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MIcrosoft
Business Research Issues
Any business that wishes to remain successful must conduct some level of ongoing research into various aspects of their business operations and effects. Microsoft is certainly no exception to this rule, and research into its level of customer satisfaction can suggest certain pitfalls that the company is endanger of falling into as well as providing clear and concrete methods by which the company can improve its sales and profitability. In order for such research to be effective, however, there must be proper controls on the validity and reliability of the data being collected and the methods of analyzing and interpreting such data. The following pages will examine specific ways by which the validity and reliability of data collected through customer surveys can be assured, and how that data can be put to direct and effective use within the Microsoft Corporation't improve its customer satisfaction levels.
Statistical analysis will necessarily be a major part of assessing and interpreting the information collected via these surveys,...
SPSS software is the most commonly used statistical tool for statistical analysis, and will be employed to analyze this research; the non-quantified raw data will have to be converted into quantities before this tool can be utilized, however (Burns & Burns 2008). Following this quantification, possibly using a binary Likert scale for the ordinal ranking elements and using other methods for the nominal data, analysis will be possible (Herbst & Coldwell 2004).
There are certainly some challenges that can be raised in regards to the validity and reliability of the data collected through this survey. First, it is difficult to predict what the response rate will be, and it will be harder still to ensure that respondents are actually owners/users of the Microsoft products being examined -- certain controls will have to be set up to ensure greater reliability (Landstrom 2009). In addition, the quantifying of qualitative data always creates certain validity issues, and these are somewhat exacerbated by the lack of any open-ended space for explanation or further reflection on the part of the respondent, which can help to code and correctly apply responses in the manner intended y the researchers in their posing of research questions and creation of the survey instrument (Burns & Burns 2008; Herbst &…
References
Burns, R. & Burns, R. (2008). Business Research Methods and Statistics Using SPSS. Thousand Oaks, CA: Sage.
Herbst, F. & Coldwell, D. (2004). Business Research. Cape Town, SA: Juta and Company.
Landstrom, H. (2009). Pioneers in Entrepreneurship and Small Business Research. New York: Springer.
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