The process of such a sample size selection is used because it justifies the research approach and objective which is trying to find out the reasons which are influential in affecting the decline of sales and profits. Also it justifies in identifying the immediate actions to satisfy more customers after analysing the results of the interviews and focus groups interpretations (Barbour, 2008). The administration will be done by careful observation, recording of all gathered data and keeping copies of the gathered data in multiple forms. The administration is basically done to keep all records so that careful analysis can lead to resolution based and progressive based conclusions which really help Woolworths in meeting its objectives.
The questions to be included in the interviews are as follows:
1. What would make you prefer Woolworths as your first retailer in all your purchases irrespective of the brand size and popularity of rivals?
2. The brand Woolworths is a big name in the Australian market. What are the main factors that will make it more meaningful for a new customer to stick to Woolworths displaying customer loyalty?
3. How can we as a company form a deeper connection and association with you (customers) to make the relationship special and not conditional?
The focus groups would sit in a closed room with all the data and analyse by comparing it with retailers’ practices in difficult markets so that it can give a more meaningful reason for Woolworths to apply the same in Australia. The focus group will make special recommendations as a presentation which is best suitable for Woolworths to change the current situation of low sales, profits, and market share. The recommendations will be more towards the customer orientation element and will have it as the main end result for all its planned and suggested actions and strategies. The focus groups will also provide a list of recommended actions which are broader and different from those which are required immediately to provide coverage to the company for more such eventualities.