III. RESEARCH METHODS USED IN THE STUDY
A. Description and rationale of research methodologies selected to conduct the research study
Before we talk about methodology, we should consider just exactly “what” is going to be researched. The guidelines explicitly state that you should analyze “current customer experience management strategies” of the business or organization you have selected as a client.
In other words, you may want to delve into such things as the tools and technology they use, the number and nature of touch points with customers, gaps in the customer experience, etc.
How do you analyze the current strategies and practices without gathering data? You don’t. After you determine the nature of "what" you want to analyze you need to aggressively gather data. Here are a few different approaches:
Interview the owner or manager responsible for the customer experience
Survey or collect information in some manner from customers
Examine the budget and how it is allocated to various customer experience efforts
There are a few standard methods for conducting primary research (I highly recommend you include primary research. You may also include secondary data). Depending upon your objectives and client preferences you may use surveys, interviews, observations or focus groups.
Here are several links that will provide an in-depth understanding of each option:
Primary market research and their types
Take a minute to stop by here to see a few examples of surveys used in the area of Customer Experience.​
​
In this section, you need to describe the method you select. I do not believe you need to go into great detail. Just explain what your method "is." The articles linked above will provide all you need to provide a description.
Remember, you are also asked to provide the rationale for the selection of the specific research method(s) used in your study. What is “rationale?” It is defined as “a set of reasons or a logical basis for a course of action or a particular belief.” Or, simply put, “why.” Explain why you selected the research method(s) to conduct your research study.
Whenever possible, relate the rationale to your specific client and the specific objectives you have. Make your reasons for the selection of the method appear to be "the only choice you had" based upon your circumstances.
B. Process used to conduct the selected research methods
Hold your readers by the hand and walk them through the actual steps you used to conduct your research.
If you used a survey:
How did you decide on the questions
How many questions did you ask
How did you determine how many responses you needed
How did you get those responses
Who did you distribute the surveys
If you used an online survey how did you drive people to the site
etc.
You get the point. Be precise.
