GSBS6002 Foundations of Business Analysis

GSBS6002
Foundations of Business Analysis
Trimester 3, 2022
Assignment 2
Weight: 35%
Total Marks: 100
Due time and date: 23.59 SGT, Sunday, November 20, 2022
Submission instructions:
1. Maximum word length: 3000 words (excluding references, tables and figures).
2. Submit a soft copy in Word format via Turnitin.
3. 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 – Australian Fast Food Chain Stores
Australian Fast Food Chain Stores (such as KFC, McDonalds, and Subway) have struggled with overall customer satisfactions associated with food delivery apps. In years past, the poor customer reviews was attributed to substandard service, inefficient online strategies and several other operational and marketing strategies of delivery apps. More recently, however, concerns range from public health nutrition (Bates et al., 2020), increase access to non-healthy foods, long waiting period, discretionary or junk food delivery by independent takeaway stores (Partridge et al., 2021) etc.
Faced with the growing challenge from food delivery apps services and rapidly changing customer buying behavior, the executive team of the fast food chain store association decides to conduct research to inform its decision relating to developing a strategy that taps into the values customers are looking from their reputed fast food chain store in relation to food delivery apps.
The research team has identified the following values and facilities customers want from conventional stores:
a) Helpline assistance
b) Waiting period
c) Verification of food
d) Packaging policy
e) Availability of cashback and other facilities that are typically available for online purchase
To better understand whether and how these attributes are valued by customers who vary in their age, gender identity, and income, a research project approved by the fast food chain store association was implemented. The data were collected through an online survey from 1,000 delivery app based customers who were randomly drawn from a consumer database. Overall, 350 customers completed all the online survey questions, 100 each from 4 major cities in Australia such as Sydney, Melbourne, Brisbane, and Adelaide. Responses from these customers have been recorded in an Excel spreadsheet, “Australian Fast Food Chain Store Survey.xlsx.” The data set is available in the folder of Assignment 2 in CANVAS.
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. The Fast Food Chain Store association believes that an overall customer satisfaction score below 7 in a 10-point scale is an indication that customers are not satisfied with the services provided by food delivery apps. Does the current level of customer satisfaction differ from management’s goal of 7 out of 10?
2. Is there any difference between the overall satisfaction of male and female customers?
3. Are there any differences in the overall customer satisfaction across the following age groups: 1, 2, 3, 4 and 5?
4. Can customer satisfaction in relation to any of the following explain the overall customer satisfaction/dissatisfaction:
a) Helpline assistance
b) Waiting period
c) Verification of food
d) Packaging policy
e) Availability of cashback and other facilities that are typically available for using food delivery apps
Required:
Write a data analysis report that provides the results to each of the five hypothesis tests above and make overall recommendations to the Fast Food Chain Store association that management can use for future business decision making. Based on your analysis relating to these hypotheses, your report should focus on two key questions:
– What is (are) the cause(s) of Fast Food Chain stores customer satisfaction with regard food delivery apps in Australia?
– How could Fast Food Chain stores overcome the problems?

Customer Survey
Section 1: Personal information
Please complete the following information about yourself.
Question 1 – What is your gender?
Male Female
Question 2 – In which age bracket you belong?
1. 18 – 29 years 2. 30 – 39 years
3. 40 – 49 years 4. 50 – 59 years
5. >= 60 years
Section 2: Current Customer Satisfaction
Please circle the number that corresponds with your level of agreement.
Strongly Disagree = 1 Neutral = 5 Strongly Agree = 10
Question 3 – Overall, I am satisfied with values, standards and facilities I get from Fast food chain stores service based on food delivery apps.
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.
Strongly Disagree = 1 Neutral = 5 Strongly Agree = 10
Question 4– I am satisfied with the helpline assistance service provided by fast food chain stores for using food delivery apps.
1 2 3 4 5 6 7 8 9 10

Question 5– I am satisfied with the waiting period followed by fast food chain stores for using food delivery apps.
1 2 3 4 5 6 7 8 9 10

Question 6– I am satisfied with the facilities pertaining to verification of food.
1 2 3 4 5 6 7 8 9 10

Question 7– I am satisfied with the food packaging arrangements of fast food chain stores for using food delivery apps.
1 2 3 4 5 6 7 8 9 10

Question 8– I am satisfied with the availability of cashback and other facilities provided in the Fast Food Chain stores for using food delivery apps.
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 and 3. 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 Fast Food Chain Store Association. 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.