Business_Research_Methods_Part_Ii

Business Research Methods, Part II QNT/561 October 1, 2012 Target Corporation is the second largest discount retailer in the United States but they are making daily strides to gain momentum on the number one, Walmart. There are many problem areas that create deficiencies with customer satisfaction. The Research Design will be used in conjunction with the data collection method, a survey. A well-crafted survey will serve the purpose of gathering information from a target group of individuals with the desired purpose of answering the hypothesis. The Survey method of collecting data ensures a professional level of validity the study, while not allowing open ended questions. With the organizations growth, research is needed to determine the customer’s satisfaction during the last shopping experience at Target. Even though Target always receive rave reviews, there is room for improvement, proven with recent data. In the following, the sample design , survey method of collecting data, and a rating system will be used to maintain the validity of the data. The purpose of this survey is for Target to gain information of Customer Satisfaction of the last visit to Target. Customer Satisfaction Survey |Within the last month, how many times did you shop at Target' | | | |Never 1-5 5-10 10 or more | |What was the primary reason for shopping at Target' | | | |Please indicate your overall experience with your last visit to Target | | | |Dissatisfied Satisfied | |1 2 3 4 5 6 7 8 9 10 | |Did you find what you were looking for with your last visit to Target' | | | |YES or NO | | Please indicate the type of product that you were looking for…. | | | |Electronics Clothing Health and Beauty Sporting Goods Bed and Bath Other | | Were you satisfied with your last purchase from Target' | | | |YES or NO | | If YES, would you return to Target for future shopping needs' | | | |YES or NO | | If NO to question six, please indicate why' | | | | Is the Target that you shopped conveniently located to your primary residence or primary shopping area' | | | |YES or NO | | Were the items you were looking for easy to find' | | | |YES or NO | |Were the employees friendly and knowledgeable of products' | | | |YES or NO | |Team C would like to thank you for taking the time to complete this survey. Please use the additional space below to discuss any additional | |observations concerning your experience with Target. | The above survey was conducted to determine the customer’s satisfaction during the last shopping experience at Target. Target wanted to understand if the store was or was not meeting the customer’s expectation, by doing so a questionnaire was presented to each customer that frequent Target on a specific day; the response type determinability was use of the rating scale. According to Cooper, and Schindler (2011), a rating scale is used when participants score an object or indicant without making a direct comparison to another object or attitude. In one month Target receives over 26 million visitors in over 200 stores, making Target the fourth most-visited retail store, nationwide (http://corporate.target.com/about/shopping-experience); on an average Target receives approximately 5000 customers or less per day. The survey was ranked as follows: Nominal Data: a. The primary reason for Shopping at Target was for miscellaneous items, or to purchase items listed in the sale ad. Ordinal Data: b. Most of the customer was able to find the items what they were seeking. c. The customer indicating they were looking in all departments and not just for one particular product. d. Customer noted that some item was easily located, while others were not. e. The survey showed that all Target employees were friendly and knowledgeable in their department. f. The customers indicated they were satisfied with their last purchases. g. Customer indicated that they will return to Target for future shopping. Interval Data: h. Target is conveniently located for most shoppers; others indicated they are a few miles away but wanted to visit other Target stores. i. Within the last month the customers shopped at Target between 1- 5 times j. The overall experience was rated as an 8 Target customers overall experience with the store was rated as acceptable, however there was a few area that could use improvement. Some customer noted that the lines were too long, and after repeated attempts for additional lines to open other associated was made available. Other stated that when the cashiers needed additional help at the register it took too long for the lead supervisor or manager to assist. Lastly, customers for other location noted that it would be nice to have grocery in all Target stores. Reference Cooper, D.R. & Schindler, P.S. (2011). Business research methods (11th ed.). New York, NY: McGraw-Hill/Irwin.