GameStop

Principal Investigator:
Elizabeth Doku

Co-PIs:
Monica Robinson, Aleisha Lewis, Gabrielle Cartwright, Janette Vasquez

Faculty Advisor:
Kyungwon Lee

Abstract:
For our Market Research final project, We challenged ourselves to find a solution to how the GameStop corporation was impacted by Digital Disruption, which resulted in lower sales from 2019 to 2023. Therefore, our group wanted to create a marketing strategy focusing on how the company can increase their e-commerce sales. Using a Judgment sampling, we designed an online Qualtrics survey with seventeen questions to conduct exploratory research to find out how GameStop can improve their services to appeal more to the evolving technology-savvy gaming community in 2023. We received 62 responses from teenagers and young adults (ages 18-24 & 25-31) Kean University students at the Union Campus. To analyze our results, we conducted a Difference in Means test and two Association tests. We actually found that there was no significant association between the age groups and having purchased a video game from GameStop in the last four years. Also, at a 0.05 level of significance, the average number of eighteen to twenty-four year-old Union Kean University students who purchased products at GameStop in the last four years does equal the average number of twenty-five to thirty-one-year-olds Union Kean University students who purchased products at GameStop in the last four years. Ultimately, we concluded that GameStop advertise gaming accessories and computer hardware, as well as building a stronger social media presence. Some limitations of our research were non-response bias, selection bias, non-sufficient demographic questions, and time-constraints.