Walmart Market Survey Harvard Case Solution & Analysis

Walmart Market Survey Case Solution

1. Scale types

There are four scale types thatare used in marketing research and have some similarities and differences from each other, which are described below:

• Nominal Scale.
• Ordinal Scale.
• Interval Scale.
• Ratio Scale.

2. Preliminary Analysis

Preliminary analysis is used to identify the customers’ needs, their satisfaction towards the product and conduct technical analysis for the product research.

2.1 Role of a Preliminary Analysis Plan in Developing Measurement Questions

Preliminary analysis plays a vital role in developing the measurement questions. It is a step by step method, where the research questions are developed systematically and appropriately. Preliminary analysis provides checklist for making the significant market research. It aids the company in making the market research technique by keeping under consideration its needs and matching variables. It also helps in making the marketing plan and also provides suggestions on how to monitor and control it.

It has the following checklists:

1. Sample description, which is used in the study.
2. Key data sources.
3. Hypothesis testing.
4. Variable construction
5. Specification of equation.
6. Multiple hypothesis and outcomes.
7. Survey attrition procedure.
8. Limited variation.
9. Model testing.

3. Elements of Measurement Instrument

Mostly measurement instrument is categorized in the main elements that are necessary to be asked ina survey in order have the customers’ opinion, which helps in having an awareness regarding the market’s opinion.

Main Elements

These are among the main elements which are asked during the product’s launch:

• Usage of Product: This aids in having a knowledgeregarding the customers’ opinion about how often he/she uses the product.
• Main attributes: The attributes which are the brand preferences.
• Comparison with other competitors: This aids in making a comparison of your product with the existing products.
• Important features (likes or dislikes): Which features do they like or dislike.
• Pricing: Are customers satisfied with the pricing strategy?
• Recommendation to others: This lets you know that whether the customer recommends the company’s products to other or not.
• Rating: This aids in acquiring the knowledge regarding how is your product rated in the market..............

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