be analyzed in a detailed way to adjust the necessary strategies and strengthen the
competitive position of the company. The deductive approach is thus quite suitable for this
research and develops the considerable ideas for the future profitability.
Question 3:
A. How Label can monitor their brand positioning strategies by using appropriate theories and
framework
Brand positioning is a method of positioning the product or services in the mind of the
customers. It is important for a company to develop the appropriate brand image that can draw
the attention of the customers and result profitable amount for the future prospects (Rahman et
al. 2014). Many organisations create a market niches for their products and services by
considering the brand product, packaging, distribution, and competitive market. Currently, it has
been observed that Label has captured the attractive position in the Australian market among the

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clothing retailers. At the global level, the market competition is quite higher. The company can
select the target market at the first stage to manufacture clothes that can attract more customers.
Creating a suitable tagline would also be much beneficial in such context. However, it is
necessary for the company to concentrate on the quality parameter to gather more responses. The
supermarket area is quite popular to attain crowd (Pandey and Singh 2015). Hence, it is
noticeable that the company can attract more customers by establishing the outlets at the
supermarket areas.
Conclusion
The study concentrates on the business expansion strategies of Label, which has already
captured the retail clothing market in Australia. The study introduces the appropriate sampling
and data collection techniques are suggesting the methods of collecting data. However, the
alternative solutions provided for this case scenario would have been much appropriate for the
company in terms of formulating the suitable strategies for the business expansion. However,
this very specific study would like to focus on using appropriate data collection techniques as
well as sampling method so that the business experts can gather necessary data and information
from the customers about their purchasing habits.
It can be recommended that the company can develop the outlets at the supermarket area
to gather the responses from the target customers. The attractive positioning tagline would also
help in attaining the knowledge of the customers. It will even help in creating the positive
perceptions for the future prospects and profitability level. It is important for a company to
develop the appropriate brand image that can draw the attention of the customers and result
profitable amount for the future prospects. Many organisations create a market niches for their

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products and services by considering the brand product, packaging, distribution, and competitive
market. Moreover, it will also help in formulating the competitive advantage for the longer
sustainability.

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Reference List:
Bohl, D.D., Russo, G.S., Basques, B.A., Golinvaux, N.S., Fu, M.C., Long III, W.D. and Grauer,
J.N., 2014. Variations in data collection methods between national databases affect study results:
a comparison of the nationwide inpatient sample and national surgical quality improvement
program databases for lumbar spine fusion procedures. JBJS, 96(23), p.e193.
Brooks, P.D., Time Warner Cable Enterprises LLC, 2014. Technique for effectively providing
program material in a cable television system. U.S. Patent 8,713,623.
Donas, K.P., Lee, J.T., Lachat, M., Torsello, G. and Veith, F.J., 2015. Collected world
experience about the performance of the snorkel/chimney endovascular technique in the
treatment of complex aortic pathologies: the PERICLES registry. Annals of surgery, 262(3),
pp.546-553.
Error, B., Adobe Systems Inc, 2014. Distributed data collection and aggregation. U.S. Patent
8,825,849.
Fabijan, A., Olsson, H.H. and Bosch, J., 2015, June. Customer feedback and data collection
techniques in software R&D: a literature review. In International Conference of Software
Business (pp. 139-153). Springer, Cham.
Harding, A.C., Suhr, J.K. and Allen, N.P., Intermec IP Corp, 2015. Testing automatic data
collection devices, such as barcode, RFID and/or magnetic stripe readers. U.S. Patent
8,944,332.
Khambete, P.M. and Tenneti, S., Intertrust Technologies Corp, 2014. Data collection and
targeted advertising systems and methods. U.S. Patent 8,660,539.

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Low, D.E., Alderson, D., Cecconello, I., Chang, A.C., Darling, G.E., D'journo, X.B., Griffin,
S.M., Hölscher, A.H., Hofstetter, W.L., Jobe, B.A. and Kitagawa, Y., 2015. International
consensus on standardization of data collection for complications associated with
esophagectomy: Esophagectomy Complications Consensus Group (ECCG). Annals of
surgery, 262(2), pp.286-294.
Munzert, S., Rubba, C., Meißner, P. and Nyhuis, D., 2014. Automated data collection with R: A
practical guide to web scraping and text mining. John Wiley & Sons.
Musharraf, M., Bradbury-Squires, D., Khan, F., Veitch, B., MacKinnon, S. and Imtiaz, S., 2014.
A virtual experimental technique for data collection for a Bayesian network approach to human
reliability analysis. Reliability Engineering & System Safety, 132, pp.1-8.
Navaz, A.S. and Nawaz, D.G.K., 2016. Layer Orient Time Domain Density Estimation
Technique Based Channel Assignment in Tree Structure Wireless Sensor Networks for Fast Data
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No-3, pp.–1506-1512.
Nelson, R.B. and Rodrigues, A.R., Avaya Inc, 2014. Data collection and control by network
devices in communication networks. U.S. Patent Application 13/628,353.
Palinkas, L.A., Horwitz, S.M., Green, C.A., Wisdom, J.P., Duan, N. and Hoagwood, K., 2015.
Purposeful sampling for qualitative data collection and analysis in mixed method implementation
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Research, 42(5), pp.533-544.

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Pandey, G.K. and Singh, A.P., 2015. Energy conservation and efficient data collection in WSN-
ME: A survey. Indian Journal of Science and Technology, 8(17).
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Privacy preserving data collection in sensor enabled RFID based healthcare services. In High-
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processing data collection and simulation model. arXiv preprint arXiv:1610.00029.
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Appendix:
Improved research instrument
1. How much to your estimate you have spent on clothing in the past 6 months?
 $0 - $500
 $500 - $1000
 $1000 - $3000
 $3000 - $5000
 $5000 - $10000
 $10000 or more
Justification:
2. Where do you usually by Label?
 In a Label store
 David Jones
 Myer
 Online
 I haven’t bought Label
Justification:

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3. Thinking about Label pieces you have bought or tried on in the pate – have you found the
sizing to be consistent?
 Yes
 No
 Sometimes
Justification
4. How would you prefer to hear about VIP sales, discounts and special events?
 Email
 SMS
 Mail
 Mobile
 Facebook
 Twitter
Justification
5. Which of the following categories best describes your current employment status?
 Full-time
 Part-time 
 Casual 
 Not currently employed

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Justification