Unit 19 Marketing Research Assignment – BTECHND Assignment

LO 4 Be able to measure customer satisfaction

Q4.1 Evaluate how you would assess customers response using the following two techniques;

1) A face-to-face questionnaire and

2) An online questionnaire.

Questionnaire is a method of market research which consists of several questions of different types to a group of people or general population. The purpose of the questions in this method is to collect as much data about the market as possible from the customers. The questionnaires are generally cheaper, simpler and easier than some other types of surveys. This can be done by using several techniques, such as face-to-face and online questionnaires.

Face-to-face questionnaire

The face-to-face questionnaire allows the interviewer to be physically present to ask the questions to the interviewee directly. Face-to-face questionnaires are conducted when they are absolutely required (Chen, 1996). There are several advantages of the face-to-face questionnaires, but there are a lot of costs associated with the process as well. Face-to-face questionnaire follows a standardized questions and answers pattern.

Advantages: The face-to-face questionnaire allows the interviewer to ask several complex questions and to help the interviewee to understand the question. The interviewer can perceive the facial expression, body language and gestures of the interviewee to decide which questions to ask and how to ask those questions. The face-to-face questionnaire allows the collection of some data that can’t be collected from any other source.

Disadvantages: The cost of conducting such questionnaires is very high. The process of face-to-face questionnaires also takes a lot of time and a limited number of people can be interviewed in a particular amount of time (Stávková, 2008). The required number of interviewers is also high. The interviewee in this type of questionnaires can also get influenced, biased or affected by the interviewer to compromise the quality of the data.

Online questionnaire

This type of questionnaire is conducted on the digital media. The usage of social networking sites, search engines, websites and blogs is done for the successful operation of the questionnaire.

Advantages: The time taken by the process is less in comparison to the total number of people going through the questionnaire. There is no requirement of having a large number of interviewers or a particular venue for the process to undergo. The people don’t get affected by the process and tend to answer honestly by being assured of anonymity.

Disadvantages: The direct interaction with the interviewee is not possible in this type of questionnaire. The quality of the questions can’t be enhanced depending on the response to previous questions.

Q4.2 For an organisation of your choice, design and complete a customer satisfaction survey. Your questionnaire should contain a minimum of 10 appropriate questions.

Customer satisfaction surveys are conducted by several organisations to get an idea about what the customers exactly think about the products of the organisations which they are using. The final stage of the buyer behaviour is the process of the customers weighing the product’s cost and the decision to buy it with the benefits and the ease of use it provides (Bettman, 1991). The questions in the customer satisfaction survey are designed in a way to ensure the collection of both qualitative and quantitative data. A questionnaire for a mobile phone manufacturer like Nokia is provided in the next segment containing different types of questions.


  1. What is the model of the mobile phone you own?
  2. Which of the features of the mobile you like the most?
  • Touchscreen
  • Build quality
  • Battery backup
  • Camera

3. When did you last receive any after sale service from our organisation?

4. Which of the following services have you received?

  • Accessories change
  • Firmware update
  • Resetting the mobile to an earlier version
  • Change of cabinet of the mobile
  1. Are you completely satisfied with the solution provided by the service centre? Yes/No
  2. Is the problem with your mobile completely solved? Yes/No
  3. How satisfied are you with the overall service provided to you?
  • Very satisfied
  • Satisfied
  • Unsatisfied
  • Very unsatisfied
  1. Would you recommend any of your friends and colleagues to receive our service? Yes/ No
  2. What can we improve in our service?
  1. What did you like the most about the service you received?

Q4.3 For the organisation you used in Q4.2 above, review the success of the completed customer satisfaction survey.

The customer satisfaction surveys are conducted by the organisations to determine the mind-set of the customers regarding them and their products or services. The questionnaire associated with the customer satisfaction survey is designed in such a way that the questions cover all the aspects of the usage of the product or service (Chen, 1996). The questions are also designed to collect both qualitative and quantitative data. The number of respondents for the customer satisfaction survey designed in the last segment is very high. This allows a huge amount of data to be collected. This information is related to all the aspects and features of the mobiles. The customer satisfaction survey was proved to be a success as the number of people attending the survey provided the answer honestly. The objectives of the questions were met as there are a lot of suggestions for several areas of improvement in the mobiles and the services provided by the mobile company. The number of customers who received any type of service from the mobile company are also determined and documented (Stávková, 2008). The demand for a particular model of mobile from the company is also determined by looking at the number of people owning that model. Some of the common problems in some of the mobiles of the corresponding company are also identified according to the problems faced by the customers included in the survey. The training and development processes for the employees in the service centres of the mobile company are started according to the feedback from the customers. The feedback about several models of mobiles allows the company to identify, anticipate and satisfy the needs of the customers further in the future.


Andreassen, T. W., & Lindestad, B. 1998. Customer loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9(1), 7-23.

Bettman, J. R., Johnson, E. J., & Payne, J. W. 1991. Consumer decision making. Handbook of consumer behavior, 44(2), 50-84.

Chen, M. J. 1996. Competitor analysis and interfirm rivalry: Toward a theoretical integration. Academy of management review, 21(1), 100-134.

Deshpande, R., & Zaltman, G. 1982. Factors affecting the use of market research information: a path analysis. Journal of marketing research, 14-31.

Häubl, G., & Trifts, V. 2000. Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing science, 19(1), 4-21.

Howard, J. A., & Sheth, J. N. 1969. The theory of buyer behavior (Vol. 14). New York: Wiley.

Malhotra, N. K., Birks, D. F., Palmer, A., & Koenig-Lewis, N. 2003. Market research: an applied approach. Journal of marketing management, 27, 1208-1213.Order Now

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