We have derived information from both secondary and primary data.
2.1.1 Secondary data
In our secondary data research we have used journals, books, the Internet and reports as sources for retrieving information.
2.1.2 Primary data
We found primary data collection necessary when we could not find the data needed in secondary sources. In our research we have made use of both qualitative and quantitative research for deriving information. With regards to the quantitative research we made use of a questionnaire while in the qualitative research an in-depth interview was conducted. We will first elaborate on the methodology for the quantitative research and thereafter go through the
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qualitative research. Figure 2.1, depicts the various stages of the research process which will be discussed in this chapter.
Figure 2.1: Research Methodology
2.1.3 Problem Definition
In collaboration with Vigour we developed the following problem definition:
How do Singaporean consumers perceive healthcare products containing seaweed and Norway in general? If the analysis suggests that there is a market in Singapore, how should Vigour proceed with particular reference to entry strategy and distribution channels?
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Our objective was to detect whether there was any market potential for Vigour in Singapore.
By providing answers to these questions we could draw certain conclusions about the Singaporean market and give necessary strategic recommendations to Vigour.
2.1.4 Research Objective
The main objective of the consumer questionnaire was to detect the level of interest among consumers in Singapore about health supplements that contain seaweed, and in what kind of retail outlet they would consider purchasing the product. An additional aim was to examine whether the country of origin would have any effect on the consumer’s decision.
2.1.5 Research Questions
To reach our objectives, a set of research questions were developed that would keep us focused and additionally would shape the final questionnaire.
• What are the consumer’s perceptions and knowledge of health supplements containing seaweed?
• What do the consumers like to achieve by using health supplements and what is the regularity of usage?
• Is there interest among the consumers to try health supplements that contains seaweed?
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• In what kind of sales outlet would the consumers consider buying the product and for what price?
• What are the consumer’s perceptions and associations of Norway and Arctic Norway respectively?
2.1.6 Research Design
It was determined that the most suitable design to apply in this research was a descriptive design. A descriptive design in the form of a questionnaire would provide us with the quantitative data we needed to achieve our research objectives and derive some
understanding of the Singaporean market. Furthermore, a questionnaire would also provide us with useful information about consumers and their preferences with regards to health supplements containing seaweed in particular. Due to the nature of the assignment, we did not find it appropriate to generate a hypothesis.
2.1.7 Sampling Procedures
The target population for the questionnaire was both Singaporean and non-Singaporean residents over 20 years old. To be able to derive sufficient information regarding the population, the sample frame was set to 300 respondents. The samples were collected through convenience sampling.
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2.1.8 Questionnaire Design
When designing our questionnaire we used the guidelines provided by Dr. Burgess.14 The survey consists of 22 questions. These questions are based on findings in the secondary data as well as requests from Vigour, and lastly in cooperation with our supervisor. A copy of the questionnaire can be found in Appendix-2a.
The questions developed in the questionnaire were intended to answer the research questions.
• Research question 1: was answered by questionnaire question 10, 13, 14 and 19.
• Research question 2: was answered by questionnaire question 9, 8, 11, 12 and 15.
• Research question 3: was answered by questionnaire question 16.
• Research question 4: was answered by questionnaire question 17 and 18.
• Research question 5: was answered by questionnaire question 20 and 21.
The questions were designed to be easy to understand. We arranged the questions so that the personal data questions would come first. This served two purposes, firstly we had decided to exclude people under the age of 20 and this allowed us to do so in an efficient manner.
Secondly, the personal data questions served as a method to prepare the respondents.
Hopefully, this would allow the respondents to get familiar with the questionnaire before the more difficult questions started.
14 http://www.leeds.ac.uk/iss/documentation/top/top2.pdf (entered 29.01.08)
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We designed our questionnaire with Fixed-Alternative Questions which provided us with the possibility of comparing, tabulating and ultimately interpreting the data. However, in a number of questions the respondents were given the possibility to add comments.
Furthermore, different scales were applied in the questionnaire, simple-dichotomy questions and attitude rating scale, where we made use of the Likert Scale.
2.1.9 Pretest of Questionnaire
Firstly, we conducted an in-class pretest on the questions regarding the perceptions of Norway. This was due to the fact that we were curious if we had captured all the relevant options. We found that there were some minor changes we had to make in order to proceed.
Secondly, the first proper pretesting was conducted using a convenience sampling method.
20 random people in Orchard Road were asked to fill out the questionnaire. The aim of the pretest was to detect possible questionnaire problems. We encountered some minor problems with a few of the questions which were revised.
Thirdly, to ensure that the revised questions were in order, a second pre-test was conducted.
After this, the questionnaire was judged to be ready.
2.1.10 Data Collection
The respondents for the questionnaire were approached at Orchard Road, Marina Bay, Holland Village and Singapore Conference Center at Suntec City in early March, 2008. We chose to distribute the questionnaire in these areas due to the high presence of young
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professionals and other relevant segments. The respondents were asked either face-to-face or by a self administrated method. Due to our presence we were able to clarify any inquiries the respondents had and in addition make sure that all of the questionnaires were completed. The collection of the 300 questionnaires was completed within 2 days.
2.1.11 Data analysis
Excel and SPSS were used in order to process the data and give us relevant information.
Excel was used in order to enter the raw data and make tables. This was done for practical reasons. In SPSS we ran descriptive tests as well as cross-tabulations. This will be returned to and elaborated on in Chapter 3.