Business Decision Making Assignment 2

The impact of 5 Marketing Philosophies Management on Q-Soft’s Gold-Island Game
based on customers’ perception

Transmitted to: Q-SOFT

Prepared for:
Mr. Jubred Ada Peñano (Lecturer)
Unit 6: Business Decision Making
Banking Academy, Hanoi
BTEC HND in Business (Finance)

Prepared by: Maple Group
Vương Thị Quỳnh Anh - Lynn
Ngô Thị Huyền Trang - Jess
Nguyễn Phương Thảo - Key
Nguyễn Thị Kiều Anh - Snow

Submitted: 25/04/2013
1


TABLE OF CONTENTS

EXECUTIVE SUMMARY
In this article we study about 5 philosophy based on marketing activities of Q-Soft namely
Island Gold game, so that we can know the strengths and weaknesses of product (Gold Island
game) need to be improved in order to satisfy consumers such as reasonable prices, quality
products, have attractive promotion programs, product were sales in location convenient for
buying and delivery. Based on that, there will Q-Soft strategies to attract customers bring
more profit for the business. First, in the Introduction shows an overall background of the
research including information about Gold Island is one game of Q-Soft. In the main body we

talk about Research objective and plan for collecting primary and secondary data to know
what customer need and want of Q-Soft's products and services, survey methodology and
sampling method used in the project. After that, we talk about questionnaire to know the
satisfaction level of customers on products and services Q-Soft. The third is the results of the
research and conclusions including table, chart, calculation and interpretation. At last is
recommendation for Q-Soft and Gold Island to develop more. In conclusion, we are
summarizing and analysis opinions about Gold Island and Q-Soft to be able to give the reader
an overview and comprehensive

2


INTRODUCTION
Founded in 2005, Q-Soft Vietnam quickly defines its stand as one of the leading Software
Development and Website Design Company in Vietnam. Our experience, expertise, bestequipped facility, professional management and commitment have been bringing our
customers utmost satisfaction and in return rewarded us with rapid and sustainable growths
over the past 5 years. Being based in Hanoi Vietnam, Q-Soft Vietnam successfully thrives in
a growing and competitive hi-tech market as a top ranked software development company,
software outsourcing service provider, and cost-effective website design firm. Q-Soft
Vietnam provides you with premium and comprehensive solutions in Offshore Outsourcing
Development Service, Software Development, Custom Website Design, Ecommerce Website
Design and Mobile Application Development. We are a CMMi Maturity Level 3 certified,
ISO 9001:2008 certified, and heading for ISMS ISO27001 in 2014.Apart from the recognized
quality services, Q-Soft Vietnam has always been the first choice for customers of needs in
terms of prices. The Vietnamese professional software offshore outsourcing company is
committed to provide international standard services for its customers at affordable rates.
Moreover, Q-Soft also produce many high quality game products, Gold Island is one of this,
it is considered one of the best games on the app store for iPhone and iPad was described:
Your job to collect as much gold, diamonds, pearls and come out with the most amount of
money you can. Gold-Island game features: Includes 18 levels (will support new levels),

addictive and simple game play, cool graphics and sounds, background music, auto save
game when phone rings, free lifetime updates (qsoftvietnam, n.d.)
3


This article aims to find the needs of our customers about products and services Q-Soft. This
article uses information on the many different communication media and actual data were
collected from small survey for consumers then is calculated and careful statistics.

4


A. PREPARATION FOR THE RESEARCH
I. RESEARCH OBJECTIVES AND PLAN
1. Research objective

The research title is “The impact of Five Marketing Management Philosophies on QSoft’s “Gold Island” base on its customers”; it belongs to the Marketing Area. The
research has five main factors of title: Production concept, product concept, selling
concept, marketing concept and societal marketing concept.
The objective we set below is based on five factors:
• To determine which philosophies is preferred by its customer
• To discover which philosophies can bring more benefits for Q-Soft
• To evaluate advantages and disadvantages of each philosophies on Q-Soft’s Gold
Island
2. Research plan

To complete the research, we use two types of data is primary data and secondary data
and we have to make plans of collecting these data.

•

Plan of collecting primary data
Activity

Location

Membe
rs
All
1st Meeting: Making research Paris Gateaux, Thai Ha, Ha 09/03/201
member
title
Noi
3
s
Contacting to Mr Tran
22 Tran Thai Tong,
TrungKien director of Q-soft
11/03/201 Lynn,
DichVong, CauGiay, Ha
for her permission of the
3
Jess
Noi
research on the company

5

Date

All
2nd
Meeting:Making Paris Gateaux, Thai Ha, Ha 20/03/201
member
questionnaire
Noi
3
s
Asking lecturer for checking Banking Academy 12 Chua
the questions
Boc, Ha Noi
Doing survey with 25
customers

Vincom Shopping Mall,
191 Ba Trieu, Ha Noi

Doing survey
customers

with

Doing survey
customers

with

Doing survey
customers

with

21/03/201
All
3–
member
4/04/2013
s
6/04/2013

The Garden Shopping
Center,
The
Manor 7/04/2013
Urban, Me Tri, Ha Noi
National
Economic
25
University,
207 9/04/2013
GiaiPhong, Ha Noi
Banking Academy, 12
25
12/04/201
Chua Boc, Ha Noi
3
25

Collecting data from survey

At home

13/04/201
3

Table 1.1: Plan of collecting primary data

6

All
member
s
All
member
s
All
member
s
All
member
s
All
member
s


Chart 1.1: The Gantt chart for action plan for primary data of Maple Group
•

Plan of collecting secondary data
Activity
Individual working, Searching information
about area and topic, using internet, book,
articles, etc
Searching information about Gold Island
and Q-soft by access Q-soft home page.
Online meeting via Skype to share and
discuss the information.
Each member makes an own report of what
they have found
Each member submit to leader their own
report

Location

Date

Members

At home

7/04/2013 –
11/04/2013

All
members

At home

12/04/2013

At home
At home

14/04/2013

At home

15/04/2013

Table 1.2: Plan of collecting secondary data

7

13/03/2013

All
member
All
members
All
member
All
member


Chart 1.2: The Gantt chart for action plan for secondary data of Maple Group

II. RESEARCH METHODOLOGY AND SAMPLING METHOD

1. Research methodology

There are two types of collecting data: interview and questionnaire. In the research about
Q-Soft Company, we use questionnaire to collect data from respondents.
In this research, we use questionnaire is survey methodology that is used to collect data
from respondents. Our questionnaire consist 20 multiple choice questions with clear
answers that helps respondents take less time to complete. Respondents will tick in the
answer that suitable with what they think about company and product.
The questionnaire has two type of question: closed question and opened question. With
closed questions, respondents must choose one of answers below question. In the
contrast, with opened questions, respondents can give answer that different with answer
that we gave below questions. To help respondents complete our questionnaire more
convenience, we use mainly closed question to make questionnaire in my survey.

8


2. Sampling method
•

Type of research

There are two types of research design: quantitative research and qualitative research.
Quantitative research is the use of sampling techniques (such as consumer surveys) whose
findings may be expressed numerically, and are amenable to mathematical manipulation
enabling the researcher to estimate future events or quantities (BusinessDictionary, n.d.).
Qualitative research is by definition exploratory, and it is used when we don’t know what
to expect, to define the problem or develop an approach to the problem. Common data
collection methods used in qualitative research are focus groups, triads, dyads, in-depth
interviews,

uninterrupted

observation,

bulletin

boards,

and

ethnographic

participation/observation (Mora, 2010). In this research, we used quantitative research
design to make research about Q-Soft Company.
•

Random sampling

Random sampling is sampling method in which all members of a group (population or
universe) have an equal and independent chance of being selected (BusinessDictionary,
n.d.). In this research, we choose respondent randomly and many of them are people who
play Gold-Island game of Q-Soft Company. We decide conduct survey in four main place
where have many people. Four places are:
•
•
•
•

Vincom Shopping Mall, 191 Ba Trieu, Ha Noi – 25 respondents

The Garden Shopping Center, The Manor Urban, Me Tri, Ha Noi – 25 respondents
National Economic University, 207 GiaiPhong, Ha Noi – 25 respondents
Banking Academy, 12 Chua Boc, Ha Noi – 25 respondents

In each place, we choose respondents randomly from customers or employees of Vincom
Shopping Mall, The Garden Shopping Center, National Economic University, Banking
Academy, to conduct survey about Gold-Island game of Q-Soft Company.
In this research, we selected small sample size with 100 respondents. We choose 100
respondents because of many reasons such as lack of time to make questionnaire for larger
sample size. Another reason is we do not have enough money to do survey and make
questionnaire with more than 100 respondents. In addition, choosing 100 respondents help
researcher easy to calculation from result of question in questionnaire.

9


III. DESIGN QUESTIONNAIRE AND EXPLAINATION
1. Questionnaire layout

Our group use questionnaire as a survey method for this research. After having the
acceptance of the manager of Q-Soft Vietnam, we started to conduct the research towards
the customers, who playing and have ever playing Gold-Island Game of Q-Soft
Company. The questionnaire will be directly given to respondents and the objectives of
this survey will also be explained for them to understand and support researchers. The
questionnaire is designed on one A4 page including 20 questions divided into 2 main
parts.
•

Part I (from question 1 to question 5): Profile of customers, including genders,

•

age, occupation, civil status, and income monthly.
Part II (from 6 to question 20): Evaluation of the impact of 5 Marketing
Management Philosophies based on 5 factors: production, product, selling,
marketing, and social marketing.

This layout is very logical, and all questions are very clear so it is very easy for
respondents to support and answer it. The most important thing is to help researchers
easily in collecting and analyzing the results.
2. Response format

From question 1 to question 5 is questions about customer’s profile. It helps researchers
identify demographic information of respondents who playing and have ever playing
Gold-Island Game of Q-Soft Vietnam. In simple words, it is personal information such as
gender, age, occupation, civil status, monthly income help the researchers understand
more respondents to easily assess awareness and behavior of respondents based on their
demographic matters.
About the age, we have four responses: less than 21, from 21 to 30, from 31 to 40, from
41 to 50 and more than 50. In term of civil status, we have three responses which are
single, married, and divorced/Separated, and for question about occupation, we have five
choices including student, worker, office staff, business and others jobs. About monthly
income, we have five responses are nothing, under 2 million VND, from 2 - 5 million
VND, from 5 - 10 million VND and over 10 million VND.
From question 6 to question 20 are the questions about topic research: “The impact of
Five Marketing Management Philosophies on Q-Soft’s “Gold Island” based on
customers’ perceptions”.
10

With all 15 research questions, we apply multiple choices for question 6, 7, 12, 19 and
likert scale for the remaining questions. For example, for question about assessment about
effectiveness of Q-Soft’s official website, we apply likert scale to express 5 levels of
evaluation, including strong disagree (0-2), disagree (2-4), neutral (4-6), agree (6-8), and
strong agree (8-10). For question about the number of times respondents play Gold-Island
in a week, apply multiple choices methods we have 4 choices including less than 2 times,
3-4 times, 5-9 times, and more than 10 times.
3. Reason for each question in survey

Questionnaire

Reasons

1. 1. What is your gender?
□

Male

□

Female

- The question about gender helps
researcher in collecting and calculating data.

2. 2. How old are you?
□

Less than 21

□

From 21 to 30

□

From 31 to 40

□

From 41 to 50

□

More than 50

- Dividing respondents into different age
groups for understanding their awareness,
hobbies, and demands because different age
has different demands.

3. 3. What is your civil status?
□

Single

□

Married

□

Divorced/ Separated

- In order to identify whether which civil
status respondents have demands for
playing game much more.

4. 4. What do you do?
□

Student

□

Worker

□

Office staff

□

Business

- Assessment job of customers is to identify
their awareness because there is different
work because the same age, different jobs
have different thinking.

11


□

Other jobs

5. 5. What is your monthly income?
□

Nothing

□

Under 2 million VND

□

From 2 - 5 million VND

□

From 5 - 10 million VND

□

Over 10 million VND

- In order to know monthly customer’s
income

- Evaluating the living standard of customer

6. 6. How do you know about Gold -Island of Q-

Soft Vietnam? (Marketing)
□ Internet
□ Television
□ Social network (facebook, twitter…)
□ Newspaper
□ Friends
□ Leaflet

- To know which kinds of channel
customers approach Gold-Island Game the
most and least
- Assessing effectiveness of Q-Soft’s
advertising marketing strategies as well.

7. How often do you play Gold-Island Game in - Aim to know the number of times
a week? (Production)
customers play game in a week
□

Less than 2 times

□

3-5 times

□

5-9 times

□

More than 10 times

- To know level of game’s attraction to
customer

12


8. Does Q-Soft Company update the latest - Evaluating the level of company’s interest
version of Gold Island? (Production)
in their product improvement though the
number of times the company update latest
□ Never (0-2)
version.
□

Rarely (2-4)

□

Sometimes (4-6)

□

Frequently (6-8)

□

Regularly (8-10)

9. How do you assess the price of Gold-Island - This question intends to express the
evaluation of respondent about the price of
Game? (Selling)
product
□

Very high (8-10)

□

High (6-8)

□

Acceptable (4-6)

□

Low (2-4)

□

Very low (0-2)

10. What do you think about the quality of - To find out the assessment of customers

Gold-Island Game? (Product)
about the quality of product.
□

Very low quality (0-2)

□

Low quality (2-4)

□

Acceptable (4-6)

□

High quality (6-8)

□

Very high quality (8-10)

- To know level of customer’s satisfaction
in company pricing strategy

7. 11. The diversity in Gold-Island design in

comparison with others games? (Product)
□

Very similar (0-2)

□

Similar (2-4)

□

So so (4-6)

13

- Diversity of product in design comparison
with others games is assessed through this
question.


□

Diversed (6-8)

□

Very diversed (8-10)

8. 12. What is the strong point of Gold-Island

Game compared to other game? (Product)
□

Color

□

Function

□

Design

□

Quality

□

Sound

□

Others

- To know the strong point of Gold-Island
Game compared to other game

13. What do you think about payment services
in Gold-Island Game of Q-Soft? (Selling)
□ Very inconvenient (0-2)
□ Inconvenient (2-4)
□ Normal (4-6)

□ Convenient (6-8)
□ Very convenient (8-10)

14. How do you feel about attitude of
employees and salesman of Q-Soft when selling
Gold-Island Game? (Selling)
□ Extremely friendly (8-10)
□ Friendly (6-8)
□ Normal (4-6)
□ Unfriendly (2-4)
□ Extremely unfriendly (0-2)

15. How do you assess employees’
professionalism in dealing with customers?
(Selling)
□ Extremely professional (8-10)
□ Professional (6-8)
□ Satisfactory (4-6)
□ Unprofessional (2-4)

- To measure the satisfaction of customers
about level of convenience of payment
services.

- To help Q-Soft know exactly assessment
of customers about attitude of their
employees to improve it
- Know level of customer’s satisfaction of
customers toward the behavior of
company’s employees

- Evaluation of respondents about
employees’ professionalism in dealing with
customers
- Know level of customer’s satisfaction

14


Extremely unprofessional (0-2)
16. Does the hotline work effectively?
(Marketing)
□ Very ineffectively (0-2)
□ Ineffectively (2-4)
□ Normal (4-6)
□ Effectively (6-8)
□ Very effectively (8-10)
17. Q-Soft’s official website provides a lot of
useful information about Gold-Island Game?
(Marketing)
□ Strong disagree (0-2)
□ Disagree (2-4)
□ Neutral (4-6)
□ Agree (6-8)
□ Strong agree (8-10)
□

- Assessing the effectiveness of hotline to
give suggestion for company about ways to
develop hotline system.

- Help researchers assess the effectiveness
of Q-Soft’s official website in providing
information about product to customers

18. How do you think about the promotion - Investigate customers’ evaluation about
campaign of Q-Soft for Gold-Island Game? level of effectiveness of promotion
(Marketing)
campaign such as gifts, sales, discount…
□

Very ineffective (0-2)

□

Ineffective (2-4)

□

So so (4-6)

□

Effective (6-8)

□

Very effective (8-10)

19. What is the social activity of Q-Soft based

on its profits? (Societal marketing)
□ Scholarship

- Evaluating the levels of Q-Soft’s
contribution to the society based on
customers’ perceptions.
- Assessing interest of customer on
company’s social activity

□ Charity
□ Donate for social organization
□ Build houses for homeless

(You can choose more than 1 answer)
20. What do think about charity activity of Q- - In order to know how many customers
Soft? (Societal marketing)
care about charity activities of the company.
□

I don’t care (0-2)

□

Never heard it (2-4)

- Assessment about the quality of this
activity

15

□

Normal (4-6)

□

Good (6-8)

□

Very good (8-10)

4. Method of data analysis
1. Range

Range = xmax - xmin
2. Arithmetic mean

Mean
3. Mean Deviation

Mean Deviation
4. Median

Me =
Me = XMe (Min) + hMe
5. Mode

Mo = XMo (Min) + hMo

6. Varian

Varian =

7. Standard Deviation

Standard Deviation =
8. Coefficient of variation

Coefficient of variation =
9. Quartiles

Manual Computation:
•

Q1 =
16


Q1 = X Me (min) + h Me
• Q2 = Median
•

Q3 =
Q3 = X Me (min) + h Me

10. Percentiles

Applying the formula:
PN = X N (min) + hN

PN =
11. Correlation

r=

B. RESEARCH FINDINGS
1. Table, Chart, Calculation, Interpretation
Question 1: Gender of respondents
a. Table

Gender

Male

Female

Total

Number of respondents

44

56

100

Percentage

44%

56%

100%

Table 1: Gender of respondents
b. Chart

Chart 1: Gender of respondents
c. Calculations

17


d. Interpretation

As can be seen on the chart above, the percentage of male is 44 while that of female is 56;
the proportion of female is more than male. It can be said that female is more interested
Gold-Island Game more than the male.

Question 2: Age of respondents
a. Table

Age
Number of respondents
Percentage

< 21
35
35%

21-30
46
46%

31-40
9
9%

41-50
8
8%

>50
2
2%

Table 2: Age of respondents
b. Chart

Chart 2: Age of respondents
c. Calculations

d. Interpretation

The pie chart above shows that almost all customers of Gold-Island Game are under 21
years old, accounted for 35%, and from 21 to 35 years old, marked 46%. While, the
18


group of customer aged 31-40, 41-50 and > 50 only accounted for 9%, 8% and 2%. It

means that Gold-Island Game attracts more youth people more than others.

Question 3: Civil status of respondents
a. Table

Civil status
Number of
respondents
Percentage

Single

Married

Divorced/Separat
ed

56

41

3

56%

41%

3%

Table 3: Civil status of respondents

b. Chart
Chart 3: Civil status of respondents
c. Calculations

d. Interpretation

It can be seen that percentage of single respondents which accounted for 56% is higher
than percentage of married respondents, marked 41% and divorced respondent only are
3%. It proved that almost customers of Gold-Island are single.

Question 4: Customer occupation
a. Table

Occupation

Student

Worker

Office staff
19

Busines

Other jobs


s
Number of
respondent

s
Percentage

42

7

23

10

18

42%

7%

23%

10%

18%

Table 4: Customers’ Occupation
b. Chart

Chart 4: Customer’s occupation
c. Calculations

d. Interpretation

The pie chart above illustrated the occupation of respondents. There was few worker play
Gold Island with 7% of respondent. However, Gold Island is quite interested for much
occupation such as student, official staff and business with 42%, 23% and 10%
respectively.

Question 5: Customer’s monthly income
a. Table

Income
Number of
respondents
Percentage

Nothing

< 2 million
VND

2-5 million
VND

5-10 million
VND

> 10 million
VND

42

10

39

7

2

42%

10%
39%
7%
Table 5: Customers’ monthly income

2%

b. Chart
Chart 5: Customers’ monthly income
c. Calculations

P (Nothing) = x 100% = 42%

P (< 2 million VND) = x 100% = 10%

20


P (2-5 million VND) = x 100% = 39%

P (5-10 million VND) = x 100% = 7%

P (> 10 million VND) = x 100% = 2%
d. Interpretation

This question mentioned about the income of customer. We can be seen in the chart, the
main customers are who do not have income with 42%, after that is the customers who
have income from 2-5 million VND with 39%, < 2 million VND with 10%, 5-10 million
VND with 7% and > 10 million VND with 2%.

Question 6: The way customer know about Gold Island of Q-soft Vietnam
a. Table

Number of
respondents
Percentage

Internet

Televisio
n

Social
network

Newspaper

Friends

Leaflet

48

0

25

5

19

3

48%

0%

23%

5%

19%

3%

Table 6: the way customer know about Gold Island of Q-soft Vietnam
b. Chart

Chart 6: the way customer know about Gold Island of Q-soft Vietnam
c. Calculations

P (Internet) = x 100% = 48%

P (Television) = x 100% = 0%

P (Social network) = x 100% = 25%

P (Newspaper) = x 100% = 5%

P (Friends) = x 100% = 19%

P (Leaflet) = x 100% = 3%

d. Interpretation

This question mentioned about the way customer knows about Gold Island of Q-soft
Vietnam. We can be seen in the chart, the main way customers know about Gold Island of
Q-soft is Internet with 48%, after that is social network with 25%.

Question 7: The frequency of customers playing Gold Island per week
21


a. Table

< 2 times 3-5 times
Number of
respondents
Percentage

5-9 times

> 10 times

35

40

19

6

35%

40%

19%

6%

Table 7: The frequency of customers playing Gold Island per week
b. Chart

Chart 7: The frequency of customers playing Gold Island per week
c. Calculations

P (3-5 times) = x 100% = 40%

P (5-9 times) = x 100% = 19%

P (< 2 times) = x 100% = 35%

P (> 10 times) = x 100% = 6%

d. Interpretation

The chart illustrated the frequency of customers playing Gold Island per week. As we can
see 40% of respondent play Gold Island 3-5 times per week and 35% respondent play
Gold Island < 2 times per week. 19% respondent play 5-9 times and 6% respondent play
> 10 times per week.

Question 8: The assessment about the latest version updating of Gold Island
a. Table

Never (0 -2)
Rarely (2-4)
Sometimes (4-6)
Frequently (6-8)
Regularly (8–10)
Total

Mid-point
(x)
1
3
5
7
9

Frequency

(f)
3
6
42
31
18
100

Cumulative
frequency
3
9
51
82
100

f(x)

∑

3
18
210
217
162
f (x)
= 610

Table 8: The assessment about the latest version updating of Gold Island
b. Chart:

22


Chart 8: The assessment about the latest version updating of Gold Island
c. Calculations

Mean = 6.1 (score)
d. Interpretation

Based on the data gathered, the assessment about the assessment about the latest version
updating had a mean score of 6.1, interpreted as "High quality” in the Likert scale.

23


Question 9: The assessment about the price of Gold-Island Game
a. Table

Value Midpoint Frequency Cumulative
(x)
(f)
frequency
0-2
1
2
2
2-4
3
11

13
4-6
5
45
58
6-8
7
19
77
8-10
9
23
100
=100

f(x)

|x - |

f(|x - |)

2
33
225
133
207
∑ f (x)

5
3

1
1
3

10
33
45
19
69

= 600
b. Chart

Chart 9: The assessment about the price of Gold-Island Game
c. Calculation:
1. Range

Range =
2. Arithmetic mean

Mean = 6 (score)
3. Mean Deviation

Mean Deviation= = 1.76

4. Median

Me = = = 50.5th
According to table above, Me belongs to group

Median = XMe (Min) + h Me
= 4 + 2 × = 5.64
5. Mode
24

f(|x -|)2

25
50
9
99
1
45
1
19
9
207
x
x
x
x
∑|x- |= ∑f (|x- |)= ∑(x- )²= ∑f (|x- |)²=
13
176
45
420

Table 9: The assessment about the price of Gold-Island Game

Apply the formula:

|x - |2


Mode belongs to range 4-6
Mo = XMo (Min) + hMo
= 4 + 2 = 5.07
6. Variance

Varian = = = 4.2
7. Standard Deviation

Standard Deviation = = = 2.0493
8. Coefficient of variation

Coefficient of variation= = = 0.3415
Express as a percentage = 34.15%
9. Quartiles

Manual Computation:
•

Q1= 25.25th
According to table above, Q1 is in the range
There is = 25 items below Q1
Applying the formula:
Q1 = X Me (min) + h Me
= 4 + 2 = 4.533

• Q2 = Median = 5.64

Q2 is in the range.
•

Q3 = = 75.75th
So Q3 is in the range
There is 100 x = 75 items below Q3
Applying the formula:
Q3= XMe (Min) + hMe= 6 + 2= 7.78

10. Percentiles
25