MKT 390

Marketing Research
Tutor-Marked Assignments

Done by Clara Tay En Ting

PI no.: Q1581135
Class:
Customer Satisfaction Survey for Redmart

1a. Is this your first time using redmart?

Yes / No (if answered yes, skip 1a and proceed to the following question)

1b. How often do you used redmart?

oDaily oweekly ofortnightly omonthly oOthers:________________

1. Overall, I am satisfied with Redmart services.

oStrongly Disagree Neither agree Agree Strongly
Disagree Nor Disagree agree

3a Redmart website is easy to navigate

3b. Redmart app is easy to navigate
3c. I can find all the products I need on Redmart
3d. Redmart delivery service is prompt
3e. Redmart payment system is easy to use
3f. Redmart offer value-for-money products

4a. How likely is it that you would recommend Redmart to relatives, friends or colleagues?

oHighly Unlikely oUnlikely oUnsure oLikely oHighly likely

4b. Based on your experience with Redmart, how likely are you to use Redmart again?

oHighly Unlikely oUnlikely oUnsure oLikely oHighly likely

4c. Please explain your answers in 4a and 4b.

___________________________________________________________________________
___________________________________________________________________________

5. Is there anything Redmart can do to improve your satisfaction with us? Please describe in
detail:
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
The survey is designed as a structured questionnaire utilizing mainly structured questions to
allow Redmart to easily gather data from a predetermined set of responses or scale points to
easily compare analyse the responses of everyone in the sample. Open-ended questions to
collect of richer data as respondents may offer Redmart new insights which the survey may not
have covered.
Question 1a determines the demographics of the respondents by utilizing a categorical
dichotomous question to establish if respondents are first-time users or repeated users of
Redmart. Question 1b uses an ordinal scale to further categorize repeated users based on
frequency of usage. Thus, it allows Redmart to segment respondents based on their usage of
Redmart and determine if there are any differing responses. Redmart can also uncover what
first-time users satisfaction level towards Redmart is like.
Question 2 determines the respondents overall satisfaction of the brand. It utilizes the Likert
scale to let respondents indicate the extent they agree whether they are satisfied with Redmart.
Hence, allowing Redmart to capture respondents feelings of satisfaction towards the brand and
know how many respondents agree that they are satisfied or not.
Question 3 determines the respondents satisfaction with specific services of Redmart through
Likert scales
Question 4a determines respondents willingness to recommend Redmart to friends and family
and 4b determines respondents likeliness to use Redmart again through a balanced odd-point
behavioral intention scale. Hence, allowing Redmart to identify reference customers and repeat
customers. This ensures that respondents are not forced to take a side which may bias end
results. 4c is an open-ended question designed to elicit the reason behind 4a and b responses
and improvement opportunities for unwilling respondents.

Question 5 is an open-ended question to provide opportunities for Redmart to gather new

insights and viewpoints of respondents and unrestricted feedback on areas for improvement.
While, it is hard to analyse and interpret the answers without human biases, this question is
crucial to understand where respondents want improvements on.

Hence, the survey is designed systematically to categorize respondents according their usage
rate and how each segment feel satisfied with Redmart services. Therefore, allowing Redmart
to take action accordingly for each segment especially to convert first-time users to repeated-
users.