E-commerce - Cape Peninsula University of Technology
E-commerce - Cape Peninsula University of Technology E-commerce - Cape Peninsula University of Technology
Chapter 3: Research design and methodology Page 49 • it provided convenient data collection instrument that can be completed and returned easily and • data transferability required for statistical analysis without the burden of data entry are possible • The reliability of the questionnaire is important and it is considered to be the primary instrument of data collection. It was therefore prepared with objective of addressing the above stated research questions. The review of the literature, comments from questionnaire respondents, the comments of the interviewees and the resulting findings are all analysed and interwoven in the next chapter. For clarity, the findings are also presented graphically in Chapter 4. ••
Chapter 4: Data analysis and interpretation CHAPTER 4 DATA ANALYSIS AND INTERPRETATION 4.1 INTRODUCTION Page 50 From previous e-commerce research, the impact of Internet technology on retailing is described in chapter 1 and 2. Based on the research design and methods, this chapter presents the results of the in-depth interviews conducted with various role players in the e-retail industry. The questionnaires and interviews were used to generate data that is now analysed against the background problem stated earlier in preceding chapters. Appendices Band D presents a sample of the questionnaires that were used for data collection. 4.2 INTERVIEW RESULTS OF E-COMMERCE MANAGERS The role players available for interview consisted of seven people from the food, groceries, clothing, music, household goods, computer hardware and software e-retail Industries in Cape Town and two people from the entertainment and clothing e-retail Industry in the United States. A brief profile of the business activities is given below. • Musica - Cape Town: Musica is a music retail shop that offers its customers music CD's, DVD's, gaming, gift vouchers, pulse magazine and downloads such as ringtones and MMS. Musica has recently introduced a new service where customers can listen to their choice of music online before making a purchase. This kind of service has created additional shopping pleasure to e-customers in different geographical locations. The competitive nature of retail business requires competitive strategies that are progressive, dynamic and sustainable. The Internet technology adds a new dimension capable of achieving this objective for increased market share and profitability.
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Chapter 3: Research design and methodology Page 49<br />
• it provided convenient data collection instrument that can be completed<br />
and returned easily and<br />
• data transferability required for statistical analysis without the burden <strong>of</strong><br />
data entry are possible<br />
• The reliability <strong>of</strong> the questionnaire is important and it is considered to<br />
be the primary instrument <strong>of</strong> data collection. It was therefore prepared<br />
with objective <strong>of</strong> addressing the above stated research questions.<br />
The review <strong>of</strong> the literature, comments from questionnaire respondents, the<br />
comments <strong>of</strong> the interviewees and the resulting findings are all analysed and<br />
interwoven in the next chapter. For clarity, the findings are also presented<br />
graphically in Chapter 4.<br />
••