Assignment 3 Marketing Intelligence FPT Greenwich

There are some sampling error in this research are mistaken responses (customer can’t understand the question or the respondent is embarrassed. Solution, author need to design clearly and basically question to make customer can easily understand) and nonresponse (Nonresponse errors occur when respondents are different than those who do not respond. This may occur because either the potential respondent refused to respond. Solution nonresponse error can be checked through followup surveys using alternate modes or motivate. Customers in Ress pub achieved a voucher if they completed the survey)Assignment 3 môn Marketing Intelligence. Nhận viết thuê assignment chuyên ngành marketing bằng tiếng anh hoặc tiếng việt giá hợp lý. Liên hệ 0978936352

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Marketing Intelligence

Assignment 3

[Pick the date]

Ha Hung Minh

1 (4.1)Evaluate techniques of assessing customer response

Define A sample survey is a study

that obtains data from a subset of a population, in order to estimate

population attributes

An experiment is a controlled study in which the researcher attempts to understand cause-and-effect relationships The study is "controlled" in the sense that the researcher controls how subjects are assigned to groups and which treatments each group receives

Like experiments, observational studies attempt to understand cause-and-effect relationships However, unlike experiments, the researcher is not able to control how subjects are assigned to groups and/or which treatments each group receives

Advantages Relatively easy to

administer Can be developed in less time (compared to other data-collection methods) Cost-effective, but cost depends on survey mode Can be administered remotely via online, mobile devices, mail, email, kiosk, or telephone

Conducted remotely can reduce or prevent geographical dependence Capable of collecting data from a large number of

The people conducting the research have a very high level of control over their variables By isolating and determining what they are looking for, they have a great advantage in finding accurate results

Can be used in many different types of situations Just like pharmaceutical companies can utilize it, so can

teachers who want to test

a new method of teaching

It is a basic, but efficient

Very direct method for collecting data or information – best for the study of human behavior Data collected is very accurate in nature and also very reliable

Improves precision of the research results

Problem of depending on respondents is decreased Helps in understanding the verbal response more efficiently

By using good and modern gadgets – observations can

respondents Numerous questions can

be asked about a subject, giving extensive flexibility

in data analysis With survey software, advanced statistical techniques can be utilized

to analyze survey data to determine validity, reliability, and statistical significance, including the ability to analyze multiple variables

A broad range of data can

be collected (e.g., attitudes, opinions, beliefs, values, behavior, factual)

Standardized surveys are relatively free from several types of errors

(snapsurveys, 2013)

type of research

Since there is such a high level of control, and only one specific variable is being tested at a time, the results are much more relevant than some other forms of research You can clearly see the success, failure, of effects when analyzing the data collected

There is a very wide variety

of this type of research

Each can provide different benefits, depending on what is being explored The investigator has the ability

to tailor make the experiment for their own unique situation, while still remaining in the validity of the experimental research design (flowpsychology, 2013)

be made continuously and also for a larger duration of time period

Observation is less demanding in nature, which makes it less bias in working abilities

By observation, one can identify a problem by making an in depth analysis of the problems (mbaofficial, 2013)

Disadvantages Respondents may not feel

encouraged to provide accurate, honest answers Respondents may not feel

Just like anything, errors can occur This is especially true with experiments Any form of error, whether a

Problems of the past cannot be studied by means of observation Having no other option

comfortable providing

answers that present

themselves in an

unfavorable manner

Respondents may not be

fully aware of their

reasons for any given

answer because of lack of

memory on the subject,

or even boredom

Surveys with

closed-ended questions may

have a lower validity rate

than other question types

The number of

respondents who choose

to respond to a survey

question may be different

from those who chose not

to respond, thus creating

bias

Survey question answer

options could lead to

unclear data because

certain answer options

may be interpreted

differently by

respondents Customized

surveys can run the risk of

systematic (error with the experiment) or random error (uncontrolled or unpredictable), or human errors such as revealing who the control group is, they can all completely destroy the validity of the experiment

By having such deep control over the variables being tested, it is very possible that the data can

be skewed or corrupted to fit whatever outcome the researcher needs This is especially true if it is being done for a business or market study

With experimental testing individual experiments have to be done in order to fully research each

variable This can cause the testing to take a very long amount of time and use a large amount of resources and finances These costs could transfer onto the

one has to depend on the documents available Observations like the controlled observations require some especial instruments or tools for effective working, which are very much costly One cannot study opinions

by this means

Attitudes cannot be studied with the help of observations

Sampling cannot be brought into use

Observation involves a lot

of time as one has to wait for an event to happen to study that particular event The actual presence of the observer himself Vis a Vis the event to occur is almost unknown, which acts as a major

disadvantage of observation

Complete answer to any problem or any issue cannot be obtained by

containing certain types

of errors (snapsurveys, 2013)

company, which could inflate costs for consumers

(flowpsychology, 2013)

observation alone

(mbaofficial, 2013)

2 (2.4)Prepare a marketing research plan to obtain information

on customer satisfaction for your client

Research problem

After running for 3 months, Ress Pub is facing with low customers lead to low revenue Customers are

no longer enthusiastically participating in the event of Ress Pub The number of loyal customer also decreased significantly

Customers decrease maybe dependence on satisfaction Customers feel some services that make they are not satisfied and no longer interested to go to Ress pub Therefore, the authors decided to do

survey research about customer satisfaction, the main object is customers of Ress Pub, aged 18-24 years old Author use quantitative for this research

Objectives to complete the evaluation about Customer satisfaction:

- Step 1: Filter out the target customers that Ress pub wants to analyze Ress pub want to focus

on analyzing customers aged 18-24 so the question in personal information will filter out the target customers

- Step 2: Customers should evaluate the services from general to specific Therefore, question design in this research will have general question and detail question After collect the database, author will analyze the customer satisfaction from general to detail in each service Evaluate weaknesses, strengths of Ress Pub

- Step 1: understanding customer tastes (based on question 3)

- Step 2: assess the current time are doing well or not based on the tastes of customers (based

on columns of customer satisfaction 1-5) => find the strengths and weaknesses

- Step 3: give recommendation to repair and upgrade

The primary data collection method

Criteria to select techniques Ress Pub

Type of customers Customers have the basic qualifications

Research capabilities Medium capacity, the number of people who designed

the research are limitations

 Sample survey is the most suitable technique for Ress Pub

High representativeness

Low costs

Convenient data gathering

Good statistical significance

Little or no observer subjectivity

Inflexible design

Not precise results Not ideal for controversial issues Possible inappropriateness of questions

Ress Pub should use quantitative method (Paper survey and online survey, because there are 2 easiest channels to reach customers Online survey can collect data in very little time With many

online survey software solutions, creating online surveys is simple and can be administered to author population via email or social media networks within minutes Because of this rapid distribution,

author sample population can respond almost immediately, and data is collected automatically More sophisticated survey software systems provide real-time analysis tools so author can track the progress

of customer survey Paper survey in black ink offers a better resolution than customer will find on any computer monitor making it easier for the respondent to read) to collect data because quantitative data collection methods are much more structured than qualitative data collection methods Customer self-conducted surveys to get the most objective assessment In this research, information needs to

be collect from a large number of people (100-150 people) in a short period of time (1 week) and in a relatively cost effective way Moreover, the results of the questionnaires in a survey can usually be quickly and easily quantified by either a researcher or through the use of a software package (SPSS or Microsoft Excel)

The sampling method

Sampling selection method

Sampling Methods can be classified into one of two categories:

Probability Sampling: Sample has a known probability of being selected

Non-probability Sampling: Sample does not have known probability of being selected as in

convenience or voluntary response surveys Đang dùng

Non-probability sampling methods offer two potential advantages - convenience and cost The main disadvantage is that non-probability sampling methods do not allow you to estimate the extent to which sample statistics are likely to differ from population parameters Only probability sampling methods permit that kind of analysis (onlinecourses, 2013)

Because this researcher is bounded by time, money and workforce and because of these limitations,

it is almost impossible to randomly sample the entire population and it is often necessary to employ

another sampling technique, the non-probability sampling technique

3 (4.2)Base on your research proposal in task 2, design and

complete a customer satisfaction survey

Questionnaire design

For purpose off investigating the different level of customer satisfaction, author decided to use a questionnaire survey to collect data Surveys were given to customer at Ress Pub within supervisor and combine with online survey in 1 week After that, author summary all data on Microsoft Excel, then analyzed by SPSS for final result In the questionnaire survey, author must determine the data

requirements to achieve each of the result objectives After that, author select out important items as

the most affected on customer satisfaction and eliminate redundant details Based on measuring customer satisfaction theories (Measuring customer satisfaction, 2013), author has decided to create

3 sections: General question, evaluate question and personal information

Product, service variables: The design of the product or service is designed to give customers benefit

In this survey; product, service variables are questions from 4 to 13

Sales and promotion-related: question 4, question 14

Assessed on a scale from 1 (very dissatisfied) to 5 (very satisfied) based on the likert attitude scaling technique was developed by Osgood, Suci and Tannerbaum in 1957 The scale consists of a number

of bipolar adjectival phrases and statements that could be used to describe the objectives being evaluated In this research, each bipolar adjective rating scale consists of five categories The

respondent is asked to mark one of the five categories that best describes their views about the object along the continuum implied by the bipolar object pair An overall attitude score is calculated

by summing the responses on each adjective (such as very satisfied or very dissatisfied) Before calculating score, author categories must be coded (1 is very dissatisfied, 2 is dissatisfied, 3 is normal,

4 is satisfied and 5 is very satisfied) (Likert attitude scale, 2013) The reason that author use the likert scale because likert-type scales can be scored in a variety of ways Author would score each item so that higher scores always indicate "very" of some characteristic (dissatisfied and satisfied) and then take the mean (average) of all of the items Likert-type scales are useful in this research because it can measure latent constructs - that is, characteristics of people such as attitudes, feelings, opinions, etc Latent constructs are generally thought of as unobservable individual characteristics

After- sales variables: question 15

In general question used likert scale

All questions in evaluate question were asked about customer satisfaction and used likert scale

Personal information used multiple choices (Likert attitude scale, 2013)

In the first section, author offer general questions such as:

1 Satisfaction when come to Ress Pub

Direction customers in issues are assessed satisfaction Make customer know that survey is about customer satisfaction.

2 Satisfaction with each service of Ress Pub

Very dissatisfied Dissatisfied Normal Satisfied

Very satisfied Staffs

3 Level important of each service *

You choose follow score 1 to 6 (1- most important, 6- less important)

In the second section, author will delve into each service, each service will have some logical

questions to help customer can answer in circuit thoughts Moreover, author will be easy when

analyzing information Notice, all of question in second section use the scale of satisfaction from 1 to

5 ( 1 – Very dissatisfied, 5 – Very satisfied)

There is question about Staffs of Ress Pub (Staffs mean people who get your order) with three

criteria (attitude, speed, ability) that make customer easy to image when evaluate This question is to assess customer satisfaction with staffs

4 Satisfaction with Staffs of Ress Pub

Very dissatisfied Dissatisfied Normal Satisfied

Very satisfied Service attitude

(welcoming, friendly)

Speed for catering

The consultancy ability of

staffs

Based on measuring customer satisfaction theories and service marketing theories (createspace,

2013), Space service will have 5 key questions for customer evaluation Customers will evaluate the

design, colors, decorated furniture, temperature, light of Ress Pub Areas to assess are outdoor, bar, game room, 2nd floor and 3rd floor 5 questions below will help the researchers collect data of

customer satisfaction with the space of Ress Pub

5 Satisfaction with decorated furniture of Ress Pub

Very dissatisfied Dissatisfied Normal Satisfied

Very satisfied Outdoor

Bar

Very dissatisfied Dissatisfied Normal Satisfied

Very satisfied Game room

2nd floor

3rd floor

6 Satisfaction with the lighting of Ress Pub

Very dissatisfied Dissatisfied Normal Satisfied

Very satisfied Outdoor

Very satisfied Outdoor

Based on measuring customer satisfaction theories, next are questions assess customer satisfaction

with 2 main items on the menu of Ress Pub are foods and drinks Criteria for customer to assess are the

diversity, the decor, taste, and price

10 Satisfaction with drinks of Ress Pub

Very dissatisfied Dissatisfied Normal Satisfied

Very satisfied Drinks diversity

The decoration of drinks

The taste of drinks

Price of drinks accordance

with quality of drinks

11 Satisfaction with foods of Ress Pub

Very dissatisfied Dissatisfied Normal Satisfied

Very satisfied Foods diversity

The decoration of foods

The taste of foods

Price of foods accordance

with quality of foods

Based on measuring customer satisfaction theories ,following is question to assess customer

satisfaction about music of Ress Pub In the music service, customers will assess through 3 criteria are

sound quality, quality of DJs and music genres

12 Satisfaction with music of Ress Pub

Very dissatisfied Dissatisfied Normal Satisfied

Very satisfied Sound quality

DJs quality

Music genres

Based on measuring customer satisfaction theories, the next question is to assess the level of

satisfaction of customers with transmission of information and advertising of Ress Pub 5 criteria that

help customers easy to visualize are information on the menu, information about promotions,

communication via social networks (Facebook, Instagram), feedback via social networks (Facebook, Instagram), and signboard This question helps the researcher know the satisfaction of customers about transmit information

13 Satisfaction with the information and advertising of Ress Pub

Very dissatisfied Dissatisfied Normal Satisfied

Very satisfied Information on the menu

Based on measuring customer satisfaction theories, this question wants to know about the level of

customer’s satisfaction for the promotion of Ress Pub Currently, Ress Pub is running 4 events: Lady

Night, Free BBQ, Happy hours, sell BBQ on 5, 6, 7 Customers will assess the frequency of organized events and the level of satisfaction for each event

14 Satisfaction with the promotions of Ress Pub

Very dissatisfied Dissatisfied Normal Satisfied

Very satisfied Frequency organize Events

Lady Night Event

Free BBQ Event

Happy hours

Based on measuring customer satisfaction theories, below is a question to learn about customers’

satisfaction with customer support services after they used the service The criteria for evaluation are

customer support, handle feedback, incentives for loyal customers

15 Satisfaction with the after – sale variable of Ress Pub

Very dissatisfied Dissatisfied Normal Satisfied

Very satisfied Customer support

Receiving and handling of

Above are all questions in the evaluate questions

In the third section, the author asks for some personal information of customers, including: gender, age, affordability for an outing, the distance from home to Ress pub, frequencies go to Ress pub per week and purpose to go to Ress Pub At each question, author gives some choice and customers select one of them

o Above 30 years old

20 Affordability for an outing*

o Below 50.000 VND

o 50.000 - 100.000 VND

o 100.000 - 200.000 VND

Conducted and collected data

After design the questionnaire survey, author will send paper survey and online survey to customer Paper survey will put in Ress pub While waiting for drinks, customers will do the survey If customers complete survey, they will get 10% discount on the total bill Author has printed 150 copies of the survey Besides, author put up survey on fanpage of Ress pub With random sampling method, all of customer can perform survey After 1 week, author collected 96 responses through paper survey and

34 responses through online survey However, there are 100 responses that valid (from 18-24 years old) Author will analyze all the valid survey

Analyze data and discuss the research findings

After collecting survey, data is generated into Microsoft Excel and SPSS All quantitative data will be used for descriptive statics analysis by calculating mod, mean, median, variance, standard deviation of the value and be showed in a table, diagram or chart From this table, we can have some conclusion about frequency, the average of total customer satisfaction value, etc

There are all of question in the above survey with detail analyze and comments of author Author will divide each section, each part of the service to analyze; this way will make the report have in depth view

Dissatisfied Normal Satisfied Very satisfied

Satisfaction when come to Ress

Pub