Unit 3 Task 3 D2
Listed below are three recommendations of how Colchester Zoo can improve validity and
reliability of marketing research.
Mystery Shoppers
In order to improve validity and reliability of the results gathered from mystery shoppers,
Colchester Zoo should do these checks at least 3 times a month using different people.
By doing this more often can mean that they are able to gain more accurate results as it
means by sending outsiders in at different times, they are more likely to get service from
different staff members. Also by sending it different people each time can mean that
staff members are less likely to clock on that it is the same person and then notify other
employees. Because of each mystery shopper being different with regards to gender,
size, race and age, this can produce an accurate report into how staff members treat
different customers. An advantage of using mystery shoppers more accurately can mean
that Colchester Zoo can see what parts of the organisation that they need to improve on.
Instead of doing it less regularly, for example twice yearly, would mean that companies
cannot gather a reliable review of how their staff are doing in the sense of customer
service.
Trip Advisor
This is a difficult method to improve validity and reliability of as not many people use this
website anymore and a lot of organisations would not use it because it is out-dated.
However, Colchester Zoo could improve reliability by only allowing people with a correct
receipt and receipt number to write a review on their experience with them. This would
mean that people are then less likely to write negative reviews if they cannot actually
prove that they were at the Zoo. This would also mean that competitors cannot
jeopardize the Zoo’s sales and figures because they cannot prove they were there. By
only allowing customers that have entered in correct receipt details to leave reviews, can
also mean that the organisation know which reviews they can trust and base their yearly
reports off of.
Questionnaires
My last recommendation for making questionnaires to be more valid and reliable is that
Colchester Zoo could offer discounts and rewards for every survey completed. This would
mean that customers are more likely to leave correct reviews as it means that they get a
reward at the end of it. This also means that people are more likely to encourage other
friends to do it which in return can produce more results for Colchester Zoo. By also
adding discount codes to receipt details can mean that Colchester Zoo know that
Listed below are three recommendations of how Colchester Zoo can improve validity and
reliability of marketing research.
Mystery Shoppers
In order to improve validity and reliability of the results gathered from mystery shoppers,
Colchester Zoo should do these checks at least 3 times a month using different people.
By doing this more often can mean that they are able to gain more accurate results as it
means by sending outsiders in at different times, they are more likely to get service from
different staff members. Also by sending it different people each time can mean that
staff members are less likely to clock on that it is the same person and then notify other
employees. Because of each mystery shopper being different with regards to gender,
size, race and age, this can produce an accurate report into how staff members treat
different customers. An advantage of using mystery shoppers more accurately can mean
that Colchester Zoo can see what parts of the organisation that they need to improve on.
Instead of doing it less regularly, for example twice yearly, would mean that companies
cannot gather a reliable review of how their staff are doing in the sense of customer
service.
Trip Advisor
This is a difficult method to improve validity and reliability of as not many people use this
website anymore and a lot of organisations would not use it because it is out-dated.
However, Colchester Zoo could improve reliability by only allowing people with a correct
receipt and receipt number to write a review on their experience with them. This would
mean that people are then less likely to write negative reviews if they cannot actually
prove that they were at the Zoo. This would also mean that competitors cannot
jeopardize the Zoo’s sales and figures because they cannot prove they were there. By
only allowing customers that have entered in correct receipt details to leave reviews, can
also mean that the organisation know which reviews they can trust and base their yearly
reports off of.
Questionnaires
My last recommendation for making questionnaires to be more valid and reliable is that
Colchester Zoo could offer discounts and rewards for every survey completed. This would
mean that customers are more likely to leave correct reviews as it means that they get a
reward at the end of it. This also means that people are more likely to encourage other
friends to do it which in return can produce more results for Colchester Zoo. By also
adding discount codes to receipt details can mean that Colchester Zoo know that
