Critique of a Survey on Mobile Phone Price and Customer Satisfaction

This report provides a critique of a survey conducted to analyze the influence of mobile phone prices on customer satisfaction. The survey, which utilized a paper-based questionnaire distributed to 150 customers, aimed to understand how price affects customer choices. The report highlights the strengths of printed surveys, such as their ability to reach a diverse customer base and ensure anonymity, while also pointing out their weaknesses, including being resource and time-intensive and offering limited flexibility. The analysis reveals that while over 50% of customers are influenced by price, they are still satisfied with non-pricing features. The report recommends transitioning to online surveys to overcome the limitations of the printed format, emphasizing advantages like faster data collection, wider reach, and the ability to implement compulsory questions and screening methods. The survey also includes the questionnaire used to gather customer feedback, which covered factors influencing mobile phone service provider choices, price competitiveness, and overall satisfaction levels.

DATA DESIGN

TABLE OF CONTENTS
TASK 1............................................................................................................................................1
STRENGTHS OF PRINTED SURVEY.........................................................................................1
WEAKNESSES OF PRINTED SURVEY......................................................................................2
RECOMMENDATIONS.................................................................................................................3
APPENDIX......................................................................................................................................4

TASK 1
Survey is a methodology which is applied on individuals to gather data so that a
statistical analysis can be done for the required results with accurate responses of individuals. In
this assignment, a critique has been prepared of a survey done on Price influence on satisfaction
of customers using mobile phones. This survey is done on the organization that is continuing to
use mobile phone prices as their key factor which is continuously increasing competition in the
market and they are also trying to increase their customer base by attracting new customers and
maintaining existing ones. Organization is continuously increasing their mobile phone prices but
simultaneously, they are also focusing on other factors to attract customers like improving
quality, efficiency level, service, timely delivery, etc. The desired outcome of this survey is the
influence of price on satisfaction of customers who use mobile phones (Brace, 2018).
Data collection method chosen for this survey was paper based. This is also popularly
known as Printed Survey. It is a kind of survey method which is used by organizations to know
general response or reviews of people on the desired topic. In this survey, a general questionnaire
is prepared, printed and then it is distributed to random people to fill the questions present and
are asked to give their reviews. For this, a questionnaire was printed and distributed to customers
and they were requested to fill the form and express their point of views regarding the same. This
survey was done on 150 customers out of which 64 were women and 84 were men and as a
result, outcome of this survey was that more than 50% of people’s choice of mobile was
influenced by the increasing price of cell phones but were satisfied by the non-pricing features of
it.
STRENGTHS OF PRINTED SURVEY
 Different variety of customers can be approached through this survey and required data
can be gathered. Questionnaire can simply be faxed or mailed and it can be distributed
either through papers or magazines as well as directly in hands of respondents.
 They gather much higher rate of response as compared to other methods of survey.
 Paper surveys are more anonymous as compared to digital ones and so, it is a probability
that customers will be honest with their answers as compared to others.
 Reliability of this survey is more as answers filled by customers will be done in front of
the distributor (McPeake, Bateson and O'Neill, 2014).
1

 Format of the printed survey is same for all customers and area or environment in which
they are being conducted is also same or uniform for everyone.
 This survey also helps to ensure that each one receives same questionnaire and answers
all the questions in a similar manner.
 These surveys are cost effective as not hard disk, cloud storage, etc. is required to store
the responses of people and also, it can be easily done.
 People easily get convinced to fill the questionnaire and express their views on same.
WEAKNESSES OF PRINTED SURVEY
 The first and foremost weakness of this survey is that it can be very much resource
intensive like labour work in this type of survey is much more as compared to others.
 Another weakness of this survey is that it is very much time consuming i.e. first for
distributing questionnaire, time is consumed and then it is needed to be collected and at
last, for evaluation final results are also time consuming.
 As the survey is done in a particular region with limited number of participants, results of
this can vary and will not be accurate and can lower the confidence of an individual who
is conducting it.
 It provides little flexibility to people to express their views about the topic for which
survey is being conducted.
 In this, there is no confirmation that survey is done by the same person to whom
questionnaire has been given and results can vary i.e. for various reasons respondent
might not be the person whom questionnaire was given and answers may vary.
 In many cases, misuse of questionnaire is done as it might not be suitable for the person
to whom it has been handed over. For example: in this survey, it is possible that the
survey can be handed over to children below 10 years who might not even understand the
purpose for which it is done(Nardi, 2018).
 In the paper survey, it is possible that there might be some inappropriate questions to be
answered or some very important answers which are needed to be done. There is no
possible way to mark that whether the given question is to be answered or not to be
answered.
2

RECOMMENDATIONS
It would be recommended to the organization to change their data collection method for
survey i.e. instead of paper survey they could have done interview through online surveys
(Wells, Bailey and Link, 2014). There are many advantages of online survey which makes it
better to be conducted than paper survey like:
 First and the foremost advantage of online survey is that it is less time consuming and
faster than paper surveys and even cheaper comparatively.
 Online survey can be done by vast number of customers from different regions and so,
the desired result is more accurate as compared to paper survey.
 Results of online survey are already ready and can be analysed anytime and anywhere
and graphical representation can be done easily.
 Important questions can be made compulsory to be attempted for the customers so that
they are not left out which might be important for the survey conductor.
 For online survey, conductor can perform some screening to select participants who will
fill the questionnaire for survey to match their target required by the organization.
3

REFERENCES
Brace, I., 2018. Questionnaire design: How to plan, structure and write survey material for
effective market research. Kogan Page Publishers.
McPeake, J., Bateson, M. and O'Neill, A., 2014. Electronic surveys: how to maximise
success. Nurse Researcher. 21(3). p.24.
Nardi, P.M., 2018. Doing survey research: A guide to quantitative methods. Routledge.
Wells, T., Bailey, J.T. and Link, M.W., 2014. Comparison of smartphone and online computer
survey administration. Social Science Computer Review. 32(2). pp.238-255.
4

APPENDIX
Questionnaire
1. What factors influenced you in choosing your preferred Mobile Phone Service Provider?
2. How competitive is the price of your preferred Mobile Service Provider in comparison to
the competition.
3. What do you consider to be best to describe your Mobile Phone Service Provider’s price?
4. To what extent does price influence your choice of Mobile Service Provider?
5. For how long you had continuous use of your mobile line?
6. Which Mobile Phone Operator do you majorly source services from?
7. To what extent does the other marketing mix factors influence your satisfaction and
choice of Mobile Phone Service Provider?
8. To what extent has your preferred Mobile Phone Service Provider met your expectations?
9. Would you recommend potential clients to use the same network?
5