Small-Scale Research Project in a Local Estate Agent

Table of Contents

Introduction1

Discussion2

Approach2

Methodology4

Mixed Method Strategy4

Data Collection5

Type of Questions6

Types of Data7

Sources8

Ethical Issues9

Customer Satisfaction Improvement10

Conclusions10

Recommendations11

Small-Scale Research Project in a Local Estate Agent

Introduction

As a result of increased fluctuations during 2012 in the real estate business majority of the companies are posed with serious challenges and issues with regards to the management of customer satisfaction. Both the parties namely buyers and sellers are affected in a negative manner and customer satisfaction which is one of the most important factors has been performing poorly in this industry. It is important for an organization to conduct research and outline the key factors that are important in customer satisfaction and devise appropriate ways of improving it. Feedback and reviews are important tools that can be used to measure the success of any real estate business in terms of its services and facilities. Roy and Cochrane have also emphasized upon the importance of customers satisfaction and proposed for focusing and developing a customer focused strategy. The following document outlines on the research standards and methodology to accomplish analysis on customer satisfaction. It outlines the criteria on the method of research used, the information asked, what the company is looking for, a timeline of how the research will occur, how to improve customer satisfaction, and recommendations for improvement. In order to be an effective and efficient company, customer satisfaction needs to be the top most priority and must be maintained on a long term basis (Zhong & Liang, pp. 1024).

Discussion

Approach

Before identifying which research methodology must be employed, it is important to understand each method of research. Quantitative research is defined by Creswell (1994) as the phenomena in which statistical data are evaluated utilizing various tests to give objective results (Sukamolson 2005). Quantitative analysis is utilized in order to give an objective form of view with supporting statistics. This type of research basically makes use of mathematical techniques, statistics or computational methods which provide accurate and specific data and figures with regards to the social issue at hand. Qualitative analysis on the other hand utilizes procedures such as interviews in which the interviewer could unintentionally persuade the interviewee in the position they want (Interviewer bias) or in other word ask open ended or directed questions which may lead to a particular answer. For example when online surveys are conducted, the customer just has questions to answer and is not 'coerced' accidentally into a response. Moreover, quantitative analysis can generate a 'rough' standpoint from utilizing a sample of the target population and being a standard form; can be compared to other companies. There are several types of quantitative research but the one highlighted in this case are surveys. Surveys utilize the scientific method of collecting samples and create questionnaires in order to identify traits of the concerned target segment. In order to understand the preference of one of the researches in instigation, a comparison needs to be done in order to determine which one or both methods should be ...