1. INTRODUCTION

Davis (2005,p. 16) has defined business research process as a set of operations that aids the

researcher in the systematic gathering, recording, and analysis of data to help solve decisison-

making problems. This paper will illustrate how business research process is used in order to

know whether it would be feasible for a client (Tesco Stores Malaysia) to introduce its own

branded chilli sauce to the Malaysian consumers. In order to gauge the feasibility of this idea

(i.e. introduction of new product to the market), we need to conduct a feasibility study for

Tesco. Feasibility studies are analysis efforts that apply the disciplines of market research and

statistical analysis to understand the competitive environment with the objective of enabling

organizations to make sound decisions about improvements and new ventures.

According to Nykiel (2007, p.134) feasibility study is a sub-category of the generic

business research which means that its process is a subcategory of the business research

process in general. However, Nykiel cautioned that given the individuality of business sectors

and market segments, it is good practice for each project/development to have a tailored

feasibility study process. In other words, researchers may give emphasis and depth on critical

areas of a particular project. According to Nykiel further, there are a number of areas that

almost all research processes and techniques must address in any business project. Some of

these areas that are usually profiled in business research are dynamics of the market,

competition, supply and demand and major economic/financial issues.

In order to conduct the feasibility study for Tesco, we will conduct a business

research process that will consist of four steps namely problem identification and research

question formulation, reviewing relevant literature, research philosophy, approach and

research design and finally data collection method.

2. PROBLEM IDENTIFICATION AND RESEARCH QUESTIONS FORMULATION

Most business research process in the literature follow a linear, sequential steps with one

specific steps preceding another. Blumberg et. al. (2008) in the leading textbook for business

research methodology course, Business Research Methods (McGraw-Hill, 2008) describes

such a linear process and the importance of formulating precise definition of the research

question. According to Blumberg et. al. (2008,p.57) business research process begins with

formulating a precise definition of the research question. According to Blumberg et. al.

further the research question of the business research process must be practical in the sense

that it has to be connected to an existing problem faced by the management. However, in

order to come up with a precise research questions, one must start with problem identification

first.

According to Hair et. al. (2011,p.283), problem identification is the first step that must

be carried out in the first phase (i.e. formulation phase) of business research. Cooper and

Schindler (2001 cited in Coldwell & Herbst, 2004,p.29) suggested that a useful way to

formulate a research question is to do the following :

Firstly, discover the management dilemma by identification of either a problem or an

opportunity. At this early stage, in all probabilities the management will have identified

symptoms rather than problems or opportunities proper. As such at this stage, Cooper and

Schindler suggested that published information source being reviewed and information

gatekeepers are interviewed to understand true management dilemma and not just the

symptoms at the surface.

Secondly, define the research question by using exploratory information collected.

Cooper and Schmidt (2001,p.63 cited in ) state that guided by the collected exploratory

information, the researcher drafts the dilemma or the correction of the symptom in question

form usually starting with, How can the organization......?.

Thirdly, at this stage, several research questions may be formulated. Each question

should consist of alternative action that the management might take to solve the problem.

Alternatives are usually evaluated in order for the management to select the most plausible

action or the one that offers the greatest gain using fewest resources.

Following the above, in the context of Tesco the researcher must ascertain first what

is the problem associated with the feasibility of introducing Tesco-branded chilli sauce in

Tesco stores nationwide. This research proposal (based on exploratory observation of the

researcher regarding chilli sauce available in Tesco) proposed that the problems associated

with this action are as follow :

1. Tesco branded chilli sauce may not appeal to consumers because of the availability of

other chilli sauce with strong brands e.g. Maggi.

2. Tesco branded chilli sauce may suffer in term of quality since the its production will

be outsourced to a third party.

3. Tesco branded chilli sauce may cannibalized other brands of chilli sauce being sold

on the same shelves in Tesco stores, which is not the intention of the management in

introducing the Tesco branded chilli sauce.

Based on the above problems, this research proposal formulated three research

questions to be answered by the proposed feasibility research namely :

1. How can Tesco-branded chilli sauce compete with other chilli sauce with strong

brand but not to the extent that the Tesco branded chilli sauce cannibalized other

brands of chilli sauce being sold on the same shelves in Tesco stores?

2. What is the suitable price range of the proposed Tesco branded chilli sauce?

3. How can Tesco control the quality of the proposed Tesco-branded chilli sauce since it

will be manufactured by a third party?

The decision on whether Tesco decision to introduce its own brand of chilli sauce is

feasible or not will largely depend on the positive answer for the above research questions.

3. LITERATURE REVIEW

3.1 Introduction

Bringing a product from conception of idea to market quickly is a prerequisite for

acquiring competitive advantage in nowadays fiercely competitive business environment.

This part will survey several literatures relating to the importance of conducting a feasibility

study before launching a product in order to give understanding to readers on this subject.

3.2 The review

As has been said above, launching a new product to the market in the shortest time

possible is critical for todays business to stay competitive. But this does not mean that

feasibility study can be dispensed with. Feasibility study is an analysis effort that applies the

disciplines of market research and statistical analysis to understand the competitive

environment and enables an organization to make sound decisions about improvements and

new ventures. The most effective feasibility study systematically collect and analyze data

about the market its trends and threats- to facilitate business decision making process (Hass,

2008).

Hass (2008) surveyed several definitions of feasibility study among them are

feasibility study is a likelihood study- a way to determine if a business idea is capable of

being achieved and an examination of a particular project or business to assess its chances

of operating successfully, before committing large amount of money to it. Hass (2008)

considers several other definition but conclude that all these definition have a similar

emphasis i.e. feasibility studies consider a business problem or an opportunity and potential

solutions before the project is being implemented.

Feasibility studies is important since it is among the first step carried out in new

product development and launching. According to Clarkson and Eckert (2005,p. 327),

product development process involves a number of stages, including feasibility study, design,

development, production, distribution, operation and recycling. Starting with a product idea

or market need identified during the feasibility study, the decision taken by the design team

will determine the quality and characteristics of the product that will eventually be produced

and sold. The future commercial success of such product is fundamentally dependant on the

correctness or otherwise of this decision. As such, the earlier in the product development

process that an error is identified , the lower the cost to rectify it. Correspondingly, errors

identified when the product already goes into production will be costly and time consuming

to rectify. Thus the importance of feasibility study.

In order to conduct a feasibility study, researcher must have recourse to various

business research methodologies as laid down by academician in the business studies field.

Among this methodologies are those formulated by Blumberg et. al.(2008) discussed in

chapter two above.

Nowadays the lines between disciplines ( in particular between business and other

disciplines) are getting blur everyday as the reality of the days can no longer afford a very

distinct specialization between disciplines. For examples, researchers and scientists in

Malaysian government research institutions and lecturers (who are involved in research

activities) in Malaysian public universities are encouraged to commercialize their research

findings (i.e. bringing their research findings from the lab to the market). In other words,

researchers, scientists and lecturers (who are used to conduct scientific research) now are

required to assume the role of businessmen and businesswomen and conduct a business

research.

The situation depicted in the preceding paragraph calls for a research process which is

common to all disciplines. This is the basic premise of a working paper by Bukova (2009).

According to Bukova (2009, p.1), research activity, as a systematic enquiry leading to the

construction of new knowledge is not the exclusive domain of the scientific realm. In fact, it

is an everyday occurrence research is carried daily by each individual. However, the quality

that separates research by laymen and scientific research is that the latter follows particular

guidelines and procedures to ensure the quality of the research results.

In her working paper, Bukova (2009) compared several research processes as

employed in several disciplines (behavioural science which includes business- and design

science) and attempt to come up with a general research process applicable across disciplines.

Bukova (2009,p.12-15) concludes that a general research process which is applicable across

disciplines is plausible. Her General Research Process (which is represented in a cyclical

continuum) is described in the following steps (the steps are not strictly sequential in that

some steps may precede another and the post-results steps 7,8 and 9 may be omitted

depending on the situation) :

1. Generation of ideas based on practical problems faced by the researchers.

2. Developing and refining the idea into a precise research problem.

3. Defining the research procedures i.e. before the research is carried out the procedures

and the methods of the research must be defined beforehand. Bukova noted that there

is consensus in the research literature that call for the writing of a research proposal

that will serve as a plan for researchers executing the research.

4. Search for funding to fund the research, though in some case this would be the first

step i.e. idea generation can be influenced by available funding.

5. Execution of the planned research procedures (step 3 above).

6. Evaluation of the research findings.

7. Applying the research results to the problem.

8. Publishing of the results.

9. Communicating (formally or informally) with other scientists regarding the results as

a way for the researchers concerned to contribute back to the knowledge base of

his/her discipline.

However Bukova (2009,p.17) cautioned that such general research process essentially

describes individual research and further refinement of the process is necessary if it is to be

applied to collaborative research.

A somewhat non-academic and industrial treatment of business research process is

provided Moskowitz, Porretta and Silcher (2005,p.380). According to Moskowitz, Porretta

and Silcher (2005,p.380), current food product development adopted a stage-gate system

which comprises a structured method to bring new products into the market consisting of 6

steps, of which feasibility study is an integral part. The six steps are as follow ;

1. Opportunity identification : this stage involves identifying consumer needs which is

still not met by the business.

2. General feasibility study : the objective of this stage is to discover whether the

needs/ideas identified by consumers represent a feasible business opportunity for the

company and whether the ideas are in line with the business strategies of the company.

3. Systematic concept evaluation and optimization : this stage involves systematically

testing varied concepts (of the proposed new products) with consumers, with the goal to

create concept models, which will reveal what particular elements in the concepts/prototypes

drive acceptance.

4. Feasibility analysis : at this stage, relative to the concept product these two questions

need to be answered : a) can we make it and b) can we make money out of it.

5. Product development : This stage takes the idea from concept into reality and has

various sub-stages, which include prototype development, sensory testing of prototypes, and

determination of the final formula.

6. Commercialization : this stage involves two steps i.e. production scale up and product

launch.

3.3 Synthesis of the literature review

From the literature reviewed it is clear that business research process is an integral part in

product development and launching. Business research process which is employed to gauge

the feasibility of new product is known as feasibility study. Feasibility study can be carried

out either employing quantitative approach, qualitative approach or mixed method approach.

Business research is not the sole exclusive domain of academicians, instead it is also carried

out pragmatically by the industry.

4. RESEARCH PHILOSOPHY,APPROACH AND DESIGN

A research design provides a framework for the collection and analysis of data (Bryman and

Bell, 2007,p.40). There are many frameworks which exist for designing a research proposal.

This research proposed to design the research according to the mixed method approach.

Mixed method approach is the combination of quantitative and qualitative approach.

The philosophy underlying the choice of mixed method approach in carrying out this research

is that because one data source may be insufficient. By doing a mixed approach research, this

research will benefit from both approaches. According to Creswell and Clark (2011,p.8),

there are several ways in which one data source may be inadequate for example one type of

evidence may not tell the complete story, or the researcher may have doubt in the ability of

one type of evidence to address the problem. Further, the results from the quantitative and

qualitative data may be contradictory, which could not be known by collecting only one type

of data. It is because of these shortcomings of single method approach that the researcher

proposed the Tesco chilli sauce feasibility study is carried out by using mixed method

approach.

Essentially, quantitative approach describes, infers and resolves problems using

numbers. It put emphasis on the collection of numerical data , the summary of the data and

the drawing of inferences from data (Coldwell & Herbst, 2004,p.15). Measurement is very

critical in quantitative approach and factors that cannot be quantifiable such as feelings, value

and beliefs are in general not included in quantitative approach unless a specially designed

scales are constructed for this purpose. As such, where it is difficult to describe something in

numerical terms, the researcher must resort to qualitative technique (Coldwell & Herbst,

2004,p.15).

Hair et. al. (2011,p.283-p287), describes the qualitative business process which

consist of three post-data collection steps or phases as follow :

1. Data collection phase : refer to the process of obtaining data through several data

collection method such as survey, observation, interviews and going through archival

data.

2. Data reduction phase : data reduction refers to the process of selecting, focusing,

simplifying, abstracting and transforming the collected data into field notes and

transcriptions. The data reduction phase involves process that requires the researchers

to exercise his/her discretion on what should be emphasized, minimized and

eliminated from the data that he/she already collected. The objective of this phase is

to reduce irrelevant data without eliminating anything that is relevant to the study.

3. Data display phase : the second step in the process of qualitative data analysis is data

display. Data display is a process which is more specific than data reduction in that it

involves organizing the information in a way that facilitates the researchers to come to

a conclusion. Example of displays are charts, table or diagrams that enables the

researchers to list, define or link themes that are central to the research. Tables of

verbatim (words) which represents themes and sub-categories of themes are a

common way of displaying data in qualitative analysis. A second prominent data

display device in qualitative research is a flow chart or conceptual model.

4. The third post-data collection step or phase is drawing conclusions and verifying their

accuracy through cross-checking. Drawing conclusions entails the researcher to

decide what the identified themes and patterns mean and how they help to answer the

research questions. Verification involves checking and rechecking the data to ensure

the initial conclusions are credible.

5. DATA COLLECTION METHOD

In the proposed research, the researcher will collect data using quantitative instruments i.e.

semi structured survey form containing questionnaire which asked respondents (Tesco

customers) the following questions:

1. Which brand of chilli sauce which they like most and why.

2. What is the ideal characteristics of a chilli sauce.

3. If Tesco introduce a Tesco branded chilli sauce, would they buy it or not and the

reason for their buying or not buying the Tesco branded chilli sauce.

4. If Tesco introduce a Tesco branded chilli sauce, what is the price range that they are

comfortable with.

5. Will they regard Tesco branded chilli sauce as low in quality compared to chilli sauce

of other brands.

The researcher will also collects qualitative data based on in-depth interviews of focus groups

(i.e. Tesco customers) to see if the two types of data show similar results but from different

perspectives. Data collected will then be analyzed in order to frame an answer to question 1

and 2.

This mixed approach will also be used to collect data with regard to question 3. For

question 3, a statistical analysis (quantitative approach) will be carried out to ascertain how

many contract manufacturers are available in Malaysia which can offer the service of chilli

sauce contract manufacturing. After that, the researcher will follow up with a qualitative data

gathering exercise by visiting the premises of several selected contract manufacturers to

identify level of cleanliness and other aspects of good manufacturing practice.

6. CONCLUSION

This proposal shows the justification to conduct a feasibility study before the Tesco branded

chilli sauce is launched by Tesco.The feasibility study is part of business research process

which is a set of operations that aids the researcher in the systematic gathering, recording,

and analysis of data to help solve decisison-making problems (2000,p. 16). It has several

frameworks (i.e. guidelines on how it should be carried our). Among the popular frameworks

are quantitative approach, qualitative approach and mixed approach. Business process has

several methodologies but most of them begins with problem identification and research

questions before the researcher embark on data collection activities, data analysis and

conclusion. It is an integral part of the business research process and cannot be dispensed

with.It is therefore hoped that the proposed research will be carried out to gauge whether the

Tesco branded chilli sauce will be successful in the market.

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