Case Study – Computers R Us

 

 

Foundations of Business Analysis

                                              

Weight: 35%

Total Marks: 100

Due time and date: 23.59AEDT, Sunday, 30 July 2017

Submission instructions: 

  1. Maximum word length: 3000 words (excluding references, tables and figures).
  2. Submit a soft copy in Word format via Turnitin.
  • Assignments submitted by other means (e.g. email) or forms (scanned copy, Excel document) will attract no marks.

 

Late submissions:

The mark for an assessment item submitted after the designated time on the due date, without an approved extension of time, will be reduced by 10% of the possible maximum mark for that assessment item for each day or part day that the assessment item is late.

Note: This applies equally to week and weekend days.

 

 

Case Study – Computers R Us

Computers R Us, a computer manufacturer and retailer has recently launched a service and repair division, CompleteCare, for its portable/laptop/notebook computers. This division promises to provide a rapid response to customer technical enquiries and warranty repairs.

However, the division is experiencing:

  • a shortage of trained technical operators in its telephone centre;
  • distribution problems; and
  • parts availability problems.

As a result, Computers R Us has received multiple complaints about CompleteCare at the Computers R Us call centre.

To address these issues, a research proposal was prepared (Assignment 1) and the research overseen by the management of Computers R Us. It was found that customer satisfaction was a contributing factor to the issues experienced in the CompleteCare division. Consequently, the management of Computers R Us have developed several possible initiatives to improve customer satisfaction to a minimum level of 6 out of 10. These initiatives include: decreasing response times in the CompleteCare division, increasing methods of communication between Computers R Us and its customers, the level of advice CompleteCare staff provide on Computers R Us products and services, and a new loyalty rewards program. Management is interested to know which of these strategies is considered the most effective by Computers R Us customers.

A member of your team has already collected data that can be used for this analysis. To collect this data, a simple random sample of 500 customers was selected. Of the 500 customers to whom surveys were sent, 420 responded. The survey used to collect this data is provided below and the survey responses have been collated in Data set CompleteCare.xls Excel file available under Assignment 2 folder in the Assessment section of Blackboard. You are required to write a report after performing an analysis on the data collected from the customers of Computers R Us.

A member of your team has suggested that, when you perform this analysis, you should undertake a series of hypothesis tests to examine the following:

  1. Does the current level of customer satisfaction differ from management’s goal of 6 out of 10?
  2. Is there any difference between the satisfaction of male and female customers with the new loyalty rewards program at Computers R Us?
  3. Are there any differences in the overall customer satisfaction across the following age groups: 1, 2, 3, 4 and 5?
  4. Is there any difference in customer satisfaction between responses to the initiatives of ‘increasing the level of advice CompleteCare staff provide on Computers R Us products and services’ and ‘the loyalty rewards program at Computers R Us’?
  5. Do any of the initiatives of ‘decreasing response times in the CompleteCare division’, ‘the level of advice CompleteCare staff provide on Computers R Us products and services’, ‘the level of communication with staff and management’ and ‘new loyalty rewards program’ influence the overall satisfaction of Computers R Us customers?  

Required:

Write a data analysis report that provides the results to each of the five hypothesis tests above and make overall recommendations to Computers R Us that management can use for future business decision-making. Based on your analysis relating to these hypotheses, your report should focus on two key issues: the current degree of customer satisfaction and the strategy or strategies that would be most effective to increase customer satisfaction.

 

Customer Satisfaction Survey

Section 1: Personal information

Please complete the following information about yourself.

Question 1 – What is your gender?

Male                        Female

 

Question 2 – Please check the box that indicates your age group.

25 years and below (Age Group 1)

26-35 years (Age Group 2)

36-45years (Age Group 3)

46-55 years (Age Group 4)

56 and over (Age Group 5)

 

Section 2: Current Customer Satisfaction

Question 3 – Have you experienced any problems with the CompleteCare division?

Yes                               No  

Question 4 – Overall, I am satisfied as a customer of Computers R Us.

Please circle the number that corresponds with your level of agreement with the statement below. Strongly Disagree = 1 and Strongly Agree = 10

1 2 3 4 5 6 7 8 9 10

 

Section 3: Determinants of Customer Satisfaction

Please circle the number that corresponds with your level of agreement with statements below.

Strongly Disagree = 1 and Strongly Agree = 10

Question 5 – I am satisfied with the response time of the CompleteCare division.

1 2 3 4 5 6 7 8 9 10

 

Question 6 – I am satisfied with the level of advice CompleteCare staff provide on Computers R Us products and services.

1 2 3 4 5 6 7 8 9 10
 

Question 7 – I am satisfied with the level of communication with staff and management at Computers R Us.

 
1 2 3 4 5 6 7 8 9 10
 

Question 8 – I am satisfied with the loyalty rewards program at Computers R Us.

 
1 2 3 4 5 6 7 8 9 10

 

 

 

 

 

 

 

 

                

Report Structure

Please follow the following sequence in the report structure:

  • Executive Summary
  • Introduction
  • Research Design
  • Hypothesis Development
  • Statistical Technique and Justification
  • Results, and Statistical and non-statistical interpretation
  • Analysis and Summary of the statistical results
  • Recommendations
  • References

 

Executive Summary

This section should provide a brief overview of the data analysis report. You should discuss the subject matter, the method of analysis, the findings and recommendations and any limitations of the report. It is suggested that the Executive Summary should be the last section that you write.

Introduction

Provide a brief background to the case to put your analysis in context. Provide a discussion of the objectives of your analysis.

Research Design

Discuss the data collection process and the sampling procedures that were applied. In this section, you should also outline the ethical considerations that would have been taken into account when collecting data from this survey and reporting your results. This section should include references.

Hypothesis Development

You need to develop hypothesis linked to each question on page 2. You should mention the question first and then write corresponding null and alternate hypotheses.

For example:

Question: How much are potential patrons willing to pay for the entrées? Is the $18 amount from the forecasting model the correct value to use when setting food prices?

 

Null hypothesis (H0): The average amount patrons are willing to spend on the entrée course is equal to $18.

Alternate hypothesis (HA): The average amount patrons are willing to spend on the entrée course is not equal to $18.

 

Statistical Technique and Justification

You should categorically mention which statistical technique is used to test a particular hypothesis. Sufficient justification should be provided for choosing a statistical technique. You should mention whether you are comparing the means or measuring the degree of relationship between/among the relevant variables. Use credible academic references.

For example:

To test hypothesis one,  one-sample t-test is used as this is the appropriate test to compare the difference between mean of one variable and a pre-determined mean (Zikmund, Babin, Carr, & Griffin, 2012, p. 520).

 

Results, and Statistical and non-statistical Interpretation

In this section, you should present your empirical result and then provide statistical and non-statistical interpretation of the result.

For example:

The result of hypothesis test 1 is presented in Table 1:

 

Table 1: One-sample t-test for difference in patron expenditure

 

  Variable 1 Variable 2
Mean 20.14118 18
Variance 91.85022 0
Observations 340 340
Hypothesized Mean

Difference

                  0  
df              339  
t Stat 4.119569  
P(T<=t) one-tail 2.39E-05  
t Critical one-tail 1.649361  
P(T<=t) two-tail 0.0000477  
t Critical two-tail 1.966986  

 

Statistical interpretation:

 

From Table 1, it is evident that t-calculated (4.119) is greater than t-critical (1.967) and p-value is less than the significance level (5% level of significance), thus, we can reject that null hypothesis that the average patron is willing to pay $18 for their entrée (p-value 0.0000477) at 5% level of significance.

 

Non-statistical interpretation:

 

The average expenditure ($20.14) is greater than $18 (value obtained from forecasting model). Therefore, the average expenditure value should be used when pricing foods in the restaurant.

 

 

Analysis and Summary of the Statistical Results

Synthesise the hypothesis test results as they relate to the two key research questions: the current degree of customer satisfaction and the strategy or strategies that would be most effective to increase customer satisfaction. Report a summary of your key findings and the conclusions that can be derived from this analysis.

Recommendations

Provide recommendations to Computers R Us. Each recommendation should be linked to one of your key findings presented in the previous section. Bullet points can be used for the recommendations.

References

American Psychological Association (APA) 6th Edition of referencing style should be followed. You can find helpful examples of APA 6th ed. citation in pp 27–41 of the 2015 NBS Postgraduate Student Manual as well as at http://www.apastyle.org/index.aspx.

Example:

Zikmund, W., Babin, B., Carr, J., & Griffin, M. (2012). Business research methods (9th ed.): Cengage Learning.

 

 

GSBS6002 Foundations of Business Analysis: Assignment 2 Rubric

Name:____________________________________________________                                                                                                                                                                                                                                                                                       Student ID: __________________________________________

Marking Criteria Weighting Fail (<50) Pass (50-64) Credit (65-74) D

(75-84)

HD

(85-100)

Executive Summary 5% Not attempted or insufficient. Some attempt at executive summary, but it does not cover all of report. Executive summary provides a good summary of most of the report. Executive summary provides a clear overview of all areas of the report. Executive summary clearly and concisely explains the research and key recommendations.
Introduction 5% Little or no discussion on the background of the case. Some attempt in identifying the background of the case. Introduction provides a limited discussion of the background of the case. Introduction provides a good discussion of the background of the case. Introduction provides a succinct background that places the analysis into context.
Research Design 10% Little or no discussion of sampling issues. Some discussion about sampling and ethics, which is limited in scope and depth. Limited use of referencing. Recognises the sampling and data collection techniques used. Supports this discussion with use of references. Correct identification of sampling technique and data collection methods with justification. Demonstrates excellence in identifying and justifying the sampling technique and data collection methods used. The section is well supported with references.
Hypothesis development 15% Demonstrates little or no ability to develop hypotheses. In 4 or more instances either the null or alternate hypotheses are not stated or are inappropriate. Hypotheses are not clearly stated. Demonstrates an adequate

ability to develop hypotheses. In 2 – 3 instances, either the null or alternate hypotheses are not stated and/or are inappropriate. Improvement in the wording of hypotheses needed.

Demonstrates a sound ability to develop hypotheses. In 1 – 2 instances either the null or alternate hypotheses are not stated and/or are inappropriate. In most instances hypotheses are clearly articulated. Demonstrates clear competence in developing appropriate hypotheses. In all instances both the null and alternate hypotheses are stated. In most instances hypotheses are clearly articulated. Demonstrates excellence in developing hypotheses. In all instances both the null and alternate hypotheses are stated. All hypotheses are appropriate and clearly articulated.
Results, and statistical and nonstatistical interpretation 15% Little or no attempt in presenting and interpreting statistical results. Presents statistical results. Demonstrate limited ability in providing statistical and non-statistical interpretation of the results. Displays a sound ability to present statistical result in a manner easily understandable to readers. Demonstrate a good ability to interpret the results that clearly indicates whether the null hypothesis is accepted or rejected. Displays a competent ability to present statistical result in a manner easily understandable to readers. Demonstrate a proficient ability to interpret the results. The interpretation uses statistical terms and clearly indicates whether the null hypothesis is Demonstrate an excellent ability to present statistical result (with a professional quality) which is easily comprehendible by the readers.

Demonstrate excellence in interpreting the statistical results.

 

          accepted or rejected. Rationale for rejecting/accepting null hypothesis is clearly mentioned. The interpretation uses sufficient statistical terms and clearly indicates whether the null hypothesis is accepted or rejected.

Acceptance/rejection of null hypothesis is sufficiently justified.

Statistical technique and justification 15% Demonstrates little or no knowledge of statistical methods. No  explanation of the strategies adopted. Demonstrates adequate knowledge of statistical methods. Incorrect tests used and limited justification provided for choice of analysis. Demonstrates sound knowledge of statistical methods. In most instances the correct test is identified with some explanation. Demonstrates competent knowledge of statistical methods. Identification and explanation of appropriate analysis is provided in all instances. Deep discussion in most instances, supported with references. Demonstrates excellent knowledge of statistical methods. Correct analysis is used for all five hypotheses and a deep explanation of strategies adopted provided in all instances. Multiple relevant secondary sources used.
Analysis and summary of the

statistical results

20% Demonstrates little or no ability to synthesise the statistical results or identify key findings. Either draws no conclusion or draws an inappropriate conclusion with a lack of alignment to the preceding information.

 

Demonstrates an adequate ability to analyse and summarise the main findings of the report and/or some findings not discussed. Draws appropriate conclusion, reiterating the main issues. There is consistency with the analysis but could be improved. The conclusion attempts to unify the report. Demonstrates a sound ability to analyse and accurately summarise the main findings of the report.

Multiple issues identified. Draws appropriate conclusions and clearly reiterates the main issues. The conclusions are accurate, logical, and consistent with the analysis. The conclusion brings unity to the report.

Demonstrates clear competence in analysing and accurately summarising the main findings of the report. Multiple issues identified. Draws appropriate conclusions and clearly reiterates the main issues. The conclusions are accurate, logical, and consistent with the analysis. The conclusion unifies the report successfully. Demonstrates excellence in identifying and accurately summarising the main findings of the report. Multiple issues identified. Draws appropriate strong conclusions and clearly reiterates the main issues. The conclusions are accurate, logical, and consistent with the analysis. The conclusion draws the report into a fully constructive analysis.
Recommendations 5% Not attempted Some attempt in providing recommendations that are inconsistent with the key findings. Demonstate a sound ability to provide

recommendations. Some of the recommendations are in line with the key findings of the study.

Demonstate competent ability to provide recommendations. Most of the recommendations are consistent with the key findings and main purpose of the study. Displays excellence in providing recommendations. All the recommendations are specific, achievable and  in line with the key findings and main purpose of the study.
Report Structure and Presentation 10% A large number of grammar, punctuation, and spelling errors impede the reader’s comprehension of the Several spelling, grammar, and punctuation errors are apparent in the report. These mistakes do not interfere with the report’s A few minor mistakes are evident which in no way detract from the report’s content or ease of comprehension. Findings All sentences are complete with grammar and punctuation correctly applied. Findings are well structured. Findings are All sentences are complete and grammatically correct with punctuation correctly applied. Findings are very well structured. Findings are very
    report. No consistent style or structure within findings. Limited evidence of appropriate referencing in-text and/or no reference  list. Inadequate grasp and limited use of course terminology.

 

content, comprehension or ease of reading. Findings reflect minimal structural flaws with information organised to convey meaning to the reader.  Some in-text referencing errors evident. APA referencing style followed with some errors. Limited use of course terminology and/or minor inaccuracies.

 

reflect a consistent structure. Information is organised and sequenced to convey the intended meaning to the reader. Appropriate and consisting referencing provided with minimal errors. Both in-text referencing and reference list follow APA style.  The extent and use of course terminology is adequate. logically organised and sequenced to convey the intended meaning to the reader allowing ease of reading. Appropriate and consistent referencing provided with no errors (APA style). Use of course terminology is extensive and largely correct.

 

well organised and easily accessible. Appropriate and consistent referencing provided with no errors (APA style). Extensive use of course terminology  in all instances   Is correct.

 

 

 

 

Final Mark:  _____________/100