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Management Research

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Bachelor of Science Program

BMGT 3003s

Marketing Research

Name : Liu TongLu Student No. : 11212950 Lecturer In-Charge : Mr. Shawn Wong Submission Date : 12 July 2013 Word Count : 2800

UNIVERSITY COLLEGE DUBLIN
NATIONAL UNIVERSITY OF IRELAND DUBLIN
TABLE OF CONTENTS

1. Corporate and Product Profilo............................................................................. 3

2. Research Objective.......................................................................................... ......3

3.Research Methodology......................................................................................................3

3.1 Over Research Design .............................................................................3

3.2 Questionnaire Design................................................ ..............................5

3.3 Sampling Plan..................................... .....................................................7

3.4 Method of Data Collection and Analysis..................................................7

3.5 Limitation..................................................................................................8

4. Findings and Analysis.............................................................................................9

Recommendiations................................................................................................20

5.1 Marketing Rcommendiations ..................................................................20

5.2 Further Research Opportunities...............................................................20

References ..................................................................................................................21

Plagiarism Quiz Information Certificate ................................................................22

1. Corporate and Product Profilo
Depend on BreadTalk Group Limited (2012) data of Ding Tai Fung is originated from Taiwan in 1972, sales at Din Tai Fung plummeted Spurred on, Din Tai Fung stopped selling oil and turned into the full-fledged restaurant it is today. It is one of the world’s Top 10 Best Restaurants.Din Tai Fung is served on Eva Air’s First and Business class cabins where passengers can look forward to reveling in a distinguished culinary culture that is popular the world over. It is an international brand name that has built a reputation based on its exquisite xiao long bao’s 18 intricate folds.

Its famous signature xiao long bao (steamed pork dumplings) and steamed chicken soup as well (Marina Bay Sands, 2013). In 2003, BreadTalk Group won the franchise right,and operates ten restaurants in Singapore now. To allow our chefs and frontline crew understand the finer points of Din Tai Fung’s distinctive culinary and service culture, the team underwent an intensive four-month immersion programme in Taiwan. For this customer satisfaction research, this location of Ding Tai Fung is in 313 Orchard Road #B2-01 Singapore 238895 (BreadTalk Group Limited, 2012).

2. Research Objective
The aim of the main assignment is to provide a analysis of customer satisfaction research about Ding Tain Fung restaurants. This paper will use many topics of market research theory in this assignment, and would allow people to understand concepts, module further more. It will concern objectives that some perspectives about the nature of sampling plan. Then, access through methods of data collection and analysis. This paper will discuss limitation and finds about the assignment for analysis in the business as well.

Research Methodology
3.1 Overall Research Design
Depend on Zikmund etc.(2011) stated that a quantitative research often answers questions of fact necessary to determine a course of action. The purpose of quantitative research is to determine the quantity to extent of some phenomenon in the most form of numbers.

According in above that the structure explains the design of doing this research. This measure makes easier to complete the research correctly, quickly and clearly. The research is proceeding with following to the structure, so this design will assess the research proceeding and the method to do ( Maxwell, 2005). After that it will use a fishbone digram to illuminate:
For this research, it is a quantitative research and the data is primary. The dependent variable (fish head) is the main part of this research: it is talk about the Ding Tai Fung service quality. For the most important important independent variables (fish ribs) are divided by four parts: 1) Quality of food such as food taste or not, there is an excellent selection of food; 2) Restaurant like is there cleanliness or not, the equipment and environment is good or not; 3) Employee Service is focus on the employee expression is satisfied customer or not; 4) Value is talk about the price is reasonable and worthy for money on not.
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3.2 Questionnaire Design
Below is the sample of research:

Questionnaire Survey
Topic: A research into the customer service satisfaction of Ding Tai Fung in Singapore
This is an anonymous survey and the findings of which will be used to address important customer concerns in the above new product. Please answer all the questions which should take only 10 minutes to complete.

Section A: General Customer Information
1) Age Group:
a. 19 and younger b. 20-29 c. 30-39 d. 40-49 e. 50 and above
2) How often do you go out to dinner with family or a friend(s)?
a. Never b. Less than once a week c. 1-2 times a week d. 3-4 times a week e.Every Night
3) How much do you spend on an average dinner for yourself?
a. $0-10 b. $10-20 c. $20-30 d. $30-40 e. Over $40

Section B: Please place an “X” in the box that most closely describes your opinion.

| |Statement |Strongly Agree|Agree |Neutral |Disagree |Strongly |
| | | | | | |Disagree |
|Quality of |4) Food and beverage is unique taste | | | | | |
|Food | | | | | | |
| |5) The menu had an excellent selection of items | | | | | |
| |6) Taste and presentation of the food is good | | | | | |
| |7) Overall value for your money | | | | | |
|Restaurant |8) Availability of sauces, utensils, napkins, etc. was good | | | | | |
| |9) Speed of service | | | | | |
| |10) Restaurant Cleanliness | | | | | |
| |11) Considering everything, our dining experience was a good value | | | | | |
|Employee |12) Employees are friendly and courteous | | | | | |
|Service | | | | | | |
| |13) Employees are patient when taking my order | | | | | |
| |14) Employees speak clearly | | | | | |
| |15) Employees are reliable | | | | | |
|Value |16)Price are reasonable for eating there | | | | | |
| |17) Prices are competitive | | | | | |
| |18) It is a good value of service and food for the dollar | | | | | |
| |19) The promotion is good | | | | | |

Thank you for your participation.

The Questionnaire Design is to meet research objectives by obtaining valid data from, respondents who are properly screened and qualified. Results are expend to deliver insights for the client. Therefore, a questionnaire's primary purpose is to gather data to address research and business objectives (Azzara, 2012). For this questionnaire design of the research, there are five sections totally. The details about Quantitative (Survey): 1) 50 persons; 2) Anonymous survey; 3) Questioner (19Q): Q1 - 3 General Questions; Q4 - 7 Regard 01: Quality of Food; Q 8 - 11 Regard 02: Restaurant; Q12 - 25Regard 03: Employee service; Q16 -19 Regard 04: Value. All the questions belong fixed alternative questions, in this research that there are three general question ask responder some general information. The others are using loaded questions by 4 sections: Food Quality, restaurant, Employee Service, Worth for Money.

3.3 Sampling Plan
Sampling is one of the very important aspects of marketing research. From a general perspective, sampling involves selecting a relatively small number of elements (characteristics) from a larger defined group of elements ans expecting that the information gathered from the small group of elements will provide accurate judgment about the larger group (Shukla, 2010). For this research, it used a probability sampling. The unit of sampling are classmate, and sampling size are 50 people. Based on Maxfield and Babbibe (2011) stated that “a basic principe of probability sampling is that a sample will be representative of the population from which it selected if all members of the population have an equal chance of being selected in the sample”. The reason use this kind of method because it is a random selection and more accurate, less biassed for this research.

3.4 Method of Data Collection and Analysis
Data access is that the researcher gain permission to conduct research, provide conduct details, and what the person do, company name and address. There are two kinds of data collected: confidential, and anonymity of participants(Jenner and Titscher, 2000). For this research,data is primary because it is not a secondary data research and data is collected by first hand through a questionnaire survey.

Sapsford and Jupp (2006) pointed that there are two kinds of method of data analysis: one is Quantitative (Survey) like frequency tables, charts, bars, pie, mean; another is Qualities (Interview) such as majority the object of the research, what is the theme based on the relation and the weakness. The data analysis is done based on the company Ding Tai Fung and primary data as well. The method of data analysis that is stated in proposal is applied that careful data analysis is finished on the method of data analysis. The analysis of data method in the main issues usually follows the steps firstly designed in the proposal. An overview of structure is analyzed in succession by a lot particular evaluation of this researched company.
3.5 Limitation
Unfortunately, there is some of this report are not include the cross reference because of the limited number of resource which is assessed. Another limitation of this report is in logic and rationales of the process due to the information relevant the concept or module has been used.

At the questionnaire survey part, the sample of group may be very small or limited range. In the survey, the location can be very different places, and all focus on the mainly business and or commercial areas. Another limitation people who are interviewee’ point are different. Cultural behavior or communications may influence interviewee that they are feeling and choices. That may affect the survey or interview accuracy and precision.It is another limitation as well.

For the Ding Tai Fung resturant at marketing section, there are some limitions there. The price may is too high; types of food is too barren; training of employee is enough or not; is there promotion good; location of resturant is suitable or not.
Findings and Analysis
At this part, inclusive of using SPSS tables and charts to analysis the questionnaire survey. First of all, there are 19 questions at this survey, and responder are 50 total.

At Q1, it is using a Frequence table to show the data:
|Q1. Age of group |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Frequency |Percent |Valid Percent |Cumulative Percent |
|Valid |
| |Q7. Overall Value of |Q18. Good value worth|
| |money |for money |
|Q7. Overall Value of money |Pearson Correlation |1 |.013 |
| |Sig. (2-tailed) | |.927 |
| |N |50 |50 |
|Q18. Good value worth for money |Pearson Correlation |.013 |1 |
| |Sig. (2-tailed) |.927 | |
| |N |50 |50 |

This data shows that due to the Sig.(2-tailed) is 0.927, so it has a connection bewteen these two questions. In addition, due to the correlation is positive, therefor, these two questions will afect each other like responders think overall value of money in Ding Tai Fung is good, so the good value worth for money at Ding Tai Fung also has higher evaluation by responder.
5. Recommendiations
5.1 Marketing Rcommendiations
To link with Q5, the data shows that most responder are satisficated with Ding Tai Fung’s meun. That means the types of product have excellent selection of items. However, it is not enough for Ding Tai Fung. They should keep increasing the kinds of product and updata the menu as soon as possible. Consider Q16, Q17 and Q18, most of responder are thinking that Ding Tai Fung’s price is reasonable. But, there still some responders think price is too high or not suitable. So, Ding Tai Fung has to make price more reasobable, or price classification to deal with different customer. At Q19, the promotion of Ding Tai Fung is good as well, and in another hand it also needs more promotion to attract the customer. In other questions like Q12 -15, Ding Tai Fung need to keep training staff and developing their skill to service customer better. Consider other questions, Ding Tai fung can track performance and using customer feedback, or do a customer survey.

5.2 Further Research Opportunities
For the further research opportunity, hopefully, there are some steps could be used to develop and improve. In further, i may to put some real-life case study to analysis an organization’s running and share its experience so that managers can have a better understanding and the research can be more actual situation.

The research purpose that it is using a primary marketing research to analysis data with a questionnaire survey Ding Tai Fung in Singapore. In addition, there are still a lot of references, author should add in more sources. The limitation has been mentioned that it is difficult to find some critical sources even those topic is generally part of customer satisfaction. It will more concern find interest reference for further researches. So, the next research will better than this one. As such, author feel improve for doing job well. The reason is that doing this research with the managing change objectives. Author hope it could have big marks for this assignment and next.
References

Azzara, C. V. (2012): Questionnaire Design for Business Research: Beyond Linear Thinking-- an Interactive Approach. Tate Publishing Press. p. 14-19.

BreadTalk Group Limited, (2012): Ding Tai Fung (Singapore) Introduction. Available From:http://www.dintaifung.com.sg/about.php. Cited on 21 June 2013.

Jenner, B., & Tischer, S. (2000): Methods of Text and Discourse Analysis: In Search of Meaning. SAGE Press. P.76.

Maxwell, J., A. (2005): Qualitative Research Design: An Interactive Approach. SAGE Press. p. 133-175.

Maxfield, M. G., & Babbie, E. R. ( 2011): Basics of Research Methods for Criminal Justice and Criminology, 3rd Ed. Cengage Learning Press. p. 236-137.

Marina Bay Sands, (2013): Din Tai Fung One Michelin Starred. Available From:http://www.marinabaysands.com/Singapore-Restaurants/Casual-Dining/Din-Tai-Fung/. Cited on 3 July 2013.

Shukal, P. (2010): Essentials of Marketing Research: Part I. Bookboon Press. p.54-55.

Sapsford, R., & Jupp, Victor. (2006): Data Collection and Analysis. SAGE Press. pp. 176-177.

Zikmund, W. G., Lowe, B., Winzar, H., & Babin, B. J. (2011): MRKETING RESEARCH SECOND ASIA-PACIFIC EDITION. Cengage Learning Press.

[pic]Confirmation Certificate

Congratulations!
You have successfully completed the Library Plagiarism Quiz.

Student Name: Liu TongLu
Student Number: 11212950
Date: 12 July 2013

THIS IS TO CERTIFY THAT (signature) Liu TongLu HAS COMPLETED THE PLAGIARISM QUIZ
Remember that the confirmation certificate is a statement by you that you understand plagiarism and know how to avoid it. If you think that you do not understand plagiarism and how to avoid it after working through this tutorial, you should confer with your module coordinator, no matter what score you have obtained on the test.

Please print out this page and attach a copy of the certificate to the final page in all assignments you submit on each module as part of your programme
(It is your responsibility to print the certificate, complete the information, sign it, and keep a copy of it for your records)

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1…...

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...rating 3. CPWD General specifications for electrical work, Part – IV (sub stations), 2013. 4. Technical specifications of cable work, www.iacs.in/tender/electrical.. 6. B. Prasad ( chartered engineer ) power point presentation on cable and laying, amieclub@gmail.com. 7. Er. Mafijur rehman, professional associates limited, power point presentation on underground cabling 8. 3M, Electrical market division, product catalogue, www.cablejoints.co.uk 9. Quick reference guide, Raychem cable accessories, te.com/ 10. B. Prasad ( chartered engineer ) power point presentation on cable joints and terminations, amieclub@gmail.com 11. Images, www.google.com 20 The IISTE is a pioneer in the Open-Access hosting service and academic event management. The aim of the firm is Accelerating Global Knowledge Sharing. More information about the firm can be found on the homepage: http://www.iiste.org CALL FOR JOURNAL PAPERS There are more than 30 peer-reviewed academic journals hosted under the hosting platform. Prospective authors of journals can find the submission instruction on the following page: http://www.iiste.org/journals/ All the journals articles are available online to the readers all over the world without financial, legal, or technical barriers other than those inseparable from gaining access to the internet itself. Paper version of the journals is also available upon request of readers and authors. MORE RESOURCES Book publication information:......

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Time Management Research Strategy

...Time Management Research Strategy Abstract Time is not an issue. People have the same number of hours in the day, the same number of days in a week, and the same number of days in a year. It is the management of that time that separates success and failure. Think about it; offices, homes, and computers have a multitude of online folders, three ring binders, and file cabinets used to manage mail, e-mail messages, memorandums, and other correspondence received. The concept of time management should be no different. Learning to organize tasks and use time more efficiently through a process, puts everything in its place, makes it easy to find, and makes it easy to manage. Time Management Research Strategy People continually pursue techniques to make better use of the time. Effective time management skills used by students juggling classes and homework, people in the workplace meeting deadlines, and households with multiple individual schedules provide for better work-life balance. Those who have not mastered these skills go through the day stressed and overwhelmed. Discovery of effective time management skills can be accomplished only through research. You must first conduct research to identify common causes, and then discover tools and methods used to address the problem, and ways apply those tools effectively. Time management courses offered through a school or business as well as online are an excellent approach to learning skills. According to Time Management.......

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