The measurement of variables is important in this research as it provides the foundation for data gathering. In this survey, all the four levels of measurement have been employed. Data levels therefore, included nominal, ordinal, ratio, and interval. Interval and ratio measurement makes it possible effective statistical testing.In this business research, there were a few challenges experienced in the aspects of reliability and validity of the research questions, data, and analysis. However, there are different ways through which these can be dealt with, and addressed. First, coming up with concise and short research questions was problematic. On the other hand, reliability was low, considering that the survey was conducted on online customers, who take long to respond. A solution to this is to consider dealing physically with the customers. In addition, face-to-face interviews would be more appropriate as the interviewees will be in a position to give information that is more reliable (Bryman & Bell, 2007).Face-to-face interviews also ensure that the interviewees answer all or most of the research questions, unlike online interviews where the customers choose to answer fewer questions. Equally, telephone interviews can take the place of face-to-face interviews, where the interviewees are not physically available. These interview methods guarantee a higher level of customer participation as compared to online questionnaires. The reliability and validity of research hence becomes satisfactory (Kumar, 2008).Since the customers who were interviewed were online customers, most of the research questions did not wholly address the issues they are likely to experience in the online market in the near future. This is because of the dynamism that is experienced in online marketing as it is still in its initial growth stage. This therefore means that an update of the business research will be necessary in future, going by the changing trends in online marketing. This frequent updating of research will ensure that Wal-Mart adjusts to its customers’ changing
Bryman, A. & Bell, E. (2007). Business Research Methods. London: Oxford University Press.
Israel, D. (2009). Data Analysis in Business Research: A Step-By-Step Nonparametric
Approach. New York: SAGE Publications Ltd.
Kumar, R. (2008). Research Methodology. New York: APH Publishing.
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