Mbali Ntokozo is a recent master’s degree graduate who has just been employed as a lead research analyst in a service based 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 Marks)

1.1 Identify the appropriate research method Mbali should employ in this research. (10
1.2 Justify your answer by evaluating the specific characteristics of your recommended research method and how it suits the case in question. (20 Marks)

Question 2 (50 Marks)

2.1 Evaluate survey as a technique of data collection; its characteristics, types, and limitations. (30
2.2 Illustrate how the use of survey as a data collection technique will shape Mbali’s research. (20 Marks)

Question 3 (20 Marks)
Critically discuss any 4 analytical tools that Mbali can use to analyse collected data from the survey. (20

Answers to Above Questions on Research Methodology

Answer 1: The analysis of the case study indicates that Mbali is planning to carry out a survey with the objective of collecting important data about the customer. The most appropriate research method in doing surveys is quantitative research method because it allows for the collection of data that is highly appropriate in analysing the viewpoint of a large number of audiences, and they can be statistically analysed to gather useful information about the target audience.

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