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Retail Stores Image


I am an MBA (Marketing) student, about to do project in retail industry, i would like to gather and share useful tips regarding questionnaire preparation, analysis etc., for the topics such as
retail stores image, loyalty building, customer satisfaction...




Tip #1:
Before you do a questionnaire (quantitative research), you should prepare by doing qualitative research (one on one interviews, focus groups).

The qualitative work will allow you to learn the terms the customers use and the things they say are important. And the same for interviewing the store's staff.
Once you have a list of those things, then it makes sense to go on to the quantitative step and find out what proportion of the customers say or think X.