Preparing to Conduct Business Research Essay Sample

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Business research is a must in today business world. Cox Communications is not exempt from this statement. They have a problem that needs to be solved, why are their customers unhappy with their services. The following will go over how to access the population, the instruments used to collect the data or information, the appropriate sampling method, the sampling frame and size, the qualitative methods used, the statistical tests, insights and conclusions to be found. Population Sample

“A population is the total collection of elements about which we wish to make some inferences” (Cooper & Schindler, 2014). The population for this particular research would be contained within the customer base. Within the base there will be an amount of the customers currently unhappy with the service. Since it would be hard to single out these particular customers, the population would have to be the base as a whole. Access to this population is as easy as pulling up the customer listing. There should also be former customers within this population to get a sense of what drove those people to other services. Instruments Used

The following stages of the research practice that will be taken following the investigation phase are approved. This is the set of data that is pertinent to the management dilemma and application of information inside the corporation. As already acknowledged, the efficient management and application of information is critical to the achievement of Cox’s functions. The data-collection devices that may be utilized for this particular report may have the goal of enhancing the utilization of information inside the business as a way to gain an edge over competitions in the field. The investigation procedure for this particular study will use two primary data collection instruments, “surveys and interviews”, to establish problem areas and possible enhancements and solutions to problems.

The surveys that will be used will include a series of questions that can give a much better grasps of the procedures presently employed by workers to handle information (Cooper & Schindler, 2011). The data collected by the surveys will allow the research team to begin the development of a plan or strategy to remedy the problem the company has with managing information. Interviews will be used to gain further data from employees and the management team at Cox regarding how information is used and processed. The information gathered from the interviews will be combined with the data collected from the surveys and will help give a better understanding of the problem and aid in developing a solution. Sampling Method

Random sampling includes picking a particular quantity of data items totally at random, subsequently utilizing the sample for further evaluation. Random sampling may be a highly effective technique when examining pretty standardized sets of information. Cox is seeking to decide the portion of customers who are unhappy with their services. Instead of using a data-set of several million entries, the company could pretty much examine a random sample of several hundred entries to get to a number that approximates the status of the complete data set. According to Cooper & Schindler (2014), “The unrestricted, simple random sample is the purest form of probability sampling. Since all probability samples must provide a known nonzero probability of selection for each population element, the simple random sample is considered a special case in which each population element has a known and equal chance of selection (pg 349)”. Sampling Frame

The sampling frame utilized in this research will be current clients of Cox Communications. The intent is to evaluate from this population how they currently feel about their products, services and customer service. It is important to only utilize the information from each client once in this survey, ensure that all information collected is consistently answered from the same set of questions and that all information is current for each client. Sampling Size

The sampling size is important to this research. There are several ways to evaluate this by pairing up clients in different categories such as: clients only utilizing internet, clients only utilizing cable and clients utilizing all products. Once these clients are broke up in to sub-categories you can then evaluate how the client feels about their current product and the customer service experiences. Determining Sample Size

Cox Communication has a wide customer base that will provide a lot of data to help determine why their customers are either unhappy or choosing other companies. Sub-categories will help to take in as much data as possible, which will provide the best analysis to evaluate the best results to assist in regaining revenue. Sub-categories dissect the information before it is collected so it may be simple to obtain, especially with a company the size of Cox Communication. Sample size is just as important as the data collected; you want to have gathered the right information from the correct subject to stay accurate while gathering information. Information must be gathered for a specific period of time to ensure collecting all sub-category data, along with reaching out to customers that may have a specific issue that not only may be easily resolved but also may be vital to data collecting and an accurate analysis. Qualitative Methods Used

Within the collection of customer service data there are specific manners in which data must be collected. Data shall be collected by interview to ensure direct information and accuracy. Although, interviews may be limited in time, it provides immediate data and is a direct source of data; which is also continual, making it possible to collect as much as required. Interview may occur during phone calls, in or out calls, and random processing or questioning during sign ups or courtesy calls. Both interviewer and interviewee have responsibilities to be honest and thorough. The manner in which data will be collected is in smaller amounts at a time to minimize bias or human error. Qualitative techniques are utilized at different stages of processing all data. Statistical Tests Used

Cox Communications cannot win today’s game with yesterday’s scores. After weeks of researching the cause and effect of Cox Communications customer service issues, company statistics show they must implement change in order to stay technologically advanced against competitors. Based on qualitative and quantitative research all the insight provided will be beneficial to the company and will help answer the question of why are they now positioning themselves to evaluate this need for change. This will help the company make a more informed decision on what course of action to take and how to implement the change needed. Results and Insight

History shows that Cox has to be more transparent when dealing with customers and having relationships with consumers. Qualitative and quantitative methodology research will allow Cox Communications the ability to measure the feelings of customers, and also the actions of these customers through statistical data usage. It is when consumers can voice their feelings and know that their voices are being heard through action on the part of the company in question, this type of insight builds relationships. As for Cox Communications, the reward for establishing and putting in place this kind of research tool, can only create great things for the company’s future. All these things are necessary, but continued research will prove that more needs to be done in order for Cox Communications to be successful. Conclusion of Hypothesis

Why are their customers unhappy with their services? If it is correct the hypothesis needs to be measured and answered. Through the Qualitative research method the problems with Cox Communication Company can find and understand the problems of their unhappy customers. This will help uncover the trends that have made many of their customers unhappy. Cox Communications can then also set the Quantitative methods in motion to further review and quantify data to generalize results found. This can be done by sampling a small portion of the population. If the results reveal the source of why Cox Communication customers are unhappy then the company can put together a business decision in fixing the problems at hand, and put strategies in place in order to be more transparent with their customers. They can identify the issues that perhaps are causing service issues; such as a lack of training in sensitive issues. If the hypothesis is not correct, the research should go back over the data and see where the true problem lies. It could be the that the hypothesis should be, not why the customers are so unhappy, but possibly why is Cox Communication Service failing the customers if it is known that the customers are already unhappy. The customers being unhappy may not be the root of the problem. Conclusion

With Qualitative and quantitative research methods Cox Communication will be able to establish, measure and implement a management decision in order to more positively reach their customer base. They will be able to understand through the research methods provided them why a large portion of their customer base is unhappy through proper data analysis. They may even possibly establish a different hypothesis to more accurately identify the reasons of why dissatisfaction of their customers exists. So by determining the correct hypothesis and executing solid research into the problem and sampling a portion of the population, Cox Communication will be able to move forward with their customers feeling more comfortable and dedicated to the products they provide.

Cooper, D. R., & Schindler, P. S. (2014). Business Research Methods (12th ed.). Retrieved from The University of Phoenix eBook Collection database.

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