Research Methodology & Applied Statistical Technique

Scenario: Mbali Ntokozo is a recent masters degree graduate who has just been employed as a lead research analyst in a servicebased organisation. Mbali is required to conduct a customer satisfaction (CSAT) survey where she will need to use a customer satisfaction survey template. Through this survey, her organisation can generate statistical data and metrics on the goodwill of the brand or organisation in the mind of the customer based on multiple parameters such as product quality, pricing, customer experience, etc. This data can be collected by asking a net promoter score (NPS) question, matrix table questions, etc. that provide data in the form of numbers that can be analysed and worked upon.

Question 1 (30)

1.1 Identify the appropriate research method Mbali should employ in this research. (10 Marks) Identify the appropriate research method Mbali should employ in this research. You are required to identify. Is it qualitative, quantitative or mixed method research?