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Who shops at Fred Meyer?. Qualitative Research by: Becky Ellis and Cathy Holtcamp. Procedures and Methods. Our research question – Is there a dominant theme for the shoppers at a local Fred Meyer?. Procedures and Methods. Design – Emergent research design with time sampling data collection. - PowerPoint PPT Presentation
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Who shops at Fred Meyer?
Qualitative Research by:Becky Ellis andCathy Holtcamp
Procedures and Methods
Our research question – Is there a dominant theme for the shoppers at a local Fred Meyer?
Procedures and Methods Design – Emergent
research design with time sampling data collection.
Observations were made in 1 hour increments at different times and different days.
Procedures and Methods
Cathy began to see a theme emerge and began taking notes as to the age of shopper and whether the shopper was alone or not.
Data was collected by observation only at various times – Thursday late morning, Saturday early evening, Sunday early afternoon and Monday early evening.
Procedures and Methods
Becky observed the shoppers from the vantage point of the in-store Deli.
Procedures and Methods
Cathy observed the shoppers from a bench across from the U-Scan check out
Procedures and Methods
Data was collected without pre-conceived ideas. No discussion was attempted prior to the data collection.
The data was well triangulated using 2 researchers at the same location but at different days and times. Observations were made at 4 different times and days.
Procedures and Methods
Trustworthiness: Prolonged engagement – 4 hours Persistent observation - several days Well triangulated Peer debriefing done after all data was collected Data was shared, compiled and analyzed during the
debriefing Study was thin, but sufficient data was obtained
Analysis
We started with a rich description of the shoppers we observed until half way through we discovered a theme presenting itself.
Using emergent design we began to code our observations differently.
Analysis Single verbs were
used to describe the shoppers we saw: Age
Under 20, 20-40, 40-60 and over 60
Gender Male, female
Status Single, couple, or family
Analysis
Coding was done by consensus and the rich descriptions were changed to simple categories
There was active dialog as to where the shopper fit in the new scheme
Shoppers fit into one of 14 different categories No inference was made about the thoughts,
feelings, or actions of the shopper
Findings
The dominant theme that emerged was that shoppers are solitary figures that do not interact with others while shopping
Findings
Exemplar: Solitary female entered the store, bought a few items, knew how to work the machine, paid with cash using the correct amount of bills and change, exited the store without uttering a word.
Findings
Additional Themes:62% of shopping done by femalesThursday found 28% of shoppers fit the family
category (one or more children with a parent)Largest group of shoppers, 44% were females
between the ages of 20-40 21.5% shopped alone and 22.5% shopped as a
family
Findings
One over-arching concept emerged – Americans have gone from using the shopping experience as a social event to a solitary event.
Implications
Marketing tool Health Promotion
– Used to target certain populations for sampling purposes (if the target population is solitary middle aged females you could find them at Fred Meyer on a Saturday afternoon)
Limitations
Observations were sporadic
Limited to 4 one-hour sessions
Data collection was superficial in nature
Conclusion
The research question was answered without doubt.
The dominant shopper at this local Fred Meyer is female, solitary, middle-aged.