1. Are QuickStop Convenience Stores patronized by more men than women?
A qualitative market research was conducted on QuickStop Convenience Stores which seemed patronized by more men as compared to women. The research was designed to discover the feelings of women about shopping at QuickStop stores and the reasons for their feelings. Two dozen potential female clients were paid to be available for the research facility in order to discuss the use of these convenience stores in general. It was found that women considered convenience stores as primarily meant for men, with minimum or no consideration for women altogether. The bathrooms at the convenience stores where thought to be the most dirt bathrooms in the city, and QuickStop was perceived as among the worst convenience stores since it was a type of a place man could get cigarettes and six-pack of cheap beer (Hawkes 2010).
Qualitative research is a system of enquiry that attempts to establish a largely narrative and holistic descriptions to enable the researcher understand about a given cultural or social phenomenon (Maxwell, 2005). A qualitative research is conducted within natural settings with the use of interviews, documents reviews, and observations which can be used at the same time (Punch, 2005). During a qualitative research, a researcher uses various research strategies to enhance most accurate results. A research strategy is defined as a plan of action used to provide a direction to a researcher's efforts, enabling him or her to conduct a research in a more systematic manner. Research strategies are very important since they can help a researcher to stay focused, ensure maximum quality of the research, saves time in the course of research, and reduce frustration. Strategies depend on the research characteristics, for instance, characteristics of a qualitative research include naturalistic inquiry, holistic perspective, inductive analysis, qualitative data, personal contact and insight, unique case orientation, dynamic systems, empathetic neutrality, context sensitivity, subjectivity and design flexibility (Maxwell, 2005). The following is a research strategy that was used during the qualitative research.
A research topic was chosen and defined. In this case a qualitative market research was chosen in which QuickStop Convenience Stores were believed patronized by more men than women. Naturalistic inquiry was employed since it is concerned with studying situations in the real-world without manipulating or disturbing the participants, and having an observation on what takes place such that the facts are accepted as they unfold (Nastasi & Schensul, 2005). An inductive analysis was also used in which two dozen potential female clients were involved in unfolding data, in order to discover the hidden interrelationships and dimensions as well as examining the open questions (Ritchie & Lewis, 2003). The researcher made a reconnaissance to the place of research so that to obtain the background information about the research topic. The researcher drew a study checklist for the guidelines to be followed effectively during the study. Purposeful sampling was used to collect data for analysis. The purposeful sampling is a very important technique in qualitative research since it increases the effectiveness of a program as the researcher reaches the lower socioeconomic groups.