Business Decision

Making
Task 1:

A Identify the sources of primary and secondary data that you would require for the
development of new tour products and create a plan for data collection. You may need to
list the type of data required such as consumer profile, preference, attitude and buying
behaviour as well as competitor products.

Business problem: finding out how satisfied customers are about the transport for London. For
resolving this business problem an investigation for data collection will be carry out.

Business problem Data Collection

Primary Secondary
The level of satisfaction OBSERVATION METHOD Marketing Activity
of students about the Through personal observation Customer feedback
transport of London and PERSONAL INTERVIEW Journals
facilities. Through Questionnaire Magazines
TELEPHONE INTERVIEW Newspaper
Through Call outcomes, Call The Internet
timings
MAIL SURVEY
Through Mailed Questionnaire

Source: Student (2015)

B In order to support the above plan for collecting primary and secondary data, present
the survey methodology along with an appropriate sampling frame and strategy

According to Curwin and Slater (2008) surveys can be conducted mainly in two ways that are
interviews and questionnaires. This is also can be done by qualitative assessment or as a
quantitative design methodology. On the other hand there are two sampling types, as probability
and non probability sampling. Probability and non probability sampling has different techniques
of sampling.

Business problem Survey methodology

Methodology Techniques
The level of satisfaction Population Quota Sampling
Again by segment
of students about the
Not randomly selected
transport and facilities. Specific numbers on each segment are interviewed
May not be fully representative
Cheaper method
Sampling Random Samples equal chance of anyone being
picked
May select those not in the target group
indiscriminate
Sample sizes may need to be
Large to be representative
Can be very expensive

Data collection Observation

Interview
Data arithmetic Mean

Source: Student (2015)

Advantages of survey methods

Are being easily administered;
Are being developed within a short time;
 Cost-effective but which is depending on the survey mode;
With survey software, advanced statistical techniques can be utilized to analyze survey
data to determine validity, reliability, and statistical significance, including the ability to
analyze multiple variables
A broad range of data can be collected (e.g., attitudes, opinions, beliefs, values, behavior,
factual).Standardized surveys are relatively free from several types of errors.
http://www.snapsurveys.com/blog/advantages-disadvantages-surveys/

Disadvantages

Respondents are not feeling encouraged into providing feedback;

The respondents are not feeling comfortable to provide answers which are presenting
them in a favorable manner.
Respondents may not be fully aware of their reasons for any given answer because of
lack of memory on the subject, or even boredom.
Surveys with closed-ended questions may have a lower validity rate than other question
types.
http://www.snapsurveys.com/blog/advantages-disadvantages-surveys/

C Design a questionnaire to carry out the survey with relevant instruments to reflect the required
data.

1. You are satisfied with the Transport of London?

a) Satisfied
b) Unsatisfied
c) Neither one
2. Rate of your involvement in the transport of London?
a) High involvement
b) Fewer involvement
c) Not involved.
3. How much practical knowledge has you about the transport of London?
 a) Various knowledge
b) Fewer knowledge
c) None.
4. What is your opinion about the transport of London reputation?
a) good
b) bad
c) none
5. What overall rating would you give to transport of London?
a) Very good
b) Good
c) none
d) Poor
e) Very poor.
6. What are the strengths of transport of London?

7. What are the weaknesses of transport of London?

8. What would you improve to transport of London?

Source: Student (2015)