Bellboy Case

Table of Contents

1. Part I. Argumentation SWB; the survey understates the demand…..…………3

1. Collection of samples…………………………………………………….3

2. Research design adopted and procedure……………………………….4

3. Questionnaire…………………………………………………………….4

4. Analysis…………………………………………………………………...5

5. Conclusions..……………………………………………………………..6

2. Part II. Argumentation Two Small Companies; the survey overstates the demand……………………………………………………...………….7

1. Collection of samples……………………………………………………7

2. Research design adopted and procedure………………………………7

3. Questionnaire……………………………………………………………9

4. Analysis…………………………………………………………………..9

5. Conclusions…..…………………………………………………………10

3. Part III. Point of view of the group…………………………………………….11

Part I. Argumentation SWB; the survey understates the demand

SWB’s main objective for conducting the survey was to show a substantial unmet demand in the Dallas/Fort Worth area. Based on received results of the survey, SWB is trying to argue that the demand is understated in their survey for the following reasons;

Collection of samples. The samples were selected on a systematic random basis with participation of every ‘Nth’ number which ensures an unbiased selection of sample units with good representation of the entire population. Since the pool of target customers has been limited to businesses only and did not include the government and public sector, hospitals and medical organizations, private persons and non-for-profit organizations, SWB was unable to analyze the full demand in the given market/geographical area. Besides that, the use of SWB’s own database is not the most comprehensive source for research on all businesses in that area and many potential interested companies in the service were probably not reached due to this restriction. SWB’s focus in their research was on employees of the