: the stages of customers evaluation research
Normally the starting point of any research process is the research problem and research objectives. The next stage is to design plans of getting information of both quantitive and qualitative ﬁgures. Then the the objectives transform in to questionnaire. In the survey both quantitive and qualitative questions are used. Multiple choices with scale measure is used on the other hand question with open answers are use to identify the quantitive problems. Information to be obtained should be determined prior to the building of questionnaire. Table 1 shows how information is to be collected. Each variable have 5 question to determine. Variables Reliability! Who to ask Customer! What to get How is the customer valuation of groupon companies’s reliability ! How is the customer valuation of groupon companies’s responsibility!! How is the customer valuation of groupon companies’s assurance! How is the customer valuation of groupon companies’s empathy! ! How is the customer valuation of groupon companies’s tangibles!
The next step after questionnaires were designed and sampled, ﬁeldwork was executed that involved the completion and return of questionnaire. Data analysis can start after the returned questionnaire were checked. Finally, the research process ends with the most important part that is the managerial implications. 2. Quantitative study The purpose of the quantitative study is to identify the relationship between 5 factors reliability, responsibility, assurance, empathy and tangibles and the quality of groupon companies’s services. The details about sampling, data collection and data analysis methods are described in the next part.
a. Sampling • Sample size: a sample of 390 people was drawn from residents living or working in some districts in Hanoi and some part of districts 1 Ho Chi Minh city. 390 people answered some question to classify in 3 groups which are the people have used groupon service, the people never use groupon service but they know about it and the people never use groupon and do not know anything about it. As expected, 50 percents of people who were asked to do survey are student because large number of people who use groupon to buy product and services is low income people; 30 percents of that is white collar worker the reason is that they have to work with computer and internet in plenty hours in a day and they want to buy product with low cost also and the last group of people the survey focusing on is housewives which is have 20 percents in total sample. Sample should include both women and men, belonging to 5 groups of age (from 18 years old to over 55 years old). • Selection criteria: the selection criteria for those participating in the study were age (between 18 and over 55 years old), income ( at least more than 1 million Vietnam dong per month), ability to use computer and the internet ( because almost all groupon companies are working base on internet environment). In addition, respondents should not be acquaintances of each other because they can share the same attitude about some services and companies. b. Data collection The questionnaire consists of 25 questions to determine 25 items which belong to 5 factors. These factors were developed from the study model Serqual . The Likert ﬁve-point scale was used for those items that aimed to measure consumer’s evaluation and felling. • Factors 1: reliability have 5...