The factors suspected to be contributing to west-side store’s problem include the location of the store, advertising done by the store, the customers’ knowledge and awareness of the store’s products, and the customers’ attitudes towards Rumstad compared to its major competitors.
Jack Rumstad needs to decide on whether he should make changes to the west-side store and whether he has enough money to make these certain changes. 2) Research Problem and Objectives
Sandra Parrett, the owner of a marketing research company, has been appointed by Jack Rumstad to help him identify the reasons involved in the west-side store’s struggles. There are four objectives in this study to help solve the management problem. These objectives include:
1) Determining the respondents’ attitudes and awareness towards the location of Rumstad’s west-side store. 2) Determining whether or not the respondents are aware of the store’s advertisements. 3) Determining the respondents’ knowledge and awareness of Rumstad’s products. 4) Determining the respondents’ attitudes towards Rumstad and his major competitors, which include Nina Emerson Decorating Center and the Wallpaper Shop. 3) Methodology:
i. Research Design: The research design used in this study is the descriptive research design. This is because Jack Rumstad, has already come up with his own idea of factors that have contributed to the west-side store’s problems. ii. Design of Data Collection: The design of the data collection was primary data. This was done by going door-to-door and...