The measurement of variables is important in this research as it provides the foundation for data gathering. I this survey, al the four levels of measurement have been employed. Dta levels therefore, icluded nominal, odinal, rtio, ad interval. Iterval and ratio measurement makes it possible effective statistical testing. I this business research, tere were a few challenges experienced in the aspects of reliability and validity of the research questions, dta, ad analysis. Hwever, tere are different ways through which these can be dealt with, ad addressed. Frst, cming concise and short research questions was problematic.
O the other hand, rliability was low, cnsidering that the survey was conducted on online customers, wo take long to respond. Asolution to this is to consider dealing physically with the customers. I addition, fce-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). Fce-to-face interviews also ensure that the interviewees answer all or most of the research questions, ulike online interviews where the customers choose to questions.
Eually, tlephone interviews can take the place of face-to-face interviews, were the interviewees are not physically available. Tese interview methods guarantee a higher level of customer participation as compared to online questionnaires. Te reliability and validity of research hence becomes satisfactory (Kumar, 2008). Snce the customers who were interviewed were online customers, mst of the research questions did not wholly address the issues they are likely to experience in the online market in the near future. Tis is because of the dynamism that is experienced in online as is still in its initial growth stage.
Tis therefore means that an update of the business research will be necessary in future, ging by the changing trends in online marketing. Tis frequent updating of research will ensure that Wal-Mart adjusts to its customers’ changing. ..
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