Question

You are the marketing manager for RAYS OUTDOORS.This company sells camping and outdoor equipment to the public and wants to commission research to identify: customer satisfaction amongst existing users, and new products and services that could be offered to potentially grow demand and reach new customers.You have been asked to prepare a brief. With this in mind you need to identify:

1. What type of research is needed to meet these two research objectives? (qualitative, quantitative or both and explain why)

2. Who should be included in the research (target respondents)? What research method/s would you recommend for collecting the data to meet each research objective?

Answer 1

Answer 1 =While conducting the customer satisfaction survey amongst existing users, and new products and services that could be offered to potentially grow demand and reach new customers, the marketers have to perform both the qualitative and quantitative surveys. This is due to the fact the customer satisfaction is made of varied types of factors. Some factors can be quantified such as providing the ratings, giving scores while the qualitative surveys are performed in order to find out the qualitative information with the help of focus groups, and these are performed in order to receive the unstructured text-based feedback from the customers. and in comparison to the structured surveys that are quantitative surveys, these qualitative surveys facilitate more and in-depth information.

Answer 2= Current customers, target customers, and prospective customers can be added in these types of surveys as the focus is to find out the customer satisfaction level amongst existing users, and new products and services that could be offered to potentially grow demand and reach new customers.

The different methods that can be used are as below=

Net Promoter Score (NPS) Surveys= These are used to determine the loyalty and satisfaction level fo the customers on the scale of 1 to 10 and these surveys tend to facilitate accurate results

Customer Satisfaction (CSAT) Score Surveys= In this the customers have to respond to their level of satisfaction towards product, service, or an organization. In this survey commonly only one question is asked and the customer has to respond to that.

Customer Effort Score (CES) Surveys= these are the new surveys that are performed to find out the satisfaction level fo the customers on the basis of the efforts they have to put in order to get their problem or issue resolved.

Focus group= This is manly the group of customers who share their experience with the product or service. These customers can vary depending on the type of information the company is looking to get

Unsolicited Feedback= These are the kind of surveys which are performed on social media and other sources where the customers express their opinion about the product or survey.