Essay on the Research Objectives and Methodology

Research objectives: The major aim of this study is to conduct a gap analysis in order to assess customer satisfaction. The customer’s satisfaction is considered as the one of the major and most important aspect for nay kinds of the business. Meanwhile when the topic of the supermarket has been discusses the aspects of the customer satisfaction become more difficult and crucial due to the high competition of the super market in the entire region of the USA. The marketer and policy makers are keening to search that how satisfaction level of the customers can be assessed for the supermarket. Few of them are considering that the rise in revenue is good source to observe the customer satisfaction level. There are few objectives of this research study and these are;

·         To analyze the customer satisfaction of the Coles supermarket

·         To assess the customer satisfaction of the Coles supermarket by conducting gap analysis.

·         To apply the gap analysis in the Coles supermarket for measuring customer satisfaction.

·         To explores the terms and conditions of the gap analysis for the policy makers to enhance the customer satisfaction at Coles supermarket

·         To increase the level of the customer satisfaction at Coles supermarket by observing the major reasons

Considerations in the data collection process

Data collection approach/methodology to use: The said research is conducted by using the both kinds of the research methods. It includes qualitative and quantitative research methods. The qualitative research methods lead towards the theories and concepts that are particularly conducted for observing the role gap analysis in supermarket. The qualitative research method is the goof approach to explore the views, theories, points and aspects of the other person in words. It doesn’t include any kinds of the figure and statics. The quantitative research method leads to the facts and figures that are particularly utilized to conducting any kinds of the research. In the said study the quantitative research method is particularly used by using the primary source of data collection.   

Design of the questionnaire: In order to conduct the research study and analyze customer satisfaction of the Coles supermarket the self-administrated questionnaire will be used.  The questionnaire contains on the major two sections the first section of the questionnaire explains about the demographic profile of the respondents in which the name, gender, age and occupation of the respondents will be explains. The second section of the questionnaire contains on the information related to the various variable that are used for assessing the customer satisfaction in gap analysis. This section of the questioner contains on the open ended questions and this question has been designed by considering the five point Likert ranging scale from strongly disagree to strongly agree.   

Customer target and sample: The sampling technique and size is the one of the most important facts for conducting nay kinds of the research study. In the said study the simple random sampling technique sampling technique has been used. It is the good approach for collecting data from all respondents. The sample is the 200 respondents. 180 are the random customers of the Coles super market who have visited the super market for their various purposes. The 20 are employees of the Coles super market who are performing their roles and responsibilities at the Coles super market. These respondents are good sample for the study to assess the customer satisfaction.     

Contact strategy to use and appropriate response rates: To contacting with the employees and customers is the one of the most important step when the process of the research has been started. It is the important significant aspects that how the customers can be contacted. The employees of the Coles supermarket have been contacted by using the proper and particular process of email. Meanwhile the customer has contacted by staying at the super market in different intervals. The questioner has been distributed to the respondents with the assess of the managers of the supermarket. This questioner has been given to the customer as feedback paper. Proper permission and refer letter has been taken from the department of the university in order to collect such data.

Training and supervision of the data collection team

The step of the supervision and data collection team was not too crucial because the data has been collected by the team members or individual of the groups. The time has been spent out by the individuals who are keen to assess the customer satisfaction of the Coles supermarket.

Data processing requirements relating to gap analysis

The process of the data processing is includes as the procedure of the data analysis. In this study data has been analyzed by using the SPSS software that is good tool for analyzing the quantitative data. This software can reduce the chances of the data manipulation. It is the one of the most important and good tool for generating the charts and graphs. It is the good tool for producing the tables.