Max Interactive Radio
408-001 (Draft 3)
August 29, 2001
MAX RADIO WEB SITE SURVEY
-- 6 Station Pop-Ups on Homepage Exit -MAX RADIO WEB SITE SURVEY [THIS TITLE ON ALL PAGES]
[ALL DIRECTIONS IN BRACKETS [ ] AND CAPITAL LETTERS ARE PROGRAMMING AND LOGIC
INSTRUCTIONS. THESE WILL NOT BE VISIBLE TO SURVEY RESPONDENTS]
[ENTRY FROM POP_UP LINK ON EACH SITES HOME PAGE.
TERMINATE:
S1 = 1, 2, 3, or 4
S2 = 1
S3 = 1
S4 = 1
S5 = 1 or 10
QUOTAS:
500
NO AUTO SHUT-OFF, CLIENT WILL REMOVE EACH POP-UP UPON OUR NOTIFICATION.
MODALIS WILL MONITOR RESPONSES BY SOURCE PAGE. FORCE ALL RESPONSES,
EXCEPT WHERE NOTED]
Shaping the Future of Max Radio Interactive
Welcome to the Max Radio Interactive Web Site Survey. We invite you to participate in this survey
that will help us provide Max Radio Interactive members with the services and features they want from
this Web site.
If you qualify for and complete this survey, we’ll enter your name into a drawing to win one of the
following prizes:
*One Digital Camera valued at $300!
*One of 12 Amazon.com gift certificates worth $25 each!
This survey is being conducted by Boyd Research, a market research firm that specializes in Webbased research on behalf of Max Radio Interactive. This survey is easy to complete and should take
no more than 10 minutes of your time. Simply follow the instructions on the screen.
All Information Will Remain Confidential
Your answers will be kept strictly confidential. Your name will not be given, sold, or traded to anyone,
and no information about you will be released to anyone. Your answers will be combined with
hundreds screen.
How to Complete the Survey
To record your responses, either type your answer in the space provided or select/click on the box
(using your mouse) that corresponds to your answer choice. When the answer choices have a box
next to them, you may “check” all that apply. When the answer choices have round buttons next to
them, you will only be able to select one answer. Other questions require you to type a number or a
screen.
Whom to Contact with Questions
Max Radio Interactive has contracted with Boyd Research Technologies, an independent market
research firm that specializes in this type of research, to conduct this study. If at any point you have
questions about the survey, please contact the Project Director, XXX, at Boyd Research. XXX’s email
address.
----------------------------------------------------------SCREEN BREAK---------------------------------------------
Boyd Research
Page 1 of 17
Max Interactive Radio
408-001 (Draft 3)
August 29, 2001
SCREENING
S1
Are you, or is any member of your household employed by any of the following?
Please select all that apply. [CHECK BOXES]
_1
_2
_3
_4
_5
Advertising or public relations agency ............. [Terminate, Disposition = 2]
Market research firm ........................................ [Terminate, Disposition = 2]
Computer or Internet company ......................... [Terminate, Disposition = 2]
A Radio Station ................................................. [Terminate, Disposition = 2]
None of the above
----------------------------------------------------------SCREEN BREAK--------------------------------------------S2 Removed – see appendix 1
----------------------------------------------------------SCREEN BREAK--------------------------------------------S3
Excluding reading and composing email, about how much time do you spend using the
Internet during a typical week?
Please select only one. [RADIO BUTTONS]
Less than 1 hour per week ..................................... [1; TERMINATE, DISPOSITION = 4]
1 to 2 hours ............................................................ [2]
3 to 4 hours ............................................................. [3]
5 to 6 hours ............................................................. [4]
7 to 8 hours ............................................................. [5]
9 hours or more ...................................................... [6]
----------------------------------------------------------SCREEN BREAK--------------------------------------------S4
About how much time do you spend listening to the radio during a typical week?
Please select only one. [RADIO BUTTONS]
Less than 1 hour per week ..................................... [1; TERMINATE, DISPOSITION = 5]
1 to 2 hours ............................................................ [2]
3 to 4 hours ............................................................. [3]
5 to 6 hours ............................................................. [4]
7 to 8 hours ............................................................. [5]
9 hours or more ...................................................... [6]
----------------------------------------------------------SCREEN BREAK---------------------------------------------
Boyd Research
Page 2 of 17
Max Interactive Radio
408-001 (Draft 3)
S5
August 29, 2001
What is your age?
Please select one. [RADIO BUTTONS; DO NOT FORCE]
Under 16............................................................................ [1; Terminate; Disposition = 6]
16-19 years old.................................................................. [2]
20-24 years old.................................................................. [3]
25-29 years old.................................................................. [4]
30-34 years old.................................................................. [5]
35- 39 years old ................................................................ [6]
40-44 years old.................................................................. [7]
45-49 years old.................................................................. [8]
50-54 years old.................................................................. [9]
55+ .................................................................................... [10; Terminate; Disposition = 6]
Refused ............................................................................. [11]
----------------------------------------------------------SCREEN BREAK---------------------------------------------
QUESTIONNAIRE
Q1
As far as you can recall, which of the following capabilities/information are available at the
radio station web site you just left?
Please select all that apply. [CHECK BOXES]
_1
_2
_3
_4
_5
_6
_7
_8
_9
_10
_11
_12
_13
_14
_15
_16
_17
A calendar of upcoming concerts and events
The ability to listen to the song currently playing on the station
Search for the song and/or artist of a recently played song
Station promotions and contests
Information about a CD or artist
Showtimes and locations for movies currently in theaters
Find something to do this week or weekend
The ability to request a song to be played on the radio
Information about local attractions
Reviews of movies currently playing in theaters
Reviews of new movies out on video
The ability to access station’s most recent news, traffic, and weather reports
The ability to buy the CD that’s currently playing on the radio
The ability to search for a movie by title or theater
The ability to search for a movie by keyword
The latest music news headlines
Read CD or concert reviews
----------------------------------------------------------SCREEN BREAK---------------------------------------------
Boyd Research
Page 3 of 17
Max Interactive Radio
408-001 (Draft 3)
Q2
August 29, 2001
What were your reasons for coming to this station’s web site today?
Please select all that apply. [CHECK BOXES]
_1
_2
_3
_4
_5
_6
_7
_8
_9
_10
_11
_12
_13
_14
_15
_16
_17
_18
To find the date or location of an upcoming concert
To find the name/artist of a song recently played
To find the name/artist of a song currently playing
To listen to the station’s live broadcast
To find out more about a song that played on the air recently
To check on the time/location of upcoming DJ remote broadcasts.
To find out about station promotions and contests
To find detailed information about a CD or artist
To find times and locations where current movies are playing
Just checking out the site to see what’s there.
To search/look for something to do this week/weekend
To request that a song be played on the radio
To get information about the station (e.g., corporate information, advertising information,
how to book a promotion, etc.)
To find tour dates for a specific artist
To access the station’s most recent news, traffic, or weather report
To download music
To read the latest music news
To find CD or concert reviews
----------------------------------------------------------SCREEN BREAK--------------------------------------------Q3
Removed – see appendix 1
----------------------------------------------------------SCREEN BREAK---------------------------------------------
Boyd Research
Page 4 of 17
Max Interactive Radio
408-001 (Draft 3)
August 29, 2001
Q4 .... On previous visits, how satisfied were you with the information you were provided
regarding …?
Please select one for each. [RADIO BUTTONS; SHOW VALUES]
1
Not at all
Satisfied
_1
_2
_3
_4
_5
_6
_7
_8
_9
_10
_11
_12
_13
_14
_15
_16
_17
_18
2
3
4
5
6
7
Strongly
Satisfied
8
This is my
first visit
Details about an upcoming concert (date, location)
The name/artist of a song recently played
The name/artist of a song currently playing
The web-enabled live broadcast
Information on the recently played song
The time/location of upcoming DJ remote broadcasts
Station promotions and contests
Information about a CD or artist
Times and locations where current movies are playing
The web site
Something to do this week/weekend
Your song request
Information about the station (e.g., corporate information, advertising information, how to
book a promotion, etc.)
List of tour dates for a specific artist
The station’s most recent news, traffic, or weather report
The music you downloaded
Top music news stories
Reviews of CDs or concerts
----------------------------------------------------------SCREEN BREAK--------------------------------------------Q5
Overall how satisfied are you with this web site?
Please select one for each. [RADIO BUTTONS]
1
Not at all
Satisfied
2
3
4
5
6
7
Strongly
Satisfied
[8]
Don’t
Know
----------------------------------------------------------SCREEN BREAK---------------------------------------------
Boyd Research
Page 5 of 17
Cox Interactive Radio
408-001 (Draft 3)
Q6
August 29, 2001
Which of the following screen formats do you prefer with regards to the location of the Navigation Bar?
[ALTERNATE ORDER OF BOTH RESPONSES AND GRAPHICS]
Please select only one. [Radio Buttons]
Strongly prefer A .......................................................................................................................................[1/4]
Somewhat prefer A....................................................................................................................................[2/3]
Somewhat prefer B....................................................................................................................................[3/2]
Strongly prefer B .......................................................................................................................................[4/1]
Technical problems/can’t see the screen shots ........................................................................................[5]
Format A[/B] — Vertical Navigation Bar (Image Q6_v.gif).
Method B[/A] — Horizontal Navigation Bar (Image Q6_h.gif)
[DO NOT SHRINK IMAGES]
---------------------------------------------------------------------SCREEN BREAK-------------------------------------------------------------
Modalis Research Technologies
Page 6 of 17
Cox Interactive Radio
408-001 (Draft 3)
Q7
August 29, 2001
How useful would it be to have each of the following capabilities available directly on the
homepage of a radio station’s web site?
Please select one for each. [RADIO BUTTONS; RANDOMIZE]
1
Not at all
Useful
_1
_2
_3
_4
_5
_6
_7
_8
_9
_10
_11
_12
_13
_14
2
3
4
5
6
7
Extremely
Useful
Search for information about a particular artist
Search for an event by keyword
Click on a date in a calendar to see what was going on that day.
Search for movies by keyword
Search for movies by zip code
Listen to the station’s live broadcast
Request a song
Listen to music broadcasts other than the station’s live on-air broadcast
Get the top music news headlines
Listen to best bits from the morning show
Download featured music
Search the entire site by keyword
Listen to the station’s most recent news, traffic, and weather report
Today’s weather forecast for your area
----------------------------------------------------------SCREEN BREAK--------------------------------------------Q8
The Event Calendar at the radio station web site you just left permits you to take a look at
upcoming events by clicking on a specific date on a calendar. When searching for events
taking place on a specific day, which calendar would you prefer to use?
Please select only one. [Radio Buttons; Alternate Order]
[1]
[30-day calendar
[Insert Q9_30day.gif]
Boyd Research
[2]
7-day calendar
[Insert Q9_7day.gif]
Page 7 of 17
Cox Interactive Radio
408-001 (Draft 3)
August 29, 2001
----------------------------------------------------------SCREEN BREAK--------------------------------------------Q9
When using an Event Calendar at a radio station web site, would you prefer 1) a calendar
that combines music and non-music related events or 2) separate calendars for music- and
non-music-related searches? Non-music events include things like community events,
family-oriented events, station on-location events, etc.
Please select only one. [Radio Buttons; Alternate]
A calendar that combines music and non-music related events .................[1]
Separate calendars for music- and non-music-related events ....................[2]
----------------------------------------------------------SCREEN BREAK--------------------------------------------Q10
Which search criteria do/would you find useful when searching for events on a radio station’s
web site?
Please rate each criteria. [RADIO BUTTONS; RANDOMIZE ORDER _1 through _6]
1
Not at all
Useful
_1
_2
_3
_4
_5
_6
2
3
4
5
6
7
Extremely
Useful
Keyword
Artist name
Specific date
Range of dates
Venue or location
Type or genre of event
----------------------------------------------------------SCREEN BREAK--------------------------------------------Q11
One of the search criteria for events at this station’s web site is the ability to search a range
of future dates for a specific event. If you were searching for a future event, how far into the
future would you want the search to look?
Please select only one. [Radio Buttons]
3 days ..........................................................................................................[1]
1 week .........................................................................................................[2]
2 weeks........................................................................................................[3]
1 month ........................................................................................................[4]
2 months ......................................................................................................[5]
All future dates .............................................................................................[6]
----------------------------------------------------------SCREEN BREAK---------------------------------------------
Boyd Research
Page 8 of 17
Cox Interactive Radio
408-001 (Draft 3)
Q12
August 29, 2001
When conducting searches at web sites, do you prefer to be able to conduct:
Please select only one. [Radio Buttons]
[1]
Global site searches from
a single search window
[Insert Q12_1.gif]
[2]
Searches from a single search
window where the scope may be
narrowed using multiple search options
[Insert Q12_2.gif]
[3]
Searches where there are separate
search windows for each
type of search
[Insert Q12_3.gif]
--------------------------------------------------------------------------------------- SCREEN BREAK------------------------------------------------------------------------
Boyd Research
Page 9 of 17
Max Interactive Radio
408-001 (Draft 3)
Q13
August 29, 2001
Which of the following formats would you prefer when viewing the results of a global search?
(Non-music events include things like community events, family-oriented events, station onlocation events, etc.)
Please select only one. [Radio Buttons]
With music- and non-music-related events combined in a single list ..........[1]
With separate lists for music-related and non-music related events ...........[2]
----------------------------------------------------------SCREEN BREAK--------------------------------------------Q14
Streaming audio of the station’s live broadcast is currently available from the station’s
homepage. In addition to the ability to listen on the web, what information would you find
useful about that live broadcast?
Please rate each option. [RADIO BUTTONS; RANDOMIZE ORDER _1 through _8]
1
Not at all
Useful
2
3
4
5
6
_1
The title of the song currently playing on the air
_2
The name of the artist currently playing on the air
_3
The name of the CD on which the song appears
_4
Image of the CD cover
_5
Detailed information about the artist
_6
Detailed information about the song
_7
Detailed information about the CD
_8
Link to purchase the CD on which the currently playing song appears
7
Extremely
Useful
-------------------------------------------------------SCREEN BREAK------------------------------------------Q15
It is also possible to get information about other songs that have been played recently on the
station. If you were searching for recently played songs, what criteria would you prefer to use
to specify the recently played songs?
Please select only one. [Radio Buttons]
By time period (e.g., all songs played within the last 30 minutes or
the last 3 hours) ....................................................................................[1]
By the number of songs (e.g., the last 5 songs or the last 20 songs
played) ..................................................................................................[2]
Either way is fine. ........................................................................................[3]
-------------------------------------------------------SCREEN BREAK-------------------------------------------
Boyd Research
Page 10 of 17
Max Interactive Radio
408-001 (Draft 3)
Q16
August 29, 2001
[SKIP IF Q15 = 2] When looking for the last songs played by time period, which time period
would be most useful?
Please select only one. [Radio Buttons]
All songs played in the last half hour ...........................................................[1]
All songs played in the previous hour ..........................................................[2]
All songs played in the previous 2 hours .....................................................[3]
-------------------------------------------------------SCREEN BREAK------------------------------------------Q17
[SKIP IF Q15 = 1] When looking for the last songs played by song list, how many songs
would you wish to view?
Please select only one. [Radio Buttons]
The last 5 songs ..........................................................................................[1]
The last 10 songs ........................................................................................[2]
The last 20 songs ........................................................................................[3]
-------------------------------------------------------SCREEN BREAK------------------------------------------Q18
A list of songs that have been played recently on the radio station is presented on the
station’s web site. In addition to the song’s title and artist, what other information would you
like to have available about each song?
Please rate each option. [RADIO BUTTONS; RANDOMIZE ORDER _1 through _11]
1
Not at all
Useful
_1
_2
_3
_4
_5
_6
_7
_8
_9
_10
_11
2
3
4
5
6
7
Extremely
Useful
Audio clips
Image of the CD cover
Detailed information about the artist
Artist tour schedule
Detailed information about the album
Song lyrics
Other CD Info (such as number of copies sold, current billboard rank)
Link to a site for easy purchase of the CD
Other CDs by same artist
Other artists who perform the song
Information on advertisers who aired commercials around the time the song was
played.
-------------------------------------------------------SCREEN BREAK------------------------------------------Q19
How useful would you find the following search methods when looking for information about a
song that had been played recently on the radio station?
Please rate each option. [RADIO BUTTONS; RANDOMIZE ORDER _1 through _3]
1
Not at all
Useful
_1
_2
_3
2
3
4
5
6
7
Extremely
Useful
By time song played
By artist
By song title
-------------------------------------------------------SCREEN BREAK-------------------------------------------
Boyd Research
Page 11 of 17
Max Interactive Radio
408-001 (Draft 3)
Q20
August 29, 2001
[Ask only if response to Q19_1 => 5] If you were looking for a song by the time it played,
how would you want the time range to be determined?”
Please select only one. [Radio Buttons]
By a specific hour (e.g. 2 o’clock hour) .......................................................[1]
By a predetermined range of hours (e.g., between 3 pm and 6 pm)...........[2]
By a time range that you select ..................................................................[3]
-------------------------------------------------------SCREEN BREAK------------------------------------------Q21
All of the following information is currently available on the radio station’s website. If you were
looking for ALL of these different types of information, in which of the following categories
would you expect to find them?
Local concert listings
Local community and family-oriented events
Local club listings
Searchable event calendar
Tour dates
Movie reviews
Searchable movie listings
Local sports schedules
Station on-location appearances
_1
_2
_3
_4
_5
_6
_7
Things to Do
Event Guide
Around Town
Going-out Guide
Out and About
Local scene
None of the above
-------------------------------------------------------SCREEN BREAK-------------------------------------------
Boyd Research
Page 12 of 17
Max Interactive Radio
408-001 (Draft 3)
August 29, 2001
DEMOGRAPHICS
The following questions are asked solely for statistical purposes.
D1
What is your gender?
Please select one. [RADIO BUTTONS; DO NOT FORCE]
Female .............................................................................. [1]
Male .................................................................................. [2]
Refused ............................................................................ [3]
-------------------------------------------------------SCREEN BREAK------------------------------------------D2a
For classification purposes, are you of Spanish or Hispanic origin?
Select one. [RADIO BUTTONS; DO NOT FORCE]
Yes .................................................................................... [1; Skip to D3]
No ................................................................................... [2]
Refused ............................................................................ [3]
D2b
So that we may represent all respondents fairly, what is your race?
Please select one. [RADIO BUTTONS; DO NOT FORCE]
White................................................................................. [1]
Black / African-American .................................................. [2]
Asian ................................................................................. [4]
Native American / American Indian .................................. [5]
Other ................................................................................. [6]
Refused ............................................................................ [7]
-------------------------------------------------------SCREEN BREAK------------------------------------------D3
From where do you access the Internet?
Please check all that apply:
_1
_2
_3
_4
_5
Boyd Research
From home
From work
From school
Other
Don’t know
Page 13 of 17
Max Interactive Radio
408-001 (Draft 3)
August 29, 2001
-------------------------------------------------------SCREEN BREAK------------------------------------------D4
At what speed/bandwidth are you currently connected to the Internet?
Select one.
28.8 K modem ................................................................. [1]
56 K modem ..................................................................... [2]
Cable modem ................................................................... [3]
DSL ................................................................................... [4]
T1 / T3 .............................................................................. [5]
Other / Don’t know ............................................................ [6]
-------------------------------------------------------SCREEN BREAK-------------------------------------------
Boyd Research
Page 14 of 17
Max Interactive Radio
408-001 (Draft 3)
D6
August 29, 2001
Which of the following genres of music do you listen to?
Please check all that apply
_1
Country
(artist examples: George Strait, Dixie Chicks, Tim McGraw, Faith Hill, Alan Jackson)
_2
Urban Adult Contemporary
(artist examples: Marvin Gaye, Tyrese, Anita Baker, Yolanda Adams, Teddy
Pendergrass)
_3
Top 40 Mainstream
(artist examples: Destiny's Child, Sugar Ray, Nelly, Jennifer Lopez, Janet Jackson)
_4
Rhythmic CHR
(artist examples: Jay Z, 112, Missy Elliott, Jagged Edge, Ja Rule)
_5
Classic Rock
(artist examples: Led Zeppelin, Pink Floyd, Aerosmith, Rolling Stones, ZZ Top)
_6
Rock Adult Contemporary
(artist examples: Melissa Etheridge, Tom Petty, The Eagles, Fleetwood Mac,
Journey)
_7
Hot Adult Contemporary
(artist examples: Sheryl Crow, Sugar Ray, Matchbox 20, Aerosmith, Sting)
_8
Mainstream Adult Contemporary
(artist examples: Rod Stewart, Celine Dion, The Backstreet Boys, Elton John,
Whitney Houston)
_9
Oldies
(artist examples: The Beatles, The Supremes, The Beach Boys, Roy Orbison,
Temptations)
_10
Jammin' Oldies
(artist examples: Michael Jackson, Earth Wind & Fire, Donna Summer, The
Commodores, O-Jays)
_11
Active Rock
(artist examples: Metallica, Nirvana, Guns and Roses, Limp Bizket, Ozzie Osbourne)
_12
Alternative
(artist examples: Green Day, Red Hot Chili Peppers, Smashing Pumpkins, Blink 182,
The Beastie Boys)
_13
Eighties
(artist examples: John Cougar Mellencamp, U2, The Police, Phil Collins, INXS)
_14
Mainstream Urban
(artist examples: Nelly, Mary J. Blige and Destiny's Child, DMX, Joe)
----------------------------------------------------SCREEN BREAK---------------------------------------------
Boyd Research
Page 15 of 17
Max Interactive Radio
408-001 (Draft 3)
August 29, 2001
CLOSING
Thank you,
Your responses have been recorded. Please provide your email address so that we can enter you
into the drawing for the Digital Camera or the Amazon.com gift certificates.
Email Address [Text box, Test for @]
If you are interested in taking other surveys on the web, please click on the link below …
http://www.forummodalis.com/
Otherwise, thank you for your time, and thank you for visiting this Max Radio Station web site.
http://www.cxri.net/index.html
TERMINATE SCREEN
Thank you, but we already have enough respondents with your characteristics.
If you are interested in taking other surveys on the web, please click on the link below …
http://www.forummodalis.com/
Otherwise, thank you for your time, and thank you for visiting this Max Station web site.
http://www.cxri.net/index.html
Boyd Research
Page 16 of 17
Max Interactive Radio
408-001 (Draft 3)
August 29, 2001
Appendix 1: Removed questions and explanations
The following questions have been removed in order to allow us to meet our maximum requirement of
29 questions.
S2
How long have you been using the Internet?
Please select only one. [RADIO BUTTONS]
Less than 1 year ..................................................... [1; TERMINATE, DISPOSITION = 3]
1 to 2 years ............................................................. [2]
3 to 4 years .............................................................. [3]
5 years or more ....................................................... [4]
Questions S2 and S3 both speak to the “internet-savviness” of the user. While length of time
using the Internet and frequency of use are not the same thing, we can somewhat gauge the
user’s savviness based upon the amount of time they spend on the Internet per week. Users
who are not comfortable with the Internet have lower frequency-of-use rates. Perhaps by
increasing the requirement to 2 hours per week, we can get users who are more familiar with
the Internet, and eliminate the need for question S2.
Q3
Is this your first visit to this station’s website?
Please select only one. [RADIO BUTTONS]
Yes ...........................................................................................................[1; Skip to Q5]
No ............................................................................................................[2]
We can remove this question and add an option to Q4 for first time visitors.
Boyd Research
Page 17 of 17
Business Research Proposals
A research proposal can serve a number of useful purposes during the research process.
However, its basic function is to describe what will be done during the research process
(and why it will be done). Research proposals are assessed to determine the likelihood
that the research will be useable in the specific business decision making context.
An effective research proposal will report on the following phases of the research process:
1) Introduction: The impetus for conducting the research.
2) Background: A discussion of the theories involved and the hypotheses developed
3) A detailed methodology: Exactly what will be done, by whom to generate the data
used for analysis.
4) A specific analysis plan: How, quantitatively, will you know the answer to your
research question?
5) Qualifications, timetable, and the budget.
The following sections provide a more detailed (but not exhaustive) explanation of these
areas.
1. Introduction
This is a statement as to the underlying reasons that prompted the research. The
researcher needs to provide the reader (client, professor) with some level of confidence
that they understand the surrounding issues (e.g., the external and internal
environmental contexts) that raise the question that is to be answered. That involves
an explanation of what is expected to be learned, and why it is of importance (to the
organization).
This section communicates why the research is being undertaken. It will focus around
a problem statement and the resultant research objectives and research questions that
are derived. It should answer the questions: “What is to be learned?” and “Why is it
relevant?” It would also be important at this stage to identify the research to be
conducted as exploratory, descriptive, or causal.
2) Background (Literature review)
A discussion of what is already known about the subject and any hypotheses that may
have been developed. Depending upon the nature of the research questions asked, the
researcher will need to describe their understanding of the theoretical (and practical)
factors that contribute to the situation (above) that raises the research question. This
will involve a general description of the variables that are believed to contribute to the
issue. (Literature reviews are particularly helpful at this point.)
A thorough discussion of the concepts, indicators, and variables developed should be
presented here, along with any operational definitions.
Page | 1
The theory described should lead to the specific hypotheses that are to be tested by the
research. A hypothesis is an, as of yet, untested belief about the nature of the world.
Business research hypotheses typically fall into two basic categories:
a) Statements about a specific characteristic of a population (or the differences
between the same characteristic in more than one population) and
b) Statements about the relationships between two or more variables within a
population.
Any hypotheses must be testable (through an analysis of quantifiable information).
To be useful in research and analysis, there must be a good (e.g., logical or theoretical)
reason to believe that the hypothesis is true. Otherwise, the research tends to be more
prone to errors (typically Type I errors). Hypotheses must also be quantifiable and
testable if they are to be used for drawing conclusions (i.e., if they are to be tested
statistically). Each research question should suggest at least one hypothesis.
Here are some examples of business hypotheses (in plain language):
More than 75% of our customers comparison shop online before making a
purchase through our website.
The average 401(K) contribution for programmers in our industry is less than
$2,000 per year.
There is a statistically detectable relationship between the age of our customers
and the amount of RAM they expect in the computers they purchase.
Fine dining restaurant customers (at our restaurant) would prefer a table with
chairs but proximity to a fireplace over a booth with no view of a fireplace.
3) A detailed methodology
The most important section of any research proposal is the methodology section. It is
here where the researcher identifies the specific steps that will be taken to collect the
information needed to answer the research questions.
Identify the type of research to be conducted: exploratory, descriptive and/or
causal/experimental (and your logic for your decision).
The research design will:
a) Identify the type of research to be undertaken: exploratory, descriptive, and/or
causal.
b) Define the nature of the information to be collected,
c) Identify the population of interest, the sampling frame, and the sample from which
the data will be collected,
d) Describe the instrument (e.g., questionnaire) to be used to collect the information
(i.e., measure the variables) – including the scales to be used,
Page | 2
e) Outline the fielding technique (the data collection method for administering the
questionnaire), and
f) Explicitly state any known shortcomings of the research design.
When causal/experimental studies are proposed, this section should also define the
experimental design to be used to control threats to internal and external validity. For
complex hypotheses, this section will also include a description of the method by
which subjects will be assigned to the various experimental and control groups.
An effective research design will ensure that the methodology can account for
(identify and measure) the presence of any extraneous variables (e.g., threats to
validity).
4) A specific analysis plan
Since the hypothesis is an explicit, quantifiable statement and the nature (i.e. levels of
measurement) of the data to be collected are known in advance, the statistical analysis
may be determined in advance. As a result, the null hypothesis should be described
along with the specific statistical test to be performed. This process should include the
level of significance (i.e., alpha).
The proposal should include a description of the procedures to be run and, where
appropriate, the nature of the output (e.g., crosstabs) to be produced and delivered
(e.g., crosstabs).
5) Qualifications, timetable & budget
The researcher should also a statement of the ability of the researcher to conduct the
proposed research in a professional, objective manner. Clients would like some
assurance that the researcher is aware of the potential pitfalls that are inherent in
research situations.
The research proposal should also include a timeline indicating the times at which the
various steps will be completed (questionnaire development, fielding, data analysis,
and report writing).
Finally, the proposal should include the budget (fee) for the services to be performed.
The document you submit should be capable of being implemented based upon the
information you have provided. That is, any reasonably competent researcher
should be able to conduct the research you describe without (much) further
reference.
Page | 3
3
Research Project – Question 2 (Chiquita)
4
Introduction and Background
It is important for any successful company to know not only how its consumers view its
product, but also how they view the company itself. Chiquita Brand International includes
various food product lines including, but not limited to bananas and other whole fruits, prepackaged healthy snacks (i.e. sliced apples), fruit drinks and the Fresh Express salads line.
Chiquita has had over one hundred years of operation in Colombia. It began as the United Fruit
Company, which was a well known U.S. army backed opponent to agrarian reform and
agricultural workers’ union (Howard, 2007). They were later known as United Brands in 1970
and Chiquita in 1989. In 1928 laborers began a strike for contracts promising better working
conditions and shorter working hours. This strike became nationally known when the army fired
on strikers during one of their demonstrations. The workers have gone on strike more than 40
times during the company’s history, with protection from the army and marines. In 1930 Juan
Pablo Wainwright, a workers union leader, was assassinated (Howard, 2007). Years following
would be similar as workers kept striking demanding fairer labor practices.
The most recent cause of negative publicity occurred on March 2007, when an indictment
was filed in U.S. District Court, charging Chiquita, through their Colombian company Banadex,
with “engaging in transactions with a specially-designated global terrorist”. It charged that
Chiquita, from 1997 through February 2004, paid the AUC (Auto Defensas Unidas de Colombia)
directly or indirectly almost every month. They made over 100 payments totaling $1.7 million.
On September 10, 2001, the United States designated the AUC a Foreign Terrorist Organization,
making it a crime for any United States person to provide material support or resources,
including money and currency to AUC. The United Self Defense Forces of Colombia (AUC) is
described as a violent right-wing organization in Columbia that engaged in illegal activities
5
including kidnapping and murder. In March 2007, a plea agreement was filed with the courts.
Chiquita entered a plea of guilty to “Engaging in Transactions with a Specially-Designated
Global Terrorist”. They agreed to pay a criminal fine of $25 million and agreed to corporate
probation of 5 years. In September 2007, Chiquita’s plea agreement was accepted and entered
into the record (Department of Justice, 2007).
Chiquita has endured a long history of negative publicity but in recent years has made
great strides in addressing and changing its image. In 1996, Chiquita allotted $20 million to
overhaul the environmental and employment standards at all its 127 farms, which employ 30,000
workers in seven Latin American countries. Today all of its company-owned farms and
independently owned farms conform and are certified by the Rainforest Alliance (Alsever,
2006). Looking to the future, Chiquita must continue to address the negative publicity to avoid
what could be a disastrous affect on its product lines and brand image.
Effects of Negative Publicity
According to Dahlén and Lange’s (2006) literature review for their own study,
“…negative publicity research uncovers a number of effects on the focal brand, such as reducing
effectiveness of the company's advertising, damaging reputation reducing brand equity, negative
attitudes, and unfavorable associations” (p. 388). Any publicity damage from one product can
contaminate the brand and negatively impact another food product line.
A negative change in consumers’ opinion and attitudes can quickly affect the company’s
sales. Therefore, it is critical for the company to determine whether the negative publicity has
affected consumers’ opinion and attitudes so that it may take the appropriate measures to restore
its image. Previous studies have found that “negative publicity, in particular, has the potential to
damage corporate image. This is due to its high credibility as well as the negativity effect, a
6
tendency for negative information to be weighted more than positive information in the
evaluation of people, objects, and ideas” (Hal Dean, 2004). Understanding what the current
consumer views are will help Chiquita to better strategize and develop business plans that will
address any potential crisis.
Company response to negative publicity is a critical element affecting consumer attitude
towards the company and the brand (Menon, Jewell, & Unnava, 1999). The way Chiquita
addressed the situation by going to the Department of Justice and then accepting the plea
agreement will way favorably in consumers’ minds. And although they did continue the
payments even after notifying the Justice department, they explained their actions as safety
precautions for the Columbian workers until they were able to sell the company.
A company response in the face of negative publicity can take multiple forms: outright
denial, no comment, redirect audience attention, voluntary admission of guilt, compliance
with regulatory authority and implicit admission of guilt, admission of guilt and
voluntary proactive restitution action (Sherell and Reidenbach 1986). Still another listing
of specific responses outlined in Reidenbach et al. (1987) includes instinctive reaction to
or denial of all allegations, stonewalling tactics in which a company responds by saying
that they "would fight all the way," formal compliance as a result of intervention by a
governmental agency, or seizing the initiative etc., to name a few.
(Menon, Jewell, Unnava, p. 325)
Menon, Jewell, and Unnava’s research also supported the view that a strong response
from the company in a negative publicity crisis will create a more positive attitude from the
consumer than if the company had been passive or in denial of the crisis. Fernando Aguirre,
Chairman and CEO of Chiquita Brands International, Inc., himself acknowledged that although
7
the company had been making payments to a terrorist group, Chiquita went to the Department of
Justice when it was discovered the payments were illegal. He states “Chiquita is completely
committed to corporate responsibility and compliance. The fact that we voluntarily came forward
and disclosed the payments to the paramilitaries did not simply acknowledge an illegal act, it
proved our willingness to take responsibility for our actions, even when such a step comes at
considerable cost” (Aguirre, 2007). This type of strong response is what will help to keep
Chiquita positive in their consumers’ views.
Hypothesis Development
The way Chiquita has decided to handle its publicity crisis will have had some type of
affect on their consumers’ attitudes. Consider the story of Tylenol’s capsule poisoning. In 1982,
when seven people in the Chicago area died after taking Tylenol extra-strength capsules laced
with cyanide many business and marketing experts forecasted that this was the end of the
Tylenol brand (Yang & Levenson, 2007). This expectation, however, did not take into account
the maker of Tylenol, Johnson & Johnson’s determination to protect its product, reputation, and
brand equity. In fact, the company went on the offensive by recalling 31 million bottles of
capsules from the market and by organizing a massive advertisement campaign to inform the
public. Burke, the CEO of Johnson & Johnson became the face of Tylenol appearing on many
TV programs such as 60 Minutes in order to persuade the public that the scandal was a result of
an isolated criminal act rather than a defect originating from his company. This strategy, along
with the company’s perseverance ultimately paid off. In fact, just a few months later, the brand's
food store share of the analgesic market bounced back to 29.9 percent from 6.5 percent the week
after the poisonings (Advertising Age, 1999).
8
In contrast to Tylenol’s approach, Exxon’s actions did nothing to effectively address their
negative publicity crisis. In 1989, an oil tanker named Exxon Valdez spilled 10.9 million gallons
of oil into Alaska's Prince William Sound, Alaska. It was one of the worst environmental
disasters in U. S. history (Christian Science Monitor, 2002). Consequently, the media quickly
took control of the situation broadcasting pictures of birds suffocating from the oil and dead fish
on the shore. These images quickly traveled across the world plummeting Exxon’s corporate
image to its lowest point. What made the situation even worst for the company, however, was
that its managers did not use the media to disseminate information to the public. In fact, Exxon
conducted all of its communications from the small town of Valdez, Alaska. With very limited
communication capabilities, this remote site was inadequate and Exxon seemed unwilling to
disseminate its information using any other method or location. Instead, it told reporters "it was
Valdez or nothing." Worst yet, Exxon’s executives were often inconsistent and often provided
contradictory information, leading the public to question the credibility and truthfulness of
Exxon.” Despite the billions of dollars that Exxon paid in fines and other settlements, the
company's image was permanently tarnished. Customers were so angered against the corporation
that many of them discontinued their Exxon credit cards and boycotted Exxon products
(Christian Science Monitor, 2002).
By understanding how its consumers feel about the company today, Chiquita can learn
what they can do to better address future crisis. The variables in this study are the consumer
attitudes and opinions and the negative publicity. The company’s negative publicity is the
independent variable which this study will research to see if it has had a causal relationship on
the dependent variable, or consumer attitudes and opinions.
9
H1:
In the United States market, Chiquita’s negative publicity affected consumer
opinion and attitudes towards the Chiquita brand.
H0:
In the United States market, Chiquita’s negative publicity did not affect consumer
opinion and attitudes towards the Chiquita brand.
Operationally, the research will view consumer attitudes as having three possibilities. Either,
consumers dislike the brand, like the brand, or are neutral about it. The limitation of this,
however, is the lack of a baseline to compare the responses to; therefore the affect of the negative
publicity will be assessed by reviewing the answers within the survey. The questions will
address how important company morals and ethics are to that particular consumer when selecting
a product to purchase. This study will be essentially a baseline for any future research studies on
consumer attitudes on Chiquita.
Methodology: Questionnaire Design & Development
This study will conduct a survey to generate data on consumers’ attitudes towards
Chiquita as well as corporate image itself. The objectives of the survey are as follows:
•
To identify the major influence on consumer food choices
•
To identify sources of information used by consumers to make their food selections
•
To examine how consumers view bad publicity
•
To determine how consumers view corporate ethics in general
•
To examine how consumers view Chiquita
•
To characterize the “typical” Chiquita consumer
(Kearney, Kearney, Gibney, p S3)
The survey will be a combination of closed and open-ended questions. It will also
provide some socio-demographic information. There should be some disparity between the
answers from different areas of the country. The disparity should mirror the culture of each
10
region. Since most of the negative publicity took place in South America, it is expected that the
immigrants or descendants from that area will have a more vocal and negative view of the
publicity than someone from the northeast who may not even be aware of the negative publicity
that has occurred.
To obtain a sample reflective of the population, the sample selection for this study will
need to be a more than just a random selection of subjects in one area of the country. The United
States is a combination, or as many people say, a ‘melting pot’ of cultures from around the
world. Some areas are denser in one culture than another. Take for example, Miami, Florida, a
city that has an extremely large Cuban population due to its proximity to Cuba, cannot be
compared to Boston, Massachusetts, a city known for its Irish roots. To avoid bias, and get the
best random selection, we will have to repeat the survey throughout the different regions of the
United States. A list will be purchased from one of the online research companies, such as NPD
Online Research, Harris Interactive, or Greenfield Online, to address the need for a random
sample of the entire population.
There are four regions from which a minimum of 100 samples will be selected. They are:
Northwest, South, West and Midwest. For a more in depth study it is recommended that the U.S.
market be divided into 9 divisions: New England Division, Middle Atlantic Division, East North
Central Division, West North Central Division, South Atlantic Division, East South Central
Division, West South Central Division, Mountain Division and Pacific Division. This will ensure
a more random selection of the population that will more accurately reflect the U.S. market (U.S.
Census Bureau, 2000).
Once the sample has been selected, the survey will be administered by the online research
company. Since there will be a minimum of 100 samples from each of the regions, it would be
11
impractical as well as time- and cost-prohibited to conduct face-to-face surveys with all the
sample subjects. The online survey will also avoid other threats to validity such as testing and
experimental interaction, as well as adverse reactive variations to the test itself.
The survey answers will be reviewed and a synopsis of each region will be created
summarizing the attitudes and opinions of each region. This information can be used to pinpoint
areas of the United States where Chiquita’s image is poorly viewed, as well as, where Chiquita
may have an opportunity to expand future product lines.
Threats to Validity
As mentioned above the potential threats to validity include sample bias and survey
limitations. Sample bias will be avoided by using an online research company of Chiquita’s
choice generate a random sampling of subjects. Survey limitations will require the study to be
more qualitative than quantitative in nature since the results cannot be compared to a prior study
result.
The instrument used is itself a threat to validity in that it will not allow for any subjects
without internet access. There is no other method planned at this moment to capture these
sample subjects, however, if Chiquita decides to continue with this research, more in-depth
surveys or face-to-face interviews can be designed. The questions will also be randomized each
time the survey is administered to minimize bias. Another threat to validity stems from the
answers themselves in that they will reflect the socio-demographic of the respondent. Analysis
of the survey answers will have to take in to account the culture of each respondent to avoid
response bias.
12
Conclusion
This study will take approximately six months to complete not including the three month
preparation period.
Month 1:
Sign contract for research study’s statement of work
Contract regional research companies to begin collecting the sample for
their region
Month 2:
Finalize the questionnaire
Month 3:
Month 4-7:
Email all samples
Analyze each survey response
Month 8:
Write report analyzing the data
Month 9:
Submit final results to Chiquita
Assist Chiquita representatives in understanding the analysis and how it
relates to Chiquita
Final cost of this study, not including the contracting of the research companies, is $100,000. A
retainer of $25,000 will be due at the signing of the contract, with the final payment due upon
delivery of the final report.
13
REFERENCES
Howard, April (2007, April 3). Chiquita in Colombia: Terrorism Gone Bananas?[Online
exclusive]. Retrieved from
http://upsidedownworld.org/main/index2.php?option=com_content&task=view&id
Department of Justice. (2007). Chiquita Brands International Pleads Guilty to Making Payments
to a Designated Terrorist Organization And Agrees to Pay $25 Million Fine [Press
release]. Retrieved from http://www.usdoj.gov/opa/pr/2007/March/07_nsd_161.html
Alsever, Jennifer (2006). Chiquita Cleans Up Its Act. Fortune, 154(11), 73-74. doi: 11.2706
Dahlén, Micael & Lange, Fedrick (2006). A Disaster Is Contagious: How a Brand in Crisis
Affects Other Brands. Journal of Advertising Research, 46, 388-397. doi:
10.2501/S0021849906060417
Hal Dean, Dwane (2004) Consumer Reaction to Negative Publicity, Effects of Corporate
Reputation, Response, and Responsibility for a Crisis Event Journal of Business
Communication, 41(s),192-211 doi: 10.1177/0021943603261748
Menon, Geeta & Jewell, Robert D. & Unnava, H. Rao (1999). When a Company Does Not
Respond to Negative Publicity: Cognitive Elaboration vs. Negative Affect Perspective.
Advances in Consumer Research, 26. 325-329. doi: 10.1177/0021943603261748
Sherell, D.L. and Reidenbach Eric R. (1986), "A Consumer Response Framework for Negative
Publicity: Suggestions for Response Strategies", Akron Business and Economic Review,
17 (2), Summer, 37-44.
Aguirre, Fernando. (2007). An Excruciating Dilemma Between Life and Law: Corporate
Responsibility in a Zone of Conflict [White paper]. Retrieved from
http://www.uschamber.com/bclc/resources/newsletter/2007/chiquita_newsletter_april200
7.htm
Yang, Jia Lynn, & Levenson, Eugenia (2007). Getting a Handle on a Scandal. Fortune, 155(10),
20-20. Retrieved from http://0web.ebscohost.com.helin.uri.edu/ehost/detail?vid=12&hid=112&sid=054c16b1-73a749e0-ae259f3d565fc33d%40sessionmgr111&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a
ph&AN=25134348
Advertising Age. (1999). 'Trust us' Tylenol ads working, 70(50), 77-77. Retrieved from http://0web.ebscohost.com.helin.uri.edu/ehost/detail?vid=42&hid=112&sid=4bfe1b77-e2c3478a-80d4b928c3624433%40sessionmgr104&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a
ph&AN=2558344
14
Hartill, Lane (1998). The Exxon Valdez. Christian Science Monitor, 90(197), 9. Retrieved from
http://0-web.ebscohost.com.helin.uri.edu/ehost/detail?vid=89&hid=112&sid=4bfe1b77e2c3-478a-80d4b928c3624433%40sessionmgr104&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a
ph&AN=1023546
Kearney, M., Kearney, JM. & Gibney, MJ. (1997). Methods used to conduct the survey on
consumer attitudes to food, nutrition and health on nationally representative samples of
adults from each member state of the European Union. European Journal of Clinical
Nutrition. 51, S3-S7. Retrieved from http://0web.ebscohost.com.helin.uri.edu/ehost/pdf?vid=3&hid=112&sid=a442370f-a9ef-4ac29b80-d86e9c7466c8%40sessionmgr104
SuperSurvey [Samples of survey questions] Retrieved from http://knowledgebase.supersurvey.com/survey-questions.htm
Chiquita. (2008, February 19). Chiquita Reports Fourth Quarter and Full-Year 2008 Results
[Press release]. Retrieved from http://phx.corporateir.net/phoenix.zhtml?c=119836&p=irol-newsArticle&ID=1258329&highlight=
U.S. Census Bureau. (2000). Retrieved from
http://www2.census.gov/census_2000/datasets/demographic_profile/0_National_Summar
y/2khus.pdf
15
APPENDIX: RESEARCH STUDY SURVEY
Please answer the following questions based on your personal views and experiences:
How many times per month do you purchase groceries for your household?
Never
1
2
3
4
5 or more times per week
How many times a week do you purchase fruits & vegetables?
Never
1
2
3
4
5 or more times per week
How important is each category to you when purchasing fruits and vegetables?
Freshness
Not important
1
2
3
4
5 Very important
Not important
1
2
3
4
5 Very important
Not important
1
2
3
4
5 Very important
1
2
3
4
5 Very important
1
2
3
4
5 Very important
1
2
3
4
5 Very important
Price
Brand
Company image
Not important
Organic
Not important
Locally grown produce
Not important
16
How important is a company’s business ethics to you when making a purchase?
Not important
1
2
3
4
5 Very important
Which brands are you familiar with?
Dole
Fresh Express
Chiquita
DelMonte
Which brands do you purchase?
Dole
Fresh Express
Chiquita
DelMonte
Which brands do you not purchase?
Dole
Fresh Express
Chiquita
DelMonte
Please explain…
If you disagree with a company’s business decisions will you still buy their product?
Yes
Unsure
No
17
Please explain…
Have you ever purchased Chiquita products?
Yes
No
Have you reduced your purchases of Chiquita products over the past six months?
Yes
No
Please explain…
What do think of when you see the Chiquita logo?
Do you think Chiquita is a socially responsible company?
Yes
No
18
Please explain…
What should Chiquita do to keep you as a valued customer?
Have you heard or read anything about Chiquita in the media this past year?
Yes
No
Please explain…
Did the media coverage have any impact on your purchases of Chiquita products?
Yes
No
Please explain…
19
Enter your zip code:
Age
under 20
21 - 30
31 - 40
41 - 50
51 – 60
over 61
Marital Status
Single
Married
Divorced
Sex
Male
Female
Highest Education Level Completed
High School or Equivalent
College
Post College
Employment Status
Employed
Unemployed
Retired
Student
Primary Caregiver
20
What is your ethnicity/race?
White
African American
Asian
Hispanic/Latin
Native American
Other
What did you think of this survey?
Would you be interested in taking another survey in the future?
Thank you
Running head: CUSTOMER SATISFACTION
Customer Satisfaction
1
2
CUSTOMER SATISFACTION
Introduction
Customer satisfaction is one of the strategies that any firm should use to improve its
performance in the industry. Satisfied customers will always refer other customers to the
organization they bought goods and services. Satisfying customers effectively will lead to the
firm retaining them since they will come again and again for the services offered. For this reason,
customer satisfaction is key to improving the performance of a firm in the industry. Due to the
high levels of competition in the industry, firms have to develop mechanisms of attracting and
retaining customers to their firms. This way, the firms will be able to compete effectively in the
market. The management of firms, therefore, have to determine the key competencies that it can
use to attract and retain more customers in the industry. This way, the firm will be able to
outcompete its rivals in the market hence boost its performance in the market.
Customers like being served fast in order for them to save their time for other duties. As
such, one of the best ways to satisfy customers is to serve them as fast as a firm can in order to
save their time. Long queues in a firm lead to time wastage and consequently customers getting
bored. This lowers customer satisfaction and this, in turn, lowers the performance as well as the
competitiveness of a firm in the industry. The time that a customer takes to be served should be
as minimal as possible. This way, customers will be able to save their time for doing other duties.
Bose Corporation should, therefore, look for ways of minimizing the time taken to serve
customers in their firm. This way, customer satisfaction will improve significantly. The company
should develop effective strategies to reduce the time required to serve customers. This will
greatly reduce the queues that customers have to have to wait in before getting served.
The key strategies that Bose Corporation can use to reduce time to serve their customers
include; getting all the information required to solve a customer problem and keeping it at your
3
CUSTOMER SATISFACTION
fingertips. This way, the firm will be able to respond to customers fast hence save a lot of time.
Reducing response time as much as possible, prioritizing the requests of customers, ensuring the
response is directed to right persons hence ending up in the right hands and finally, educating or
rather helping customers in order to be able to help themselves without necessarily asking for
help at the call centers. These strategies are very effective in reducing the time taken to respond
to customers in a firm. For this reason, Bose Corporation should adopt these strategies and boost
their performance. Through serving their customers fast, the company will be able to outcompete
its competitors in the market. This is because customer satisfaction will improve significantly.
Source List.
Hossain, M. Z. (2017). Building Sustainable Relationships through Customer Support Service in
Telecommunication Industry. Global Journal of Management and Business
Research.
Mohammad Zakir Hossain is a renowned researcher and has several publications which
are very useful for reference in research work. He graduated from Middlesex University in 2010
and furthered got a master’s degree in health and social care. He has done many types of research
which have greatly contributed to solving various challenges faced in organizations today. This
is because most of his research work has remained to be very useful as it can be applied in
running organizations as well as solving various problems faced in society today. For this reason,
he has contributed significantly to the society through his research work.
The research on building a sustainable relationship through customer support service in
the telecommunication industry is very instrumental to firms struggling to satisfy their
customers. The research entails determining the relationship that exists between customers and
CUSTOMER SATISFACTION
4
service providers in telecommunication industry through customer support center. The research
helps firms with problems of serving their customers effectively. This way, the firm is able to
compete effectively in the market. The research entailed interviewing customers who received
customer support services from various firms in the industry. The observation was also made on
customers who received various support services in different industries. The findings and
conclusions were made based on analysis of the observations as well as analysis of the data
collected. The findings from the research were that a support service that was not functional was
very disastrous to a firm. For this reason, the support service should be effective and efficient in
order to promote the performance of a firm in the market. One of the best ways to make a
customer support center functional was to make responses to the customers as quickly as
possible, this way, customers would be satisfied. Honesty and quick response to customers’
requests are key to promoting the efficiency and effectiveness of a customer support center.
Womack, J. P., & Jones, D. T. (2015). Lean solutions: how companies and customers can create
value and
wealth together. Simon and Schuster.
The authors of this article provide crucial information on the importance of treating
customers effectively. Having solutions to customer’s problems is very crucial as it will help
customers. James P Womack is an active member at International Motor Vehicle Program and a
research director in the organization. He is a Ph.D. holder and hence his works are usually of
high quality. He is also the president and the founder of Lean Enterprise Institute. Through their
work on lean solutions, Jones and have provided one of the best ways to handle customers
questions and problems. Customers require a lot of attention from the owners of a business
entity. This way, a firm is able to attract and retain more customers in the market.
CUSTOMER SATISFACTION
5
Handling customers effectively are one of the best strategies that help firms solve their
problems hence making them feel valued. Customer’s likes firms that value them hence by
creating a good rapport with them, a firm is able to attract and retain more customers in the
market. This way, organizations are able to improve their performance in the market. The article
suggests one of the most effective and efficient ways of handling customers problems in a firm.
Having solutions for customer’s problems at the fingertips is very essential for the success of a
firm. This is because customers will receive services fast within a firm hence make them save a
lot of time. Time is very crucial hence by serving customers fast, firms are also able to save a lot
of costs.
Laudon, K. C., & Laudon, J. P. (2015). Management information systems (Vol. 8). Prentice Hall.
Laudon is a professor and lecturer of information systems at Stern School of business at
New York University. He is a holder of BA in economics in addition to having a Ph.D. which he
got from the University of Columbia. Information technology is very essential in business
entities. Incorporating it in firms makes their operations effective and efficient. As such, it is
very essential since it helps serve customers effectively. Through the use of new technology,
firms are able to serve customers fast hence helping in saving their time.
According to Laudon, and the other authors, information technology can be applied in
business entities hence helping them serve their customers effectively. Information technology is
very useful to business firms especially through helping the firms respond to the problems faced
by them. Customer support centers should have an effective information system. This way, a
firm will be able to respond to customer`s need effectively. This way, customers will not queue
waiting to be attended since the rate of serving customers will improve significantly. For this
6
CUSTOMER SATISFACTION
reason, information technology is very crucial to improving the functionality and efficiency of
customer support centers.
Huang, J., Mandelbaum, A., Zhang, H., & Zhang, J. (2017). Refined models for efficiencydriven queues with applications to delay announcements and staffing. Operations
65(5), 1380-
Research,
1397.
Junfei Huang is an assistant professor at the Chinese University of Hong Kong. He works
in the department of decision sciences and managerial economics. Together with the other
researchers, Junfei Huang carried out research on how efficiency can be improved in business
entities. This would greatly reduce queues in firms and promote efficiency in service delivery.
Through the research, effective solutions to low service delivery in firms have been solved
effectively. Reducing the size of queues and attending to customers fast in firms especially those
in telecommunication industries can greatly boost their performance as well as competitiveness.
This way, the firm will be able to outcompete its rivals effectively in the market.
The research was carried out to determine the impact of delay-time-related information
Phone-customers. The finding was that increased delays to the response of customers can lead to
hang-up since customers give up easily. Through increased efficiency, however, firms are able to
attract and retain more customers in the market. For this reason, firms should adopt measures
that lead to quick service for customers. This way, firms will be serving their customers
effectively and efficiently. This way, firms will be able to attract and retain more customers in
the market. According to the research, delays n announcements leads to hung ups by customers
or rather abandon the services they were seeking. As such, firms should make their responses to
customers more efficient and effective. This way, firms will be able to perform well.
CUSTOMER SATISFACTION
7
Mockus, A., Hackbarth, R., Palframan, J., & Shockley, B. (2015). U.S. Patent No. 9,172,809.
Washington, DC: U.S. Patent and Trademark Office.
Mockus and the other authors provide a lasting solution to delays in customer’s response
services. They propose prioritizing of the customers’ needs in the order of their urgency, this
way, the firms are able to serve their customers effective and fast. Prioritizing customers’ needs
effectively, firms will be able to address the various issues that customers face effectively. This
way, customers will be satisfied effectively. Customer satisfaction is very essential for the
success of any firm, for this reason, their request and issues should be addressed effectively and
efficiently.
The article written by Mockus and other authors proposes the use of computer
programmers to enhance the functioning of customer service centers. This way, customer request
will be arranged in order of their priority. This way, firms will be able to respond to the most
pressing customer issues effectively. Firms in the telecommunication industry, for instance, can
program their systems to handle some of the customers’ requests and problems. This way, delays
in response will be eliminated. Through improved service delivery, customers will be served fast
hence save a lot of time. Through improved efficiency in service delivery, firms will be able to
deliver quality services to their customer’s hence promoting customer satisfaction. Prioritizing
customers’ requests is one of the most effective ways of increasing efficiency in solving their
problems as well as improving customer satisfaction.
Samad, T., Koch, E., & Stluka, P. (2016). Automated demand response for smart buildings and
microgrids: The state of the practice and research challenges. Proceedings of the IEEE,
104(4),
726-744.
8
CUSTOMER SATISFACTION
Tariq Samad the graduate studies director at the University of Minnesota. He is one of the
most useful individuals at the firm as he manages technological leadership studies. Through his
experience in technology, together with other researchers were able to determine how automated
customer response is useful to a firm. Applying information technology to automate response to
customers’ needs in the industry. This way, firms will be able to solve various customer`s needs
effectively hence lead to their satisfaction. Increased customer satisfaction will greatly improve
the performance of the organization in the industry.
The research is carried out in firms that provide electricity services in the market.
Through automation of response, the firms are able to serve their customers effectively and
efficiently. This way, the customers get satisfied hence attracting and retaining them. Making
response to customers’ requests and problems quick increases the efficiency of service delivery.
This way, such firms are able to gain some competitive edge over their rivals in the market.
Mei, J., Li, K., & Li, K. (2017). Customer-Satisfaction-Aware Optimal Multiserver
Configuration for Profit
Maximization in Cloud Computing. T-SUSC, 2(1), 17-29.
The research on Customer-Satisfaction-Aware Optimal Multiserver
Configuration for
Profit Maximization in Cloud Computing explores in deep how cloud computing can help solve
the problem of responding to the customers. Implementing cloud computing in a firm can greatly
help solve the problem of slow response to various customer problems especially in tell the
communication industry. This way, a firm is able to satisfy their customers effectively hence
leading to increased performance in the industry. Improved customer satisfaction is also very
useful to a firm as it will lead to them referring other customers to purchase products from the
9
CUSTOMER SATISFACTION
firm. This way, the organization is able to attract and retain more customers in the market.
According to the research. Cloud computing does not only improve quick response to their users
but also prevents hanging of the systems. This way, delays in the firms are prevented
significantly. Through cloud computing, the systems of the firm will be well protected from the
threat of hackers in the market. This way, company information is kept safe. For this reason,
adopting cloud computing will not only improve efficiency in the delivery of services to
customers but also protects the information of the company.
Min, H., Lim, Y., & Magnini, V. P. (2015). Factors affecting customer satisfaction in responses
to negative
online hotel reviews: The impact of empathy, paraphrasing, and speed.
Hospitality
Quarterly, 56(2), 223-231.
Cornell
Hyounae Min is an assistant professor at California State Polytechnic University and is
attached to the college of hospitality management. He has done a lot of research work which is
helpful to the various organizations in the industry. Through his research, together with other
researchers be able to come to determine the various issues that customers face in the market.
The research entails analyzing three types of responses given to a negative hotel review. The
research was carried out in a sampled number of students in the market. This way, the students
were able to respond to various reviews differently.
Hypothesis 1: Response containing an empathy statement to a negative review will cause
potential guests to evaluate the response more favorably than a response without an empathy
statement
Hypothesis 2: Response without an empathy statement to a negative review will cause potential
guests to evaluate the response more favorably than a response without an empathy statement
10
CUSTOMER SATISFACTION
From the research, it is very clear, effective response to customer’s problems yields
positive results. As such, firms should respond effectively to their clients in their support centers
to increase their performance. This way, firms will be able to outcompete their rivals in the
industry.
References
Hossain, M. Z. (2017). Building Sustainable Relationships through Customer Support Service in
Telecommunication Industry. Global Journal of Management and Business Research.
Huang, J., Mandelbaum, A., Zhang, H., & Zhang, J. (2017). Refined models for efficiencydriven queues with applications to delay announcements and staffing. Operations
65(5), 1380-
Research,
1397.
Laudon, K. C., & Laudon, J. P. (2015). Management information systems (Vol. 8). Prentice Hall.
Mei, J., Li, K., & Li, K. (2017). Customer-Satisfaction-Aware Optimal Multiserver
Configuration for Profit
Maximization in Cloud Computing. T-SUSC, 2(1), 17-29.
Min, H., Lim, Y., & Magnini, V. P. (2015). Factors affecting customer satisfaction in responses
to negative
online hotel reviews: The impact of empathy, paraphrasing, and speed.
Hospitality
Quarterly, 56(2), 223-231.
Cornell
Mockus, A., Hackbarth, R., Palframan, J., & Shockley, B. (2015). U.S. Patent No. 9,172,809.
Washington, DC: U.S. Patent and Trademark Office
CUSTOMER SATISFACTION
11
Samad, T., Koch, E., & Stluka, P. (2016). Automated demand response for smart buildings and
microgrids: The state of the practice and research challenges. Proceedings of the IEEE,
104(4),
726-744.
Womack, J. P., & Jones, D. T. (2015). Lean solutions: how companies and customers can create
value and wealth together. Simon and Schuster.
Purchase answer to see full
attachment