Marketing Research Proposal
Customer Satisfaction Survey – Vodafone Australia

Name: Yiwei Liu (Evan) Student ID: OIN2003 Subject: HC2022

CONTENTS 1. Introduction 2. Objectives 3. Desk Research
3.1 Purpose
3.2 Procedure 4. Qualitative Research
4.1 Purpose
4.2 Population & Sampling
4.3 Procedure 5. Reporting 6. Timing 7. Fees

Introduction
Telecommunication defined as to communicate over a long distance by technological means, such as telephone, broadcast, radio or telegraph by the designation of transmission of electronic signals. Telecommunication companies provide services to various sectors for personal and business purposes, including the provision of services, such as, mobile internet and mobile phone as well as broadband internet

Vodafone Group is one of the leading mobile companies among other telecommunication groups and cooperation with an outstanding performance in areas of Europe, the media East, Asia and so on. In Australia, Vodafone is one of the smaller mobile and internet carriers consisting of 2 equal shareholders being as Vodafone Group and Hutchison Telecom as to operate internet and mobile services for the targets markets of individuals and business cooperation.

According to research, in the last quarter of 2010, the Vodafone Australia began to experience a series of connecting problems resulting in the poor conditions of data speed, call quality and SMS reliability. So those dilemmas cause a greater loss of customer base till then and it caused a great deal of consumer complaints about this issue. Furthermore, there is a huge negative impact on the reputation of Vodafone which Nigel Dews, the CEO of Vodafone, agreed to terminate customer mobile contracts without further penalty after the explosion of media coverage in relation to this business. Since then, the overall customer satisfaction dropped down sharply on this account. In other words, it fails to deliver a high level of customer satisfaction in comparison with other might competitors afterwards.
Customer satisfaction, in terms of marketing terminology, which defined as to a feeling that a product has met or exceeded the client expectations. In a competition business, customer satisfaction is seen as a key differentiator and has become an essential benchmark of successful business strategy, particularly in terms of competition among Australian business. The higher or lower of this indicator will consider a significant characteristic of an intangible value of a brand offered by a company which contributes for the possibility of profitability in the future. Research about the effect of Vodafone’s network problems and issues regarding to which factors determine the degree of customer satisfaction will discuss in the paper for further details.

2. Objectives
The overall objective is ‘to examine factors to the degree of customer satisfaction in this industry; It has been broken into the following sub-objectives
1. To examine customer service used in the concept of value recognition
2. To identify signal strength in terms of brand recognition.
3. To determine sales promotion that can be used in terms of perceived recognition.

1. To examine custom service used in the concept of value recognition
This objective would seek customer expectation from the perspective of customer point of view to judge how much value it worthwhile while consumer service team manager to deal with the problems or crisis with time constraint. Most importantly, it will attempt to identify what should constitute the target segmentation. It will establish of which degree of meets we have exceeded and how did they feel about the set of handling techniques with satisfied outcome.

2. To identify signal strength in terms of brand recognition.
It is noted that we have modified the original objective moderately. Beyond the inner strength of value recognition, this one would seek to a deeper insight. Hence, it will introduce which degree of satisfied outcome can be brought from their products and services and awareness of duties/responsibilities shall we carry out to contribute to our loyal consumers.

3. To determine sales promotion that can be used in terms of perceived recognition.
This objective will explore much deep into the perception of individual and discover which quality attracts the selected market segments in association with incentive offering during promotion or sales period.

The research proposal involved 2 stages. The first one is to investigate existing materials and resources to disclose figures and charts which help us have a better understanding of this question. The second one involves qualitative research in order to dig more detailed information in depth. In brief, the 2- stage research aims to build a more sophisticated framework and structure so that the reader would be able to grasp the answer more easily.

3 Desk Research 4.1 Purpose
The phase of desk research gathers information from national statistics website so that we can take out this secondary resource into the next phase. Those data should conclude the major trends of marketing opinions and potential indicators as he customer preferences in the marketplace. At this stage, we would generate some practical and useful facts that illustrate choices which consumers love to be attracted if we fulfill their demands or above.
The desk research will make an attempt to create the followings: * Which degree of meets have organization have reached or even higher? * What types of skills and abilities shall we master in order to meet their desires? * How well does company need aware the duties they are to perform with distinctive characteristics in association with the public? * Which traits do consumers wish company to improve and implement? * To what types of rewards do they appeal?
3.2 Procedure
The research will start off with a collection of internal database under the authority of supervisors or managers approval. Besides, with the cooperation of other departments’ assistance of organizing extra customer profile and records, all the gathered evidence may benefit more to further studies in this case. While analyzing the data, researchers must pay attention to complaint’s record since it indicates the problem in a direct approach; meanwhile, the most likely answer may hide under that pile of complaints since it reveals that the unsatisfied outcomes resulting from previous network errors.

4. Qualitative Research 5.1 Purpose The nature of exploratory research will discover new ideas, conceptions with general research objects rather than quantitative research given in fact. As we focused on this approach, we will be able to understand and explore the attributes towards the negative impact of customer’s disappointment. Therefore, Vodafone Australia may grab this opportunity over the mistakes resulting in gaining more market shares and to be more competitive with an integrated marketing strategic plan by learning from the lesson of failures in the past.

The qualitative phase will have the following questions: * Which group of people are most likely to come back to Vodafone * Whether the price setting up would be paid reasonably * Whether the brand image kept in positive or negative impact

5.2 Population & Sampling
Sampling
Group 1 | Group 2 | Group 3 | Group 4 | North Region(50 people) | West region(50 people) | East Region(50 people) | South Region(50 people) |
Types of people included: * Gender * Geographic * Age * Occupation

4.3 Procedure
To start with, the moderator introduces the internet or mobile package while observing their non-verbal behavior or reaction towards the video or presentation recorded with cameras. After the nearly ending of group interview, moderator will prepare designated question to ask audience their thinking with their product or service as they watch.

8. Reporting
After the processes of data collection, data analysis and presentation, the report is ready to be submitted to supervisor for approval.

9. Timing
The table below indicated suggested timeframe of this research. To ensure we strictly follow the schedule, we are compulsory to gather around at each Friday night for checking the progress whether on the right track. If not, that meeting will give us an opportunity put any modification into adjustment under the timeframe with careful consideration as suggested by managers decision. Week | Activities | 1-3 | Desk Research | 4-5 | Qualitative Research | 6 | First Draft available | 7 | Develop focus group exercise | 8-9 | Coding and data preparation | 10 | Analysis | 11 | Presentation | 12 | Final Report Available |

10. Fees
The following information are quoted and suggested by local research facility price in average. It may not correct under the assumption. Stage | Description | Fee | Desk Research | $30 per person$1000 administration fee | $7000 | Qualitative Research | $30 per person$1000 administration Fee | $7000 | Total Fee | | $14000 |