Bellboy Case

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  • Topic: Exploratory research, The Table, Descriptive research
  • Pages : 8 (2786 words )
  • Download(s) : 294
  • Published : July 20, 2011
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Table of Contents

1. Part I. Argumentation SWB; the survey understates the demand…..…………3

1. Collection of samples…………………………………………………….3

2. Research design adopted and procedure……………………………….4

3. Questionnaire…………………………………………………………….4

4. Analysis…………………………………………………………………...5

5. Conclusions..……………………………………………………………..6

2. Part II. Argumentation Two Small Companies; the survey overstates the demand……………………………………………………...………….7

1. Collection of samples……………………………………………………7

2. Research design adopted and procedure………………………………7

3. Questionnaire……………………………………………………………9

4. Analysis…………………………………………………………………..9

5. Conclusions…..…………………………………………………………10

3. Part III. Point of view of the group…………………………………………….11

Part I. Argumentation SWB; the survey understates the demand

SWB’s main objective for conducting the survey was to show a substantial unmet demand in the Dallas/Fort Worth area. Based on received results of the survey, SWB is trying to argue that the demand is understated in their survey for the following reasons;

Collection of samples. The samples were selected on a systematic random basis with participation of every ‘Nth’ number which ensures an unbiased selection of sample units with good representation of the entire population. Since the pool of target customers has been limited to businesses only and did not include the government and public sector, hospitals and medical organizations, private persons and non-for-profit organizations, SWB was unable to analyze the full demand in the given market/geographical area. Besides that, the use of SWB’s own database is not the most comprehensive source for research on all businesses in that area and many potential interested companies in the service were probably not reached due to this restriction. SWB’s focus in their research was on employees of the communication departments’ but since those employees only play an intermediary role between the seller and the actual end-users (the professionals as mentioned in Table 4 on p.424) the survey does not provide a full picture on demand in the market for people in the mentioned professions. This gives only approximate and most probably conservative results in the survey and if the end users from right professions were contacted directly the results on potential demand could be higher. In addition, the required number of sample units to secure 95% confidence interval with an error margin of 5% for the survey (also used with polls during elections) had to be applied to the right target customers, not just to all businesses. Applying this correctly would have significantly improved the outcomes of this survey. Random selection based on primary and sub-sample listings from selected businesses in the area was not fully representative of the target industries which would be most interested in the Bellboy service (see Table 9 on p.427) and included companies from other industries. As a result, the outcome would understate real demand. The samples should have been selected on a stratified random basis from the interested target industries to reflect true demand. The main principle of the research; “ask right person the right question at the right time,” was not fully realized. Research design adopted and procedure. The research company used a combination of exploratory and descriptive research. The exploratory phase, however, was not done properly as the types of most interested businesses, their internal structure and professionals most likely to use the service, as well as buyers behaviour should have been learned from the data available to public (for example the local Chamber of Commerce could have been a great source for companies in particular industries and their sizes). Unfortunately, some of exploratory research was performed on the phone during interviews and considering the...
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