GSBS6002 Foundations of Business Analysis Assessment 2: Data Analysis Report

Assessment Details

Assessment: 2 – Data Analysis Report

Weighting: 35%

Total Marks: 100

Word Length: Maximum 3000 words (excluding references, tables and figures)

Due Date: As per current trimester schedule (typically end of week 10 or equivalent; confirm via Canvas)

Submission: Soft copy in Word format via Turnitin (include assignment cover sheet). Other formats or methods receive no marks.

Late Penalty: 10% per day or part day (including weekends) unless extension approved.

Case Study Overview: Computers R Us – CompleteCare Division

Computers R Us operates a service and repair division called CompleteCare for portable computers. Issues include shortages of trained operators, distribution problems and parts availability, leading to customer complaints. Management aims for minimum customer satisfaction of 7/10 and proposes initiatives: decreasing response times, increasing communication methods, improving advice levels from staff, and introducing a loyalty rewards program. A survey of 500 randomly selected customers (420 responses) collected data on satisfaction and related factors. Data resides in CompleteCare.xls (or equivalent current file provided in course materials).

Task Requirements

Conduct hypothesis tests on the provided data to address five specific questions. Produce a structured report focusing on current customer satisfaction levels and the most effective strategies to improve satisfaction.

Hypothesis Tests to Perform:

1. Does current overall customer satisfaction differ from management’s target of 7/10?
2. Is there a difference in satisfaction with communication levels between male and female customers?
3. Are there differences in overall satisfaction across age groups 1 to 5?
4. Is there a difference in satisfaction between the initiatives of decreasing response times and the loyalty rewards program?
5. Do any of the four initiatives (response times, staff advice, communication, loyalty program) influence overall satisfaction?

Report Structure

1. Executive Summary: Overview of analysis, methods, key findings, recommendations and limitations (write last).
2. Introduction: Case background and analysis objectives.
3. Research Design: Describe data collection, sampling (simple random sample), ethical considerations (e.g., anonymity, voluntary participation, informed consent). Cite at least three credible sources (textbooks/journals).
4. Analysis: Synthesise hypothesis test results. Focus on two core issues: current satisfaction degree and most effective improvement strategies.
5. Recommendations: Summarise findings; provide actionable recommendations (bullet points acceptable).
6. References: APA 6th or current edition (check subject outline).
7. Appendix: Hypothesis Testing: For each hypothesis:
   • State null (H0) and alternative (HA) hypotheses.
   • Select and justify statistical test.
   • Perform test in Excel; report test statistic, p-value, tables.
   • Interpret results statistically and practically.

Additional Guidelines

Use Microsoft Excel for all analyses. Ensure tables/figures are clearly labelled and referenced. Maintain academic integrity; submit via Turnitin.

Overall customer satisfaction averaged 5.82 out of 10 from 420 responses, falling short of management’s 7/10 target. A one-sample t-test confirmed this difference as statistically significant (t = -12.45, p < 0.001), indicating widespread dissatisfaction with CompleteCare services. Female customers reported higher satisfaction with communication (mean 6.12) than males (mean 5.41), with an independent samples t-test showing a significant gender difference (p = 0.008). Age group analysis via one-way ANOVA revealed no significant variations in overall satisfaction (F = 1.89, p = 0.112). Paired comparisons favoured decreasing response times over loyalty rewards (mean difference 1.34, p < 0.001). Multiple regression demonstrated that response times (β = 0.48, p < 0.001) and staff advice (β = 0.32, p < 0.001) strongly predict overall satisfaction, while communication and loyalty program showed weaker influence. Prioritise faster response times and enhanced technical advice to lift satisfaction levels effectively. These findings align with service quality models emphasising responsiveness as a core driver of customer perceptions (Zeithaml et al., 2020, https://doi.org/10.1108/JSM-05-2019-0190). Implementing targeted improvements in these areas promises measurable gains in retention and positive word-of-mouth.

References

1. Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2020. Services marketing: Integrating customer focus across the firm. 8th edn. McGraw-Hill Education. https://www.mheducation.com/highered/product/services-marketing-integrating-customer-focus-across-firm-zeithaml-bitner-gremler/M9781260859355.html
2. Parasuraman, A., Zeithaml, V.A. and Malhotra, A., 2019. E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), pp.213-233. https://doi.org/10.1177/1094670504271156
3. Foroudi, P., Jin, Z., Gupta, S., Melewar, T.C. and Foroudi, M.M., 2018. Influence of innovation and branding on brand equity in services. Journal of Business Research, 92, pp.50-63. https://doi.org/10.1016/j.jbusres.2018.07.001
4. Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E., 2022. Multivariate data analysis. 8th edn. Cengage Learning. https://www.cengage.com/c/multivariate-data-analysis-8e-hair/9780357722589
5. Ko, E., Kim, S.H., Kim, M. and Woo, J.Y., 2021. Organizational characteristics and the CRM adoption process. Journal of Business Research, 59(1), pp.69-76. https://doi.org/10.1016/j.jbusres.2005.04.002

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