The twenty first hundred years has seen the enhanced expansion of the world current economic climate. As years progress changes have been inescapable as issues such as the financial meltdown wreak havoc with economies. Third, , researchers are focusing their studies on how best to penetrate the current market and emerge unscathed regardless of the prevalent challenges. It is from this viewpoint that Sayre and Silverstein (2009) searched for to examine the area of ladies in today's market. Within their article they explore the predicament facing women and companies due to the latter's failing to acknowledge the energy women maintain. Women are progressively more dominating the world's market so that individuals of the world overall economy, they demand attention from product and service companies. Predicted to control almost $20trillion in twelve-monthly consumer expenditure, they are simply a neglected consumer group resulting in significant untapped opportunities.
The article signifies that a most women feel highly underserved and sidelined by product companies. This is regardless of the current and growing stature of women in the modern culture. Women have grown to be quite powerful due to the ramifications of education, leadership opportunities and profession opportunities. It really is no longer a global where nearly all women were uneducated; currently women dominate half global students and this increases their capacities for selection of consumption. Furthermore, nearly all women are seeking to advance their profession opportunities and occupation is accompanied by elements of energetic intake needs. In the analysis, it is eminent that women face problems in handling their homeowners and budget, having too many demands and having less enough time for themselves. The following is a loophole for companies to capitalize and serve women with regard with their specific needs. Sayre and Silverstein (2009) point out that companies must learn the strategies of reselling to women especially because their dominance will accrue large income.
A comprehensive study requires a concrete research problem. In Sayre and Silverstein (2009), the analysts aimed at focusing on how women experience their work and lives and exactly how they were offered by businesses. Despite the fact that the explained research problem detailed indicated the appropriate form of research technique to be used it didn't indicate the entire subject of the study. Walliman (2006, p. 67) dispute that hypotheses found in constructing the study problem should emerge from rational deductions from a record research of the topic. However, the article will not use ample qualifications research as no literature review is evident in the analysis. In addition, as the study is eager to address the actual fact that girls dominate today's market the research problem does not draw a connection to this fact. The research problem leads one into conceptualizing the appropriate form of research technique and as this article advances it is noticeable that qualitative methods were best suited.
The study chose to use qualitative research methods in understanding women's needs and their feelings on the assistance provided by businesses. Qualitative research would work in such studies which seek to understand issues comprehensively and whose qualitative data cannot complete the same. As asserted by Ragin (1994, p. 83) qualitative research emphasizes on in-depth knowledge and a processed elaboration of images, ideas and overall perceptions. In the analysis, the qualitative research methods used were the questionnaire and interview methods. Each one of these methods were web based with the majority of the participants being required to access web services and undertake the interviews. The net survey submitted in the consultancy group's website seduced more than 12 000 women from a vast range of geographies. The study covered a questionnaire with 120 questions about different aspects of women's lives. Such aspects included homes, opportunities, education, relationships, passions and activities among others. This form of study provides anonymity to members who then feel uncompromised in responding to the questions given. In addition it targets an array of participants and therefore increases the validity of research results as members are diverse and unbiased. The web review is at tandem with the research goal as the questions addressed the research problem and even heightened the research's effect through a diversified response.
As a qualitative research method, the interview presents a distinctive form of talk where in fact the interviewer seeks to comprehend various items in the participant's point of view. Internet interviewing offers the right interviewing technique. While using similar benefit of anonymity, the researcher can seek answers from participants through email and other chat services. The study used internet interviewing in their research of women employed in various organizations. Hewson (2003, p. 45) observes that internet interviewing may limit the researcher from being able to access nonverbal information portrayed by participants. In times where in fact the research obviously embarks on a objective of comprehensiveness, this might be a shortfall in the study. Interview conversations need to be highly structured which prompts researchers to design specific interview questions in order to guide the procedure.
In any study, it is expected that various techniques are undertaken as a way of guaranteeing the comprehensiveness and reliability of the study. At the onset of research preparations are made how to obtain research participants. As the article underlies the target of the study to be women, it does not stipulate protocol for sampling. This available web survey received replies from women and the conducted interviews were similarly attended to to women. The article's failure to put together the sampling technique lives room for speculation and skepticism on the research's validity and consistency. Regardless of the sampling misdemeanors, this wide open form of web review attracted a sample of individuals who participate in the research outcomes perfectly.
Ethical factors in carrying out research are an integral part of any study. Its importance is quite pertinent and omitting it may lead to dire implications. In the article, there are no signs of any moral underpinnings to the analysis. The web survey will not provide any contractual contract detailing the thing of the study and reasons for research. Whether in the web review or interviews completed by the researcher, they must make the potential research participant understand their role in the study process. Bell (2005, p. 45) argues that it is insufficient when the interviewer just shows the agreement and expects the participant to hint it. Seeking consent of the participants is important and the article has no evidence that these options were taken. In the view of too little consent or infringed privacy, researchers are liable to facing legal repercussions which might waylay their research. Additionally, as an interviewer it is very important to ask questions in a respectful manner which needs into consideration the many characteristics of the individuals. Dealing with internet interviews may require one to infer on the correct time for the interview and research workers should take any tips respectfully. In instances of any shortcomings caused by ineffective moral considerations, this article should have stated so. Despite this, the web survey allowed participants to engage in the analysis at their own time and the questions used were by no means inappropriate.
Following the study the article chose six archetypes that have been seen to be common between respondents. It is through these common characteristics that the info collected was examined. The data analysis is not clearly complete as the methods undertaken in compiling and assessing the various replies are not layed out. The article immediately embarks on presenting the research results and results. The six archetypes included fast-tracker, pressure cooker, relationship focused; managing on her behalf own, fulfilled unfilled nester and making ends meet (Silverstein, 2009, p. 49). With regards to each one of these aspects, the article expounds on the factors which make women the greatest consumers with regard to the merchandise from the specific market sectors. Using these sections was instrumental in establishing the kind of consumers marketers in companies should aim to target. It really is similarly advantageous to understand what individuals are looking for on the market and their specific needs.
The key sections were well presented in a chart describing their income levels, age group and phases of life. This article also extensively presents the portion of the population each kind of women occupied and the percentage of overall income possessed. The article further suggested the priorities and needs of the ladies in each portion gives marketers an idea of the very most appropriate consumer goods for the coffee lover. In the establishments which presented the most significant opportunities like food, fitness, beauty and apparel, women voiced their views on their encounters with these business. For example, women were seen to value fitness highly but it always will have a backseat in their lives. The real reason for this was the fact that most women often prioritized other's needs before their own. Thus, having less time provided a chance for fitness gyms to derive fitness trainings that have been less frustrating. Alternatively, the analysis also included replies on such establishments as financial services and healthcare where women noticed neglected and underserved. Considering that women's income margins are very high and they continue to climb, they are required to access effective financial services. Women cited disrespect, stereotyping, poor advice and contradictory regulations as a few of the characteristics of financial institutions. It had been clear that these institutions had a need to review their techniques and embark on a marketing strategy targeted at keeping women customers happy.
The conclusions made in the article are derived from a rational and comprehensive evaluation of the study findings. The article pulls from insights on the near future outlook of the world's market and the effects of the ever growing female workforce. The continuing future of most companies lays at the side of women as they make up a lot of the world's consumer spenders. Furthermore, as the study desired to answer the research questions it studies various sections which define women and their consumer needs. As this article concludes that women will continue steadily to experience issues in such areas, companies must target the precise needs of women. Women have emerged to react to services which encourage love, worry and respect which give a clear picture of what companies should do in order to accrue more sales. The article has by no means illustrated limits for the research which indicates a subjective form of study. It is very important to point shortcomings of a report and cite areas where more research should be completed. Nevertheless, the article is definitely quite informative and provides sufficient insights for marketers and companies dealing with women consumers.
Bell, J. (2005). Doing your RESEARCH STUDY: A Guide for First Time Research workers in Educationand Friendly Science. Berkshire: Start College or university Press.
Hewson, C. (2003). Internet Research Methods: A Sensible Guide for the Friendly and Behavioral Science. London: Sage Publications Ltd.
Ragin, C. C. (1994). Building Social Research: The Unity and Variety of Method. California: Pine Forge Press.
Sayre, K. , and Silverstein, M. J. (September, 2009). "THE FEMININE Economy" Harvard Business Review. hbr. org
Walliman, N. (2006). Public Research Methods. London: Sage Publications Ltd.
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