This sample will let you know about:
- Discuss about the Data Analysis Strategy.
- Discuss about the Research & Sampling designing.
Introduction - Problem Identification
Customer engagement can be defined as the connection of communication between a company and its clients with the help of various channels. It is very important for all the organisations as it helps to strengthen the customer base and increase market share. It could be a reaction, interaction, overall experience of patronage etc. which may take place due to online as well as offline services (Bowers, 2017). Most of the entities use different types of strategies to engage customers in business. One of them is using attractive marketing practices which is beneficial for entities to grab attention of all the individuals of targeted market. While planning to attain customer engagement it is very important for companies to foster their loyalty and brand growth. It is one of the biggest problem which is faced by Vodafone nowadays. Main causes of it are ineffective marketing practices and campaign, lack of knowledge about trends in marketing etc. It is vital for top management of the company to make sure that they try to overcome this problem so that long term goals such as higher profits and large market share could be acquired (Lack of customer engagement in Vodafone, 2020).
Overview of organisation: Vodafone is one of the largest organisations of UK which is operating business all around the world. It is a multinational entity which was founded in year 1991 by Gerry Whent and Ernest Harrison. It is mainly established in Newbury, Berkshire, England, UK. Its head office is in London, United Kingdom. There are various types of products which are offered by it to its clients. These are Broadband, IPTV, Internet television, mobile phone, fixed line telephone etc. Currently the organisation is dealing with a big marketing challenge which is lack of customer engagement due to use of attractive marketing strategies by competitors such as China Mobile, Telefonica, Deutsche Telekom. All these companies are using innovative techniques to market all the facilities that are rendered by them to the clients. Due to this, Vodafone is dealing with a problem of lack of customer engagement as its practices to market itself are not effective (Brannen, 2017).
Problem statement: Lack of customer engagement in Vodafone due to use of effective and attractive marketing strategies by its competitors.
Aim: To determine the impact of attractive marketing strategies on Vodafone that are used by its competitors.
Objectives:
- To analyse the negative impacts on Vodafone of attractive marketing strategies used by competitors of it.
- To determine reasons of decreased customer engagement in Vodafone.
- To assess effectiveness of marketing campaign of Vodafone and errors in it.
Literature review: It can be defined as a review article in which individuals analyse different types of journals and articles which are published various authors. Main purpose of it is to determine the current knowledge about the research problem which is selected by the researcher to conduct a study (Bryman, 2017). A literature review for the issue of decreased customer engagement in Vodafone due to ineffective marketing campaign is conducted below:
According to Scott, (2016), customer engagement is a relationship between a company and its external stakeholders such as clients which is required to be maintained and managed by organisations systematically. With the help of it, all the issues such as lower profits could be resolved properly. Main cause of it is ineffective marketing strategies which are used by most of the companies such as Vodafone nowadays. It is vital for top management of entities to make sure that they use innovative techniques to market all their products so that all the negative implications of improper marketing practices could be reduced. Vodafone is dealing with one of the common challenge which is faced by most of the companies around the world. It is lack of customer engagement due to attractive marketing strategies of competitors. It is vital for management of it to make sure that they analyse the market trends and then perform activities to market its products and services (Bullock, Little and Millham, 2017). Take online assignment help in the UK from expert writers at the best price.
According to Beale, (2017), it is very important for all the companies to make sure that they are using effective marketing strategies as it facilitate in the attainment of goals of higher customer engagement. If an organisation is not able to use innovative and attractive techniques to market all the products and services then it may result in decreased customer engagement. Currently, Vodafone is facing this problem as its marketing campaign are not well structured. One of the cause of its reduced involvement of clients is lack of focus of its marketers on the latest trends of marketing. In order to sustain in the market it is very important for its top level executives to find ways to overcome the challenges (Hammersley, 2017). One of the effective solution for the company is to create a new campaign to market all its facilities so that large number of new clients could be attracted and existing one could be engaged in business processes.
Research design
Research design can be defined as the strategy which is focused by a researcher to integrate various components of the study so that readers could understand all the elements which are written in the research report (Lv and et.al., 2018). There are various types of research designs which could be selected by the researchers according to their choice and data. Description of all of them is as follows:
Descriptive: It can be defined as a research design which is used by researchers to describe all the characteristics of the phenomenon or population studied. It is mainly focused with detailed analysis of the selected topic of research rather than focusing upon reasons of the same. Main purpose of using it is to describe the population which are considered as descriptive categories. It is used by researchers to explain and describe the hypothesis and objectives which are formulated at the beginning of study (Mays and Pope, 2020).
Experimental: It is considered as as scientific research design which includes a hypothesis which could be manipulated by the person who is working on the research. In order to complete it properly it is very important for the researcher to perform it under a controlled environment so that possibility of errors could be ignored.
Exploratory: This type of research design is selected by an individuals to conduct a study which is mainly based upon a problem which is being studied in systematic manner. While using it different activities are performed by a researcher. These are establishing priorities, developing operational explanations, improving the design of final research etc. With the help of it best research design and data collection methods could be determined (McCann and Brown, 2017).
From all the above described research design descriptive is used for present study. Main reason for selecting it is to describe the problem in depth and find appropriate solutions for the same.
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Measurement scales
Measurement scales can be defined as the way in which numbers are defined and categorised. There are various types of it and all of them have some specific properties which are beneficial for researchers to conduct statistical analysis properly. Description of all its types is as follows:
Continuous scale: In this type of scale all the respondents rate the objectives by placing a mark between the specific line which is being provided in questionnaire. While using it researchers allow the selected individuals to give a score to the items from the list which is provided to them.
Interval scale: It is a measurement scale which is used in quantitative research when there is meaningful difference between 2 specific variables. All the elements which are measured with the help of it are based upon actual results not on relative manner (Morgan, 2018).
Nominal scale: In this type of measurement scale number are used to provide tag and labels to identify an object. It is mainly used for the purpose of measuring non numerical variables.
All the above described scales are used in present report for the purpose of finding answers of all the problems which are identified for completion of study.
Sampling Design
Sampling design can be defined as a framework which is selected by individuals to gather detailed information about the research topic. There are two types of it which are described below:
Probabilist: In this type of sampling, a sample is selected from a large population so that appropriate answers for the problems could be analysed (Paquot and Plonsky, 2017).
Non probabilistic: In this type of sampling design researchers choose sample from a on the basis of subjective judgement of researcher. These are mainly used in qualitative research.
From both the above described methods probabilist sampling is used for present research in order to meet the predetermined objectives of research. Main reason for selecting is its suitability for quantitative research.
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Questionnaire |
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Name: Email: Contact details: |
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Question 1: Are you aware of the concept of customer engagement? A. Yes B. No |
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Question 2: Do you think that it is very important for the companies to conduct effective marketing campaigns to enhance customer engagement? A. Yes B. No |
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Question 3: According to you what are the ways to engage customers in business procedures? A. Effective marketing strategies B. Analysing competitors activities C. All of the above |
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Question 4: What steps are required to be taken by a company to attract large number of customers? A. Developing effective marketing campaign B. Hiring new employees |
Data Collection Technique
Data collection can be defined as the process of collecting and evaluating information for successful completion of a research. There are two main types of it which are described below:
Primary: When data is selected for the first time then it is known as primary data collection. For this purpose, survey, interview etc. methods are used by researchers.
Secondary: When already collected information is used for a research then it is known as secondary data collection. While using it for a research, different websites, journals and articles etc. are used (Park and Park, 2016).
Both the above described modes are used to collect information. Primary data is used to conduct data analysis and secondary sources are utilised for the purpose of completing literature review. Sample size for present study is 30 respondents.
Data Analysis Strategy
It can be defined as the process of analysing collected information so that predetermined objectives of research could be accomplished. Following strategy is used to complete this research:
SPSS: It is known as statistical package for social science which is basically a software package which is used for an analysis of information performed with the help of a software. It is used for present study to analyse the collected data of 30 respondents (Yates and Leggett, 2016). Take Examples of Assignments Now!
PART B
Data analysis
A research survey is conducting for a recreational goods store in which a total of 8 questions (variables) are asked from 30 visitors of that store. The aim of this recreational goods store is to develop a new marketing campaign for which survey questionnaire includes questions regarding their visitor's previous experience and preferences. For completion of their aim, a quantitative data analysis is conducting below using the SPSS software application.
MEASURES OF CENTRAL TENDENCY
|
Statistics |
|||
|
V1 - Preference for outdoor lifestyle |
|||
|
N |
Valid |
30 |
|
|
Missing |
0 |
||
|
Mean |
4.0333 |
||
|
Median |
4.0000 |
||
|
Mode |
6.00 |
||
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Sum |
121.00 |
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Interpretation: From the above descriptive statistics analysis, it has been observed that majority of the people prefers an outdoor lifestyle as on the scale of 7, “6 (preferred)†is the most selected option.
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Statistics |
|||
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V2 - Enjoying nature |
|||
|
N |
Valid |
30 |
|
|
Missing |
0 |
||
|
Mean |
4.6000 |
||
|
Median |
4.5000 |
||
|
Mode |
3.00a |
||
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Sum |
138.00 |
||
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a. Multiple modes exist. The smallest value is shown |
; |
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Interpretation: From the above measures of central tendency, it has been analyzed that most of the visitor's average has neutral interest in spending time in nature as the mean or average response of 30 people is 4.6 which is a neutral reaction.
|
Statistics |
|||
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V3 - Enjoying the weather |
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N |
Valid |
30 |
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|
Missing |
0 |
||
|
Mean |
3.6000 |
||
|
Median |
4.0000 |
||
|
Mode |
4.00 |
||
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Sum |
108.00 |
||
Interpretation: The total of 30 visitors has average response and major response that they feel neutral when it comes to being outdoor in any weather. The reason behind these results are the specific preferences which people has about weather.
|
Statistics |
|||
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V4 - Living in harmony with the environment |
|||
|
N |
Valid |
30 |
|
|
Missing |
0 |
||
|
Mean |
4.5333 |
||
|
Median |
4.0000 |
||
|
Mode |
4.00 |
||
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Sum |
136.00 |
||
Interpretation: Average response of 30 visitors about preferring to live in harmony with environment is neutral which means people prefers may or may not prefer to live with environmental surroundings.
|
Statistics |
|||
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V5 - Exercising regularly |
|||
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N |
Valid |
30 |
|
|
Missing |
0 |
||
|
Mean |
3.6000 |
||
|
Median |
4.0000 |
||
|
Mode |
4.00 |
||
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Sum |
108.00 |
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Interpretation: For this variable as well, most of the visitors has responded as neutral which interprets that having a regular exercise is not an important element of their everyday life. This provides an opportunity for recreational goods store to develop marketing campaign which can influence people to exercise daily.
|
Statistics |
|||
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V6 - Meeting other people outdoors |
|||
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N |
Valid |
30 |
|
|
Missing |
0 |
||
|
Mean |
3.8667 |
||
|
Median |
4.0000 |
||
|
Mode |
2.00 |
||
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Sum |
116.00 |
||
Interpretation: From the above analysis, it can be seen that majority of the visitors (mode) responds that meeting people at outdoor locations is not an important element of their everyday life.
|
Statistics |
; |
||
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V7 - Gender |
; |
||
|
N |
Valid |
30 |
|
|
Missing |
0 |
||
|
Mean |
1.5000 |
||
|
Median |
1.5000 |
||
|
Mode |
1.00a |
||
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Sum |
45.00 |
||
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a. Multiple modes exist. The smallest value is shown |
; |
||
Interpretation: Above central tendency table analysis that most of the people who were the part of the survey were females.
|
Statistics |
|||
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V8 - Residence location |
|||
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N |
Valid |
30 |
|
|
Missing |
0 |
||
|
Mean |
2.0333 |
||
|
Median |
2.0000 |
||
|
Mode |
3.00 |
||
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Sum |
61.00 |
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Interpretation: This question was asked to analyse the location of residency of the respondents. From the analysis, it has been seen that majority of the respondents are residents of Countryside.
CROSS TABULATION
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V7 - Gender; * V2 - Enjoying nature; Crosstabulation |
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|
Count |
||||||||||
|
V2 - Enjoying nature |
Total |
|||||||||
|
Not at all Important |
Not Important |
Somewhat not important |
Neutral |
Somewhat important |
Important |
Very Important |
||||
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V7 - Gender |
Female |
1 |
3 |
7 |
3 |
0 |
1 |
0 |
15 |
|
|
Male |
0 |
0 |
0 |
1 |
2 |
6 |
6 |
15 |
||
|
Total |
1 |
3 |
7 |
4 |
2 |
7 |
6 |
30 |
||
|
Chi-Square Tests |
Value |
df |
Asymp. Sig. (2-sided) |
||||
|
Pearson Chi-Square |
23.571a |
6 |
.001 |
||||
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Likelihood Ratio |
31.349 |
6 |
.000 |
||||
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Linear-by-Linear Association |
20.212 |
1 |
.000 |
||||
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N of Valid Cases |
30 |
||||||
|
a. 14 cells (100.0%) have expected count less than 5. The minimum expected count is .50. |
; |
||||||
Interpretation: Cross tabulation is a technique of analyzing relationship between two variables. In this case, relation between variable 2 and 7 is analyzed so that it can be interpreted that what impact does the sexuality of an individual has upon their preference of enjoying the nature. For this, Chi square test is done by which it has been seen that significance is computed as .001 which is smaller than the value of .005. This shows that the relationship between these values is significant. From the developed graph, it can be further said that for men, enjoying the nature is an important part of their everyday life but for women it is somewhere not important.
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V8 - Residence location; * V6 - Meeting other people outdoors Cross tabulation |
; |
|||||||||
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% within V6 - Meeting other people outdoors |
; |
|||||||||
|
; |
V6 - Meeting other people outdoors |
Total |
||||||||
|
Not at all Important |
Not Important |
Somewhat not important |
Neutral |
Somewhat important |
Important |
Very Important |
||||
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V8 - Residence location |
Midtown/downtown |
50.0% |
87.5% |
; |
; |
40.0% |
; |
; |
33.3% |
|
|
Suburbs |
50.0% |
; |
50.0% |
25.0% |
40.0% |
50.0% |
33.3% |
30.0% |
||
|
Countryside |
; |
12.5% |
50.0% |
75.0% |
20.0% |
50.0% |
66.7% |
36.7% |
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|
Total |
100.0% |
100.0% |
100.0% |
100.0% |
100.0% |
100.0% |
100.0% |
100.0% |
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| ; | ; | ; | ; | ; | ; | ; | ; | ; | ; | ; |
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Chi-Square Tests |
; |
|||
|
; |
Value |
df |
Asymp. Sig. (2-sided) |
|
|
Pearson Chi-Square |
21.333a |
12 |
.046 |
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Likelihood Ratio |
26.958 |
12 |
.008 |
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Linear-by-Linear Association |
6.678 |
1 |
.010 |
|
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N of Valid Cases |
30 |
; |
; |
|
|
a. 21 cells (100.0%) have expected count less than 5. The minimum expected count is .60. |
; |
|||
| ; | ; | ; | ; | ; |
Interpretation: Relationship between variable 6 and 8 is also analyzed with the aim of identifying whether the residency status of an individual impacts their preference to meeting people at outside locations. From the above cross tabulation analysis, chi square test (%) and the graph, it has been seen that the relationship between these two variables is not significant as the chi square test result is .046 which is larger than .005. This interprets no matter at which location respondent is residing it will not impact their preference of meeting people at outside locations.
FREQUENCY DISTRIBUTION
|
V1 - Preference for outdoor lifestyle |
; |
|||||
|
; |
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Not at all preferred |
4 |
13.3 |
13.3 |
13.3 |
|
|
Not preferred |
4 |
13.3 |
13.3 |
26.7 |
||
|
Somewhat not preferred |
4 |
13.3 |
13.3 |
40.0 |
||
|
Nuetral |
5 |
16.7 |
16.7 |
56.7 |
||
|
Somewhat preferred |
4 |
13.3 |
13.3 |
70.0 |
||
|
Preferred |
6 |
20.0 |
20.0 |
90.0 |
||
|
Greatly preferred |
3 |
10.0 |
10.0 |
100.0 |
||
|
Total |
30 |
100.0 |
100.0 |
; |
||
| ; | ; | ; | ; | ; | ; | ; |
|
V2 - Enjoying nature |
; |
|||||
|
; |
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Not at all Important |
1 |
3.3 |
3.3 |
3.3 |
|
|
Not Important |
3 |
10.0 |
10.0 |
13.3 |
||
|
Somewhat not important |
7 |
23.3 |
23.3 |
36.7 |
||
|
Neutral |
4 |
13.3 |
13.3 |
50.0 |
||
|
Somewhat important |
2 |
6.7 |
6.7 |
56.7 |
||
|
Important |
7 |
23.3 |
23.3 |
80.0 |
||
|
Very Important |
6 |
20.0 |
20.0 |
100.0 |
||
|
Total |
30 |
100.0 |
100.0 |
; |
||
| ; | ; | ; | ; | ; | ; | ; |
|
V3 - Enjoying the weather |
; |
|||||
|
; |
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Not at all Important |
4 |
13.3 |
13.3 |
13.3 |
|
|
Not Important |
6 |
20.0 |
20.0 |
33.3 |
||
|
Somewhat not important |
3 |
10.0 |
10.0 |
43.3 |
||
|
Neutral |
8 |
26.7 |
26.7 |
70.0 |
||
|
Somewhat important |
4 |
13.3 |
13.3 |
83.3 |
||
|
Important |
4 |
13.3 |
13.3 |
96.7 |
||
|
Very Important |
1 |
3.3 |
3.3 |
100.0 |
||
|
Total |
30 |
100.0 |
100.0 |
; |
||
| ; | ; | ; | ; | ; | ; | ; |
|
V4 - Living in harmony with the environment |
; |
|||||
|
; |
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Not Important |
4 |
13.3 |
13.3 |
13.3 |
|
|
Somewhat not important |
4 |
13.3 |
13.3 |
26.7 |
||
|
Neutral |
9 |
30.0 |
30.0 |
56.7 |
||
|
Somewhat important |
2 |
6.7 |
6.7 |
63.3 |
||
|
Important |
7 |
23.3 |
23.3 |
86.7 |
||
|
Very Important |
4 |
13.3 |
13.3 |
100.0 |
||
|
Total |
30 |
100.0 |
100.0 |
; |
||
| ; | ; | ; | ; | ; | ; | ; |
|
V5 - Exercising regularly |
; |
|||||
|
; |
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Not at all Important |
4 |
13.3 |
13.3 |
13.3 |
|
|
Not Important |
5 |
16.7 |
16.7 |
30.0 |
||
|
Somewhat not important |
3 |
10.0 |
10.0 |
40.0 |
||
|
Neutral |
10 |
33.3 |
33.3 |
73.3 |
||
|
Somewhat important |
5 |
16.7 |
16.7 |
90.0 |
||
|
Important |
1 |
3.3 |
3.3 |
93.3 |
||
|
Very Important |
2 |
6.7 |
6.7 |
100.0 |
||
|
Total |
30 |
100.0 |
100.0 |
; |
||
| ; | ; | ; | ; | ; | ; | ; |
|
V6 - Meeting other people outdoors |
; |
|||||
|
; |
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Not at all Important |
2 |
6.7 |
6.7 |
6.7 |
|
|
Not Important |
8 |
26.7 |
26.7 |
33.3 |
||
|
Somewhat not important |
4 |
13.3 |
13.3 |
46.7 |
||
|
Neutral |
4 |
13.3 |
13.3 |
60.0 |
||
|
Somewhat important |
5 |
16.7 |
16.7 |
76.7 |
||
|
Important |
4 |
13.3 |
13.3 |
90.0 |
||
|
Very Important |
3 |
10.0 |
10.0 |
100.0 |
||
|
Total |
30 |
100.0 |
100.0 |
; |
||
| ; | ; | ; | ; | ; | ; | ; |
|
V7 - Gender |
; |
|||||
|
; |
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Female |
15 |
50.0 |
50.0 |
50.0 |
|
|
Male |
15 |
50.0 |
50.0 |
100.0 |
||
|
Total |
30 |
100.0 |
100.0 |
; |
||
| ; | ; | ; | ; | ; | ; | ; |
|
V8 - Residence location |
; |
|||||
|
; |
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
||
|
Valid |
Midtown/downtown |
10 |
33.3 |
33.3 |
33.3 |
|
|
Suburbs |
9 |
30.0 |
30.0 |
63.3 |
||
|
Countryside |
11 |
36.7 |
36.7 |
100.0 |
||
|
Total |
30 |
100.0 |
100.0 |
; |
||
| ; | ; | ; | ; | ; | ; | ; |
Interpretation: Using frequency function of SPSS, frequencies of all the 8 variables are analyzed. For instance, from the variable 7, it has been analyzed that equal number of males and females has contributed in this survey that is 15 males and 15 females.
Conclusion
Present research concludes that it is very important for all the organisations to perform marketing activities in systematic manner so that all the issues which are taking place due to ineffectiveness of them could be resolved systematically.
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