Business research project: minimizing challenges in future research

Business

Minimizing Future Challenges and Rationale for Questions on Research to Assess Why Customers Leave a Firm

Steps to minimize challenges in future research

The questionnaire used to assess the levels of customer satisfaction with Optimum (AT&T) was well designed. The use of only 15 questions, most of which were provided a closed questions format, created a questionnaire that was easy for respondents to compete, and straightforward to analyze with statistical tools. However, there will always be some challenges when undertaking primary research.

The main challenge with primary research is to ensure that the data collected can be used to accurately answer the research question, which is to assess why some customers disconnect within 30 days of joining AT&T. This requires identification of the relevant factors that may, or may not, lead to dissatisfaction and a decision to leave. The answers to this will requires responses from those who have left, as well as gaining answers from those who have stayed and those who are new to the firm.

The main challenge for the questionnaires will be obtaining sufficient responses from the sample. To gain fully competed questionnaires, especially from the customers who have left AT&T may be difficult, as those who have left AT&T may not feel any connection or commitment to the firm and may be resistant to answering the questions (Mazzocchi, 2008). There may be a benefit from the use of some type of incentive, such as a draw for those who enter to win a small prize. This may motivate more of the sample to participate (Mazzocchi, 2008). It is also more likely that customers and ex-customers will answer the survey if they are told why the survey is being undertaken at the beginning, which may also provide a motivation to complete the questions (Mazzocchi, 2008).

Examining the questionnaire, there are a few changes which may be made, in order to increase the accuracy of the answers, and responses from those who have left. The first question asks respondents "Do you have bundled or multiple services with AT&T." There are two answers, yes and no. To increase clarity, especially as there is a desire to find out why people leave AT&T in the first 30 days, this question may be changed to " Do you have, or have you ever had, bundled or multiple services with AT&T?." The answers will also need to changed, so customers may answer either yes, they have a bundle/multiple services, no they do not, but they have in the past, or no, they have never had the services. This will help to minimize challenges by giving more specific answers. For questionnaires which are mailed out, with prepaid envelopes, especially to former AT&T customers, there is the potential they may be answered by other parties, for example, customers may have moved, and may not be answered by former account holders. This would then lead to a slight adjustment to subsequent questions, for example, question 2 may then read which services do you, or did you have.

To gain accurate responses it is also recommended that question 7 is changed; at the current time, those who are no longer customers are asked to respond they were unhappy with the service. This may not be accurate, there are many reasons why customers leave, and even if unhappy with one aspect of the service hey may have been happy with the overall service level. For example, if the customers respond that they left because costs were not fully explained, the decision may have been financial, but they may still have been satisfied with the service. This adjustment will avoid the potential skewing or biasing of answers.

Rotational for the Survey Items

The questionnaire was designed to gather relevant information to asses why AT&T customers may within 30 days of joining. Questions 1-4 are the qualification and categorization questions, which will allow the respondents to be classified as users or ex-users, what services they had and how long they remained with AT&T. The responses from those who have never had the service will be disregarded.

Question 5 which asks for how long the customer is or was with AT&T will allow for an assessment of the sample, to compare the sample with the actual customer base and for later answers to be put into a, pre meaningful context, and make a comparison between answers given by existing customers and those who have left.