1 Describe methods of collecting data for customer research
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Outcome 1 Understand how to gather, analyse and interpret customer feedback
The learner can:
1 describe methods of collecting data for customer research
2 explain random sampling techniques used to collect data
3 explain how to evaluate bias in non-random samples
4 explain the principles of questionnaire design
5 assess the suitability of a range of techniques to analyse customer feedback
6 explain techniques used to monitor the quality of data collected
7 explain the use of software to record and analyse customer feedback
8 explain the validation issues associated with customer feedback
9 explain the importance of anonymising comments from customers who do not wish to be
identified
Outcome 2 Be able to plan the collection of customer feedback on customer service
issues
The learner can:
1 identify the objectives of collecting customer feedback
2 justify the reasons for selecting different data collection methods
3 develop a data collection and analysis plan that specifies the sampling frame, data
collection and recording methods and timeframe
Outcome 3 Be able to gather customer feedback
The learner can:
1 collect customer feedback using the sampling frame identified in a customer service
plan
2 record data in a way that makes analysis straightforward
3 verify that all data is handled in line with legal, organisational and ethical policies and
procedures
Outcome 4 Be able to analyse and interpret customer feedback to recommend
improvements
The learner can:
1 use data analysis methods to identify patterns and trends in customer feedback
2 use the findings of a data analysis to identify areas for improvement to customer service
3 present the findings of an analysis in the agreed format
4 recommend improvements in response to the findings of an analysis
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