Business Research Project Part V: Research Report and Presentation

QNT/561

Business Research Project Part V: Research Report and Presentation

INTRO?? I think we need one, but needs to be short and sweet (APA formatting, 1 point) So let’s make sure we get something in here for this. Also, there may be a limit on the title length, not 100% sure on that, but will have to check the APA guide.

Results Summary

Learning Team C produced some results with definite value as well as some worthy of further research. The baseline spread was 37% white/Caucasian and 25% black/African American with a various mix of other groups. More than half surveyed were male and most between the ages of 30-39 with an income spread of 20% in the $30-40,000 range with an equal 15% between $20-30,000 and $60-70,000. Most households have 5 or less occupants watching 0-20 hours of television each week. Regarding market share, DirecTV has the lead (30%), followed by Dish Network (18%), other (17%), and Comcast (16%). These results identify that DirecTV’s core competencies are something to strive to reproduce with benchmarking of Dish Network’s own to supersede the current results. However, Dish Network must keep watch on the successes and competition of Comcast as well as identify what the other market is to identify unknown competition.

Delving into the satisfaction of subscribers, more than half are unsatisfied with 38% being strongly dissatisfied. Of these subscribers, 56% are under contractual obligation with 41% of those having a favorable response to change providers if fees were not an issue. As well, out of all surveyed, 44% responded they have investigated other companies. The main subscription features sought were affordability (92%), package (60%), DVR (60%), and accessibility (53%). Reasons to switch were fairly even covering cost, reliability, and quality. Further review into the survey produced results showing most homes are watching television for Entertainment and News, followed by educational and family oriented programming. The value added features most sought were x-ray movies and interactive child/family.

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Answers to Research Questions

The team’s primary research question was to identify how pricing structure, accessibility, and customer service issues have affected the consumer base. The survey resulted in 92% citing affordability as their main reason for switching to a different service with 53% referencing accessibility. Customer service issues ranked low on reasons to change. Currently, the consumer base is unhappy with their service providers, citing cost, reliability, and quality the main reasons to switch. The baseline questions that were answered indicate disposable income for the market share, ruling out that as an issue. However, obtaining the market share is the only way to secure longevity for the business.

The next research question was how pricing structure, accessibility, and customer service issues have placed Dish Network at a competitive disadvantage. Dish offers the interactive

Research Challenges

With relation to statistical analysis, the main objective of the survey is to collect data that is selected from units that are reflective of a truly elaborate sample design, and must be taken into account at the survey analysis. Random sampling remains a problem for World Wide Web surveys, due to not being a set standard, although it is progressing toward it. Even with households having computers and Web access, there really isn’t a methodology to generate a list that can be utilized to increase participation in an accurate Web survey. Participants could also have been administered the survey by other means, e.g. telephone. Therefore the practical problems of going from a telephone survey to a Web survey would make this challenging. Lumped with technological challenges, cost and time, this calls into question the validity, reliability and accuracy of surveying.

Validity is how much the test measures what it is designed to measure (Cooper, 2006). The instrument chosen is an online self-administered questionnaire that will reveal the loyalty of customers in relation to service providers. Assuming it has a representative sample of the population of interest, then the instrument has quality content validity (Cooper, 2006). The research findings validity and that of the statistical data is limited, again, with the research instrument’s ability to measure what it is supposed to measure (Cooper, 2006). Reliability is how accurate and precise the measurement procedure is (Cooper, 2006). It is difficult to measure the reliability of this question posed, because consumer’s decisions are affected by various factors. Reliability is necessary for validity to occur, but its existence alone is not enough to ensure validity (Cooper, 2006). Unreliable measurements, the participants in the questionnaire, or statistical information can all skew the possible results of the analysis. Nonresponse is the biggest challenge. The problems of nonresponse are more serious challenging for surveys that use random population samples.

Steps Required to Minimize Future Research Challenges

Every research question has potential challenges that if ignored will undermine its reliability, validity, and accuracy. It’s imperative for researchers to limit and mitigate these challenges in order to collect usable data. If the instrument process is unclear, the external validity of the research data is rendered damaged, inadequate and invalid. To counter this complication a pre pilot program should be implemented, as well as quality assurance, for the enhancement of the internal validity of the research data. Poor internal validity, is due to “performing the testing in the same way in treatment and control groups or if confounding variables were not accounted for in the study design or analysis” (Handley, 2008, p. 1). Unreliable measurement, questionnaire participants, and incorrect application of data will result in skewed results. As far as reliability and validity of data are concerned, proper and rigorous training is required for data collection and analysis, reduction of response bias, can be decreases by possibly implementing an analogous study to be distributed.

Rationale for Survey Items

Market research, product development, and employee performance evaluation just to name a few factors are imperative to the overall success Dish Network. The intricate design of the survey was an attempt to learn about what motivates survey respondents and what’s important to them; communicating with survey respondents about survey topics which allows for deeper insight into the survey problem; shedding light on topics related to the survey problem within a larger context; the gathering of objective information to make sound data-driven decisions; getting a “snapshot” of the target population, their attitudes and perceptions of the products and services offered by Dish Network, in an effort to improve operations. Learning Team c hoped to elicit enough specific responses to make inferences and decisions on, in an attempt to answer the overall question, how pricing structure, accessibility, and customer service issues have affected the consumer base.

Recommendations

It is important that potential sources of error be minimized, so, teams must ensure that: persons surveyed represent the true population under study; respondents accurately understand the questions asked; people are willing to participate in the survey process; and, the results are analyzed objectively. Pre testing is imperative, question structure is important as well the way in which they are asked or presented, for example making sure the questionnaire is as short as possible, use simple questions as well as concise questions. Ultimately survey design, data collection techniques and analysis are unquestionable the most sensitive factors that are the difference between valid usable data and damaged data.

Features within the survey; however, the main detractors reside in quality and reliability. Dish continues to identify features the base desires; however, the survey indicates increasing the reliability and quality of service already offered is more important than new features.

The final research question was to identify the differences in core competencies of television providers. A main area of contention regarded contractual obligations. An opportunity for Dish would to remove the contract and fees associated with early termination. This would permit transparency and confidence in the company that is unlike other providers. One other area was quality and reliability. Dish would optimize this area by upgrading the equipment to reduce loss of satellite feed.

References

Cooper, D. R. & Schindler, P. S. (2006). Business research methods (9th Ed.). Boston: McGraw-Hill/Irwin.

Handley, C. (2008). Validity and reliability in research. The Organization for Transplant

Professionals. Retrieved on February 12, 2010 from http://www.natco1.org/research

/files/Validity-ReliabilityResearchArticle_000.pdf