Thomas Cook Tourism Company in United Kingdom

BUSINESS DECISION
MAKING

INTRODUCTION
The decision making process of any company or organization is an important aspect in
order to develop of business. For achieving organizational or managerial objectives or goals, a
decision is a course of action that is take from set of alternative options. It is a continuous and
indispensable element for managing any activities of business or organization. Thomas Cook is
tourism company in the United kingdom. This company wants to collect relevant data by using
appropriate tools and techniques. In this modern world, there are many organizations that make
use of facts and figures so that management will be able to make effective decision. Further, to
get understanding and effective decision, management make use of statistical tools. These are
helpful enough to measure the performance of the firm. Data which has gathered from the
questionnaires have been interpreted in the report.
TASK 1
1.1 Sources of data collection for the development of business
Collection of data and information can be done by various sources for conducting a
research. Mainly, there are two different type of techniques for collection of data, they are
Primary sources and Secondary sources. Generally, the company such as Thomas Cook has used
these two sources for generating better results(Zsambok and Klein, 2014). Primary data type is a
set of facts and figures which is never collected by anyone before and also has not been
published in any book, journal, magazines etc. It is also known as first hand data collection
technique which is mostly consists of set of questionnaires. On the other side, the secondary data
is that which has already been collected by someone else and published in some books, journals
or magazines.
The information related to facts and figures that has collected from internet are also
covered in the secondary sources. Both types of data collection sources are essential for the
research purpose. The researcher can take review of past data and get idea of conducting a
research. Therefore, both types of data sources persist great importance. In order to conduct this
research for Thomas Cook, the secondary data has collected from books, journals and
magazines(Pettigrew, 2014). And for primary data, sample of 90 customers will be taken into
consideration. The company is planning for four different tours that are Morocco, Turkey, Cuba
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and Dubai. And they wants to know that customer would prefer for these tours or not. For this
purpose they are doing research.
The list of type of data required are as follows:
 Age-groups
 Costomer profile
 Preference
 Attitude
 Buying behaviour
1.2 Survey methodology and sampling techniques
Survey methodology:
Survey methodology can be determined as the study in which individual units from
particular associated survey data or population is collected. For this purpose, there are various
strategies used which are questionnaire and methods for improving the number and accuracy of
responds to surveys(Nowduri, 2011). Majorly there are four methods for collection of data with
the help of Survey Methods. In this context, it includes interview through electronic, telephonic,
personal interview and mail interview. For this survey the company has gone with personal and
mail interview.
Personal interviewing This is the most versatile from the all methods.
It is also termed as face-to-face survey(García-
Peñalvo and Conde, 2014). This type of survey
method is used when a specific target
population is involved. The main aim of this
method is to explore the responses of the
people to gather more and deeper information.
Mail interviewing The email survey means the survey instrument
like questionnaire is send to the respondent
through email. It can reach all types of people.
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Sampling techniques:
In order to conduct a research, it becomes essential to identify the the sample units. The
conclusion which is made for sample then it will represent the entire population(Ho, Xu and
Dey, 2010). The sampling techniques which has used in this survey are simple random sampling
and convenience sampling.
Simple random sampling This method is generally used in the research
in which sample units are to be taken on the
random basis from population. When specific
type of sample is not required in the research
for data collection then this technique is good.
And in our research, it is required to analyse
the buying behaviour of the people.
Convenience sampling In this method the sample units are to be taken
from the population on the basis of
convenience of researcher. Therefore, many of
the researchers prefer to follow this method for
collecting data.
1.3 Questionnaire for the survey
Name:
Gender:
 Male
 Female
Marital status:
 Married
 Unmarried
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 Divorced
Q.1 Age-groups
 Below 20 years
 20 to 30 years
 30 to 40 years
 40 to 50 years
 50 to 60 years
 60 to 70 years
 Above 70 years
Q.2 Are you satisfied with the existing range of tours offered by our company?
 Strongly agree
 Disagreeing
 Neutral
 Agree
 Strongly agree
Q.3 How many tours have you bought from us?
 1
 2
 3
 4
 More than 4
Q.4 Would you purchase tour to destination A (Morocco)?
 Strongly agree
 Disagreeing
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