Caselet / Scenario Read through the scenario below and answer questions five to ten. Mickey Deliveries is a fast-food delivery company that delivers food to people in Cape Town, South Africa. Customers have a choice on how they want to place their orders. They can either 1) place an order online or 2) phone the contact centre to place an order. They have a choice of 26 restaurants that they can order food and non-alcoholic drinks from. The customer promise includes aspects such as: 1) Choice of fast-food options 2) Quick and easy ordering process 3) Friendly and helpful staff 4) Efficient staff 5) Fast delivery Recently, management received a significant number of complaints from customers about poor service. The complaints received were about service in general, the call centre staff and the drivers. If the service is not addressed, they might lose business. They ask Opinion Surveys to assist with a research project to establish not only what customers believe excellent service is, but to also measure the satisfaction with current service levels received. Page 6 of 13 @ IMM Graduate School Opinion Surveys proposed a two-phase approach: 1) Qualitative research to assist with an understanding of what the service expectations are. 2) Quantitative research to measure the current levels of customer satisfaction. They completed the qualitative phase and recommended the following for the quantitative phase: Primary objective: To establish the level of customer satisfaction, highlighting strengths and weaknesses of the service levels. The information will be used to develop a strategy and action plan to minimise customer complaints and improve customer satisfaction. Secondary objectives: 1) Establish the importance of each of the identified service elements. 2) Measure the satisfaction with each of the identified service elements. 3) Measure loyalty towards Mickey Deliveries. Target audience: The qualitative findings indicated that there are differences between customers who place their orders online vs the call centre. Based on this finding, Opinion Surveys recommended the following target audience: 1) All respondents must have placed a minimum of three orders within the last month. 2) A random sample of 200 customers who placed their orders ONLY via the call centre. 3) A random sample of 200 customers who placed their orders ONLY online. Currently, Mickey Deliveries has a database of 35 400 call centre customers and 57 000 online customers. Methodology: The information on the database includes customer names and surnames, telephone numbers and addresses. Opinion Surveys suggested telephonic interviews. Page 7 of 13 @ IMM Graduate School Proposed questionnaire: See attachment A. Question 5 Mickey Deliveries is prepared to provide access to their database. Hence random sampling is preferred. Assist with calculating a sample size for each of the target audiences where you want to achieve a 95% confidence level and a 2,5% margin of error. (2) One (1) mark for the correct sample size for each of the two (2) target audience groups. Question 6 The estimated response rate for telephonic surveys is 85%. Calculate how the sample sizes should be adjusted to ensure that, with an 85% response rate, the 95% confidence level and 2,5% margin of error is still achieved. (2) One (1) mark for the correct answer for each of two (2) the target audience groups. Question 7 Develop two (2) screening questions to ensure that the respondents meet the specified target audience criteria. (2) One (1) mark will be awarded for each correct screening question. Question 8 Work through the questionnaire (see Attachment A at the end of the assignment) and discuss whether you believe the questions in the questionnaire are sufficient to provide Page 8 of 13 @ IMM Graduate School answers to each of the secondary objectives. Discuss each of the three secondary objectives with its cluster of questions separately. Provide reasons for your answers. (6) For each objective, one (1) mark will be awarded for correctly identifying the relevant question(s) and one (1) mark will be awarded for the motivation on whether the question(s) are sufficient. Question 9 Work through the questionnaire (see Attachment A at the end of this assignment) and identify at least four (4) questions that do not adhere to sound questionnaire design principles. For each question selected, you must identify and discuss the relevant questionnaire design principle(s). PLEASE NOTE: The interview introduction and screening questions are excluded and should not be part of the questions and questionnaire design principles identified. (4) One (1) mark will be awarded for each question and principle correctly identified up to a maximum of four (4) marks. Question 10 Correct each of the four (4) questions you identified in Question 9 so that they adhere to sound questionnaire design principles. (4) One (1) mark will be awarded for correcting each question identified in Question 9. Only questions that were identified in Question 9 and corrected will be awarded marks.Attachment A: Mickey Deliveries Questionnaire Question 1: Which of the following statements best describe your attitude towards ordering take-outs Can place an order from anywhere Can place an order any day of the week It is available after hours Gets delivered at a place of convenience It is quick It is affordable It is my favourite food Question 2: On average, how much do you spend per order? Up to R200 R200 R300 R400 R500 R600+ No specific amount. It varies between orders. Question 3: Please list all the take-out delivery companies you are aware of. Click n Order Fast Wheels Mickey Deliveries Quick Eats Super Fast Food Page 12 of 13 @ IMM Graduate School Question 4: Please list all the take-out delivery companies that you have used so far. Click n Order Fast Wheels Mickey Deliveries Quick Eats Super Fast Food Question 5: Mickey Delivery would like to know how you rate their service. Think about the last time you ordered take-outs through Mickey delivery and rate them on each of the service statements using the rating scale of excellent to very poor. Excellent Good Average Very poor Friendly staff Helpful staff Efficient staff Variety of fast-food options to order Easy ordering process Quick and efficient service Fast delivery Easy payment facilities Question 6: Please tell us what the chance is that you will place your next take-out order with Mickey Deliveries. Definitely Maybe Definitely not Unsure/Do not know Page 13 of 13 @ IMM Graduate School Question 7: Please tell us how likely you are to recommend Mickey Deliveries to friends. Likely Neither likely nor unlikely Unlikely Definitely unlikely Question 8: Mickey Deliveries is considering expanding their food choices. Please list all the fast-food companies and restaurants that you would like to see on their list of choices. ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________