Business Research Report

Leeshon Guider, Nicola Phillips-Tate,

Shelia Collins, Yekaterina Volchanskaya

Sampling Contact, Distribution and Collection

The basic idea of sampling is that by selecting some of the elements in a population, we may draw conclusions about the entire population (Cooper & Schindler, 2011).Target Corporation’s consumer base or demographics consist of younger customers and college students. The University of Phoenix student base gives us access to the university’s community and potential participants whom may have direct experience with the survey topic. The survey will be self administered; an invitation will be posted on the University of Phoenix website via “Phoenix Connect” inviting students to participate. The survey will be created and distributed via “Own Survey.com”. The survey provider, “Own Survey” will collate results. Our team will research the reports and figures at the end of the survey period and visually present the data.

Organize, Prepare, and Data Description

The research mainly focused on customer satisfaction on the quality of product and services of Target. 42.9% of the respondents viewed the quality of products and services of the company as excellent. Only 28.6% percent termed the services as dissatisfactory. 71.4% of the respondents have never had their credit card number stolen. 85.7% expressed their feelings on the convenience that the use of Target credit and debit cards brings to them. 42.9% of the respondents agreed that the features of Target cards affect business (Belt, 2013). Between convenience and privacy, 57.1% look up to the convenience rather than privacy. More so, 50% that were affected by the security breach are not sure about returning to Target's stores.

The survey the team conducted consists of seven questions which focused on Target’s customer satisfaction as mentioned above. There are a few questions which required a rating from 1 to 5 and a few questions which consumers indicated yes or no. As the survey results show some consumers are divided on their experience with the customer service they received from Target (#1) with a divide of 37.5% of good and excellent and 25% indicating it was very good. Their concerns about the credit/debit card security at Target (#2) indicates that 12.5% are divided about not being concerned and not sure if they should be concerned and 75% indicating they are somewhat concerned to very concerned. Question 3 shows that 75% of consumers have not have their credit card number stolen while 25% of consumers have. In regards to question 4, the ease of use while shopping with a credit/debit card 87% say yes while 13% say no. The major question to the survey (#5) is whether certain features of credit/debit card security affect the way consumers decide to do business with Target, and again there is division in the results 50% say yes, 25% say no and 25% say sometimes. Another key question (#6) was aimed for those who were affected by the security breach and their willingness to return to Target 51.1% indicate they are not sure while 14.3% indicate one day, 14.3% indicate one year, and 14.3% indicate never again. The last question (#7), shows convenience and privacy are equally important to consumers.

1. With regards to your most recent experience with TARGET, was the quality of customer service you received:

2. In general, how concerned are you about the credit/debit card security with Target?

3. Have you ever had your credit are number stolen?

4. Do you think using your credit/debit card for shopping would make your life easier?

5. Would credit/debit card security features affect whether or not to do business with Target?

6. If you were affected by the security breach, how soon will you return to Target stores?

7. In general, which is more important to you: Convenience or Privacy?

The study revealed Target as an important company to consumers. Despite the challenges that the company has experienced, consumers appreciate Target for the convenience it brings during shopping as well as the unique features in its services. It is important to note that security is a major measure of customer satisfaction in this case as portrayed in the results of the research.

References