Survey Analysis
Research objectives:
The objective of the survey was to identify target demographics, purchase behaviour, traits and recommendations that would enable us to outline and implement communication mediums, which would integrate with the objectives of the organization. The sample consisted of existing customers who had previous interaction with Quality Diamonds and the report presents major finding that would define the path for strategizing marketing activities and incorporate a brand message.
Questionnaire:
The research adopts a qualitative approach and the main source to collect data were through questionnaires. The questions were designed to extract demographics information and voice of customer, which are of prime importance. The response format in the survey is an important part, since it determines how the data can be used. Responses were collected through an online structured questionnaire that entailed to understand and verify claims regarding the key demographics segment for marketing analysis; and formulating empirical data that would form the basis for future decision making.
The questionnaire were of moderate length with 23 questions, consisting of multiple choice answers, rating and ranking scale. The widely used ten-point Likert scale was chosen for few of the questions that allow customers to rank certain criteria, which enables to determine the relative importance.This scale is designed to allow customers to respond in varying degrees to a statement, i.e. they are not only able to state that they are satisfied or dissatisfied, but also to which degree (Hayes, 1998).
Implementation:
The survey was administered through an online tool that allowed respondents to post their responses and were recorded and stored on the host organization's server. The web posting were publicized through electronic mailing list and the respondents were re-directed to a customized survey link.
Sample Characteristics:
According to the survey the
The objective of the survey was to identify target demographics, purchase behaviour, traits and recommendations that would enable us to outline and implement communication mediums, which would integrate with the objectives of the organization. The sample consisted of existing customers who had previous interaction with Quality Diamonds and the report presents major finding that would define the path for strategizing marketing activities and incorporate a brand message.
Questionnaire:
The research adopts a qualitative approach and the main source to collect data were through questionnaires. The questions were designed to extract demographics information and voice of customer, which are of prime importance. The response format in the survey is an important part, since it determines how the data can be used. Responses were collected through an online structured questionnaire that entailed to understand and verify claims regarding the key demographics segment for marketing analysis; and formulating empirical data that would form the basis for future decision making.
The questionnaire were of moderate length with 23 questions, consisting of multiple choice answers, rating and ranking scale. The widely used ten-point Likert scale was chosen for few of the questions that allow customers to rank certain criteria, which enables to determine the relative importance.This scale is designed to allow customers to respond in varying degrees to a statement, i.e. they are not only able to state that they are satisfied or dissatisfied, but also to which degree (Hayes, 1998).
Implementation:
The survey was administered through an online tool that allowed respondents to post their responses and were recorded and stored on the host organization's server. The web posting were publicized through electronic mailing list and the respondents were re-directed to a customized survey link.
Sample Characteristics:
According to the survey the