Morrisons is one of the country’s largest supermarket chains, offering a range
including both branded and own label products. Morrisons offer more
than 150 buy one get one free and constantly lower prices, unbeatable
service and a pleasant shopping. They are consistent and reliable in
good value. Morrison has a wide range of products in its store, these
groceries, fresh foods, home & leisure, music & video and health &
Morrisons objective is:
To increase profit margins by 10% by 2011
The above objective is important to Morrisons because the higher the profit
margin is the more profitable Morrisons will become. It will also have better
control compared to its competitors over its costs.
It would improve the organisation’s performance as everyone would be
working towards a specific target making the workplace environment more
engaged and successful in meeting the target which would result in the target
being achieved. The appropriate methods of data / information gathering that I suggest are used in order to gather the data / information identified in part 1b) are as follows:
Qualitative research can answer certain important questions more effectively and efficiently than quantitative research. The advantage that qualitative research have is that it allows more diversity in responses as well as the capacity to adapt to new developments or issues during the research process itself. While qualitative research can be time-consuming to conduct and expensive, many fields of research employ qualitative techniques that have been specifically developed to provide cost-efficient ad timely results.
Qualitative researchers may use different approaches in collecting data, such
as shadowing. Forms of the qualitative data collected can include group
discussions and interviews, observation, various texts, pictures and other
materials. Quantitative data provides information...
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