Telephone Survey Meant for Use in Joes Wraps and Subs Survey - Case Study Example

Name University Course Tutor Date Marketing Research Presented is a sample of telephone survey meant for use in Joes’ Wraps and Subs survey, premeditated by use of computer assisted telephone interviewing (CATI) system. The system enhances pronged questioning which are listed herein below (Trullinger Associates 1995). In a commonality of situation, telephone survey like this one takes an estimated 10 minutes of time:  1. INTRODUCTION. Hello, Ms/Mr ________, this is ________ from Excel Research, Inc. calling as requested by Joe’s shop. I have been instructed to contact you to source information regarding how Joe’s shop could make an improvement on its products and services at the shop. The survey is only going to take just a few minutes. Once you acknowledgment our request, we are going to record your personal details in cassettes besides sending you an Executive Summary of the findings of the survey with regards to the trends in the widget industry Joe’s shop IF YES: OK, we would start without further delays. I request that you make your answers to the questions I will ask as to be brief. Go to Number 1 IF IT’S NO: What time is convenient for you to allow me call back? (Write down the date and time of the callback, thank and conclude the call) 2. QUESTIONS. i.) I’ll commence with common questions. Then ask you what are your values which make you select sandwich shops in entirety, not just sandwiches but those made with a tortilla rather than bread. While choosing a sandwich shop in general, may you inform me how imperative how the factors which will be introduced I am yet to list is to you by use of scale to measure the findings which will be 1-10, 1 will be representing NOT IMPORTANT while 10 would represent VERY IMPORTANT. Other factors which will be used in the interview will be REFUSED, NOT APPLICABLE (N/A), REFUSED & DON’T KNOW. □ If product or services are of high quality □ If prices are fair □ How fast customer service department solves the clients problems.  □ Ease in the process of ordering □ If the products ordered are already in stock  □ High quality after sale services, marketing and point-of-sale services  □ Ease in process of ordering ii.) After that, I would ask you few questions regarding how regularly you buy meals at Joe’s shop. When making orders at the shop. Which of this service do you use select only one □ Telephone calls □ E-mail □ Sales rep visit □ Other means □ Not Sure □ Decline □ N/A □ Order placed by someone else or Do not know how to place it iii.) Now, I’d wish to ask you information about Joe’s shop contacts by sales representatives. Will you fancy if they get in touch with you? Select only one □ Per Week □ After two weeks □ In a month □ Two months □ Not interested on contacts □ not sure □ Declined □ Would call if there it’s necessary iv.) For this question, may you get an assurance that your answer remains unidentified? Besides Joe’s sandwich shop, please name other shop offering sandwiches made with tortilla rather than bread and has been an important source to you in the last year. SPECIFY UTMOST ONE SHOP. [Don’t read list.]: □ Shop I □ Shop II □ Shop III □ Shop IV □ Shop V □ Shop VI □ Others □ Shop not used □ Do not Know □ Declined □ N/A v.) At this point I will read small lists whose factors are linked to competitiveness and performance regarding to services offered by Joe’s shop. While in Joe and shops which are selected in number 4, will be used to provide rating with a scale of 1-10, where 1 would be representing VERY POOR and 10 EXCELLENT. It is also important to note that the questions which will be provided will be anonymous. At this point I will provide the interviewee with a short list which contains factors associated with Joe’s competitiveness and performance. The scale which will be used in the interview will be a scale of 1-10 as well. The interview would then access the pricing at Joe’s shop, how would you rate it? □ High service and product quality □ Reasonable prices □ Services offered in time □ High speed of problem resolutions □ Process of ordering made easy □ High quality after sale services, point of sales and market support. The rating is also done in a scale of 1-10 which the interviewee will be asked what of there assessment regarding convenience of location? If the two shops are rated number 5 Then the following interview will also enable the interviewee to provide a rating of1-10 to access overall performances with regards to freshness of sandwich fillings in Joe’s and shop selected in number 4. This rating must be able to sum up your general opinion on each of the shop. WHERE NECESSARY: You will be required to answer the questions which will be asked IF ONLY JOE’S SHOP IS RATED NUMBER 5. It will then be followed with an interview whose rating will also be 1-10 for Joe’s general performances with regards to taste of subs? The rating should provide a summary of your general opinion of Joe’s. IF REQUIRED: The response to the questions will be secret. Again, may you rate using 1 to 10 the overall performance with regards to uniqueness of sandwiches in Joe’s and shop selected in number 4. The rating is meant to provide summary of one general opinions of Joe’s shop. IF REQUIRED: The response of the interview would provide responses to the questions which will be secret. ONLY IF JOE’S SHOP RATED IN NUMBER 5 Again, may you rate using 1 to 10 the overall performance with regards to taste of wraps. The rating will be used to summarize overall performance opinion of Joe’s shop. IF REQUIRED: Again, your responses to the questions will also be secret. The rating which will be used would be 1-10 the overall performance with regards to uniqueness of sandwiches IN Joe’s and shop selected in number 4. The rating should portray a commonality of your opinion with Joe’s shop. IF REQUIRED: The responses to the questions would be secret also. IF ONLY JOE’S SHOP RATED IN NUMBER 5 Finally on the whole performance and competitiveness, may you rate for me by use of a scale of 1 to 10 the competitiveness with regards to prices IN Joe’s and shop selected in number 4. The rating mentioned here should also sum up your opinion overally with regards to each shop. WHERE DESIRED: The answers provided by you for this question will remain secretly handled. IF ONLY JOE’S SHOP RATED IN NUMBER 5 vi.) Which one shop would you say is your preferred or prime choice would select only one company □ Joe’s shop □ Joe’s shop I □ Joe’s shop II □ Joe’s shop III □ Joe’s shop IV □ Joe’s shop V □ Joe’s shop VI □ Others □ Do not Know □ Declined □ N/A WHERE DESIRED: Again, the answers provided by you for this question will remain secretly handled. vii.) Are you aware of any recent advertising, and/or where do you recall noticing advertising? (Joe’s uses the following advertising: Yellow Pages, billboards, newspaper ads, coupons) that Joe used? [INDICATE ONLY 1 ANSWER] □ No □ Yes □ Do not Know □ Declined 8. I would now want to confirm how much you spend in Joe’s shop per visit (per individual)? THE VALUE GIVEN MUST NOT BE NECESSARILLY ACCURATE. 9. Finally, what do you propose for Joe to do in order to improve services, ways of dealing with customers and products? Any suggestions for them? PROBE for particulars. Make entries of response of the interview. If there are no propositions, indicate. 2. CLOSING. On behalf of Joe’s shop, we appreciate your very worthy duration. It has also been grateful to speak with you, and I am sure that Joe intends to serve you better in the future. Goodbye. What is required in a sampling design Sampling techniques At hand are three most important categories of samples: the judgment sample, the convenience, and the random sample. They bear differences in how the basic units are selected. The convenient sample it usually get used where the additional convenient elementary units are selected as of a population to be observed. The judgment sample –it is used based on the discretion of someone known to the pertinent characteristics with regards to the population. Categories of sampling designs Probability Sampling including; stratified sampling, systematic sampling, multistage sampling, cluster sampling and simple random sampling. The use of probability sampling approach was to give each element of the study a fair chance of inclusion in the sample (Bradley, 83). It gave a true reflection of the population under study. However it was difficult to cover the entire population, the use of generalizations in the method represents a true population. Non-probability sampling: Judgment Sampling and Convenience Sampling. These approaches only the available samples that was willing to play a part in the survey. Equal probability of selection designs (EPS)-this consists of simple random sampling and systematic sampling where each component of the population enjoys an equal opportunity as regards inclusion in the sample which is a pointer to the simplicity of interpretation. Probability-proportional-to-size designs –due to the quantitative analysis that required of the study (Kotler and Armstrong, 69) The use of stratified random sampling approach- divide the population into small populations- strata and drew random samples disjointedly from each of the subs, by use of any probability sampling method and in extreme cases, Sampling design specification To craft an appropriate sample design, use the following research questions that generate the objectivity of the research; What is the size of the population? Sample size of population which is necessary? Sampling method which will be used? Selecting the sample The appeal with regards to a procedure of sampling underlies its susceptibility to error and the anticipated cost in monitory terms (Marder, 152). On the other hand, reliability and economy are two ends competing, since; to lessen error frequently necessitates an amplified expenditure with regards to resources. Defining the study purpose to the audience Acknowledging the reason for the study to the audience may lead to inaccurate responses. To prevent this bias, concealment to the goals of study is appropriate; A different solution involves making the questions very precise, creating no room for individual understanding. A series of similar questions are likely to generate extra precise information. Bias and error in sampling A sample should reflect the population from where it has been sourced, though; a guarantee of accurate representation by any sample in the population under study is not there. Chance can be a determinant that an inconsistent figure of unique observations is made. Practically, it is seldom identified at what time a sample proves unreliable and ought to be discarded. The time factor. A sample can be timely in information provision with regards to the data wanted. Although those affected, may be long dead by the time you turn up with your outcome. In such instances, only the minority of the ones by now infected are used to offer the information required. Purpose of sampling In order to come up with conclusions with regards to populations from samples, we should employ the use of inferential statistics capable of accommodating the determination of characteristics of a population by unswervingly noting only a segment (or sample) of the population (Burns, 35). We get a sample instead of an inclusive enumeration of the population for lots of reasons. It is openly cheaper to make observations as a fraction instead of the entire, but prepare to get by the dangers with regards to using samples. Sample size Before settling on the size and scope of a sample, identify your population of study. The issue of how large a sample should be is a complicated one. Sample size is determined by a variety of constraints. Where costs of research are fixed, a constructive rule of thumb is to spend an estimated one half of the total amount for collection of data and the other half for its analysis. The constraint dictates the sample size as well as sample design and data collection procedures. References Bradley, Nigel. Marketing Research. Tools and Techniques. Oxford: Oxford University Press. 2007. Print. Burns, Bush. Marketing Research. Upper Saddle River: Pearson Education. Kotler, Philip and Armstrong, Gary. Principles of Marketing. Pearson: Prentice Hall. 2007. Print. Marder, Eric. The Laws of Choice Predicting Customer Behavior. Oxford: Oxford University Press. 2007. Print. Trullinger Associates. Customer Satisfaction Surveys. (1995). April 20, 2010 Read More