Qualitative Research and Evaluation Methods

Question: Discuss about the Qualitative Research and Evaluation Methods. Answer: Introduction: With the growth of electronic commerce (e-commerce), companies are trying to gain a competitive advantage in their respective industries by using online markets to interact and attract more customers. Online shopping platform plays a vital role bringing together the marketers and their clients (Madaan, 2009). The dynamics of the fashion industry has been impacted dramatically. Many consumers of clothes, with different tastes and preferences, are now spending more time online to find products that best meet their needs and expectations. This study seeks to establish Customers satisfaction on online clothes shopping. Although the number of online users has increased over the last two decades, very few studies have been conducted to investigate their perception of presentation and content of products online (Turban, 2011). There are no studies that have established the factors that influence the customers satisfaction with online shopping. Therefore, a study should be conducted to establish product display influence customers willingness to shop online. To identify the product features that customers expect to find on the online clothes shopping To establish the types of clothing products the customers prefer buying online and the ones they would rather buying in the traditional markets. To establish factors that contribute to customers satisfaction with online clothes shopping To identify issues faced by consumers when making online purchases. Background/ Literature Review Traditionally, consumers go through five stages of buying decision while looking for products. The stages are mostly followed when looking for costly products such as cars, clothes, cars and jewelry. However, some buyers make a purchasing decision based on their experience and do not have to go through the five stages of buying decision making (Shiffman, 2008). With the growth of e-commerce, many marketers are now using the internet to reach millions of online users. Online shopping has presented companies with a new opportunity to gain a competitive advantage over their competitors in the traditional markets (Turban, 2011). Through online shopping, consumers can select their preferred products, make an order and make a payment without leaving their homes. The studies by (Gay, 2007), (Demangeot Broderick, 2007), Showed that the experience that consumers have while searching for information on given products affect their perception about a companys site and the product. Studies by (Turban, 2011), (Laudon, 2008), (Gay, 2007) found out that customers satisfaction on online market is influenced by image of the e-store, customer service and delivery, purchase behaviour, service quality, motivations and personalization, reliability, trust, cost, and transaction, privacy, incentive offered, online interactivity, web-site design, convenience, risk management and security of information and responsiveness. In this context, the research question to be answered is: Research Methodology This is a descriptive research which seeks to explore the customer satisfaction with online clothes shopping. To answer the research question, primary data will be collected using questionnaire (Adam, J Kamuzora, F.K, 2008). The questionnaire will consist of closed-ended questions for the purpose of uniformity of answers. The questions are not complicated to reduce biases and facilitate tabulation and coding of answers. A simple random design will be used to collect data. 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