Data collection which is defined as a function that according to the supervision departments reporting to indicate how well the company work. To make some comparisons between marketing and different kinds of customers is to evaluate the data collection strategy in supermarket. This essay aims give an discussion of the value and predict its development in the future.
Besides, emphasized the need to make the maximum profits to supermarket, this paper will be followed by disruption of the strategy in data collection.
2. The Data Collection Strategy
Data Collection Strategy, based on two objectives which are more motivated respondents and higher quality data collection, is essential for every supermarket.
2.1 Overview of Data Collection
Data Collection, on the basis of supervision department reports to marketing and customers, is defined as a function that can compare and analysis the department which is supervised by managers.
In recent years, Warlmark has made a great success in China. The promptly Data Collection from the marketing have made a significant contribution to achieve their goals in China.
What’ more, the managers of Walmart value the Data collection, which can be used as a reaction for marketing.
2.2 Methods of Data Collection
Data are collected in different time frames and from different sources. Probably the most common data collection method is the questionnaire(Alreck and Settle,1995).
The same as other research area, when managers select the corresponding study design, then they have to solve the problem that how to collect data accurately and effectively. In order to reflect reality, data may not be modified.
Methods of Data Collection are variety, such as the observation, interview, questionnaire, test, case studies and so on.
Observation, researchers use sensory or certain instrument equipment to observe customers’ psychology and behavior, is the essential method to collect data. Observation can be used for a variety of purposes. Roger Sapsford and Victor Jupp(2006)demonstrated that observation may be employed in the preliminary stages of a research project to explore an area which can then be studied more fully utilizing other methods. When supervisor observe the purchasing behavior of customers in supermarket, they can figure out which kind of product can be sold out and which would not be. Where observation is the main research method employed, it may be used to obtain descriptive quantitative data on the incidence of particular sorts of behavior or events(see, for example, Galton et al., 1980; Sissons, 1981)
Description in Data Collection which means Data compression gives many simples to managers about the similarity of answers or the opinion given by the consumers.
In marketing, there is an array of different ways to acquire consumers’ s responses in time, making questionnaire would be the efficient one. (Roger Sapsford and Victor Jupp, 2006). Giving a definition of the principal information that is required, then determining the secondary information that is required for analysis purposes, lastly mapping the flow of the subject areas or sub-sections within the questionnaire are the basic steps to plan an questionnaire ( Brace, Ian. Kogan Page.,2008)
As we all know, today’s demand for statistics and public information of administrative is increasing significantly , as are the requirements on quality in statistics area and analyses. May be the challenge for data collection is to collect more information of a higher quality at a lower cost.
Walmart which is an American multinational retailer corporation that runs chains of large discount department stores and warehouse stores. Everyday, this company would keep the low price as their rule. Let us reference the following information to see the value of data collection.
Latest Insider Trades
MCMILLON C DOUGLAS 08/04/2012
disposition to the issuer of issuer equity secs pursuant to Rule
Shares sold: 29,669
From this we can infer that the data collection in stock of Walmart make a big point to stimulate its sum of business. How to keep low price to customers but make profits? According to assess the gross profit, managers would be able to judge whether the price that they set is reasonable or not.
Supermarket which is based on the shopping ways of customers is to operate commodity. When customer choose the food or household goods, they would go to supermarket. As the Large-scale integrated retail mall, supermarket is regard as the main commercial retail forms of organization in many countries, especially in economically developed ones. The supermarket was first produced in New York in 1930. In August 1930, the State of New York, in the United States, American Michael Coulomb (Michael Cullen) opened its first supermarket – Gold Coulomb joint store. At that time, the United States is in a period of economic crisis, Michael Coulomb precisely based on his decades of experience in the food business operators to design a low-cost strategy, and led a variety of goods other pricing methods. There will be some portable baskets or trolleys available at the entrance for customers, they could pick a good product on the basket or in the car, then go to the exit at the cashier’s desk unified settlement.
What’s more, to grasp the necessary knowledge of Supermarket is the key for manager. Integrated super market characteristics can be summed up as these following points:
 Supermarkets’ goods would be mechanized packed in advance. Categorized according to the weight and packaging specifications, and placed on the shelf, marked price, customer can pick and choose.
 Supermarkets widespread use of electronic computers and other modern equipment. Ease of management to understand the sales situation in time. As a result, they can save, finish and pack of good. It will improve the working efficiency, and expand the number of sales.
 The variety of goods in supermarket makes customers’ daily life become convenient.
American scholar M. M Zimmerman pointed out in his book(The Supermarket Sociology, 2010 ): The supermarket is the height department, operating retail stores of food and other commodities’ shop. Maybe it is completely operated by the owner himself, or entrusted to others to operate with enough parking area, and an annual turnover of not less than $ 250,000. And every dried food and groceries merchandise using self-service. This is Supermarket.
4. The value of data collection in supermarket
The good quality of the data is based on good data collection. Day-to-day management and development projects need to be based on relevant and complete information from the data collection. From the data, the working process quality and the efficiency are improved, then it can make much more profits.(Strategy for data collection,2007:21)
The data’s analyzing in the marketing process would make employees aware of that not only the company’s senior decision-making should be the corporate, but also the middles required the essential ability to do so. What is more importantly, through it managers could know that which style of working can constantly improve employee performance , as well as developing the employee’s personnel management system. So the data analyzing plays a significant role in the companies.¼ˆPhillips, Patrcia Pullian Staweski, Cathy A,2008¼°50-52
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Judging the role of data analysis from the concept of the supermarket business decision-making which means the objectives and strategy that refers to enterprises’ goals and the movement of achieving the target. Statements is not equal to the analyzing. Analyzing does not mean the effective implementation of how we will work on. It makes point that how we transfer the data collection into tangible action.
In the entire product life cycle, including after-sales service and final disposal process from market research all require the proper use of the data analysis process. J. Kepler(1601) enhanced the effectiveness through analyzing of the planetary angular position of the observational data to find out the laws of planetary motion. In another example, an enterprise leaders through market research, analysis the resulting data to determine market trends, and develop an appropriate production and sales plans. Therefore, having a very wide range of applications in data analyzing is important.
There was an example given by the corporate procurement manager, the ministry of information offer automatic replenishment orders for purchasing department without considering the requirements of supplier delivery. This shows the ministry of information does not understand the characteristics of the purchasing department. What’s more the information provided by the ministry of elimination merchandise is according to sales data, but some commodity characteristics, including: temporarily out of stock merchandise sales are certainly low; certain is winter merchandise; summer can not be eliminated; some commodities’ packaging is suitable for the holiday and so on.
All in all, data collection can support managers supervise marking in time. What’s more importantly, keep companies win most profits.
Finally, we come back to review the data collection value. I believe that, First and foremost, to understand and manage information department data is an urgent need in solving the problem, but more importantly, enterprises must establish confidence in the information sector, providing the platform space for learning and growth of the information sector, so that information sector can participate into the business sector. Secondly, attention should be paid to the results of the data analysis, do not get the statements fancy a throw on one side, but we may urge relevant departments to analyze together in report, look for a solution, otherwise, the ministry of Information can not do any help in the business. Last but not least, the corporate managers should lean to change the management style, and realize how to use the data to operate, rather than just by virtue of experience to manage. Competition in the future who lean the Society of Digital Management faster, who will win the stronger competitiveness.
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