According to Saunders et al (2007)
‘‘The survey research strategy that involves structured collection of data from a sizeable population. The survey strategy allows you to collect quantitative and qualitative data which you can analyse quantitatively using descriptive and inferential statistics.’’
Strategy is used as ether qualitative or quantitative.
The multi method is used for more than one data collection technique and corresponding analysis procedure or procedures.
- Time Horizons (Cross sectional)
According to Saunders et al (2007), the cross sectional research is study of a particular phenomenon (or phenomena) at a particular time i.e. a ‘snapshot’
As the research being done in present sales performance, the cross-sectional method is being used here.
- Techniques and procedures – Data collection and data analysis
Saunders et al (2007) stated
‘‘the data collection and analysis is a process for the collection and analysis of quantitative and qualitative data that involves three concurrent sub-processes of data reduction, data display, and drawing and verifying conclusions.’’
As the research technique the data collecting method (primary and secondary) is being selected and quantitative data have been collected. This can be done by meeting customers with questionnaire, suggestions box & other feedback of customers
Primary Data: -
Kotler P and et al (2008) define Primary data is collected by researchers themselves using their own ways such as interviews and questionnaires and observations. Collected primary data by researchers are unique and no has an access to them till it is published. For example, if the researcher conducts a survey for the collected of data then it is known as primary data and therefore it is vital to collect primary data for Tesco when finding the reason for lack of sales.
Secondary Data: -
Secondary Data is existing information that has been gathered for some other purpose outside the planning process. Examples of secondary data include government reports and statistics, company reports and accounts, and weather reports in newspapers. (Kotler P. & et al (2008)
Secondary data is data that has already been collected by someone else for different purposes. For example,
- data supplied by sales profile of area
- annual company reports
- Government statistics
- Magazines & news papers
Secondary data like annual reports, Government statistics will be an important way to get data for this research to go to the right target.
How to collect Data
Primary data collection methods: -
There are many methods of collecting primary data and the main methods include:
Questionnaires are a popular way of collecting data, but are difficult to design and often require many rewrites before an acceptable questionnaire is produced.
This survey will be all most based on the Questionnaire to get current information from customers.
Interviewing is a technique that is primarily used to gain an understanding of the underlying reasons and motivations for people’s attitudes, preferences or behaviour. (Patton M. (1987)
Tesco will have to interview number of customers to get a precise assumption to achieve the objectives.
A focus group is an interview conducted by a trained moderator in a non-structured and natural manner with a small group of respondents.
Observation involves recording the behavioural patterns of people, objects and events in a systematic manner. (Richards L. (2005)
The term case-study usually refers to a fairly intensive examination of a single unit such as a person, a small group of people, or a single company. Case-studies involve measuring what is there and how it got there.
Here Questionnaires, Interviews are selected to carry out this research.
Project Time Line
Giant Chart
Table 1
This research will be carried out October 2009 to December 2009. The first week of October will be spent in the library and collect data about research that has been done before. In second week will cover main areas of literature and in third week, it needs to review the all methods that that is to be used in the research to make sure that research will be successful. And then all these things need to be approved by Tesco management to carry out.
In first three week of November, collecting primary data will be started with interviews and in the final week of November, other data collecting ways such as suggestions box, other feedback of customers will be considered to collect primary data. During November, the questionnaire will be available at the till and new paper area for customers attending to research by themselves.
In the first week of December, all collected data will be analyzed. In the second week, write a draft of research and written draft will be revised in the third week. In the last week of December, The report will be finalised and submit to management to take the right decisions.
Part B
Q1. Sorting & arranging data in tabular format:
Results of the most important questions of questionnaire are analyzed below:
- How often are you coming to this store?(appendix 1 question 1)
In this store most people are coming to store very often. So it can be assumed that people who were interviewed are potential customers of this store & their respond is vital to improve the customer service of this Tesco Branch.
- How satisfied are you with the relevant knowledge of the staff you dealt directly with? (appendix 1 question 2)
These figures show how customers rate about knowledge of staff. It does not seem to at good level as 30%.
- How satisfied are you with the way problems were resolved? (appendix 1 question 5)
According to this pie chart, only 40% of customers were much satisfied with problem solving. To provide a good service, this results need to be at least.
- How do you rate our products and services and did they meet your needs and expectations regarding quality and performance? (appendix 1 question 7)
According to this chart, it shows clearly that 30% of customers are completely satisfied with products and services and 40% is 75% satisfied. Rest is below the average level 0f 50%.
- How are you satisfied & rate overall satisfaction of the store? (appendix 1 question 8)
Overall satisfaction chart clearly shows how the overall satisfaction of customers.
Part B
Q2.
Findings:
According to this research, overall satisfaction of the Croydon Tesco is good. But it seems to be improved to achieve 100%. When sampling data in a tabular format, each customer is not satisfied with some sections of the some part of the store such as staff knowledge, treating as a valuable customer etc.
The main thing is none of customers are not satisfied 100% with all sections. They are satisfied with completely with some parts but not with every single part. That means all areas of above that are explained in above questionnaire need to improved although overall customer satisfaction is good.
Finally, when analysing results of above research, this branch need to improve its customer service and the ways they use to satisfy customers.
Q3.
This research was mainly based on Quantitative research. This project found how customers feeling about the staff working in the Croydon Tesco. This report helps to branch manager to improve customer service of his branch. That might help to increase sale of this branch. Other branches of Tesco can use this report when doing a research about any kind of service or product as a guide.
Advantages & disadvantages of quantitative research & qualitative
Appendix 1
Questionnaire
Please rate 1 to 5.
1 = 0% 2 = 25% 3 = 50% 4 = 75% 5 = 100%
Refinances
Creswell J. W, (2002), , 2nd Edition, Sage publications
Kotler P & et al (2008) Principals of Marketing. 5th ed. Person Education
Patton M. (1987) How to Use Qualitative Methods In Evaluation. SAGE Publication Ltd
Richards L. (2005) Handling Qualitative Data. The Cromwell Press Ltd
Saunders M. et al (2007); Research Methods for Business Students, 4th Edition, Pearson Education Limited
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