BDM

22nd November, 2013

Table of Contents
Prepare and implement a plan for collecting primary and secondary data to find out
customers views on your organizations products and services................................3
Describe and justify survey methodology and sampling method(s) used in the
project you have selected.......................................................................................... 4
Develop a survey questionnaire to find out customer needs and level of satisfaction
on the products/services. Justify its design................................................................6
Collect the survey data about 30 customers and record it on a spreadsheet.
Generate frequency and cumulative frequency distribution tables for the data you
have collected using suitable groups and class boundaries. Draw appropriate
graphs and evaluate the results. Analyze the data you have collected using
measures of dispersion and draw conclusions for your organization..........................9
Calculate quartiles, percentiles, coefficient of correlation and draw valid conclusions
in business context................................................................................................... 19
In each of the analysis above, exhibit appropriate charts and graphs to explain
outcomes of the survey. Based on the information derived, analyze the outcomes,
draw logical conclusions, and provide recommendations to Director of marketing
department.............................................................................................................. 21
Reference................................................................................................................. 22

Prepare and implement a plan for collecting primary and

secondary data to find out customers views on your
organizations products and services
Objectives research
Coca Cola approves that they always create a good and satisfied products and services, good
taste. Moreover, they create a good environment for employees and stakeholders. Therefore,
customers review is the most important to increase the benefit of company.
On the other hand, Coca Cola requires much-closed ideas from customers to know the factors
that can improve their quality and service.

Create survey to collect opinions

Comments and recommendation from customers
Process and understand the customers requirements

Research limitation
The information source:: Coca Cola is the leading beverage in the world. In Vietnam, there are
many posters, advertisements, in addition, many coffees have reserved Coca Cola to
customers. Therefore, the communication of Coca Cola and customers is very clear and close.
The limit of survey: On 30 persons, random customers and people around (friends).
Time: From 10 November 2013 to 17 November 2013.
Survey Method: By questionnaire, direct asking customers
Research data
There are two types of data: Primary and secondary data. In general definition, primary data
observed or collected directly from first-hand experience. Published data and the data collected
in the past of other parties is called secondary data.

Describe and justify survey methodology and sampling

method(s) used in the project you have selected.
Survey method
The survey is a non-experimental, descriptive research method. There are many types of survey
method:
Cross-Sectional Surveys
Cross-sectional surveys are used to gather information on a population at a single point in time.
An example of a cross sectional survey would be a questionnaire that collects data on how
parents feel about Internet filtering, as of March of 1999. A different cross-sectional survey
questionnaire might try to determine the relationship between two factors, like religiousness of
parents and views on Internet filtering.
Longitudinal Surveys
Longitudinal surveys gather data over a period of time. The researcher may then analyze
changes in the population and attempt to describe and/or explain them. The three main types of
longitudinal surveys are trend studies, cohort studies, and panel studies.
Panel Studies
Panel studies allow the researcher to find out why changes in the population are occurring,
since they use the same sample of people every time. That sample is called a panel. A
researcher could, for example, select a sample of UT graduate students, and ask them
questions on their library usage. Every year thereafter, the researcher would contact the same
people, and ask them similar questions, and ask them the reasons for any changes in their
habits. Panel studies, while they can yield extremely specific and useful explanations, can be
difficult to conduct. They tend to be expensive, they take a lot of time, and they suffer from high
attrition rates. Attrition is what occurs when people drop out of the study.
In my survey, I collect and analyze the customers ideas by questionnaire and interview. The
advantage of using questionnaire is that we are able to complete the whole interview in a short
time and simplified.
Sampling method
Sampling methods are used to select a sample from within a general population. Proper
sampling methods are important for eliminating bias in the selection process.
In this case, sampling method is not suitable and will easily create wrong and mistake result for
the survey.

Develop a survey questionnaire to find out customer

needs and level of satisfaction on the products/services.
Justify its design.
Dear customer
In order to serving you effectively, providing the satisfaction and happiness, Coca Cola is
holding this survey to listen, understand and supply your needs.
Please help us complete this purpose.
Great thanks for your help.
Please

fill out the space to answer these questions.

Question 1: what is your gender?

Male
Female
Question 2: How old are you?
Under 18 years old
18 25 years old
26 33 years old
34 40 years old
0ver 40 years old
Question 3: What is your job?
Student
Business
Officer
Retired
Others (Please specify): ............................................................
Question4: How much is your monthly income?
Less than 100 USD
100 200 USD
200 - 300 USD
300 - 400 USD
Over 400 USD

Question 5: Do you use the products of Coca Cola?

Yes
No
Question 6: How do you know about the products of Coca Cola?
Friends
Newspapers
Internet
Television
Leaflets
Others (Please specify): ............................................................
Question 7: What kinds of products of Coca Cola are you using?

Coca Cola

Mirinda

7 Up/Revive

Fanta

Sting

Aquafina
Question 8: Are you satisfied with Coca Colas product and service?
Very satisfied
Coca Cola

Satisfied

Neutral

Dissatisfied

Very dissatisfied

Mirinda

Suprise

Twister

Sting

Aquarfina

Question 9: What are youre complain about product of Coca Cola?

Quality

pricing

Packaging

Diversity of product

Question 10: Would you continue use and introduce our bank products and services to
your relatives/ friends?
Definitely

Probably

Not sure

Probably not

Definitely not
Question 11: Can you give us some suggestions to improve our products and services?

.........................................................................................................................................................
.........................................................................................................................................................
.........................................................................................................................................................
.................................................................................

Collect the survey data about 30 customers and record it

on a spreadsheet. Generate frequency and cumulative
frequency distribution tables for the data you have
collected using suitable groups and class boundaries.
Draw appropriate graphs and evaluate the results.
Analyze the data you have collected using measures of
dispersion and draw conclusions for your organization
Process and analyze the survey
Question 1: What is your gender?
Gender
Males
Females
Total

Frequency
12
18
30

% Frequency
40%
60%
100%

Customer gender

Males
40%

Females

60%

The graph shows that there are 60% female customers compare to 40% male customers.
Although it is a random selecting customers, we can see the general balance between them, I
can approve that both men and women have good taste in Coca Cola.
Question 2: How old are you?
Ages
Under 18 years old
18-25 years old
26-33 years old

Frequency
10
7
4

% Frequency
33.33%
23.33%
13.33%

34-40 years old

Over 40 years old
Total

6
4
30

20%
13.33%
100%

Age
Under 18 years old
13.3

18-25 years old

33.3

20.0

26-33 years old

34-40 years old
Over 40 years old

13.3

23.3

The graph represents that most of customers of Coca Cola are teenagers who are under 18
years old (33%). The second position is from 18 25 years old (23%). From 26-40 years old,
they do not enjoy Coca Cola. The smallest number is 13% for over 40 years old.
Question 3: What is your job?
Job
Student
Business
Officer
Retired
Other
Total

Frequency
15
8
5
1
1
30

% Frequency
50%
26.67%
16.67%
3.33%
3.33%
100%

Job
Student

3.33 3.33

Business

16.67

Officer
Retired

50.00

Other

26.67

The chart shows that most of customers of Coca Cola is students (50%), as we can see above,
that most customers of Coca Cola also are under 18 years old. On the other hand, business and
officer are also the target customers of Coca Cola (26% and 17% respectively).
Coca Cola can provide healthy products with gas free to adapt business and office environment.
Moreover, students love Coca Cola (the gas helps them relax and fresh), Coca Cola should
reduce the gas and still keep the taste of the products.
Question 4: How much is your monthly income?
Income
Less than 100 USD
100-200 USD
200-300 USD
300-400 USD
Over 400 USD
Total

Frequency
13
9
4
1
3
30

100% Frequency
43 %
30 %
13 %
3%
10 %
100%

Income

3%

10%

13%

43%

30%

Coca Cola is not an expensive product line. Everyone with normal income is able to be
comfortable to buy a Coca Cola. In this case, the largest number of customers of Coca Cola have
an income rate lower than $100. The higher income, the lower rate of customers.
Because almost customer of Coca Cola is students so they will have no money for product.
Moreover, if they have enough condition they would rather to use fresh fruits or something
healthy.

Question 5: Do you use the products of Coca Cola?

Using the products and

Frequency

% Frequency

services of Coca Cola

Yes
No
Total

28
2
30

93 %
7%
100 %

Using products and srevices

7%
Yes
No

93%

Many customers are satisfied with Coca Cola (93%)

Coca Cola should know how to maintain this rate, and have closer communication with
customers to non-stoppable improving.
Question 6: How do you know about the products of Coca Cola?
How to know Coca Cola
Friends
Newspaper
Internet
Television
Leaflet
Other
Total

Frequency
10
1
9
0
3
1
30

% Frequency
42%
4%
38%
0%
13%
4%
100%

how to know Pepsi

Friends
13%

Newspaper

4%

Internet
42%

Television
Leaflet
Other

38%
4%

The pie chart shows that almost customers of Coca Cola come from internet and friend
invitations (38% and 42%). I think it true, because in this present, Coca Cola has dominate the
market and leading to be the top, they have ambition to compete PepsiCo. Moreover, using
leaflets and newspapers tends to be no working.
About the brand and the large of the brand, Coca Cola does not have to worry about that, they
have a very good and trusted brand.
Question 7: What kinds of products of Coca Cola are you using?
Kind of products
Coca Cola
Fanta
Mirinda
Sting
Suprise
Aquafina
Total

Frequency
7
3
4
9
5
2
30

% Frequency
23.33%
10%
13.33%
30%
16.67%
6.67%
100%

Kind of products

6.67
16.67
10
30

13.33

The pie chart shows that Sting and Coca Cola are the most popular in Coca Cola market
(30% and 23%). Aquafina is good for health but it takes only 6.7%. On the other hand,
surprise with lemon taste take 17%.
The taste of Coca Cola is good to produce beverage with gas. However, in gas free
products, people tend to avoid it and using the other beverage to satisfy them. Provide a
healthy product line is a good idea, but we need the taste better.
Question 8: Are you satisfied with Coca Colas product and service?
Coca Cola
50%
20%
30%
0%
0%
100%

Satisfied
Very Satisfied
Neutral
Dissatisfied
Very Dissatisfied
Total
Aquafina
Sting

50%
20%

Suprise
30%
20%
40%
10%
0%
100%

10%
0%

20% 10%
Very Dissatisfied

30%

Mirinda

30%

0%

40%

40%

7 up/ Revive

Pepsi

Mirinda
30%
40%
20%
10%
0%
100%

20%
40%

50%
20%

40%

40%

20%
60%

10%

20% 10%
30% 0%
80% 100%

Dissatisfied
Neutral
Very Satisfied
Satisfied

Sting
40%
20%
20%
10%
0%
100%

Aquafina
50%
40%
10%
0%
0%
100%

Coca Cola and Aquafina seem to be the most popular for customers, which are nearly 50% very
satisfied people and no dissatisfied. On the contrary, people are not very keen on Surprise,
there are only 30% people who are very satisfied with them.
Coca Cola should know how customer satisfy with products. Customers help company improve
the quality and service. Coca Cola need to enhance the communication system between
customers - Coca Cola.
Question 9: What are your complain about product of Coca Cola?
Complaint
Quality
Pricing
Packaging
Diversity of product
Total

Frequency
9
3
6
12
30

% Frequency
30%
10%
20%
40%
100%

complain of customer
Quality
Pricing

30%
40%

Packaging
Diversity of product
10%
20%

The graph shows that the diversity of product is the most serious problems, which accounted for
40% complain. Flow by the quality, there are 30% people disagree with the quality of Coca Cola,
20% people complain about packaging and only 10% people some idea for price.
Question 10: Would you continue use and introduce our bank products and services to
your relatives/ friends?
Using and introducing Coca Cola to
friends
Definitely
Probably
Not sure
Probably not

Frequency

% Frequency

15
9
6
0

50
33
17
0

0
30

Definitely not
Total

0
100

Using and introducing Coca Cola to friends

Definitely
17%

Probably
Not sure
50%

Probably not
Definitely not

33%

There are 50% customers will introduce their friends to come. Besides, 33% people may do it,
and only 17% people say that they are not sure.
The result shows the service and quality of products to customers. If they are satisfied, there will
be more and more people come.
Question 11: Can you give us some suggestions to improve our products and services?
Add more gas into each bottle to increase the emotion and relax
The delivery should be improved; they are sometime taking 2 hours to delivery only 6 km.
From a student: I hope there is 5 times water in one bottle. It may mean that increase the size
of bottle.
The taste is good; the service is depending on the destination. For example, you will be serviced
well when you are in high and luxury place, and in the contrary if you are in a normal and social
places

Calculate quartiles, percentiles, coefficient of correlation and draw

valid conclusions in business context.
The correlation coefficient
Income
Less than 100 USD
100-200 USD
200-300 USD
300-400 USD
Over 400 USD
Total

Frequency
13
9
4
1
3
30

100% Frequency
43 %
30 %
13 %
3%
10 %
100%

Correlation coefficient

Income (x)

Frequency
(F)

2 mil

13

4 mil
6.5 mil
8 mil
9 mil

9
4
1
3

Total

Fx
26
36
26
8
27
123

F
4
16
42.25
64
81
207.25

52
144
169
64
243
672

( x)

= 15129
2

( y ) = 275.56
n=30

r=

(30 99.2123 16.6)

( 30 67215129 ) (30 19.37275.56)

= 0.75

We see the correlation coefficient value is r = 0.376552. Which means that the two variables
(income and frequency) are negative correlated. In this situation, the low time values are
associated with higher values of time appearance and against it.
Coefficient of determination r2 = 0.14. It means: about 0.015% of variation y can be explained by
x.
The equation of a trend line has the form of: y = a + bx
The calculation for the value of a and b in the above equation is:

n xy x y
b=

n x 2 ( x ) 2

= 0.05

y b x
n

a=

= 0.35

Therefore the trend line is y = 0.35 + 0.05x.

The linear relationship

Correlation of serve-time and frequency

8
7

Frequency

6
5
4
3
2
1
0
5

10

15

20

25

30

Income (million)

The range
Income (x)

Frequency
(F)

2 million

13

4 million
6.5 million
8 million
9 million

9
4
1
3

Total

Fx
26
36
26
8
27
123

F
4
16
42.25
64
81
207.25

Highest time value to income = 9 million

Lowest time value to income = 2 million
The range = Highest value lowest value = 9 2 = 7
Variance:

52
144
169
64
243
672

35

40

2
S =

fX
f

672

30

X2
=

4.12 = 5.59 minutes

Standard deviation:
S=

5.59

= 2.364318 minutes

The coefficient of variation:

V=

2.364318
4.1

= 0.6

Quartiles:
n= 30
Q1 (Lower quartile) is (n+1)/4 = (30+1)/4 8th observation = 2 million
Q2 (Median) is (n+1)/2 = 31/2 16th observation = 4 million
Q3 (Upper quartile) is 3(n+1)/4 = 3*31/4 23th observation = 6.5 million
-

Inter-quartile range: is the different between the values of the upper and lower quartiles

In conclusion, IQR = Q3 Q1 = 6.5 2 = 4.5

In each of the analysis above, exhibit appropriate charts

and graphs to explain outcomes of the survey. Based on
the information derived, analyze the outcomes, draw
logical conclusions, and provide recommendations to
Director of marketing department.
Coca Cola should improve healthy and taste of products. For example, Surprise has already
reduced the gas, but it still has a suitable taste. Fanta, Coca Cola have too much gas and they
should decrease.
On the other hand, teenagers are the target market of Coca Cola, Coca Cola need to require
the mental delicious. For example, after the physical training lesson, students enjoy gas and
they love Coca Cola. In addition, when having breakfast with breast, teenagers tend to use
sweet Coca Cola. Therefore, we need focus on the temporary of teenagers.
Moreover, the business and office workers also enjoy Coca Cola. There are many coffee shops
around a company and they almost service Coca Cola or Pepsi to customers instead of coffees
in the late of morning (about 11a.m).
The delivery is also very important, it depends on each agency, but we need to exhibit how to
maintain products in the best.

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