Assignment 3 Marketing Intelligence FPT Greenwich

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Marketing Intelligence

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Assignment 3

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Ha Hung Minh

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1. (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. (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.

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 2 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 do in a short time (1 week)

Budget

1 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 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
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 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


Very dissatisfied



Dissatisfied



Normal



Satisfied



Very satisfied


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
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 sao (theo theories) All of services will be clear in Section 2.
3. Level important of each service *
You choose follow score 1 to 6 (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?


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
Outdoor
Bar

Dissatisfied

Normal

Satisfied

Very
satisfied

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

Bar
Game room
2nd floor
3rd floor

7. Satisfaction with temperature of Ress Pub
Very
dissatisfied

Dissatisfied

Outdoor
Bar
Game room
2nd floor
3rd floor

8. Satisfaction with design of Ress Pub

Normal

Satisfied

Very
satisfied




Very dissatisfied



Dissatisfied



Normal



Satisfied



Very satisfied



9. Satisfaction with color of Ress Pub


Very dissatisfied



Dissatisfied



Normal



Satisfied



Very satisfied

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
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

Dissatisfied

Normal

Satisfied

Very
satisfied


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
Information about
promotions
Communication via social
networks (Facebook,
Instagram)
Feedback via social
networks (Facebook,
Instagram)
Signboard

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
Frequency organize Events
Lady Night Event
Free BBQ Event
Happy hours

Dissatisfied

Normal

Satisfied

Very
satisfied


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
customers’ feedback
Incentives for loyal
customers

This is a question about the location of Ress pub, Ress pub's location has created facilitate for the
movement of customers.

16. Satisfaction with location of Ress Pub


Very dissatisfied



Dissatisfied



Normal



Satisfied



Very satisfied

Last but not least, here is question to assess the level of customer’s satisfaction with the toilet of Ress
pub
17. Satisfaction with Toilet of Ress Pub




Very dissatisfied



Dissatisfied



Normal



Satisfied



Very satisfied

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.
18. Gender *
o

Male

o

Female

o

LGBT

o

Below 18

o

18 - 24 years old

o

25 - 30 years old

o

Above 30 years old

19. Age *

20. Affordability for an outing*
o

Below 50.000 VND

o

50.000 - 100.000 VND

o

100.000 - 200.000 VND


o

Above 200.000 VND

21. Distance from home to Ress pub *
o

Below 2 km

o

2 - 5 km

o

Above 5 km

22. Frequencies go to Ress Pub per week
o

1-2

o

3-5

o

Above 5

23. Purpose when you come to Ress Pub *
o

Enjoy Event

o

Enjoy music

o

Enjoy drinks and foods

o

Relax

o

Meet friend

o

Other:

The last question of the survey was a question of customer’s comments; customers will write the
comments to the pub in the blanks

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.

General Question

Satisfaction when come to Ress
Pub
45

50
40
30
20
10
0

35

10

Very
dissatisfied

Mean

Dissatisfied

10

Normal

Satisfied

Very satisfied

3.56

Standard
Error

0.082045

Median

4

Mode

4

In this question, Mean is 3.56 ranged between satisfied and normal, the overall score is quite good.


Mean of each service
5

4.65

4.5

4.22

4.3

4.22

4

3.6

3.5

3.25

3
2.5

2.1

Mean

2
1.5

1.5
1
0.5

0
Staffs

Spaces

Drinks

Foods

Music

Respones to Promotions Customer
customer
support


In figure 1.2, foods were the worst service (Mean = 1.5). Next is the issue of staffs (Mean = 2.1). In 2nd
section will have further studies and details to know the reasons why customers made that evaluate.
Besides, generally remaining services were rated quite good, especially the promotions (4.65).
`Customer satisfaction on customer support service in the middle of very satisfied and satisfied (mean
= 4.3). This is an advantage to build the relationship with customers. Drinks and music have the same
response (Mean = 4.22). However, there will be a number of detail criteria in the service were rated no
higher compared with the overall assessment of service. Evaluate question will help author clarify the
elements that customers dissatisfied to have most appropriate changes.

Evaluate Question
Staffs

Mean of Staffs
2.5

2.3
2

2

1.8

1.5
Mean of Staffs

1

0.5
0
Service attitude

Speed for catering The consultancy
ability of staffs

According that table above, the majority of responses are dissatisfied with staffs in all the above
criteria. It can be seen, most customers felt dissatisfied of the consultancy possibility of staffs (Mean
=1.8), then the service attitude (Mean= 2). This also matches with the manager of Ress pub has seen;
he has received a lot of bad feedback about staffs (Trung, 2015).
Mean average =2

Spaces


Decorated furniture

Mean of Decorated furniture
3.9

3.8

3.8
3.7
3.6
3.5
3.4

3.4

3.35

3.3

3.3

3.3

Mean of Decorated
furniture

3.2
3.1
3
Outside

Bar

Game
room

2nd floor 3rd floor

Decorated furniture in the bar is highest score (mean=3.8). 2 nd floor and 3rd floor are lowest score
(mean=3.3)
Mean average =3.43

Light

Mean of Lighting
4

3.7

3.3

3.5

3.1

3
2.5

2.2

2.1

2
Mean of Lighting

1.5
1

0.5
0
Outside

Bar

Game
room

2nd floor 3rd floor


Outside have highest score (mean=3.7) and Bar have lowest score (mean = 2.1)
Mean average =2.88
Temperature

Mean of Temperature
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

4.7
4.1

Outside

2

1.9

Bar

Game
room

4

Mean of Temperature

2nd floor 3rd floor

Outside have highest score (mean=4.7) and Game room have lowest score (mean = 1.9)
Mean average =3.34

Overall analyze of space service about each area in Ress pub
-

Outside: In the current time, the outdoor furniture layout is acceptable (mean=3.35). The
manager of Ress pub has designed lighting for outdoor area is quite good (mean=3.7). When to
Ress pub, customers have felt the warm glow of the yellow light bulbs in outdoor areas. This
brings to the customer comfortable feeling. Moreover, because Ress pub close to West Lake so
temperature in the outdoor area is perfect (Mean=4.7).

-

Bar: The layout furniture in the bar area is quite good (Mean=3.8). However, temperature

(mean=2) and light (mean=2.1) is rated very poorly.

-

Game room: game room has the layout (mean = 3.4) and lighting (mean =3.3) was acceptable.
However, temperature in the game room also has bad evaluation (mean=1.9).


-

2nd floor and 3rd floor: 2nd and 3rd floor have furniture layout is quite similar (mean=3.3).
Lighting of floors 2 was good (mean =3.1) but lighting of floors 3 (mean = 2.2) was rated worse
(perhaps customers feel quite dark).

Design
70

60

60
50
40
30

20

20

Design

20
10

0

0
Very
Dissatisfied
dissatisfied

Mean
Standard Error

Normal

Satisfied

Very
satisfied

4
0.070353

Median

4

Mode

4

Standard
Deviation

0.703526

Sample Variance

0.494949

The current design of Ress pub is quite good (mean =4); Ress pub should add some details to create
accents with customers. Design must be unique and interesting be able create satisfied.


Color
60
50
50

40
40
30
Color

20
10
10

0
0

Very
dissatisfied

Mean
Standard Error

Dissatisfied

Normal

Satisfied

Very satisfied

2.7
0.064354

Median

3

Mode

3

Standard
Deviation

0.643538

Sample Variance

0.414141

At present, the main colors of Ress pub are black and gray. Based on the evaluation results of customer
satisfaction, the dominant color is not made satisfaction (mean=2.7). Management should add bright
colors; bright colors can be used to draw textures to create focal points or can paint a wall with bright
colors (red or orange). Winter is coming, so the bright colors (red or orange) will brings warmth and
intimacy.

Overall mean average =3.27
Drinks