Marketing Research

Order Instructions:

The assessment for this module is individual coursework. You are required to complete a written report which presents the results from a survey, and discusses the strengths and limitations of using quantitative and qualitative research methods.

Complete a survey analysis using SERVQUAL and SPSS

• We will present you with a research issue and a survey method for gathering some preliminary data.
• This will be based on a survey methodology called SERVQUAL which is a popular marketing research questionnaire based method for measuring customer satisfaction.
• Data from the survey will be input using SPSS (computer software statistical package for social sciences).

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Part 1: Quantitative research (analysis of survey data)
• Present in report format the main findings from the survey
• Identify and discuss the implications of the findings
• What conclusions may be drawn?
• What recommendations might you make?
• Comment on the strengths and limitations of the research 50 marks

Part 2: Qualitative research
• Discuss how qualitative methods might add to / improve the research you have completed.
• What methods might you use?
• How would you go about it (what is the process)?
• What are the strengths and limitations of a qualitative approach? 50 marks