Data Analysis Report
Case Study – Computers R Us
This report aims to figure out two basic questions, current consumers’ satisfaction and strategy that would be most potent to increase overall satisfaction. At the beginning, a survey of three parts was designed and conducted across different age groups.420 samples were collected and coding and editing of a variety of data ensued. By resorting to hypothesis test, regression model, this report found out that current consumers’ satisfaction level is much lower than management expected and two gender groups show significantly different satisfaction .Also, consumer satisfaction was similar across five age groups. In respect of determinants of consumer satisfaction, satisfaction with response time, satisfaction with the level of advice from staff at call centre, satisfaction with the level of communication and satisfaction with loyalty rewards program from consumers are all key contributors while only satisfaction with the level of communication has positive relationship with overall consumer satisfaction. Thus, in order to make effective strategy to improve overall satisfaction, Computer R Us should increase methods of communication. Introduction
Computer R Us, whose main business focuses on manufacture and retail of computers, recently set up a division called Completecare. This division offers consumers service and repair for its computers. However, in its everyday operation, R Us has received many complaints from consumers because the division is suffering from such problems as lack of trained work staff in the call centre, distribution problem and availability of computer parts. This report aims to investigate what current level of satisfaction is and which strategy is the most effective to improve the overall satisfaction. In order to set out most potent strategy to improve overall satisfaction, this report studies that satisfaction with response time, satisfaction with the level of advice from staff at call centre ,satisfaction with the level of communication and satisfaction with loyalty rewards program from consumers which one contributes significantly to overall satisfaction and then recommends respective strategy. Research Design
In primary research, a consumer satisfaction survey which consists of three parts, personal information, current satisfaction and determinants of consumer satisfaction, has been designed. This survey was randomly distributed among 500 consumers of R Us. This sample size is sufficient to represent the population and the sampling is at random. Out of 500 copies of questionnaires sent, 420 samples were collected .This set of data is the basis to further research. In the process of collecting data, there are several human ethical considerations .Consent with this survey should be given by participants before data process begins. Make sure consumers everyday life would not be disturbed by this sample survey both physically and emotionally. The most salient ethical values implicated by the use of human participants in research are beneficence, fidelity and trust within the fiduciary investigator/participant relationship, personal dignity, and competent decision making and the privacy of personal information. (Kapp, 2006)In our surveying, consumers were able to respond anonymously, which protects the privacy of personal information. Even in reporting results, the private information provided by those 420 consumers must not be disclosed.
Six hypotheses tests were conducted to work out current consumer satisfaction and the determinants of overall satisfaction. From appendix, it can be seen that current consumer satisfaction with the business doesn’t reach management’s expectation (6 out of 10)by using p value one tail though analysis of two tails are illustrated .It’s necessary to take right actions to boost consumers’ satisfaction with profound insight into the determinants of overall satisfaction. Also it’s...
References: Azzalini, A. (2012). Data Analysis and Data Mining: An Introduction. Oxford University Press Inc.
Kapp, M. B. (2006). Ethical and legal issues in research involving human subjects: do you want a piece of me? Journal of Clinical Pathology, 335-339.
Zikmund, W. B. (2012). Business research methods (9th ed.). Cengage Learning.
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