Professional Documents
Culture Documents
Research Design
Tools to be used:
Key drivers and barriers for apparel Primary Quantitative: Factor analysis to
buying online research Questionnaire arrive at key barriers
and drivers
Perceived differences in brick and mortar Primary Qualitative: FGDs
format and online retail of apparels research and in-depth
interviews
Quantitative:
Website Attribute Preferences Questionnaire Quantitative: mean
and standard deviation
of attributes under
study
Effect of gender on online buying habits Primary Qualitative: FGDs Correlation of gender
research and in-depth and buying
interviews characteristics
Sampling Plan & Sample Size
Target Population
Males and females aged between 20-45 years
Belonging to SEC A1, A2 and B1
Shopping enthusiasts
Age group: 20+
Geographical area: NCR region
Sample split
Methodolog Categor Age-
Tool No. of Respondents
y y group
20-30 35
User 31-40 35
40+ 35
Quantitative Questionnaire
20-30 25
Non-
31-40 25
user
40+ 25
1 group: 10
User 20-50
respondents
FGD
Non- 1 group: 10
20-50
user respondents
20-30 2
Qualitative User 31-40 2
In-depth 40+ 2
Interview 20-30 2
Non-
31-40 2
user
40+ 2
Secondary Research
Visibility of system status: The system should always keep users informed about what is going on, through
appropriate feedback within reasonable time.
Match between system and the real world: The system should speak the user’s language, with words, phrases
and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making
information appear in a natural and logical order.
User Control and Freedom: Users often choose system functions by mistake and will need a clearly marked
‘emergency exit’ to leave the unwanted state without having to go through an extended dialogue. Support
‘undo’ and ‘redo’.
Consistency and Standards: Users should not have to wonder whether different words, situations, or actions
mean the same thing. Follow platform conventions.
Error Prevention: Even better than a good error message is a careful design which prevents a problem from
occurring in the first place.
Recognition Rather than Recall: Make objects, actions, and options visible. The user should not have to
remember information from one part of the dialogue to another. Instructions for use of the system should be
visible or easily retrievable whenever appropriate.
Flexibility and efficiency of use: Accelerators unseen by the novice user may often speed up the interaction for
the expert user such that the system can cater to both inexperienced and experienced users. Allow users to
tailor frequent actions.
Aesthetic and minimalist design: Dialogues should not contain information that is irrelevant or is rarely
needed. Every extra unit of information in a dialogue competes with the relevant units of information and
diminishes their relative visibility
Help users recognize, diagnose, and recover from errors: Error messages should be expressed in plain
language (no codes), precisely indicate the problem, and constructively suggest a solution.
Help and documentation: even though it is better if the system can be used without documentation, it may be
necessary to provide help and documentation. Any such information should be easy to search, focused on the
user’s task, list concrete steps to be carried out, and not be too large.
Non buyer
Introduction
Could you tell me about your daily schedule? - this is to basically find out whether surfing features in
the daily schedule of the individual at all
How often do you surf the net (in a day, week)
Where do you surf the net from?
Have you heard about any online apparel stores? Name any.
From whom? (Probe)- This is to see if the candidate actually meets the respondent criteria.
What do you think about online shopping? Are you comfortable with the idea of placing an order
online? (Probe)-To find out whether the respondent has any negative association with shopping online
Have you ever tried placing an order online? What happened? Share your experience (probe) - To
ascertain shopping experiences online
Why have you never bought online? Security, Inertia, some other reason (probe gently, in depth) - To
find out what all deters respondents from shopping online
Awareness about sales promotions, other schemes run by the store
General likes and dislikes about online shopping. Bad experiences if any? –Detailed Discussion
General Conversation
Thank you
Buyer
Introduction
General Conversation
Thank you
FGD Guidelines
Ice-breaking
Objective: Introduction
Do you shop?
Where all do you buy?
Let us discuss all these channels one by one.
Describe your experience in each of the channel/medium.
How is the shopping experience of one channel different from the other?
Do you think any one medium is better? Why?
Let us see shopping as a process. How would you describe it? So how do you go about for each of these steps?
What are various concerns in different mediums? E.g. before any purchase when you are searching for
information, how do you go about it? Etc.
It has to be made sure that none of the important steps is missed during the discussion. The important steps
being:
Need/Desire
Search/Information gathering
Evaluation/Comparison
Transaction
Post purchase – usage, service]
Risk perception
How would you characterise the decision to buy a product through this website? (a very small risk – a
very big risk).
How would you characterise the decision to buy a product through this website? (high potential for
loss –high potential for gain).
How would you characterise the decision to buy a product through this website? (a very negative
situation – a very positive situation).
What is the likelihood of your making a good bargain by buying from this store through the Internet?
(very unlikely – very likely).
Ease-of-use
Usefulness
The idea of using this website to buy a product of service is appealing (modified).
I like the idea of buying a product or service on this website (modified).
Using this website to buy a product or service at this store would be a good idea (modified).
Online purchase intention
What are the things that you think are available online?
Questionnaire
Following the literature review, questionnaires will be developed to determine the extent of Internet users'
motivation (drivers) and concern (barriers) factors when browsing or purchasing through the Internet. The
questions will be designed and presented within two sections of the Questionnaire, stated as follows:
Section A will require the users to furnish the factors that motivated them to browse or purchase through the
Internet and also the concerned factors. There are 38 statements in question 1 of section A, while 44
statements are placed in question 2 of Section A. Six-point likert scale ranging from 1 (strongly agree) to 6
(strongly disagree) will be applied in both questions as it allows the respondent to evaluate each item on its
own merit, to rate different items equally, and to consider each item without the confounding influence of
other items.
Questions will be set in close-ended structure by applying interval type of scaling method. A six-point scale will
be used to minimize tendencies of respondents who prefer the "central or mid -point" as found for instance, in
a five-point or seven-point scale.
Section B will comprises of the respondents' personal background, such as gender, age, present occupation,
highest educational level, monthly income, and work/study place. Additional questions on how long they have
used the Internet, how frequently they use it their past experience shopping online, will also be included in this
section. The interval scaled measurement will be selected as the level of measurement in this section.