BMKT 360 Research Design: Freshii Guest Experience

This report presents a research design focused on evaluating the factors affecting guest experience at Freshii, Inc., aiming to improve profitability. The study employs a descriptive research design to explore factors influencing customer experience and recommend strategies for improvement. Data collection involves primary and secondary methods, including surveys and review of existing literature. The sampling method utilizes a probability technique, selecting 40 customers to gather their opinions via email questionnaires. Data analysis will be conducted using statistical tools like SPSS and MS-Excel. The conclusion emphasizes the importance of quantitative data collection to understand customer experience, along with the use of SPSS for accurate evaluation of improvement strategies. Suggestions include marketing campaigns, competitive analysis, menu adjustments, and digital marketing to enhance customer experience and business outcomes. References to relevant literature are included to support the research design and findings.

Running Head: RESEARCH METHDOLOGY
RESEARCH METHODOLOGY

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Table of Contents
Chapter 3: Research Methodology........................................................................................................3
Introduction.......................................................................................................................................3
Research objectives...........................................................................................................................3
Research Design................................................................................................................................3
Data Collection Method.....................................................................................................................4
Sampling Method..............................................................................................................................4
Data Analysis Method........................................................................................................................5
Conclusion.........................................................................................................................................5
Suggestion.............................................................................................................................................6
References.............................................................................................................................................7

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Chapter 3: Research Methodology
Introduction
Research objectives
This study is emphasized in evaluating the factor affecting the guest experience for
improving the profitability of the organization, in the context of Freshii, Inc. The following
objectives will be met by the researcher to meet research objectives:
 To explore the factor affecting customer experience
 To discover the role of customer experience in increasing the profitability
 To recommended customer experience strategies for increasing the profitability
Research Design
The researcher design is vital for getting the depth information about the study. The research
design could entail many methods named as descriptive, exploratory, and causal designs. The
exploratory design can be vital for the investigator to shows an initial study in which the
investigator to meet the purpose of the study (Jamshed, 2014).
For completing the research purpose, the descriptive research design will be practiced that
could facilitate to get theoretical information towards the study. This method could provide a
path to a researcher to meet their specified purpose in the least time. From the application of
this method, the investigator will be able to understand the factors that negatively affect the
customer experience (Quinlan, et al., 2019).
The descriptive research design could also be imperative in developing a theory on the basis
of available scenario and support to make a suitable conclusion towards the study matter.
This technique could facilitate to pool participants perception about research matter and make
a reliable conclusion towards the matter. This study will not entail the causal method, as there
is no need to identify the cause and result. This study is subjective in nature therefore, the

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investigator gave the higher value to the descriptive rather than selecting another method
(Jamshed, 2014).
Data Collection Method
For the research, data gathering is a tool that aid to get the information in an effective way by
considering the different sources. It would assist to meet the research purpose. The
appropriate tool of data gathering tool facilitates to meet the research aim. The data collection
considers two kinds of a research tool that considered by the researcher named as the primary
data collection tool and secondary data collection tool. It will be vital in conducting the study
in a systematic manner (Tuohy, et al., 2013).
For evaluating the guest experience of Freshii, Inc, I will use both primary and secondary
data collection tool due to reaching the feasible conclusion. In this, the primary data gathered
by entailing the survey through question method. This method assists the investigator to
directly or indirectly meet with the person who desires to participate in the study. The
investigator will collect the views and opinions of the participants towards the matter. The
secondary data will assist to get information from existing sources named as books, articles,
online and offline sources. This tool will be imperative in creating the conceptual as well as
statistical information in the context of the research purpose. These methods could also aids
to the investigator to complete the study in an effective way. Under the primary data method,
the researcher would be able to information towards the research matter. This method is less
expensive and supported to maintain the quality of the research outcome (Flick, 2015).
Sampling Method
In this study, the probability sampling technique is practiced due to eliminating biases from
the study. In this, the researcher will be able to randomly select the participants who want to
be part of the study for sharing their views and perception towards the research matter. In
contrast to this, non-probability sampling will allow selecting the candidate on behalf of age,

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education, and gender that could create the probability of biases in the collected responses
towards the research purpose hence this method will not be employed by the researcher to
conduct this study. For conducting this study, 40 customers of Freshii, Inc will be selected
and comprehend their opinion towards factors that made their negative experience towards
the organization. The email method will be used to send the questionnaire to the research
candidates. It will be imperative in selecting suitable tools to meet the research purpose. This
method will also assist to get the views of participants about their experience (Mackeyand
Gass, 2015).
Data Analysis Method
After collecting the data, it is requisite to assess them in developing a reliable outcome in the
context of research purpose. For evaluating the collected data, the statistical information tool
is practiced. It will also support to get the depth information in favor of the matter. By
practicing the quantitative sources, the investigator will evaluate the factual information and
meet the research purpose. In this, the researcher will also imply the SPSS as well as Ms-
Excel software due to evaluating the data in favor of the research matter. It is also examined
that this tool will assist to make accuracy in the research outcome. From the application of
the statistical data evaluation techniques, the investigator could solve the concern effective by
getting suitable information towards the matter (Kumar, 2019).
Conclusion
With respect to the whole discussion, it can be confided that the Freshii, Inc could use the
quantitative data collection method by which the factual method will be gathered in the
context of customer experience. This method will also aid to comprehend effective strategies
by which the organization will easily improve the customer experience and retain them for
the long term. It can also be summarized that SPSS method will be used to evaluate the

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accuracy of ways that could be considered by the organization to improve the customer
experience.
Suggestion
Due to the underperforming stores, this organization has declined its growth rate by 6.2 that
demonstrate the loss of the business. From eliminating these issues, Freshii should use
marketing campaign by which company would improve customer experience by increasing
the awareness of goods and services in the marketplace. It can also be suggested that
organization should use competitive strategy by which the firm would examine approaches of
competitors by which the company could take decision effectively. It can be suggested that
organization should make changes in the menu section as per demand of customer as its
support to make different image of the organization and support to get positive result. A
company should also imply digital marketing tool by which organization could improve the
promotion level at higher level and operate the business in a positive manner (Tuohy, et al.,
2013).

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References
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Jamshed, S., 2014. Qualitative research method-interviewing and observation. Journal of
basic and clinical pharmacy, 5(4), p.87.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage
Publications Limited.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and
design.Routledge.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods.South-
Western Cengage.
Silverman, D. ed., 2016. Qualitative research.Sage.
Tuohy, D., Cooney, A., Dowling, M., Murphy, K. and Sixsmith, J., 2013.An overview of
interpretive phenomenology as a research methodology. Nurse researcher, 20(6).