Hourglass Notation (Project)

Hourglass Notation

I will now try and determine the broad area of interest relating to my project on the “Investigation into the reasons why people choose to shop online rather than in-store”

Broad area of interest.

“What are the reasons to why people choose to shop online rather than in-store?”

Narrow down, focus in

To gain research required for the project, the broad area question needs to be narrowed down to create a hypothesis that focuses in on the main question. Focus questions are created so the broad area question can be addressed more thoroughly.

The author of the project has identified a number of focus questions that he/she thinks will address the main question. They are as follows:

• “What is the link between online shopping and customer loyalty?”

• “Identify a correlation between the use of online grocery shopping websites and customer loyalty”.

• “Examine website features and the link they have to customer retention”

Operationalize

Only one method of research has been carried out to gather data. This is in the form of primary research. An online survey had had been generated to gather feedback from the public to determine their opinions of online grocery shopping. Also a personal evaluation of Tesco.com was carried out by a first time online grocery shopper to prevent any unbiased opinions.

Observe

The researcher decided to collect Quantitative data as this proved to be the most cost effective way. The survey contained a total of 12 closed questions, all with pre-set answers so that data could be standardized and easily analysed for trends. The survey was emailed to 300 students but only 80 responses were recorded. From the 80 responses there were 16 surveys that had not been attempted just submitted.

The personal evaluation of Tesco.com evolved analysing various aspects of the site for usability. This method also provided a cheap but effective way of collecting data.

Analyze data

The data gathered from the questionnaire was interpreted in to a series of bar charts and pie charts. A total of 80 participants were involved and all of the answers gathered were anonymous. The gender of the respondents was shown in a pie chart and it clearly stated that the majority was male. They accounted for 64% of the total compared with 36% of the total for female respondents. 79% of all respondents fell within the 18-30 age bracket. The remaining 21% were 31 upwards. The majority of respondents had not used online grocery shopping websites before and it also showed that only 50% of all 18-30 had. However 72% of respondents who had never shopped said they would consider it in the future. 39% of all the demographic stayed loyal to only one supermarket website and 23% said they would not be loyal to a single supermarket. Waitrose and Tesco scored the highest results on satisfaction. The majority of respondents scored satisfaction 4 or higher.

Each aspect of the personal evaluation was recorded as a number 1 to 6. 1 being the lowest and 6 highest. Search engine capabilities scored the highest mark of 6. Browsing ability scored the lowest mark with 2.

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