Description

Research Methodology

April 2025 Examination

 

 

1. You are a research consultant hired by a mid-sized online grocery delivery service, QuickGrocer, which has been operational for three years. Despite its growing customer base, the company has been receiving a surge in customer complaints. Customers frequently report that their orders are not delivered within the promised timeframe. This has led to negative reviews and a drop in repeat purchases. Items such as fresh produce, dairy products, and household essentials are often unavailable, frustrating customers and driving them to competitors. Customers feel that the platform does not cater to their preferences or purchase history, making the shopping experience less engaging. The company collects vast amounts of transactional data (order history, purchase frequency) and behavioral data (browsing patterns, abandoned carts) but has not yet developed an effective strategy to leverage this data for operational and customer-centric improvements. Develop a comprehensive research plan to address these challenges. Your research plan should include the following components: identification of the research problem and the data collection process. (10 Marks)

Ans 1.

Introduction

QuickGrocer, a mid-sized online grocery delivery service, has been facing operational challenges that are negatively impacting customer satisfaction and retention. Despite a growing customer base, the company has been struggling with delivery delays, stock unavailability, and a lack of personalized shopping experiences. The inability to deliver orders within the promised timeframe has led to customer frustration, an increase in negative reviews, and a decline in repeat purchases. Additionally, customers often find essential items, such as fresh produce and dairy products, out of stock, leading them to seek alternatives from competitors. While QuickGrocer collects significant transactional and behavioral data, it lacks an effective data-driven strategy to optimize operations and enhance customer engagement.

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2. Ananya and Kunal are conducting research on the adoption of artificial intelligence (AI) tools in improving customer service experiences in the banking industry. They aim to gather data from customers and banking professionals to understand perceptions, challenges, and opportunities associated with AI-driven customer service. As their supervisor, what steps would you recommend to them for designing a questionnaire that effectively captures the required data? Additionally, explain the key characteristics of a good questionnaire that they should consider before distributing it to respondents. (10 Marks)

Ans 2.

Introduction

The integration of artificial intelligence (AI) in customer service within the banking industry has transformed customer interactions, offering personalized experiences and increased efficiency. Ananya and Kunal’s research focuses on understanding how AI tools impact customer service by gathering insights from both banking customers and professionals. A well-designed questionnaire is essential for collecting meaningful data on perceptions, challenges, and opportunities associated with AI-driven customer service. To ensure accuracy and relevance, the questionnaire must be structured carefully to capture the required

 

 

3. A leading fintech company in India, PaySmart, aims to expand its reach and improve the user experience of its mobile payment application. Despite a growing user base, the company faces challenges in understanding why some customers are reluctant to adopt mobile payment apps. Factors such as trust, usability, security concerns, and cultural influences seem to play significant roles. PaySmart wants to conduct a research study to explore these factors in detail and identify actionable insights to increase adoption rates among diverse user groups across urban and rural areas.
4. To answer the research question: “What factors influence the adoption of mobile payment applications in India, and how can fintech companies address barriers to enhance user acceptance?” Mention the steps you will include to perform a Literature Review on understanding factors influencing mobile payment app adoption in India. (5 Marks)

Ans 3a.

Introduction

Understanding the factors influencing the adoption of mobile payment applications in India is crucial for fintech companies like PaySmart to enhance user experience and increase acceptance rates. A literature review helps analyze existing research on adoption barriers, including trust, security concerns, usability, and cultural influences. This section outlines the

 

 

1. Discuss the steps you will take to conduct this research and answer the research question: What factors influence the adoption of mobile payment applications in India, and how can fintech companies address barriers to enhance user acceptance?”. (5 Marks)

Ans 3b.

Introduction

To answer the research question on mobile payment adoption in India, a structured research methodology is essential. The study will focus on understanding key adoption barriers and developing strategies fintech companies can use to enhance user acceptance. The following steps outline the research process for gathering and analyzing relevant data.

Concept and Application

Defining Research Objectives and Hypotheses

The study will aim to identify and analyze the key factors influencing mobile payment