Managing Communications, Knowledge and Information

Topics: Quantitative research, Qualitative research, Scientific method Pages: 2 (349 words) Published: March 6, 2011
Morrisons is one of the country’s largest supermarket chains, offering a range of goods including both branded and own label products. Morrisons offer more than 150 buy one get one free and constantly lower prices, unbeatable customer service and a pleasant shopping. They are consistent and reliable in offering good value. Morrison has a wide range of products in its store, these are: groceries, fresh foods, home & leisure, music & video and health & beauty.

Task 1

a)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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