Walgreens Research Proposal

Over the past decade there have been drastic shifts in the economy with significant effects in the retail market. Consumers were cutting back on spending to make sure their hard earned dollars were accounted for, although the economy is doing much better today the effects of penny pinching can still be seen. Private labels, brands that are owned by retailers and are not national (Peckenpaugh, 2014), are thriving more than ever in today’s market. A private label offers consumers the same quality for a lower price than premium brands.
Research studies have shown that customers preference have gone up and down in the marketplace over a period of time, with some losing their brand preference completely (Kapferer, 2012). In 2012, Don Schultz and Martin Block presented that brand preference as a measuring tool for brand strength was declining and replaced by ‘No Brand Preference’ with the manufacturer products they had studied during their
I chose the company Walgreens because of their reputable name and pharmacy and the saturation they have in the Flint area. Convenient stores are a popular choice when purchasing quick small items such as OTC. I am looking to survey 100 people, 50 men and 50 women between the ages of 18 and 55 years and older at two different Walgreens locations in Flint. The range of age and location will eliminate the possibility of having any bias results.
Sampling Method
The sampling method I would prefer for this research proposal is Quota Sampling. It is a nonrandom sampling method that allows me to aim for 100 people while putting them into categories of sex, male and female. Now that the quota and categories are determined, I would proceed to do a convenience sample for each category. The two locations will sample the first 25 men and 25 women at each location, preferably in the pharmacy section to equal out to 100.
Testing