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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
qwertyuiopasdfghjklzxcvbnmqw ertyuiopasdfghjklzxcvbnmqwert yuiopasdfghjklzxcvbnmqwertyui Marketing Intelligence opasdfghjklzxcvbnmqwertyuiopa Assignment sdfghjklzxcvbnmqwertyuiopasdf [Pick the date] Ha Hung Minh ghjklzxcvbnmqwertyuiopasdfghj klzxcvbnmqwertyuiopasdfghjklz xcvbnmqwertyuiopasdfghjklzxcv bnmqwertyuiopasdfghjklzxcvbn mqwertyuiopasdfghjklzxcvbnmq wertyuiopasdfghjklzxcvbnmqwe rtyuiopasdfghjklzxcvbnmqwerty (4.1)Evaluate techniques of assessing customer response Define Advantages Sample survey Experiment Observational A sample survey is a study An experiment is a Like experiments, that obtains data from a controlled study in which observational studies subset of a population, in the researcher attempts to attempt to understand order to estimate understand cause-and- cause-and-effect population attributes effect relationships The relationships However, study is "controlled" in the unlike experiments, the sense that the researcher researcher is not able to controls how subjects are control how subjects are assigned to groups and assigned to groups and/or which treatments each which treatments each group receives group receives Relatively easy to The people conducting the Very direct method for administer research have a very high collecting data or Can be developed in less level of control over their information – best for the time (compared to other variables By isolating and study of human behavior data-collection methods) determining what they are Data collected is very Cost-effective, but cost looking for, they have a accurate in nature and also depends on survey mode great advantage in finding very reliable Can be administered accurate results Improves precision of the remotely via online, Can be used in many research results mobile devices, mail, different types of Problem of depending on email, kiosk, or telephone situations Just like respondents is decreased Conducted remotely can pharmaceutical companies Helps in understanding the reduce or prevent can utilize it, so can verbal response more geographical dependence teachers who want to test efficiently Capable of collecting data a new method of teaching By using good and modern from a large number of It is a basic, but efficient gadgets – observations can respondents type of research be made continuously and Numerous questions can Since there is such a high also for a larger duration of be asked about a subject, level of control, and only time period giving extensive flexibility one specific variable is Observation is less in data analysis being tested at a time, the demanding in nature, With survey software, results are much more which makes it less bias in advanced statistical relevant than some other working abilities techniques can be utilized forms of research You can By observation, one can to analyze survey data to clearly see the success, identify a problem by determine validity, failure, of effects when making an in depth reliability, and statistical analyzing the data analysis of the problems significance, including the collected (mbaofficial, 2013) ability to analyze multiple There is a very wide variety variables of this type of research A broad range of data can Each can provide different be collected (e.g., benefits, depending on attitudes, opinions, what is being explored The beliefs, values, behavior, investigator has the ability factual) to tailor make the Standardized surveys are experiment for their own relatively free from unique situation, while still several types of errors remaining in the validity of (snapsurveys, 2013) the experimental research design (flowpsychology, 2013) Disadvantages Respondents may not feel Just like anything, errors Problems of the past encouraged to provide can occur This is especially cannot be studied by accurate, honest answers true with experiments Any means of observation Respondents may not feel form of error, whether a Having no other option comfortable providing systematic (error with the one has to depend on the answers that present experiment) or random documents available themselves in an error (uncontrolled or Observations like the unfavorable manner unpredictable), or human controlled observations Respondents may not be errors such as revealing require some especial fully aware of their who the control group is, instruments or tools for reasons for any given they can all completely effective working, which answer because of lack of destroy the validity of the are very much costly memory on the subject, experiment One cannot study opinions or even boredom By having such deep by this means Surveys with closed- control over the variables Attitudes cannot be ended questions may being tested, it is very studied with the help of have a lower validity rate possible that the data can observations than other question types be skewed or corrupted to Sampling cannot be The number of fit whatever outcome the brought into use respondents who choose researcher needs This is Observation involves a lot to respond to a survey especially true if it is being of time as one has to wait question may be different done for a business or for an event to happen to from those who chose not market study study that particular event to respond, thus creating With experimental testing The actual presence of the bias individual experiments observer himself Vis a Vis Survey question answer have to be done in order to the event to occur is options could lead to fully research each almost unknown, which unclear data because variable This can cause the acts as a major certain answer options testing to take a very long disadvantage of may be interpreted amount of time and use a observation differently by large amount of resources Complete answer to any respondents Customized and finances These costs problem or any issue surveys can run the risk of could transfer onto the cannot be obtained by containing certain types company, which could observation alone of errors (snapsurveys, inflate costs for consumers (mbaofficial, 2013) 2013) (flowpsychology, 2013) (2.4)Prepare a marketing research plan to obtain information on customer satisfaction for your client Research problem After running for 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 survey research about customer satisfaction, the main object is customers of Ress Pub, aged 18-24 years old Author use quantitative for this research Research purpose The main purpose of this survey is to assess the level of customer satisfaction with the services of Ress Pub Based on customer satisfaction, Ress Pub can evaluate the weaknesses, strengths to repairs and upgrades Research objectives There are main purposes in this research: Customer satisfaction and weaknesses, strengths of Ress Pub 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 Scale Medium-sized, from 50-100 people Type of customers Customers have the basic qualifications Time Research needs to in a short time (1 week) Budget million VND Research capabilities Medium capacity, the number of people who designed the research are limitations Sample survey is the most suitable technique for Ress Pub Strength Weakness High representativeness Not precise results Low costs Not ideal for controversial issues Convenient data gathering Possible inappropriateness of questions Good statistical significance Little or no observer subjectivity Inflexible design Ress Pub should use quantitative method (Paper survey and online survey, because there are 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 Sample selection: Location: Ress Pub and fanpage of Ress Pub (there are where many clients participate in the survey) Age: 18 to 24 years old Sample size: 100-150 There is a survey of customer satisfaction with Ress Pub so it will be implemented at Ress Pub and on fan page of Ress Pub Survey sent to customers who have used the services of Ress Pub According to statistics from Ress Pub, 100 - 150 customers accounted for 20% of customers that they have served (Trung, 2015) 18 to 24 years old are the main age of Ress Pub customers 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 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 (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 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 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 to 13 Sales and promotion-related: question 4, question 14 Assessed on a scale from (very dissatisfied) to (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, is dissatisfied, is normal, is satisfied and 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: Satisfaction when come to Ress Pub Very dissatisfied Dissatisfied Normal Satisfied Very satisfied Direction customers in issues are assessed satisfaction Make customer know that survey is about customer satisfaction Satisfaction with each service of Ress Pub Very dissatisfied Dissatisfied Normal Satisfied Very satisfied Staffs Space Drinks Foods Music Responses to customer Promotion Customer support This question is clarified to the first question by giving each service of Ress Pub Customers will assess satisfaction on each service Tại (theo theories) All of services will be clear in Section Level important of each service * You choose follow score to (1- most important, 6- less important) Staffs Spaces Menu Music Responses to customer Promotion Meaning of the 3rd question is assessing the importance of each service When to Ress Pub, what services are most important to customers? Mean of Drinks 4.35 4.3 4.25 4.2 4.15 4.1 4.05 3.95 3.9 3.85 4.3 4.3 4.25 Mean of Drinks Drinks diversity Drinks decoration Drinks taste Accordance between price and quality Drinks gained a lot of customer satisfaction of all criteria Management hired good bartenders so varied beverages, taste and decorations also brings satisfaction Ress Pub should add Asian beverages for drink menu Mean average =4.2 Foods Mean of Foods 1.8 1.6 1.4 1.2 0.8 0.6 0.4 0.2 1.9 1.2 1.8 1.1 Mean of Foods Foods diversity Foods decoration Foods taste Accordance between price and quality Poor food menu made customer felt very dissatisfied ( All criteria were rated as dissatisfied and very dissatisfied Especially decorations of foods (mean=1.1) Mean average =1.5 Music Mean of Music 4.5 3.9 3.5 2.8 2.9 2.5 Mean of Music 1.5 0.5 Sound quality DJs quality Music genres The sound quality of Ress pub has made customer satisfied (mean=3.9) However, DJs and music genres not make an impression with customers Currently, the pub only played type of music (EDM & Trap music) by some amateur DJ Mean average =3.2 Responses to customer Mean of Responses to customer 4.5 3.5 2.5 1.5 0.5 3.9 3.7 4.2 3.9 2.9 Mean of Responses to customer Based on the results table above, most of the criteria were selected satisfied and very satisfied except signboard (mean=2.9) This shows that the management of Ress pub was very thoughtful in responding to customer Mean average =3.72 Promotions Mean of Promotions 4.9 4.85 4.1 3.6 Mean of Promotions Frequency organize events Lady Night Events Free BBQ Events Happy hours Ress pub has performed very well for promotions through the customer were very satisfied with the events Free BBQ event (mean=4.9) and happy hours (mean=4.85) are two events that most satisfied by customer evaluate Frequency of organize events make satisfied customer (mean=4.1 Mean average =4.36 Customer support Mean of customer support 4.5 3.5 2.5 1.5 0.5 4.3 4.3 2.6 Mean of customer support Customer support Handle feedback Incentives for of customers loyal customers Customer support and handle of customer’s feedback of Ress pub made almost customer felt satisfied (mean=4.3) However, incentives for loyal customers have not been satisfied (mean=2.6) Mean average =3.7 Location Location 60 50 50 40 40 30 Location 20 10 10 0 Very Dissatisfied dissatisfied Mean Standard Error Normal Satisfied Very satisfied 2.7 0.064354 Median Mode Standard Deviation 0.643538 Sample Variance 0.414141 Ress pub located in far from the center Hanoi is a huge disadvantage because the majority of entertainment services are all located around Hoan Kiem Lake, young people are often concentrate in the center of Hanoi to leisure However, this is also an advantage because competitors in the West Lake is not much and people in Tay Ho district started to increase in recent years (TỔNG CỤC THỐNG KÊ, 2015) Toilet Toilet 90 80 80 70 60 50 40 Toilet 30 20 20 10 0 0 Very Dissatisfied dissatisfied Mean Standard Error Normal Satisfied Very satisfied 3.2 0.040202 Median Mode Standard Deviation 0.402015 Sample Variance 0.161616 Toilet of Ress pub was rated as normal (mean 3.2) by customer Ress pub needs to ensure toilet is always clean Personal Information Gender 20% Male Female 50% LGBT 30% We can see half of the customers are male, so Ress pub needs to creat more events for female to attract them Age 10% 10% Below 18 20% 18 - 24 years old 25 - 30 years old Above 30 years old 60% Young customers and university students are the main objectives of Ress pub (60% responder’s from 18-24 years old) Affordability 10% 20% 10% Below 50.000 VND 50.000 - 100.000 VND 100.000 - 200.000 VND Above 200.000 VND 60% Because main customers are young people so affordability for an outing would not much (60% responders chose 50.000 – 100.000 VND) However, price of all drinks in Ress pub just only in the range of 30.000 – 80.000 VND Distance 10% Below km - km 30% 60% Above km It was found that the majority of customers in the area around Westlake Here are some solutions if you want to attract customers distant than km They need good online advertising, have some incentives for distant customer such as free taxi if the bill more than 500.000 VND Frequencies 10% Below 3-5 30% Above 60% 60% of responders go to Ress pub 1, times in week Ress pub needs to create more daily events in every day in week to increase the frequency come to Ress pub of customers Purpose 5% 10% Enjoy Event 20% Enjoy music Enjoy drinks and foods 20% 30% Relax Meet friend Other: 15% 30% responders go to Ress pub for relax (highest percentage), customers come in order to enjoy event accounting for 20%, customer come to enjoy music are the same Ress Pub should focus on music services, space and promotions to improve the satisfaction of customers Overall analyze and recommendation Overall question Criteria in each question and average of all criteria Staffs Mean=2.1 Mean=2 The reason for this issue, it is the new pub; staffs don’t have many training activities (they have not been trained in service attitude and problem solving skills) Moreover, human resources are unstable so the training is in trouble On the other hand, staffs are mostly students working part-time; they don’t have more knowledge about the drinks so ability to advise clients is absolutely poor Comment of author, manager of Ress pub needs a drastic change They must stabilize human resources, recruiting core staffs Then, management should organize training sessions on service attitude, knowledge of drinks Furthermore, they must have some way of motivating staff such as reward and punishment policies Spaces Mean=3.25 - Mean=3.27 The outdoor area is the advantage of Ress Pub However Ress pub still needs attention about furniture layout in order to promote the advantages In author opinion, the manager should reduce some tables and chairs to increase the spacious and airy for outdoor area - Bar: As observed by the author, light of the bar area was not sufficient and the temperature is very hot (because no ventilation as the outdoor area) Perhaps these reasons, customers feeling dissatisfied Especially in the summer time, the customer will feel suffocated when go into bar area Author recommends Ress Pub should immediately add at least fans This is quite costly, but will help customers feel comfortable to use other services of Ress pub Furthermore, should the pub disco lights retrofitted for the bar area, light colors will create a sense of excitement when combined with music - Game room: has the layout and lighting was acceptable However, temperature in the game room also has bad evaluation This is understandable because it is an enclosed room and sometimes there are a lot of people in the game room at the same time Game room should be equipped air conditioners, but if the cost is too big, the management should consider to installing fan - Because the 2nd and 3rd floor are also outdoors area so can get fresh air In author point of view, the manager should design the lighting and furniture of 2nd and 3rd floor is similar to outdoor area mentioned above - Drinks Mean=4.22 Mean=4.2 Ress Pub should add more drinks such as Asian beverages Foods Mean=1.5 Mean=1.5 We also know almost pub don’t serving food, but if manager of Ress pub decided catering foods, they have to well There are ways to troubleshoot First, Ress pub should hire good chefs, improved foods menu On the other hand, Ress pub should drop food out of the menu In author opinion, Ress pub should choose the second way; because to hire good chefs, Ress pub will waste a lot of costs and revenues are not high (foods of Ress pub certainly cannot compete with foods from the restaurant) Pub should focus entirely on serving drinks and they could retain only meats for Free BBQ Event Music Mean=4.22 Mean=3.2 Results of means are mismatches because customers had low evaluate about DJs and Music genres Customer may have bored the pub only plays one genre in every day or the level of DJs not good enough This is a disadvantage in the music service, although the sound quality of Ress pub was very good If Ress pub can hire good DJs and add more genres of music will make customers very satisfied because the pub even has very good sound Moreover, pub should organize some live show music include jazz music, country music, rap music, etc Although the cost of hiring good DJs and singers are very high, but this will attract more customer types (such as fans of jazz, rap, country music) Responses to Mean=3.6 Mean=3.22 customers Results of means are mismatches because customers had low evaluate about signboard Ress pub needs to replace big signboard and design new logo for signboard to attract passers Promotion Mean=4.65 Mean=4.36 Ress pub should add some new events to attract more customers Customer Mean=4.3 Mean=3.7 support Results of means are mismatches because customers had low evaluate about incentives for loyal customers Ress pub should have some vouchers to hand out to valued clients to build the relationship with them Based on result of question (level of important of each service), service that make the most important of customer order from promotions, drink, music, staff, space, customer support, responses to customer, food In current time, management of Ress pub has done pretty good about customer tastes Promotion and drink are the most important with customer tastes got highest score Therefore, managers need to stabilize them However, managers of Ress pub need immediate repair of staff service They must stabilize human resources, recruiting core staffs Then, management should organize training sessions on service attitude, knowledge of drinks Furthermore, they must have some way of motivating staff such as reward and punishment policies This is very important things that make customer feel satisfied when come to Ress pub After that, Ress pub need to focus on Spaces, they need to improve their design (lighting, temperature, decorated, color) (4.3)Review the success of your customer satisfaction survey Based on the purpose and objective research, survey succeeded in understanding customer tastes, assess satisfaction levels, and detect strengths and weaknesses in order to upgrades and repair Based on the result of survey, Ress pub knows their weaknesses are the staff service and food service; their strengths are promotion and drink service Manager of Human resource of Ress Pub needs attention to staff training Manager of music service need to find good DJs and add more music genres (2.4)Assess the validity and reliability of your market research findings Reliability Statistics Cronbach's Alpha Cronbach's Based on Standardized N of Alpha Items Items 0,710 0,648 16 Reliability is the degree to which an assessment tool produces stable and consistent results Types of Reliability: In this research, author used split-half reliability that is another subtype of internal consistency reliability The process of obtaining split-half reliability is begun by “splitting in half” all items of a test that are intended to probe the same area of knowledge in order to form two “sets” of items The entire test is administered to a group of individuals, the total score for each “set” is computed, and finally the split-half reliability is obtained by determining the correlation between the two totals “set” scores (EXPLORING RELIABILITY IN ACADEMIC ASSESSMENT, 2013) Author divides the questions from overview to detail to evaluate clearest Validity refers to how well a test measures what it is purported to measure Types of Validity: In this research, author used sampling validity (similar to content validity) ensures that the measure covers the broad range of areas within the concept under study Not everything can be covered, so items need to be sampled from all of the domains This may need to be completed using a panel of “experts” to ensure that the content area is adequately sampled Additionally, a panel can help limit “expert” bias (EXPLORING RELIABILITY IN ACADEMIC ASSESSMENT, 2013) 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 non-response (Non-response errors occur when respondents are different than those who not respond This may occur because either the potential respondent refused to respond Solution non-response error can be checked through followup surveys using alternate modes or motivate Customers in Ress pub achieved a voucher if they completed the survey) Bibliography createspace (2013) Retrieved 2015, from https://www.createspace.com/pub/services.home.do flowpsychology (2013) Retrieved 2015, from http://flowpsychology.com/7-advantages-anddisadvantages-of-experimental-research/ mbaofficial (2013) Retrieved 2015, from research technology: http://www.mbaofficial.com/mbacourses/research-methodology/features-advantages-and-disadvantages-of-observation/ (2013) Measuring customer satisfaction In Marketing intelligence (p 136) London: BPP learning media onlinecourses (2013) Retrieved 2015, from https://onlinecourses.science.psu.edu/stat100/node/18 (2013) Semantic differential scale In Marketing intelligence and planning (pp 115-116) London: BPP learning media snapsurveys (2013) Retrieved 2015, from http://www.snapsurveys.com/blog/advantagesdisadvantages-surveys/ TỔNG CỤC THỐNG KÊ (2015) Retrieved 2015, from https://www.gso.gov.vn/Default.aspx?tabid=217 Trung, P V (2015) Information of Ress Pub (H H Minh, Interviewer)