Marketing Research Proposal: Myer's Brand Image and Consumer Intention

This report presents a marketing research proposal focused on how Myer can influence consumer purchase intention through brand image development in the dynamic Australian market. It addresses the management decision problem by exploring the incorporation of digital media marketing to reach target customers. The research objectives include developing effective branding strategies and suitable digital marketing strategies. The sampling plan utilizes probability sampling with simple random sampling, targeting Australian residents, particularly Myer customers. Data collection methods involve surveys with questionnaires containing both close-ended and open-ended questions. Data analysis includes qualitative content analysis and quantitative analysis using descriptive statistics. The methodology employs a descriptive research method to identify and describe relevant facts. The report acknowledges limitations such as the focus on a single case study and budget constraints. Desklib provides students with access to this and other solved assignments to aid in their studies.

Running head: MARKETING AND SURVEY RESEARCH
Marketing and Survey Research
Name of the Student
Name of the University
Author Note

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Table of Content
Sampling, Data Collection and Analysis...................................................................................3
Sampling plan:.......................................................................................................................3
Target population:..................................................................................................................4
Sampling procedures and implementation:................................................................................5
Simple Random Sampling:....................................................................................................5
Implementation:.....................................................................................................................5
Data collection methods:............................................................................................................6
Survey:...................................................................................................................................6
Data collection instruments:.......................................................................................................7
Questionnaire:........................................................................................................................7
Data analysis:.............................................................................................................................8
Qualitative Data Analysis:.....................................................................................................8
Quantitative Data Analysis:...................................................................................................8
Descriptive research method:.................................................................................................9
Limitation...................................................................................................................................9
References................................................................................................................................10

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As with assessment 1:
Management Decision Problem (MDP)-How should Myer influence consumer’s
purchase intension through developing brand image in dynamic Australian market
environment
Rationale:
The above stated management decision problem is identified and formed on the basis of the
current operational state of Myer. As there are many player in the sector such as David Jones,
Country Road, Pacific Brand, etc, Myer has to work in its branding strategy to influence the
purchasing decision of customers. This initiative is required because present marketing
situation indicates that customers may switch to other brands when they observe more
appealing elements (Chiu et al., 2014). The increasing crowd of departmental stores and
brands in Australia are indirectly pushing the existing organizations like Myer to create
unique branding strategies which helps to differentiate the brand from others and retain the
customers.
Management Research Question (MRQ)-How does Myer incorporate digital media
marketing to promote its brand in wide Australian market and to approach target
customers?
Rationale:
Incorporation of digital media marketing strategies is highly required because it is undeniable
that technology is rapidly developing and this development of technology has been a trend
now and marketers are applying this trend in their business. Digital marketing techniques
help the brand to promote the products and services to the large and remote market, as it
provide a faster reach and personalization marketing. Moreover, Armstrong et al., (2015)
customers are more responsive towards the digital media promotion. Particularly,

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Balakrishnan, Dahnil and Yi, (2014) performed an experimental study and found that almost
58% of the customers in the survey have mentioned that they buy products by being
influenced by the brand activities in internet.
Research Objective:
 To develop effective branding strategies to enhance brand image and influence
customers’ buying decision
 To develop suitable digital marketing strategies to place the brand in the market
Sampling, Data Collection and Analysis
Sampling plan:
Sampling plan remains as the detailed outlet of which particular measurements should
be taken at what times, in what materials and in what manners. According to Robinson
(2014), sampling can be defined as a particular set of principles used to identify members of
population to be engaged in the research. So sampling is usually applied because due to large
number of population, the authors have no choice but to investigate a number of cases
elements within the population to represent the population and find a conclusion about the
population. The sampling technique is widely divided into two different categories such as
probably and non-probability sampling. The following images shows the interrelated
sampling types derived from both probability and non-probability sampling.

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Figure 1: Sampling
(Source: Hox, Moerbeek & van de Schoot 2017)
In the proposed study, probability sampling technique will be used as probability sampling
method provides a simple random technique under which all respondents have an equal
chance to participate in the research (Ying & Pheng, 2014).
Target population:
According to Nardi (2018) target population represents some specific segment within
the broader population that are usually place to serve as the primary data sources for the
research. Thus, in the case of present study, the target population consists of the individuals
residing in Australia, especially who are the existing customers of Myer and the people who
live in the remote areas of Australian market such as the people in Tasmania.

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Sampling procedures and implementation:
There are several type of sampling techniques that have been enhanced to make sure
that sample properly represents the target population. The following procedure for Simple
Random Sampling technique has been adopted.
Simple Random Sampling:
As discussed earlier in simple random sampling, each individual has an equal chance to
become a part of the sample. Hence, the following two steps have been adopted.
 Derive a complete list of population
 Randomly select individuals from the list of the sample
In the present study, as the unit of analysis is the customers of Myer, the study must require a
complete list of every individual customer in the population to accomplish simple random
technique (Etikan, Musa & Alkassim, 2016).
Implementation:
To implement the chosen sampling method, a random number generator is considered
to be used to identify the member of the sampled directly from the list. If the derived number
from the random sources does not match or correspond to the list, another number will be
selected. For example, to find the overall ratio of the customers in Australian market, the
customers will be number as 1 to 200 and then a random number generator will be used to
find 90 customers for the chosen sample.

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Figure 2: Deriving sample population from the target population
(Source: Nardi, 2018)
Incentive to participate: The customers who will take part in the sampling, will be awarded
with an intangible gift such as an additional offer to some specific product.
Data collection methods:
The research information are usually gathered from a range of sources and thereby,
there are several techniques involved with the procedures. The following are some oft
methods and the selection of the method for the study.
Survey:
It is identified that the essence of survey method can be defined as “questioning
individuals on a topic and then explaining the responses. In the present study, survey method
remains as the primary data collection techniques which is supposed to be used to test

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different ideas, reflect the attitude of chosen population (Khan, 2014). In the study, this
survey method can be applied to both quantitative and qualitative research techniques.
In the present study, survey method will be applied because survey method will help
to learn the characteristics of the population, while the interview method will help to learn
how Myer is supposed to achieve its stated goals and what strategies are they going to apply
to develop their brand image, influence customers and incorporate digital media marketing.
The primary data will be collected by conducting a survey within a particular number of
customers derived from the sampling method. The number of respondents for the survey will
be taken from the simple random technique. The survey performed by involving a
questionnaire. The questionnaire will include close-ended questions.
Data collection instruments:
Questionnaire:
Questionnaire is a suitable method to ask questions. Hence, the questionnaire is a set
of written questions on a sheet with the space provide for the participants to respond to the
questions. According to Creswell and Creswell (2017), questionnaire is a frequently self-
administered and it is mainly used in the interview and survey. Questionnaire can be
classified as both quantitative and qualitative method relying on the nature of questions.
However, particularly in the present stud, the response through close-ended questions with
multiple choice answer quantitative method will be analysed with the help of quantitative
technique. This may include pie-chars, percentage and bar-charts. On the other side, the
responses will also be derived from open-ended questions questionnaire questions are
analysed with the help of qualitative technique (Etikan, Musa & Alkassim, 2016). In the
present study, for the collection of quantitative data, 15 to 20 close-ended questions will be
designed as the survey questionnaire while to collect qualitative data, five open-ended

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questions will be designed. The qualitative data- such as open ended questions will be used
for the interview among the managers and supervisors of Myer.
Data analysis:
The data analysis techniques are typically divided into two different types such as
quantitative and qualitative data analysis.
Qualitative Data Analysis:
In a general sense, it is known that qualitative data analysis tend to include the
descriptive characteristics and it does not use numbers. Robinson (2014) mentioned that
qualitative data analysis is typically referred to the non-numeric data such as interview
transcripts. However, in the present study, content analysis technique will be used which
could help to categorize verbal and non-verbal information and classify them. This technique
is relevant to the present research context, because the objective of the research is to develop
a solution about how Myer can develop an effective brand marketing strategies to place the
brand and influence the target customers. Thus, unless, the present strategies of Myer is learnt
properly and accomplishment of the objective could remain challenging. Thus, it is highly
necessary for interview the management people. This qualitative responses will help to know
the objective of developing a unique brand marketing can be accomplished.
Quantitative Data Analysis:
It is widely known that in quantitative data analysis, the researcher is supposed to
generate raw number which is meaningful data derived through rational and critical thinking.
In this context, Lewis (2015) commented that quantitative data analysis could include the
calculation of frequencies of different variables and distinguished characteristics between the
variables. For example, the variables provided in the research questions is digital media
marketing and the target customers. Now, in such procedure, the result may appear like

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almost 53% of the respondent prefer online shopping. So, this calculated percentage of data
will be further analysed with the findings within the framework of the study.
Methodology -
Descriptive research method:
Descriptive research method can be defined as the statement of affair because it
includes a simple attention to determine, describe as well as identify the actual fact, how it
occurs, etc (Rhodes et al., 2014). In addition, the descriptive research technique typically
pays attention to casting light on the research issues. For example, in the present study, the
issue of brand positioning and retention of customers will be identified by considering
detailed facts provided by this descriptive research technique. In addition, the descriptive
research design will be selected because descriptive research are highly helpful and necessary
to define different aspects or the related aspects of the research. For example, the brand
marketing is the core area of the research but customer purchase intention, factors affecting
customers will also be analysed with the help of this descriptive research design.
Limitation
The study is supposed to be conducted by using the above stated methods but no
particular emphasis has been out forward to any of the chosen methods. In addition, this
research study is limited to a case study research only but the research would be more
effective if a comparative study between two organizations were conducted. In addition, due
to restricted budget only few research techniques are selected to be used; however, if more
time and budget are allocated, the study will be more intensive.

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References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing
medium toward purchase intention and brand loyalty among generation Y. Procedia-
Social and Behavioral Sciences, 148, 177-185.
Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers'
repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic
value and perceived risk. Information Systems Journal, 24(1), 85-114.
Cope, D. G. (2014, January). Methods and meanings: credibility and trustworthiness of
qualitative research. In Oncology nursing forum (Vol. 41, No. 1).
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and
mixed methods approaches. Sage publications.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and
purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-
4.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and
purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-
4.
Hox, J. J., Moerbeek, M., & van de Schoot, R. (2017). Multilevel analysis: Techniques and
applications. Routledge.

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Khan, S. N. (2014). Qualitative research method: Grounded theory. International Journal of
Business and Management, 9(11), 224.
Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), 473-475.
Nardi, P. M. (2018). Doing survey research: A guide to quantitative methods. Routledge.
Rhodes, J. D., Upshaw, C. R., Harris, C. B., Meehan, C. M., Walling, D. A., Navrátil, P.
A., ... & Kumar, H. (2014). Experimental and data collection methods for a large-
scale smart grid deployment: Methods and first results. Energy, 65, 462-471.
Robinson, O. C. (2014). Sampling in interview-based qualitative research: A theoretical and
practical guide. Qualitative Research in Psychology, 11(1), 25-41.
Robinson, O. C. (2014). Sampling in interview-based qualitative research: A theoretical and
practical guide. Qualitative Research in Psychology, 11(1), 25-41.
Ying, Z., & Pheng, L. S. (2014). Research Methodolgy. In Project Communication
Management in Complex Environments (pp. 93-102). Springer, Singapore.

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Appendix: 5 Survey questionnaires
1. What is your age group?
 15-20 ages
 20-25 ages
 25-35 ages
 35-50 ages
2. How far do you agree that maintaining brand image and reputation of a business
organization like Myer is highly important for maintaining customer loyalty?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly disagree
3. How far do you agree that Myer is successfully able to maintain their brand imgae in
market?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly disagree
4. Are you satisfied with the customer service system of Myer?
 Strongly satisfied
 Satisfied

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 Neutral
 dissatisfied
 Strongly dissatisfied
5. How far do you agree that digital promotion and advertising activities are effective to
grab the attention of global customers?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly disagree