University Research Reflective Report for Daily Shop's Marketing

This research reflective report details the market research conducted for Daily Shop, an online retail startup. The report outlines the research methods employed, including qualitative research and the use of primary and secondary data collection techniques like questionnaires and literature reviews. It explores customer needs and market trends, focusing on preferences for organic food and sustainable products. The report reflects on the knowledge gained, emphasizing the importance of understanding customer needs, planning, and critical thinking. Barriers encountered, such as cost and technological issues, are discussed along with the solutions implemented. The study's findings highlight the increasing demand for online shopping, particularly among health-conscious consumers. The report concludes with the importance of market research in driving business success and the need for companies to adapt to evolving customer preferences and market dynamics.

Research Reflective
Report

Table of Contents
RESEARCH METHODS................................................................................................................3
LITERATURE.................................................................................................................................3
Reflection on knowledge.............................................................................................................4
Reflection on learning..................................................................................................................5
Critical thinking and ideas...........................................................................................................5
Barriers met .................................................................................................................................6
Professional development............................................................................................................6
Objectives....................................................................................................................................7
Findings and outcomes................................................................................................................7
..........................................................................................................................................................8
REFERENCES ...............................................................................................................................9

RESEARCH METHODS
Research type: It is important to gather information in an appropriate form for
accomplishing goals and knowing about customers needs. Between qualitative and quantitative
research, qualitative type has been selected for gathering information in words, feeling and non-
numerical form (Korstjens and Moser, 2018). In quantitative, data are being gathered in numbers
form. So, for knowing about customers related to retail sector as what they prefer related to
cookies, by gathering all information in non-numerical or qualitative, it has been completed.
Research approach: For better gathering information for analysing and using it is
important to use either inductive or deductive. In inductive research approach, new theory can be
generated and in deductive, existing theory of hypothesis can be developed. By making use of
inductive research or by developing new theory related to the topic, accurate and effective
information related to market trends in retail sector can be gathered so, it is being used.
Data collection: Primary and secondary are 2 data collection in which sources of primary
data collection such as: interview, survey, questionnaire can help company in gathering first
hand data. With sources of secondary data such as: books and journals, internet, literature,
second hand data can be used. By making use of both types of data, better information can be
gathered that can help out in launching new retail shop.
Daily Shop start up retail company wants to know about customers trends as what they
prefer and what is going in the market. So, it is important for company to meet with people face
to face or via internet. So, for this purpose, primary data collection has been mainly used. By
conducting online questionnaire due to climate change or covid-19, all information have been
gathered about tastes, needs, specialities in cookies that customers prefer. By conducting
literature, some secondary data has also been gathered (Polanin and Terzian, 2019). Some
informations have been gathered that shows that customers prefer organic food and other
sustainable products because of health consciousness.
LITERATURE
Market trends or customers needs: One of the main reasons of conducting research is
to gather information about market trends or customers needs relating to retail sector or food
materials for successful launching online retail shop. In this regard Patten, (2016) stated that
conducting questionnaire and survey is one of the best ways of knowing about customers tastes,

needs. One of the main reasons of selecting this mode in market research is to gather information
in detailed manner. By face to face meeting and conducting questionnaire online, random people
can give answers among all given options like which type of products they prefer the most, why
they prefer organic food products, beauty and other products, how much price they seek etc.
Günther and et.al., (2017) argued and said, according to them by making use of social
media marketing or uploading images and all information of new product, online retail company
can attract customers. There are several data have been published that can be gathered from
articles and statistics. Such data have been published by other researchers for making companies
aware about customers needs and tastes. So, for this study, primary data has been chosen the
most by conducting survey, questionnaire. But for attracting customers and allowing customers
to gather all information about product that company is going to launch, social media platforms
has been used.
There are some random people have been selected in online survey, because all age
group, gender of people have right to know all details about product that company is going to
launch. So, for providing them convenience and as per their needs and saving time, all
information have been uploaded on social media platforms like pricing, varieties, tastes and
different sizes of products that it is going to offer at its retailer online shop.
Reflection on knowledge
By conducting study I learned several new things about research methods and different
effective sources by which start up companies can gather informations. By conducting study I
developed my knowledge regarding importance of knowing customers needs. I got to know
that customers needs is the main key of success of any organization and for accomplishing goals,
companies require gathering information about customers (Gonzalez, 2019). After gathering
information, companies can make changes in products that they are going to launch in the
market. So, overall I gained my knowledge and knew that questionnaire plays a vital role in
gathering information. I also learned about ways of conducting online survey as well as
questionnaire and ways of gathering information and providing options to customers as per the
question and their needs.
This study increased my skills and knowledge of critical analysis of data. I also came to
know that for better critical analysis of gathered data, we require to identify both positive and
negative side and this lead my decision-making skill. By conducting questionnaire, I increased

my communication skill and learned appropriate way of interacting with different behaviours of
customers and making them able to buy products (Kleckner and Butz, 2020).
Reflection on learning
Along with sources and ways of gathering information I learned several other things. One
of the main important things that I learned is importance of planning. Planning is the first step in
which start up companies require establishing aim and objectives. These aims and objectives lead
and motivate companies and employees them towards performing functions, gathering
information and making products accordingly (Kleckner and Butz, 2020) I learned difference
between primary and secondary data collection. I came to know about several differences and
ways of making use of appropriate sources and types of data collection. I found that market
research and activities of marketing is the main key and effectiveness of success of company.
With the help of appropriate ways of marketing and research, companies can gather information
about market trends, customers, their culture, tastes and others (Mooi, Sarstedt and Mooi-Reci,
2018).
This study also made me able in improving my public speaking skill and I learned that
different people vary in needs and identifying ways of satisfying all their needs can make
company successful. I learned importance and reasons of performing functions in a systematic
manner and which strategies and functions should be prioritized. By prioritizing tasks, we can
complete and make study in a timely manner and time management is also vital for success of
start up online retail shop.
Critical thinking and ideas
I Learned the importance of critical analysis or ability to identify both positive and
negative sides of activities and each thing. It helps in increasing decision-making power,
problem solving skills as well as increase understanding. There are several people who think
positive only but for becoming successful and before making a plan, it is important for
employers of start up companies to think about negative points and consequences and making
background plan accordingly (Dahl, Peltier and Schibrowsky, 2018).
I believe that for becoming successful, companies require having an ability to take risks
because each coin has 2 side one is positive and second is negative. so, by being critical and by
thinking in both manner, company can measure its effectiveness and can take positive outcomes
as per the developed plan. For better critical thinking and better ideas there is requirement of

having combination of some skills such as: interpretation, analysis, explanation and problem
solving. I have better problem solving and analysis skill and these skills helped me out in
supporting company in gathering information, developing ideas and launching new product in
the market.
Barriers met
Conducting market research is not an easy task as some barriers may occur and can create
problems in successful completion. Some barriers that came in the path of success along with
ways they have been solved.
Cost: Completing project or market research as per the planned budget was main problem due to
lack of financial ability. With personal savings and online questionnaire, solved this problem. It
is believed that if face to face questionnaire had been gathered then it may have increased cost.
Technology: Most of the data has been gathered online so, technological problems like lack of
access created some problems. But it solved by technical staff (Imran, Aziz and Hamid, 2017).
Quality: Maintaining quality is one of the main task due to lack of finance and other resources it
was quite difficult. But tools and approaches like RQM helped in solving this problem.
Time: Completion of all tasks and marketing activities in a timely manner was challenge but by
prioritizing tasks and setting milestone it was met.
So, from the above tools and techniques it can be said that having financial stability and
availability of resources are vital for successful completion of study and market research.
Professional development
Planning of developing idea of opening new online retail shop made me able about
thinking in both manners. For gathering data I focused on market research and this research and
efforts developed me as a professionally. It helped me out in increasing my research skill. I get
to know effective ways of gathering information by making use of different sources. I believe
that research skill is vital for getting employment opportunities in the field of marketing. By
performing all functions of marketing, it increased by communication skills. While gathering
information from random people by conducting questionnaire, I found that I have an effective
oral communication skill. I believe that this skill can help me out in the future in talking with
different behaviours of people and motivating them for buying products and services.
After gathering information, there were requirement of analysing data or making changes
in gathered information that can help in accomplishing goals. So, this helped me out in

increasing my critical analysis skill or ability to take better decision (Kleckner and Butz, 2020). I
believe that better decision-making is directly proportional with problem-solving skill. When we
take better decision then we can solve critical problems as well. Both these skills can develop
me professionally and with the help of these skills I can stay happy and stressed free at
workplace.
Objectives
One of the main aims of developing this study was to gather information of market trends and
customers regarding online shopping of food and other products for which daily shop wants to
open online retail shop. Before conducting research and making plan, several objectives have
been set by this company that motivated it for performing functions. Some objectives that this
company has set while making an effective plan include:
 To provide easy online access to global customers for increasing traffic on website.
 To conduct both primary and secondary data.
 To increase sales by providing groceries, clothing and food materials to customers at their
home door.
To gather detailed information about market trends and needs of customers by focusing
on different age group, gender and race, all these goals can be accomplished and for that it is
important to have better decision-making skill.
Findings and outcomes
On the basis of above data it can be interpreted and can be said that market research is
one of the main key of success. Market research can be done by different ways and there are
several sources of gathering both primary and secondary data. It is found from questionnaire
and survey, conducted online that customers have different tastes and needs regarding food
products and cookies. It is stated that customers of Malta are becoming health conscious as they
prefer healthy food and organic personal products. It is also found that due to busy schedule and
increasing rate of working women, people prefer buying groceries and other products online
rather than offline. It saves their time and travelling cost. Whereas, some people who do not
know to make use of technology and way of ordering online products, prefer offline shopping.
People with the age group of 45-60 prefer buying offline groceries. So, overall it can be said that
needs and behaviours of people vary. But with the changing needs of people or shifting for

offline to online it can be said that the idea of opening online retail shop is the best for Daily
shop.
It has also found from majority of answers and data analysis that people of Malta prefer
online retail shopping because of lack of time. They prefer products and groceries at their home
door as it provides them convenience. They can pay extra if they get products at their home door.
With monitoring, it has also been found that most of the goals have been achieved. But it is
believed that if researcher has conducted face to face questionnaires then it should have gathered
information in a detailed manner. It might be time-consuming but face to face meeting with
random people could have provided better information and it can help in approaching more
people (Utami, 2016). Ability of research and development helped in conducting both primary
and secondary research.

REFERENCES
Books and journal
Dahl, A.J., Peltier, J.W. and Schibrowsky, J.A., 2018. Critical thinking and reflective learning in
the marketing education literature: A historical perspective and future research needs.
Journal of Marketing Education. 40(2). pp.101-116.
Gonzalez, M.E., 2019. Improving customer satisfaction of a healthcare facility: reading the
customers’ needs. Benchmarking: An International Journal.
Günther, W.A. and et.al., 2017. Debating big data: A literature review on realizing value from
big data. The Journal of Strategic Information Systems. 26(3). pp.191-209.
Imran, M., Aziz, A. and Hamid, S., 2017. Total quality management, export market orientation
and firm export performance: A conceptual framework. International Journal of Academic
Research in Business and Social Sciences. 7(9). pp.591-601.
Kleckner, M.J. and Butz, N., 2020. Addressing undergraduate skill gaps in higher education:
Revisiting communication in the major course outcomes. Journal of Education for
Business, pp.1-12.
Kleckner, M.J. and Butz, N., 2020. Addressing undergraduate skill gaps in higher education:
Revisiting communication in the major course outcomes. Journal of Education for
Business, pp.1-12.
Korstjens, I. and Moser, A., 2018. Series: Practical guidance to qualitative research. Part 4:
Trustworthiness and publishing. European Journal of General Practice. 24(1). pp.120-124.
Mooi, E., Sarstedt, M. and Mooi-Reci, I., 2018. Market research. The process, data, and methods
using stata.
Patten, M.L., 2016. Questionnaire research: A practical guide. Routledge.
Polanin, J.R. and Terzian, M., 2019. A data-sharing agreement helps to increase researchers’
willingness to share primary data: results from a randomized controlled trial. Journal of
clinical epidemiology. 106. pp.60-69.
Utami, W., 2016. A study of investor response to new product launching: A competitive strategy
approach. Management & Accounting Review (MAR). 15(2). pp.263-290.