Plan For Conducting Market Research On Customer Satisfaction At Ooosh Bakery Essay.

Analyse And Report On How The Data Will Be Processed And Reviewed And The Rationale For This Approach?

Provide a Clear And Convincing Rationale For Conducting The Market Research?  

Use Clear And Concise English To Explain Key Concepts In The Plan?

Methodologies for collecting the data

The planned market research aims at understanding the extent to which Ooosh Bakery has been able to provide good customer services along with maintaining the quality standards. In order to collect information on this aspect, it is essential to collect primary data from the customers and the employees of the bakery, who would be able to provide an insight to the researched area (McCambridge et al., 2014).  At the same time, quantitative data would be collected for the market research which would allow the researcher to quantify the extent to which the customers are company are satisfied with the products and services of the company.

The primary data would be collected from the customers who visit the store and the employees of the store.  The researcher would use surveys in order to collect the data. The survey would be conducted with the help of close ended questionnaires, which would be distributed to the customers who visit the store. The filled up answer sheets would be collected to generate the required answers (Cooper et al., 2006).  Apart from that the same process would be applied in the case of the employees as well. The employees would be distributed the survey sheet and the filled up sheets would be collected.

In order to understand the extent to which the customers of Ooosh Bakery are satisfied with the products and services, it is essential on the part of the researcher to take a large sample size, to generate accurate results (Kothari, 2004). For the survey a sample size of 100 customers would be selected from 6 outlets of the Bakery. The customers who would visit the store would be provided with the questionnaire sheet. The first 100 correctly filled out answer sheets would be considered for the research. Random sampling would be used to choose the customers.

Apart from that the researcher would also choose 12 employees of the bakery, with 2 from each of the 6 outlets. The researcher would use purposive sampling, for choosing two employees of the store.

The primary data that would be collected from the customers of the store would be processed with the help of statistical software. In this context, SPSS would be used. With the help of the SPSS software the researcher would analyse the relation between products and services and customer satisfaction through correlation tool (Dean & Ghemawat, 2010). Apart from that the data from the employees would also be processed with the help of SPSS tool.  Correlation would be used in this context, as it would provide an overview of the extent to which the customers of the company are satisfied with the company. Thus effective suggestions could be provide if the company has lower customer satisfaction index.

Data size

With the help of this estimated cost, it is likely that the researcher would be able to collect the required data from the company and would be able to understand the extent to which Ooosh Bakery ensures customer satisfaction.

Subject: Outline of the market research

Respected Sir/Madam,

It is to bring to your notice that the proposed market research plan has been generated as per the need in order to determine the customer satisfaction level of Ooosh Bakery. In order to carry out the research, a primary study would be conducted; the primary data would be collected from the customers and employees of Ooosh Bakery. At the same time, survey would be used with the help of questionnaire survey, for collecting the required data. With the help of this data the researcher would be able to determine the relation between the products and service offered by Ooosh Bakery and customer satisfaction level. Thus, to determine this result, the researcher would use SPSS tool and correlation analysis.

Background to the planned market research

Ooosh Bakery is considered to be a takeaway shop located at Sydney International airport and operates all the days of the week (Sydneyairport, 2018). However, the market research plan has been developed to determine the level of satisfaction the customers of Ooosh Bakery is deriving from their goods and services. There has also been a concern from the owners of Ooosh Bakery regarding the type of customer service they are providing that is, their delivery options are limited to take-away while there is no provision of the dine-in option. On the other hand, considering the competition at the Sydney International airport and other locations in Sydney and Melbourne, the company desires to develop new, nutritious and organic bakery recipes. The market research plan would aim to cover the aspect of customer satisfaction, dine-facility and development of new product.

The objective of the market research plan is:

• To conduct an assessment of the level of customer satisfaction
• To determine the needs and demands of dine-in facilities of Ooosh Bakery
• To understand the necessity to engage in new product development

The market research aims to understand the perspectives of the participants associated with the business and the market research objectives. Considering the case of Ooosh Bakery, it can be said that both the customers and employees would be involved in the process of the market research. There are two types of data that could be collected for a particular research which are the primary data and the secondary data. While the primary data is associated with the collection of information and data from first-hand sources, the secondary data is collected using the information published at the second-hand sources such as journal articles, books, company website, magazines, newspaper etc. However, in conducting market research for Ooosh Bakery, only primary data would be collected using questionnaire survey of both the customers and the employees (Fowler, 2014). The customers would provide insights about their satisfaction level and their demand for dine-in facilities and new products. The employees would provide insights into the advantages and disadvantages of the dine-in facilities and their perspectives on new product development for the customers of Ooosh Bakery. The data would be collected from the 100 customers who would visit the six different outlets of Ooosh Bakery located in and around Sydney and Melbourne while 12 employees of each of these six outlets would be approached to participate in the market research of Ooosh Bakery.

Data processing

The data analysis methods are of two types which are quantitative data analysis and qualitative data analysis. While the quantitative data analysis is associated with the evaluation and assessment of numeric data and information, the qualitative data analysis covers the assessment of the non-numeric data and information (Yilmaz, 2013). The market research to be conducted aims to collect primary data through a survey which would be numeric or quantitative data. The data so collected would be assessed using quantitative data analysis methods through statistical techniques such as graphs and charts and hypothesis testing and correlation (Saunders et al., 2016). The results of the quantitative data analysis would help to attain the three market research objectives.

The market research was initially based on improving the location, assessing customer satisfaction and product satisfaction. However, sufficient changes have been made as per the previous work based on the objectives, methodology and budget. Three concrete market research objectives have been proposed which includes understanding the need to open dine-in stores for Ooosh bakery, to assess the customer satisfaction level and to assess the need to develop a new product. The market research is important to be conducted as it would help the company to increase its market base and improve customer service and satisfaction level by opening dine-in facilities apart from the takeaway facility and also through the use of organic and nutritious bakery items. Kindly note that the methodology has been limited to conducting a primary survey to derive first-hand responses of the participants which are customers and employees and also the budget has been revised by deducting the irrelevant expenditures to adhere to the given budget. Therefore, the market research is effective for establishing and attaining the market research objectives.

References

Cooper, D.R., Schindler, P.S. & Sun, J., 2006. Business research methods. 9th ed. New York: McGraw-Hill Irwin.

Dean, J. & Ghemawat, S., 2010. MapReduce: a flexible data processing tool. Communications of the ACM, 53(1), pp.72-77.

Fowler, F.J., 2014. Survey research methods. London: Sage Publication.

Kothari, C.R., 2004. Research methodology: Methods and techniques.. New Age International.

McCambridge, J., Witton, J. & Elbourne, D.R., 2014. Systematic review of the Hawthorne effect: new concepts are needed to study research participation effects. Journal of clinical epidemiology, 67(3), pp.267-277.

Saunders, M., Lewis, P. & Thornhill, A., 2016. Research methods for business students. Harlow (Essex): Pearson.

Sydneyairport, 2018. Ooosh Oregano Bakery. [Online] Available at: https://www.sydneyairport.com.au/eat/ooosh-oregano-bakery [Accessed 3 September 2018].

Yilmaz, K., 2013. Comparison of Quantitative and Qualitative Research Traditions: epistemological, theoretical, and methodological differences. European Journal of Education, 48(2), pp.311-25.