Project on Applied Research: BSBRES801, Week 4, Period 2

This document presents an applied research project undertaken as part of the BSBRES801 unit, focusing on initiating and leading research within an organizational context. The project begins with an overview of the research purpose, which is to identify the impact of customer satisfaction on business performance and brand loyalty at Woolworths Limited. It details the methodologies used, including both qualitative and quantitative data collection methods such as questionnaires and interviews, along with the technologies employed for data management. The project encompasses a review of relevant policies and procedures, research ethics, and legal requirements, ensuring adherence to ethical standards and data protection. It also includes an analysis of the research findings, considering factors like trends and changes, and their impact on learning strategies. The project concludes with an evaluation of the research outcomes, recommendations for further research, and a comprehensive presentation of the findings, all tailored to meet the needs of the identified audience.

Initiate and lead
applied research
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Contents
TASK 1: Written questions..............................................................................................................4
TASK 2: Project...............................................................................................................................6
PART A...........................................................................................................................................6
Obtain and review relevant task documentation, and consult with relevant personnel to clarify,
confirm and document the applied research purpose and the needs of the target group.............6
Determine, obtain and review the policies and procedures in relation to conducting applied
research, as well as relevant research ethics and codes of conduct.............................................6
Establish the mechanisms to be used for collecting and maintaining data in a systematic
manner. Provide a full description of these mechanisms............................................................7
Identify and analyse any factors affecting the reliability and validity of data. Document this
analysis......................................................................................................................................11
Considering the available tools and resources, prepare, frame and document, an applied
research strategy and hypothesis...............................................................................................11
Considering the information determined, document a research proposal or plan which
includes:.....................................................................................................................................12
a. The specific hypothesis......................................................................................................12
b. A valid population or sample size.....................................................................................12
c. A description of the geographical, cultural, social or institutional context within which the
research will be carried out....................................................................................................13
d. A full description of the data collection methods that are to be used................................13
e. The analysis of the limitations to research design, including the reliability and validity of
data.........................................................................................................................................14
PART B..........................................................................................................................................15
Applied Research methods, theories and data collection techniques and select the methods
appropriate to gather and analyze data......................................................................................15
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Using suitable technology and technology services to support data collection and analysis,
access appropriate sources of information and contributors relevant to the research...............16
Use and apply the analysis tools to the data to optimize the relevance and integrity of research
...................................................................................................................................................17
PART C..........................................................................................................................................18
Determine how the research findings like changes and trends will affect on the strategy of
learning......................................................................................................................................18
Analyze the research findings and data in order to get accuracy of details as well as to ensure
adherence to any legal consideration or requirement. Determine any issues identified and can
be corrected through this analysis..............................................................................................18
Collate the data and analyze it for relevance against the original applied research strategy.
Document this collation and analysis........................................................................................18
Record the research findings into a clear and logical document, presenting the findings in a
manner consistent with the identified audience needs...............................................................23
Determine if there is any requirement of further research, and if so, document an outline of the
appropriate approach required...................................................................................................31
TASK 3: Verbal questions.............................................................................................................32
REFERENCES..............................................................................................................................36
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TASK 1: Written questions
Question 1: Explanation about the 6 communication process and methods for effective
communication?
Ans:
 Utilize clear, decipherable composition with straightforward articulations; maintain a
strategic distance from complex language, (for example, analogies, which are a typical
reason for misconception)
 Talk unmistakably and briefly, including utilization of proper language and tone.
 Guarantee the communication will be reliably positive, aware and comprehensive.
 Strengthen beneficial discourse (for example correspondence which is results centred).
 Praise your verbal correspondence with open non-verbal communication, a smile, and so
on.
 Use non-verbal correspondence, including non-verbal communication (for example hand
motions), to upgrade the message you are endeavouring to impart.
 Consider contrasts in the vicinities individuals incline toward when conveying, the
specific circumstance and strategies they like, and the speed at which they impart
(counting how rapidly or straightforwardly they arrive at the 'purpose' of their message)
(Agnihotri and et. al., 2016).
Question 2: Methods of data collection and data analysis, including the use of technology and
technology service?
Ans: There are two methods of data collection and data analysis which are qualitative and
quantitative. For collecting and analysing qualitative information, there are different techniques
which are interview, open-ended survey, focus group, observation etc. On the other hand, in
order to collect and analysing quantitative information, there are also different techniques which
are questionnaire, close-ended survey etc. All these are effective techniques in collecting as well
as analysing of qualitative and quantitative information about the specific field of study.
There are different technology that will be used in collecting and analysing of data. These
are communication technology and network, hardware and software etc. All these are effective
but according to the current research, hardware and software technology is effective because it
helps on recording of personal data of respondents safely.
Question 3: Explanation about the legal requirements, guidelines and procedures that related to
the research?
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Ans: 1. The handling and storage of data – including who has access to it, where / in what format
it will be stored, for how long it will be retained, etc.
2. Privacy – one of the key ethical principles governing research is that participants have a right
to privacy (or to have their private information held confidentially / protected from disclosure);
this often involves strategies such as de-identifying data, or ensuring responses cannot be linked
to an individual participant
3. Freedom of information – including to whom, and under what conditions (including the
timeframe), raw research data and findings can be made available
Privacy and data protection act: (2014): The PDP Act is a Victorian law that helps in protecting
the individual personal data whilst it is treated by way of Victorian public zone organisations,
together with Victorian government departments, neighbourhood councils, statutory workplaces,
government faculties, universities and TAFEs
Freedom of information act (1982): It is Australian Commonwealth Freedom of Information
legislation which offers members of the general public rights of get admission to professional
files of the Government of the Commonwealth and of its companies.
Question 4: Presentation techniques used for presenting research information?
Ans: There are basically two techniques used for presenting research information which are
explained as below:
Verbal communication: It is the usage of auditory language to change data with other
human beings. It consists of sounds, language, or speaking. The tone, quantity, and pitch of 1's
voice can all contribute to effective verbal communiqué. (Ali, 2016).
Non-verbal communication: It is another type of communication between persons via
non-verbal otherwise visual cues. This includes facial expressions, gestures, body movement,
touch, timing, and something else that converse without speaking.
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Question 5: What are the Standards reporting methods?
Ans: Clarify the reason or point of the examination, with the unequivocal ID of the exploration
question or theory and targets
2. Clarify why the examination was important and place the investigation in setting, drawing
upon past work in pertinent fields
3. Portray in (proportionate) detail how the examination was finished:
▪ State the picked research technique… and legitimize why this strategy was picked.
▪ Describe the examination instrument (e.g. the study tool)
▪ Describe how the example was chosen and how information was gathered, including:
▪ How were potential subjects distinguished?
▪ what number and what kind of endeavours were reached subjects?
▪ Who moved toward likely subjects?
▪ Where were potential subjects drawn closer?
▪ How was educated assent acquired?
▪ What number consented to take an interest?
▪ How did the individuals who concurred contrast from the individuals who didn't concur?
▪ What was the reaction rate?
4. Depict and legitimize the strategies and tests utilized for information investigation.
5. Present the consequences of the exploration. The outcomes area ought to be clear, real, and
compact.
6. Decipher and talk about the discoveries. This 'conversation' segment ought not just emphasize
results; it ought to give the creator's basic reflection upon both the outcomes and the procedures
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of information assortment. The conversation ought to survey how well the examination met the
research question, ought to portray the issues experienced in the examination, and ought to
sincerely pass judgment on the constraints of the work.
7. Present conclusions and recommendations.
Question 6: Basic ethical standard that relates to applied research?
Ans: There are a few essential ethical gauges which identify with applied exploration:
1. Show proficient trustworthiness, duty, fitness, respectability
2. Keep away from manufacture and misrepresentation of information; look after objectivity
3. Utilize fitting strategies to accumulate, examine, decipher and report information
4. Appropriately distinguish to explore members the motivation behind the examination
5. Be worried about the government assistance of members
6. Guarantee members give free and educated assent – that is, consent to take an interest, in the
wake of having been given all the data applicable important to choose whether support is to their
greatest advantage
7. Right to protection, privacy and namelessness
Question 7: 4 Examples of applied research tools and methods and how they are applied?
Ans:
Explanation
Action research This kind of analysts effectively includes
members (as opposed to just gathering data
from them), thus energizes their duty; it
likewise advances open intrigue and change
corresponding to the examination issue.
Regularly, it has a political drive.
Case Study This explores a wonder inside its genuine
setting, by glancing top to bottom at a
specific circumstance, or a little gathering of
circumstances (for example the contextual
investigations), where the marvels exist.
Classification In Australia, research is officially ordered in
a wide range of ways – for the most part by
sort of movement and field of examination.
This helps government and non-government
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financing bodies settle on choices about
how exploration is subsidized.
Experience and intuition Regularly, analysts draw on their experience
or instinct (for example their 'premonition')
to settle on choices about the examination
they embrace. It is critical to guarantee, in
any case, that experience and instinct are
applied dispassionately, thus don't
inclination the examination.
ReplyForward
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TASK 2: Project
PART A
Obtain and review relevant task documentation, and consult with relevant personnel to clarify,
confirm and document the applied research purpose and the needs of the target group.
Purpose of allied research: Main purpose of this applied research is to identify the impact of
customer satisfaction on business performance and brand loyalty of Woolworths Limited within
retail industry.
The Applied research purpose was determined after reviewing various documents
including agreements, Research briefs, contracts, guidelines and statements. Additionally various
other people were consulted including the organization’s manager, work supervisor, employees
and representatives of the target group.
Needs of the target group: The requirements of the key people involved in the research
were also considered and included participants, from whom data would be collected & the
recipients of the benefits of the research, to whom the findings will be applied.
Along with this, above mentioned are main objectives of current study that helps researcher in
doing of this investigation in systematic and effective manner. There are certain task
documentation and consult that will be required to follow within a study. These are consent
form, check list etc. These will helps researcher in completion of full project in ethical and
systematic manner.
Determine, obtain and review the policies and procedures in relation to conducting applied
research, as well as relevant research ethics and codes of conduct.
There are some research ethics principles that have been used by investigator for
conducting this research in systematic and effective manner (Ding and et. al., 2017). These
principles are (a) obtain informed consent from potential research participants; (c) protect their
anonymity and confidentiality; (b) minimise the risk of harm to participants; (d) avoid using
deceptive practices; (e) give participants the right to withdraw etc.
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Establish the mechanisms to be used for collecting and maintaining data in a systematic manner.
Provide a full description of these mechanisms.
This is an effective and essential part of the applied research that will support researcher
in collection of information about the topic. In order to collect and maintain data, there are
different numbers of methods which are questionnaire, interview, observation etc. All these are
considering most essential and useful methods that will support investigator to gather
information regarding the any kind of study in accurate manner (El-Adly and Eid, 2016). In
order to collect information about the impact of customer satisfaction over brand loyalty and
performance of an organisation, questionnaire has been followed by investigator because it will
help them in gathering of valid and reliable information about the topic within limited time
duration. Questionnaire according to the current study has been presented as below:
QUESTIONNAIRE
Q1) How often you visit Woolwoths?
a) Once in week
b) Once in month
c) 6 months in year
Q2) How would you like to rate the value for money of product?
a) 3 star ratings
b) 4 star ratings
c) 5 star ratings
Q3) Are you satisfied from the products and services offered through Woolworths
Limited?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q4) Which factor influences you the most of Woolworths Limited?
a) Cost of products
b) Quality of products
c) Promotional activities
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Q5) What are the issues faced by you while purchasing the products
a) Customer service
b) Environment
c) Billing system
Q6) According to your opinion, in which areas Woolworths Limited needs to be improved
for increasing performance?
a) Design of products
b) Customer service
c) Store environment
Q7) As per your opinion, does promotional activities of company influence you the most?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q8) Do you influence others to buy the products and services of Woolworths Limited
company?
a) Strongly Agree
b) Agree
c) Neutral
d) Disagree
e) Strongly disagree
Q9) What are the factors which makes you loyal towards the company?
a) Fast delivery
b) Better employee interactions
c) Quick solve queries
Q10) Does contribution of customers help company in improving brand image and
performance?
a) Strongly Agree
b) Agree
c) Neutral
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d) Disagree
e) Strongly disagree
Identify and analyse any factors affecting the reliability and validity of data. Document this
analysis.
Questionnaire is one of the main factors that has effect on reliability and validity of data.
Questionnaire is a part of primary data collection that will support researcher in gathering of
reliable as well as valid information about the current study (Farooq and et. al., 2018). A
dependable and legitimate measure is needed for measuring the data. The reliability of the
measures are affected by the duration of the scale, definition of the items, homogeneity of the
groups, duration of the dimensions, objectivity in scoring, the conditions of measuring, the
explanation of the size, the characteristics of the objects in scale, difficulty of scale, and
reliability estimation approach. Those factors should be known and taken into consideration to
construct a dependable scale.
Considering the available tools and resources, prepare, frame and document, an applied research
strategy and hypothesis.
Gantt chart refers as an effective and essential tool of time management that will be used
for analysing time completion of full project. This is an effective and essential time management
tool that will be applied within an applied research for identifying starting and ending time of
each activity. Along with this, there are some resources has been used for an applied research
such as time, cost and communication. All these are main resources that will be needed by
investigator by performing current investigation in effective and systematic manner. There are
some strategies of applied research such as questionnaire, interview, observation etc. All these
are effective but according to the current project questionnaire is best strategy that supported
researcher in collection of valid as well as reliable information without taking additional time
and resources (Hussain and Phau, 2016).
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Considering the information determined, document a research proposal or plan which includes:
a. The specific hypothesis
Research hypothesis: Woolworths Limited provides better quality services to the
customers that resulted in higher customer satisfaction and improved brand image within Retail
industry.
b. A valid population or sample size
This is a part of research methodology that is essential for investigator in selection of
sample size out of total population. This section has some part which has been explained as
below:
Industry: Retail industry
Organisation: Woolworths Limited
Research hypothesis: Woolworths Limited provides better quality services to the customers that
resulted in higher customer satisfaction and improved brand image within Retail industry.
Sample size: 80 customers that visit Woolworths Limited
c. A description of the geographical, cultural, social or institutional context within which
the research will be carried out
Woolworths Supermarket is a widespread supermarket logo in Australia that has covered
a large fraction of entire business area. This article will recognition on explaining special
elements associated with the organisation. Detailed information concerning corporation
background, history, cutting-edge operation, possession, records, and destiny approach has been
provided. Such data will help in formulating clean and concise assessment regarding a sizeable
range of organizational parameters (Jiang and Zhang, 2016). Different sections have been
formulated via succinctly extracting statistics from a number of genuine resources. Woolworths
Group Limited is a regionally owned indexed public enterprise, deriving revenue from the retail
sale of grocery store food, liquor, general merchandise, and the operation of hotels. The
organisation employs approximately 196,000 people, operates in Australia and New Zealand,
and is administered from its head office in Bella Vista, New South Wales.
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d. A full description of the data collection methods that are to be used
In order to gather information about the current topic, questionnaire has been used by
investigator because it facilitate in gathering of valid and reliable data. For using questionnaire
within an investigation, there is requirement of preparing some closed ended questions that will
be useful and valuable for researcher in collecting of valid as well as quantitative data within
limited time period.
 Qualitative or close-ended questions will be used for collecting data about the impact of
customer’s satisfaction on brand loyalty of Woolworths Supermarket.
 10 close-ended questions have been developed for answering all questions from the
customers.
 MS-Excel has been used for making graphs and analysing data effectively.
e. The analysis of the limitations to research design, including the reliability and validity of
data
There are some limitations that have been faced by researcher while conducting applied
research. These limitations are lack of time, lack of resources; respondents are not agreed with
the close-ended questions, selection of sample size etc. These are considering main limitations
that have direct impact on researcher while doing this research in systematic manner (Kasiri and
et. al., 2017). There is another limitation which is mainly related the study is providence of
ineffective service to the customers has negative impact brand image and performance of
company.
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PART B
Applied Research methods, theories and data collection techniques and select the methods
appropriate to gather and analyze data
Applied research is methodology that mainly used to solve particular issue impacting a
person or group. Applied research is mainly designed not to gain information for the sake of
information, but to solve the practical problems of the real world. The purpose of applied
research is to improve the condition of the human being. This focuses on understanding and
addressing real-life and social issues. In general, this work is large-scale and costly. There are
quantitative and qualitative two different applied research methods:
Qualitative method- The applied quantitative research is concerned with application as
well as usefulness of knowledge. Its main focus is on production of the knowledge which in
practical and immediate application in order to addressing the issues (Ling and et. al., 2016).
Quantitative method- Quantitative research aims at calculating the amount or quantity
and comparing it to previous records and seeks to predict for the future. The purpose of
quantitative research is the development and use of phenomena’s mathematical models or
hypotheses. The measurement process is fundamental in quantitative research as it gives a basic
connection among empirical observation and quantitative relationship mathematical expression.
In conducting present investigation, there has been quantitative applied research method
used because its main focus is on providing the in- depth understanding about the specific
subject area. This is helpful in collection as well as analysis of data from large sample size.
Data collection is related to gathering the data and information from the primary and secondary
sources. It is necessary for researcher to find the authentic method of data collection for
conducting an investigation. The primary and secondary data collection methods given below:
Primary method- In this, the researcher has first produced via direct monitoring and
experience to address research problem, in particular. This is also called raw data or first hand.
The collection of primary data is fairly costly because research is carried out through
organization or agency itself that needs resources like investment and workforce. The data
collection is managed by the investigator directly and supervised. There are questionnaire,
observations and interview and focus groups different methods of primary data collection
(Marinkovic and Kalinic, 2017).
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Secondary method- Secondary data contains second-hand information that is gathered
and registered for a reason not related to current research problem by anyone other than the
researcher. This information is collected already and tie saving. The sources to collect the
secondary method are books, articles, journals and others.
Under this, primary method of data collection has been used for collection of
information. There has been questionnaire used in the primary method by consisting different
questions on impact of customer satisfaction in developing brand loyalty and improving
organizational performance. This is a simple way to collect information, as a pre-demand
questionnaire and a questionnaire are sent to respondents via mail, e-mails and any other
methods.
Using suitable technology and technology services to support data collection and analysis, access
appropriate sources of information and contributors relevant to the research
Data collection is helpful in collecting the information and relieving data regarding to
specific subject area. The collecting perception data is hard to reach areas and also fragile
content can be more challenges (Ngo and Nguyen, 2016). Mainly, the data has been collected
through using questionnaire because questionnaire is one of the effective method through his
research can able to collect the large number of information from the most sample size. It is an
easier and simplest method of collection of information with in less period of time. Other than
this, technology plays a necessary roll under which survey is collected. Using Technology
researcher can able to collect the information quickly and it is time saving as well as cost saving.
An internet survey is one of the main technologies that are used in Collection of data through
researcher. In this, efficiency as well as flexibility of ordered through advent and also subsequent
refinement of the Internet service has been beneficial to the researcher. In this, questionnaire will
be sent to the chosen sample size by using the email. Other than this, chat box is artificial
intelligence software program that made to uses the natural language processing to hold
conversation with the users. They are mainly program to interpret it as well as understanding the
natural language to finish the common tasks but originally tablet with intent to use them in
questionnaire to ask the open and close ended questions. Surveys method makes for more
convince conversation and styles which leads to better quality of responses as well as can be
deployed in the online service. This technology could be deployed through CAPI in order to
standardize under which the questions can be asked from the chosen respondents or sample size.
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On the other hand, social media monitoring is a mean technology that can be used through
researcher to ask the questions from the respondents. This kind of Technology is useful to gauge
the sentiments towards organizational and product Full stop in this researcher can send the
questionnaire on Facebook and Twitter to the respondents regarding the specific subject area and
determine their opinion.
Use and apply the analysis tools to the data to optimize the relevance and integrity of
research
The analysis tools are mainly explained a series of graphs and diagrams designed together,
interpret and also present data for white range of the applications. The data analysis tools helps
investigator to make sense of Collection of data. This enables them to report the outcomes and
also make interpretations. There has been thematic analysis tool used because it provides the
details regarding the data collected from the primary sources such primary sources such as
questionnaire. Under this, MS -Excel has been used for developing the graphs on the basis of the
set themes (Oh and Kim, 2017). The different questions have the different themes, graphs and
interpretations. Some of the questions are related to the secondary sources which provide the
detailed information regarding the specific subject area. The thematic analysis tool is focus on
examining the themes for patterns of some meaning within data. This kind of Method can
emphasize on better describe description of data set and also informed the interpretations of data
theoretical. Thematic analysis strives to determine the patterns of themes in questionnaire. The
main advantage of thematic analysis is that this is flexible method that can use for the explorative
studies. It is helpful in states about the relevancy as well as integrity of the data collected through
questionnaire.
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PART C
Determine how the research findings like changes and trends will affect on the strategy of
learning.
Research findings are important part of the project because it support investigator in
gaining of valid and reliable outcomes easily. There are some changes and trends that effecting
on strategy learning such as providing reliable and valid information, selection of sample size
etc. Therefore research findings are important and essential part that helps investigator in
concluding of valid outcomes and achievement of better advantages easily and systematically.
Analyze the research findings and data in order to get accuracy of details as well as to ensure
adherence to any legal consideration or requirement. Determine any issues identified and
can be corrected through this analysis.
There are some issues that are identified by researcher by analysing quantitative
information. One of the main issue is respondents are not agreed with the questions that are set
according to the title (Oni, Adewoye and Eweoya, 2016). It is a main issue that have impact on
researcher while completion of this research in systematic manner. There are some other ethical
issues faced by researcher by doing this investigation. These are validity and reliability, time,
lack of resources, objectivity, confidentiality, honesty and integrity, carefulness, respect of
intellectual property, legality, responsible publication etc. All these are major issue that faced by
investigator while doing this research.
Collate the data and analyze it for relevance against the original applied research strategy.
Document this collation and analysis.
1: Often you visit company?
Q1) How often you visit Woolworths? Frequency
a) Once in week 50
b) Once in month 20
c) 6 months in year 10
Interpretation: From above table it has been interpret that most of the customers are visit
Woolworths once in a week.
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2: Like to rate the value for money of product
Q2) How would you like to rate the value for money of product? Frequency
a) 3 star ratings 20
b) 4 star ratings 30
c) 5 star ratings 30
Interpretation: By analysing above data gathered by the researcher, it can be interpreted that
mostly customer rate value for money of products as 4 as well as 5 stars to the factor
3: Satisfied from the products and services offered through Woolworths Limited
Q3) Are you satisfied from the products and services offered through
Woolworths Limited?
Frequency
a) Strongly Agree 20
b) Agree 20
c) Neutral 10
d) Disagree 15
e) Strongly disagree 15
Interpretation: From above data most of the customers are highly satisfy and satisfied with the
products and services of Woolworths Limited at the potential marketplace.
4: Factor influences you the most of Woolworths Limited
Q4) Which factor influences you the most of Woolworths Limited? Frequency
a) Cost of products 40
b) Quality of products 10
c) Promotional activities 30
Interpretation: According to data given above it can be interpretate that in respect of most of
the customers Woolworths Limited products and services get impact through cost of the
offerings.
5: Issues faced by you while purchasing the products
Q5) What are the issues faced by you while purchasing the products? Frequency
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a) Customer service 50
b) Environment 10
c) Billing system 20
Interpretation: According to above data it can be interpretate that there are several issues which
are faced by customers from which most of customer think customer service impact on the
purchasing of products.
6: Areas Woolworths Limited needs to be improved for increasing performance
Q6) According to your opinion, in which areas Woolworths Limited
needs to be improved for increasing performance?
Frequency
a) Design of products 25
b) Customer service 25
c) Store environment 30
Interpretation: According to above mentioned data it can be analyse that in respect of most of
the customers Woolworths Limited need to improve their store environment in order to
increase their performance.
7: Promotional activities of company influence you the most
Q7) As per your opinion, does promotional activities of company
influence you the most?
Frequency
a) Strongly Agree 20
b) Agree 15
c) Neutral 10
d) Disagree 25
e) Strongly disagree 10
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Interpretation: According to interpretation of above data most of the respondents are disagree
on the opinion that promotional activities of a company impact on their purchasing mostly.
8: Influence others to buy the products and services
Q8) Do you influence others to buy the products and services of
Woolworths Limited company?
Frequency
a) Strongly Agree 15
b) Agree 10
c) Neutral 5
d) Disagree 15
e) Strongly disagree 35
Interpretation: By above data it can be interpretate that most of the customer are strongly
disagree on the factor that they influence other to buy the products and services of respective
company.
9: Factors which makes you loyal towards company
Q9) What are the factors which makes you loyal towards the
company?
Frequency
a) Fast delivery 30
b) Better employee interactions 30
c) Quick solve queries 20
Interpretation: In respect of data given above it can be interpretate that most of the customer
thinks the fast delivery of products and services as well as better employee interactions
make them loyal towards the company.
10: Contribution of customers helps company in improving brand image and performance
Q10) Does contribution of customers help company in improving
brand image and performance?
Frequency
a) Strongly Agree 20
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b) Agree 25
c) Neutral 5
d) Disagree 20
e) Strongly disagree 10
Interpretation: In respect of data gather by researcher, it can be interpretate that most of the
customers are agree that they help company in improving their brand image as well as
performance at the potential marketplace.
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Record the research findings into a clear and logical document, presenting the findings in a
manner consistent with the identified audience needs.
Title “To identify the impact of customer satisfaction over brand loyalty and performance of an
organisation. A study on Woolworths Limited within retail industry.
Funding organisation: Woolworths Limited company
Data of publication: 30th May 2020
Table of content
1. Introduction & Overview
2. Executive Summary
3. Methodology
4. Sampling Method & Procedure
5. Data Analysis& Findings
6. Conclusion
7. Recommendations
8. Research Limitations
Executive summary
Main purpose of preparing this applied research is to identify the impact of customer
satisfaction on brand loyalty and business performance of Woolworths Limited Company. In
order to achieve this purpose, different tasks or activities were completed by researcher.
Methodology is an important part that supported researcher in collecting and analysing of
accurate information about the topic. For this questionnaire as used for collecting data and Ms-
Excel was followed for analysing data and presenting graphs effectively. Conclusion is a main
part because it includes entire information of report in short manner and provide valid outcomes
of the study.
Introduction and overview
Customer satisfaction is distinct as dimensions that identify how customers are happy
with an organisation products, services, as well as capabilities. Customer satisfaction data,
including surveys and ratings, can help a company to determine how to best improve or changes
its products and services. Customer satisfaction is important for an organisation because it will
support them in improvement of its brand loyalty and also performance by increasing brand
awareness among public (Paul, Mittal and Srivastav, 2016). Therefore, high level of customer
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satisfaction towards business assist an enterprise in accomplishment of its long term goals and
competitive brand image in marketplace. Along with this, Brand loyalty is the tendency of
consumers to continuously buy one logo's merchandise over another. Consumer behaviour styles
show that clients will maintain to buy products from a organisation that has fostered a trusting
courting. For this research Woolworths Limited company is a chosen Australian organisation. It
was founded in 1924 by Percy Christmas, Stanley Chatterton, Cecil Scott Waine, George Creed,
Ernest Williams and headquartered in Bella Vista, New South Wales, Australia. Therefore,
company has strong brand image in marketplace due to their quality services. This will helps
company in increment of customers’ satisfaction level towards the brand that resulted in higher
growth and success of business.
Methodology
Data collection method: Questionnaire is a part of methodology that will be used by investigator
within an applied researcher for gathering reliable and valid information regarding the current
study. Questionnaire is a primary method of data collection that support investigator in collecting
of reliable and valid information about the study (Pizam, Shapoval and Ellis, 2016). For this, 10
quantitative questions will be prepared for answering each question from the selected
respondents.
Research hypothesis: Woolworths Limited provides better quality services to the customers that
resulted in higher customer satisfaction and improved brand image within Retail industry.
Sample size: 80 customers that visit Woolworths Limited
Timeframe: 2 months
Data analysis and findings
Data analysis and findings refers to the process of analysing data about the current study.
There are two approaches of analysing data which are inductive and deductive. For doing current
study deductive approach has been applied by investigator because it support researcher in
analysing of quantitative information easily (Ramanathan, Subramanian and Parrott, 2017).
Along with this, Ms-Excel has been followed for presenting graphs of the research effectively.
24

50 respondents visit once in week. 20 respondents visit the store once in month and 10
respondents are visit 6 months in year.
2)
20 respondents’ gives 3 star rating to products and services offered through company. 30
respondents gives 4 start ratings and 30 respondents give 5 start ratings and they saod that they
are loyal to company.
3)
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20 respondents said that they are strongly satisfied from services of company. 20 are agreeing
with company services. 10 respondents do not have viewpoints. 15 respondents are disagreeing.
15 remaining respondents said that they never want to use company services.
4)
40 respondents said that costs of company products are better. 10 respondents are agreeing with
quality of products. 30 remaining respondents said that company conduct better and attractive
promotional activities.
5)
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50 respondents said that company face the customer services issues. 10 respondents are agreeing
with environment change of stores issues. 20 respondents said that Woolworths limited are
agreeing with face issue in billing system.
6)
25 respondents said that company needs to develop attractive product design. 25 respondents are
agreeing with improving customers services. 30 respondents said that form should improving its
store environment.
7)
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20 respondents are strongly agreed and they said that they are influence from promotional
activities of Woolworths limited. 15 respondents are agreeing. 10 respondents do not have any
opinion. 25 respondents are disagreeing. 10 respondents are strongly disagreeing wt the give
statement.
8)
15 respondents said that they are strongly agreed to influence to other people to buy the products
and services. 10 respondents are agreeing. 5 respondents do not give their opinion. 15
respondents are disagreeing. 35 remaining respondents are strongly disagreeing to influence the
others.
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9)
30 respondents said that fast delivery makes them loyal towards company. 30 respondents are
agreeing with better interaction of customers with interactions. 20 respondents are loyal by
solving their queries quickly.
10)
20 respondents are strongly agreed and said that customers helpful in improving brand image and
performance of company. 25 respondents are agreeing. 5 respondents have neutral response. 20
respondents are disagreeing and 10 remaining respondents are strongly agreed.
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Conclusion
 Woolworths Limited provides the high quality of products and services to customers.
 The main focus of this company is providing the high customers services so that they can
get better experiences and loyal towards company.
 It solves the queries of customers quickly.
 The environment of Woolworths Limited stores needs to be improved.
Recommendation
 There is a need to Woolworths Limited Company to make improvement in the
environment of its stores so that customers feel comfortable while purchasing products.
 Woolworths Limited should provide the training to its employees so that they can able to
serve the customers in better manner.
 Firm should make the design of its products better and unique so that customers can be
attracted.
Limitations
 One of the main limitations of this research is time because there is lack of time in
completion of full project.
 Another limitation is the selection of sample size out of total population.
Determine if there is any requirement of further research, and if so, document an outline of the
appropriate approach required.
If researcher get another chance for this applied research that they can use interview is a primary
method of data collection. This documentation or method helps researcher in gathering of
qualitative information easier and systematic manner. This method will also support investigator
in identification of appropriate opinion of respondents about the topic. There is requirement of
preparing some open-ended questions that support investigator in completion of full study in
qualitative manner (Xu and Li, 2016).
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TASK 3: Verbal questions
1. What data or information will be you clarify as well as confirm when conducting research?
The purpose of applied research is to understand the topic as well as determine problem
which faced which conducting research as well as it will also include solution for it. In
respect of respective research the purpose of research is to determine impact of customers
satisfaction over the brand loyalty and performance of a company. The target group for the
respective research is 60 audiences which help them in gathering authenticate as well as
reliable information.
2. How might you explain and confirm data with respect to applied research?
While respective research project manager analyzing gathered information or data related to
research topic i.e. to determine impact of customers satisfaction over the brand loyalty and
performance of a company they go through several issues which may directly or indirectly impact
on the outcome. This will include less time due to which project manager not able to analyze
information more deeply as well as it also affects the manner of gathering information in
effective manner. It will also get affect through due to resources because there is less availability
of resource which required by researcher for analyzing information in effective manner.
3. How might you gather and keep up information in a systematic way?
In respect of respective research which is based on determining impact of customers satisfaction
over the brand loyalty and performance of a company project manager adopt questionnaire method.
This is so because through it they able to gather reliable as well as authenticate information related
to the topic in effective as well as effectual manner. Moreover, through this project manager able to
gather information or data which help in attaining desire goal of research effectively (Zablah and et.
al., 2016).
4. What elements may influence the reliability as well as validity of information? Develop lest
of at least three (3).
Factor affecting validity/ Reliability Analysis
Sample Size The sample size which is selected by respective
research project manager is 80 audiences which are
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not as large. Researcher gathers information from
these audiences as that will help in gathering
reliable information.
Type of data collection instrument
used
The data collection tool which is used by project
manager of respective research is questionnaire
because through it they able to know perspective
of others related to topic in effective manner.
Capacity to generalize findings In order to generalize findings project manager of
respective research will conduct meeting so that
they can convey findings as well as analysis in
effective manner.
6. What rules or criteria should a hypothesis meet?
There are several hypothesis need to meet by the researcher while conducting their research
work such as they need to be focus on the one main issues as that will help in gathering more
reliable information. Moreover they also need to test information which information are right
and which are not as that will help in gaining proper outcome as well as it is also essential to
have clear, specific and precise information or data.
7. How will you frame a good research strategy?
There are several aspects which help in framing a good research strategy such as it is essential
for project manager to adopt good as well as effective tools and resources so that it help in
gather reliable information (Zehrer and Raich, 2016).
8. What components would it be advisable for you to consider corresponding to method,
tools and information collection methods utilized in investigate? List five.
The main five tool which researcher adopt for conducting effective research are effective
statistical methods, problem solving method, appropriate sample size, qualitative or
quantitative research and mathematical calculation.
9. Quickly layout the two (2) primary types of sampling.
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Two main sampling types are convenience sampling and purposive sampling. Convenience sample
include recruiting people in order to easy to access information whereas purposive sampling, sample
will be conducted according to purpose of mind.
10. What are the two (2) key areas where integrity must be applied while enhancing the
relevance of the research?
The main two key areas which integrity must applied are integrity of data collected as well
as data analysis tools. In respect of respective research integrity of data collected and data
analysis tools is questionnaire and its analysis as that will help in gathering authenticate
information.
11. What would it be considered while optimizing the pertinence or relevancy of the research?
There are several factors need to be considered while conducting research on the specific topic
such as allotted time, rules and regulations or ethics, sample size, resource availability,
research findings, data collected methods and so on .
12. What would it be advisable for you to consider when assessing research findings?
There are several points which need to be considered while evaluating research findings
such as changes and trends. In respect of change respective research researcher need to
considered change which occur at the time of research which may relate to qualitative
data or quantitative data. Moreover, they also need to determine recurring pattern of
rends.
13. What would you review the raw data as well as analyzed research findings?
In order to review raw data as well as analyzing research findings are licensing, privacy
and security of information, agreements, competency standard, copyright and privacy laws
and many more. Mover research researcher must also take care of process of data
collection and analysis in order to gather proper information related to topic.
14. What does collating and evaluation of information or data include?
Collection as well as evaluation of information related to the research include analysis of
qualitative as well as quantitative information according to different aspects, model and theories
so that proper outcome can be analyzed for getting proper outcome.
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16. How might you recognize if there is a requirement for future research?
The required of additional information can be determined through the analysis in which gap will be
identify in the standard outcome as well as actual outcome of the research. According to the gap
project manager need to develop strategies as well as plans.
34

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