Unit 8 Research Project- Asda Market
Added on 2020-01-23
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UNIT 8 RESEARCH PROJECT
Table of ContentsIntroduction .....................................................................................................................................................................Task 1...............................................................................................................................................................................LO1: Developing Research Specification........................................................................................................................1.1 Plan for Collecting Data.........................................................................................................................................1.2 Background of ASDA............................................................................................................................................1.3 Aim of the Research ..............................................................................................................................................1.4 Research Question ................................................................................................................................................1.5 Research Hypothesis..............................................................................................................................................1.6 Research Design and Methodology.......................................................................................................................1.7 Research Plan.......................................................................................................................................................Task 2.............................................................................................................................................................................LO2: Research Project Operations ................................................................................................................................2.1 Efficient matching of resources with research questions ....................................................................................2.2 Future investigation research with the help of certain procedures .....................................................................2.3 Sensitive data recording.......................................................................................................................................Task 3.............................................................................................................................................................................LO3: Assessment of research results.............................................................................................................................3.1 Unique research assessment techniques ..............................................................................................................3.2 Explanation and result analysis ...........................................................................................................................3.3 Recommendations ...............................................................................................................................................Task 4.............................................................................................................................................................................LO4: Presentation of research results............................................................................................................................4.1 Using agreed format and unique media to assess the research results ................................................................2
Conclusion ....................................................................................................................................................................References......................................................................................................................................................................Appendices.....................................................................................................................................................................Appendix 1: Gantt chart ............................................................................................................................................Appendix 2: Questionnaire........................................................................................................................................3
Introduction The most central portion of research design process for Asda Supermarket is researchspecification. Research specification will help Asda's organisation to find the individual learningoutcome. It also contributes to accomplice the certain types of data and the goals in a propermanner (Stevenson, 2014). This research has different learning results and will be discussed inthe following sections. The first task will formulate and record the research project outlines. Thenext article will critically examine references and research project specifications which arerequired for Asda to drive the outcomes. The other following tasks would implement theresearch project, and evaluation of the research results will be obtained. Latest recommendationswould be used to detect the issues in the system and their appropriate analysis. The outline of theresearch design will help to determine the requirements and various factors associated with theresearch (Aigner, 2014). The outline will help to bring an overall idea before the project is put onthe run. The evaluation and recommendations will later play their part in designing of theproject.Task 1LO1: Developing Research Specification1.1 Plan for Collecting DataThe data will be collected through questionnaire with the participation of randomlychosen 25 customers coming in ASDA Colindale supermarket. Since the research is aboutcustomer satisfaction, the questionnaire helps to establish a good knowledge of the participant’sopinions. The questionnaire will allow the researcher to clarify the questions and would be ableto seek follow-up information whenever required (Gransberg, 2014). Moreover, thequestionnaire process is perfect for research topic like the customer satisfaction. The surveyresponse rate will be high, and cooperation of the respondents can be gained personally. Thequestionnaire is designed as a closed end questionnaire combining the Likert-style and themultiple choice questions regarding various aspects of the customer and level of satisfaction4
from each department (Zellner, 2014). Though questionnaire process is time consuming andexpensive, the results and benefits totally work the expense. 1.2 Background of ASDAASDA’s history dates back to the 1920s where a farming family in Yorkshire foundedHindell’s Dairies which sold meat and milk to the customers. In 1991 ASDA was formed as abrand which emphasised on internal communication and motivation. During June 1999 ASDAwas taken up by Wal-Mart and became part of the company (Fournier, 2015). Currently, ASDAis the second largest supermarket chain in the UK. ASDA currently possess 525 stores acrossUK and part of Wal-Mart family. The company promises low-cost products so that customershave to pay less. They aim to become the Britain’s most trusted retailer. Their strategy dealswith providing good service to their customers, respect to the individuals while striving forexcellence (Hausman, 2014). ASDA relies on its supplier management team to connect withASDA and their trading partners. ASDA follows the corporate social responsibility towards thesustainable environment. They work towards energy consumption through a reduction in energyuse by almost 45 percent and save the carbon emission by travelling less. ASDA also keeps anethical approach which chooses employment freely, ensures safe working and safety conditions,discourages child labour, sets the working hours according to the legal standards, practice a nodiscrimination policy and are compliant with immigration laws (Mason, 2014). ASDA puts theirprice range on the line as customers are assured of the lowest prices of the products available inthe market. The USP they emphasise is to put out a price range and stay ahead of its topcontenders in the market like Tesco, Sainsbury's, and Morrisons, etc. The strategies are pricing,service and satisfaction of the customers which ASDA relies on to stay ahead in the competition.In this current research, the customer satisfaction efficiency of ASDA will be put to rest (Aigner,2014). The study will help to find out how satisfied are the customers with various products andservice of the departments offered by ASDA.5
1.3 Aim of the Research The research aims at finding the level of the customer satisfaction with the product andservices of ASDA. Moreover, the study seeks to locate the strategy of customer satisfaction ofASDA and its effectiveness in reality. As mentioned customer satisfaction and treating eachwith respect is to their main purpose of meeting the competition. Hence the study will help tofind the physical evidence which justifies their strategy and its effectiveness in the competitivemarket scenario. Hence, the aim is made to understand the customer satisfaction level which willhelp to conclude the main theme of the research as it is aimed. The understanding contributes tobringing positive result based on the current economy. The development of the research is aidedby the use of application methods and prescriptions of policy. Different areas and extent arethoroughly investigated by the research personnel to gain approval and also timely renewal in anappropriate manner.6
Literature Review In these days we are living in a fast changing world and along with all the changescustomers’ needs are changing also. Acceleration of global economic integration processmarkets are changed from the production and sales orientated to customers orientated marketing.According to Anton and Petouhoff ( 2002 ), many more organisations are realising theimportance of Customer Relationship Management. “Contact Management” is a set ofspecialized management to help the organisations to collect and sort the information of contactbetween the customer and the organisation. Barbara Bund Jackson (1985) has transformed the “Relationship Management” in to aconcept which helps people to take new steps for the research of marketing theory. Later on the“Contact Management” has evolved into “Costumer Care” which includes Call Centres andSupport Data Analysis.In the 21st century customers are controlling or own the leaders of the business, theemployees of the business and also the business as they are holding the potential success orfailure of any organisation. To be able to establish customers’ dreams and desires means thattheir needs and wants are served professionally, quietly, professionally and efficiently. Thecustomers of 21 century demand personalized services always want to speak with person incharge so that they can get the best deals and they not only demand everything but also want thecompanies that they do business with to change in order to meet those desires and whims(Galbraith, 2005).As per Oliver (2010), customers are very wheel aware about the market and itsenvironment this giving them satisfaction when purchasing and all organisations along with theentire industry are now being measured on satisfaction that could lead to changes and laws.Citizens who are satisfied with public and private agencies have been found to have a betterquality of life.Mueller (2010) has characterised the customer relationship management aspect of thebusiness as a highly dynamic argues that the business needs to adopt a proactive approach indevising relevant programs and initiatives in order to remain competitive in their industries.7
Peppers and Rogers (2011) stated that satisfying customers’ needs is not sufficient in these daysin order to ensure the long-term growth of the businesses and that the businesses have to strive inorder to maintain long-term relationships with their customers, in order to maintain flexibility, toachieve long-life loyalty and to adopt their increased expectations. As per out case of study, ASDA, the research needs to be orientated towards the constantchanges of our customers’ needs and want as this is the most important aspect of the businesssurvival. As we stated previously customers have the power to decide the business growth orfailure and the satisfaction of our customers allows the business to remain competitive on themarket. Delivering professional and efficiently services to its customers it the aim and objectivefor any organisation as the high increased level of the competition in the market could anytimebring the failure of an organisation.1.4 Research Question There are various issues which are raised while investigating the theme related to ASDAColindale supermarket. The questions are:1.How positively is the customer satisfied by the products of ASDA?2.How the Departments of ASDA can support the unsatisfied customers by its products?The question helps to understand the theme or the motive behind the research. The firstquestion will consider to what extent the customers are satisfied with the products offered byASDA. The next question will answer how the work culture of ASDA functions to satisfy thecustomer with their services. Both questions refer to the satisfaction of customers towards theproducts and services.1.5 Research HypothesisThe Hypothesis raised the topic is:1st Hypothesis:H0: Customer satisfaction is positively related to the product quality of ASDA8
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