Types of Interviewing Target Audience - Essay Example

Today every individual is induced in this world of fast nuclear giants moving a step ahead each day towards globalization; everyone is in a race to go ahead from its competitor. So in this era it’s getting prerequisite to understand the concept of marketing which is to match your company’s capability with the wants of a customer. Each company needs to establish its goals in order to achieve perfection in reaching to its divine decree, the goals can be defined by learning the market potential for retrieving new product or service, ratings of products already present in a market, the attitude of employees, customers satisfaction levels and viewers or listeners opinion. Joe’s subs and wraps is a submarine sandwich shop which offers wraps and sandwiches. They want to analyze the performance in their business so that they can spread the chain farther more. In their analysis they are going to first focus on two main components, which will be their target audience and how many they need to interview to get a beneficial report regarding their business position in an overall view. Various types of interviewing methods can be implied to fulfill the requirement of the research; they may include personal interviewing, mail surveys, telephone surveys, computer direct interviews, email surveys and internet (web page) surveys. The sufficient way Joe has decided is working with the telephone surveys. Telephone surveys are one of the most popular ways of surveying in USA, as 96% of homes have telephones. The advantages through using this survey is that people can usually communicate faster and more reliably through the telephone network rather than any other method, the process can be further improved if CATI (computer assisted telephone interviewing) is bought in service. The results will the processed sooner and immediate response will be acquired. Random dialing can be done, CATI software is like a survey system, it helps in making difficult and complex interrogations practical by providing logical options. The software covers features which may allow automatic skipping of questions, perform calculations and modify questions based on the answer scripts of previous questions. It also has ability to make a random choice over options provided in the questions and also makes a logical consistency of answers given. Less time will be consumed as the response of the audience will be direct and there would be no waiting additionally interviewers can also ask for clarifications for unclear or tangled responses. Now as for the questionnaire it may be formatted in the way presented below, in this pattern the software may work or the interviewer can access the feedback from all its target audience. Where do you live? How much do you eat out? What is your expense plan for your food? How far do you prefer or can travel for a café or a tuck shop? Have you ever tried eating at our shop named Joe’s subs and wraps? How would you grade the food quality and taste? Do you find if fresh? How do you like our packaging? Is the environment enough comfortable to dine in? What are your opinions about the location the shop is being situated? Is the service provided enough fast or there is too much of waiting? How do you find the seating arrangement? Are you satisfied with the entertainment resources or you would like to give any suggestions for it? Do you think a separate area for smokers and non-smokers is congenital? How do you find the idea of establishing a Wi-Fi system in the shop? What time do you think it must be kept open till? Are you contended with the parking area allotted? Questionnaire made carries various questions regarding all the factors of a shop. It is shading light on all major and minor aspects of which a shop or a restaurant must keep in view and take care of in order to achieve Excellency. This can be better improved if options are provided with each question in form of an agreement scale or rating scale. This will bring more arête and exquisite results to the survey. The survey system will provide you with an analytical analysis, keeping a high hand on giving most invariable and accurate mathematical calculated answers to your questions, but choosing affirmative and sensible questions and administrating surveys with common sense and sensitivity may lead to better results, and will also improve the quality of the survey dramatically. The population definition is those for who from which our survey is drawn. Our Sampling should also give the customer some kind an offering like a chance to visit too Australia, cause now a days there are so many telephonic surveys, and a lot of people don’t even have time to answer these question about our place. Our sampling unit, refers to the behavior of one member of the survey, observing his or her behavior about the shop, how would he like to feel eating in bigger shop, the changes that he or she would like to have in the shop, rather than what but why should those changes be done. Our Target population that should be targeted in our telephonic should be the teenagers that come to shopping to the area. Cause the subs and sandwiches are is teenage oriented item, and they should be our primary audience. Then there are women. Women are generally talkative and so they generally have time to take telephonic survey and answer questions. And they should be our secondary targeted audience. A critical element in any survey is to locate (or “cover”) all the members of the populations being studied so that they have a chance to be sampled. To achieve this, a list – termed a “sampling frame – is usually considered. In a telephonic survey, a frame could be all the telephone number, from all the people who have visited his or shop who has called his shop for orders. Cause they are the already familiar with the brand. As for the remaining could be random individual around the country from a general demographic of ages between 18-49. The calculation of sampling size could be tricky. It sounds good that we should survey as many people as we want but its really not. The number of people that we have to survey should come from different classes. First they should be targeted is the rich class. Because they have money and they normally do care about the changes in the restaurant. Then there are the middle class, Upper middle class and lower middle class. Out of both of them our primary target for our sampling size should come from the Upper middle class and the lower middle class generally do not have money nor have they acquired the taste for something like subs. Our sample size in percentage should be the following; 50% rich class, 40 percent upper middle class and ten percent lower middle class. For example, if we take a survey of at least 100 people, 50 people should come from families whose annual income is in 6 digits; 40 people should be from upper-middle class, with house hold income of in 5 digits but above half of the 6 smallest six digit figure. Our sampling method should be Systematic sampling, because it would get us to pick our targeting audience analyzed ore easily. But to draw the sample is even a bigger pickle than picking a sampling method. Out of our target audience a lot of them have big appetite but some of hem might not have. Some people are not used to junk food. We cannot include all of the answers in the survey for example some of the people might say the food quality is not good while the majority say that food quality is good. This could to being too self-critical about our food taste and quality and will lead to a change that does not require any change. The validation of the survey should be done very accurately. For example, the difference between two opinions should be considered a factor. For example, the use of Wi-Fi in our café could be a good thing, and if the at least 40% of the people says that there Wi-Fi service should be there that doe snot mean that the remaining are saying that the Wi-Fi should not be there. It just means that a lot of them does not like using their Laptops, or iPad’s in the café. Another example could be of the food quality for example if a the people in the survey is asked about the food quality, the difference is not high for example 55% say food is good, while 45% say food is bad, then there is room for improvement. But if the ratio is high meaning 85% say food is good and 10 percent say its not good, and 5% say no idea then in means that our food quality absolutely fine and there should be no changes in the food quality inside the place. A margin error of +2.5% to -2.5% should be included in order to take a better picture that will illustrate the changes that should be done to make submarine sandwich shop a better place to eat and will help to make the brand nation wide. REFERENCES http://www.polarismr.com/surveys_customersat.html http://www.surveysystem.com/sdesign.htm. http://www.statistics.com/resources/glossary/s/smplframe.php http://www.investopedia.com/terms/s/systematic-sampling.asp Read More