Report on Business Decision Making ( Prity)

INTRODUCTION
Because of the globalization everyone can do business wherever find profitable place or
location, for technological development it become easier and accessible to do business
one corner from another corner of the world. Although there is lots or benefits for
technological advancement, for operating every business in every place there are some
problem also. So for effective business organization should plan for their project. For
market research, Abacus Research and Analytics (ARA) a research institute, this
institute is going to do a research on consumer behaviors and attitudes towards Food
Discount in Retailing by Wm Morrison in Greater London for providing the customer
better services. This research will help the organization to take correct and concrete
decision for the improvement of customer service for customer satisfaction. Amicus
company ltd., Royal company ltd., and . Every company has some problem to operate
business although these companies located in good places. These companies want to
acquire customer satisfaction by improving customer services. So for better improvement
in customer services, Abacus Research and Analytics (ARA) is doing a research for
taking correct decision. Abacus Research and Analytics (ARA) collect their
information from primary and secondary sources which are authentic as well as accurate,
and necessary tools which are relevant to this research used to analysis and calculating
data for taking right decision easily.
Executive Summery
In initial stage of a business decision makers or marketer should think about the situation
and observe the business environment (macro and micro both) very carefully in which
they are going to operate business. As customer is the king of the business so company
should give much more importance on customer satisfactions. Company does survey to
explore the customer choices and want to improve the customer services by reaching
feedback. No risks non gains There is always risk in business so organizations do
research or survey or make project plan to know whether the project is profitable or not.
Table of Contents
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00
01.

Content
Executive Summary
Introduction
Be able to use a variety of sources for the collection of data, both
primary and secondary.
1.1. Create a plan for the collection of primary and secondary data for
given business problem.
1.2. Present the survey methodology and sampling frame used.
1.3. Design a questionnaire for given business problem.

Page
01
01
02-06

02.

Understand a range of techniques to analyses data effectively for

business purpose.
2.1 Create information for decision making by summarizing data using
representative values.
2.2 Analyze the result to draw valid conclusion in a business context.
2.3 Analyze data using measures of dispersion to inform a given business
scenario.
2.4 Explain how quartiles, percentiles and the correlation coefficient are
used to draw useful conclusion.

06-09

03.

Be able to produce information in appropriate for decision making in

an organizational context.
3.1 Produce graph using spreadsheet and draw valid conclusions based on
the information derived.
3.2 Create trend line in spreadsheet graph to assist in forecasting for
specified business information.
3.3 Produce a formal business report.

09-13

04.

Be able to use software-generated information to make decision in an

organization.
P4.1 Use appropriate information processing tools
P4.2 - Prepare a plan for the activity and determine the critical path for
Wm Morrison plc using the information given below
4.3 Use financial tools for decision making.
Conclusions and references.

13-17

P1.1 Creating a plan for the collection of primary and secondary data of
consumer behavior and attitudes towards food discount retailing in Greater
London.
For research or statistical research data is the raw materials of the information
should be collected which are relevant to the selected topic. Actually there are
four types of data (eHOW.htm)
1. Nominal Data Analysis
2. Ordinal Data Analysis
3. Interval Data Analysis
4. Ratio Data Analysis

For taking any decision in business problem there are two types of data
according to the sources of data collection.
Primary data
Secondary data
Primary Dara-are collected by basic investigation or direct observation from the
main source. There two types of observation- participant observation and
structured observation (Mark Saunders-2012). Primary data are the original data
that have never or ever been used for any statistical test or analysis.
Plan for collecting primary data we have used observation process and
questionnaires for this given problem.
Observation: Observation is very needy aspect for the richness of research data.
Participant Observation: It is qualitative and derives from the work of social
anthropology in the early twentieth century. It emphases on discovering the
meanings that people attach to their actions.
Structured observation: It is quantitative and more concerned with the frequency
with the actions.
Systematic observation: Recording, description, analysis and interpretation of
peoples (consumer) behavior.
Questionnaire: It is a general term to include all techniques of data collection
persons are asked to respond included both structured interviews (in depth
interview; Jancowicz 2005) and telephone or online questionnaires.
In this process through questionnaire three types of data variables are collected
from the customer related to this business organization.
Opinion- how respondent or customer feel about the organizations products or
services.
Behavior- what customer think and do in the past, do now and will do in the
future in about the organizations product and services.
Attribute- It contains the data about what customer possesses what their
characteristics rather then does.
Which information are accurate, authentic as well as appropriate are used in
calculating data for making business decision easier (Schlosser,2001) by Abacus
Research and Analytics (ARA).
P1.2 Presentation of the survey methodology and sampling

Survey strategy is usually associated the deductive approach and it is popular in

business and management research and most frequently used to answer who,
what, where, how much and how many question.
Survey methodology topics
The most important methodological challenges of a survey methodologist include making
decisions on how to

Identify and select potential sample members.

Contact sampled individuals and collect data from those who are hard to reach (or
reluctant to respond).
Evaluate and test questions.
Select the mode for posing questions and collecting responses.
Train and supervise interviewers (if they are involved).
Check data files for accuracy and internal consistency.
Adjust survey estimates to correct for identified error

Survey methodology studies the sampling of individual units from a population and the
associated survey data collection techniques s, such as questionnaire construction and
methods for improving the number and accuracy of responses to surveys (Wikipedia).
There are different types survey methodology that can be used for the given business
problems such as a suggestion for this company are personal interview, telephone
interview, electronic interviews, open-ended question, structured interview, unstructured
interview ( Healey and Rawlinson 1993, 1994)

Telephone
Mail (post)
Online surveys
Personal in-home surveys
Personal mall or street intercept survey
Hybrids of the above.

Cross-sectional and longitudinal surveys

Cross-sectional survey which involves a single questionnaire or interview administered to
each sample member, and surveys which repeatedly collect information from the same
people over time. Longitudinal surveys have considerable analytical advantage.

Selecting samples
Survey sampling

Survey samples can be broadly divided into two types:

Probability samples:
It is the only method by which correct statistical inferences can be made from a sample
Simple random sample
Systematic sample
Stratified sample
Cluster sample
Stratified sampling is a method of probability sampling such that sub-populations within
an overall population are identified and included in the sample selected in a balanced way
Non-probability samples:
Non-probability sample have chosen their participants without knowing their
probabilities of selection
Judgment sample
Quota sample
Chunk sample
Stratified sampling is a method of probability sampling such that sub-populations within
an overall population are identified and included in the sample selected in a balanced
way.
Why should we use sample for this research?( Business stat David M,2004)

A sample is less time consuming than a census

A sample is less costly to administer than a census

A sample is less cumbersome and more practical to administer than a census

For this business problem both survey methodology and sampling method both are
important in decision making. We have selected target customer from Greater Lon
Open-ended questions are asked to get the comprehensive information on any particular
topic, attitude, opinions and facts don. For this case we have collected information
which are systematic sampling, stratified sampling, quota sampling, simple random
sampling, cluster sampling for accurate result in this research. For this company personal
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interview, telephone interview, electronic interviews, open-ended question, structured

interview, unstructured interview (Healey and Rawlinson 1993, 1994). Open-ended
question are asked mostly for better result although researcher have faced some problem.
Wm Morrison Supermarkets Plc is very famous company in United Kingdom for its
better service, reasonable price, goodwill. Their profit margin is also high but recently
they are facing downward profit margin for lack of up to date customer services and
knowledge about the pattern of behavior. Day by day the market is becoming more
competitive so this company should develop their marketing strategy for correct decision
with expected target for maintaining profit margin and desired customer satisfaction on
companys products and services. This company appointed some researcher for finding
out these problems so that problem can be overcome.
P1.3 Design a questionnaire for a survey into consumer behaviour and attitudes.
The design of questionnaire differs according to how it is administered and, in particular,
the amount you have with the respondent. Questionnaire as a general term to include all
techniques in which each person is asked to respond to the same set of question in a
predetermine order (deVaus 2002) . Questionnaire should be precise, relevant to the
business decision making problem and avoided unnecessary quires so that we can get
accurate answer from the customer and it will be helpful to the company for taking
correct decision. As Wm Morrison Supermarkets Plc wants to improve their customer
services quality and find out customers behavior for this task questionnaire design is a
crucial part to solve regarding problems and we should specifies the information needed
and objective of the survey.
We have designed questionnaires based on Wm Morrison Supermarkets Plcs
employees quires, researchers opinion and comment are given below..
1. Is the Wm Morrison Supermarkets providing quality services to their
customer?
2. Are the customers satisfied with Wm Morrison Supermarketss present
services and product quality?
3. If you are not satisfied with present service the whats should change to
improve the services according to you?
4. Is the company fulfilling their corporate social responsibilities?
5. Is the company providing more importance on your choices?
6. Is Wm Morrison Supermarkets carrying a satisfactory value in the
competitive market?
7.

Do you think that the marketing procedures are good of Wm Morrison

Supermarkets?

8. Are you satisfied with the current pricing condition of this organization?
9. Do you agree with the companys good publicity?
10. How do you feel about the companys providing services?
11. What are the defects in marketing planning of Wm Morrison
Supermarkets as you think?
12. Do you think that its a perfect Supermarket to provide your desired
product and quality services in Greater London?

TASK 2

Understand a range of techniques to analyze data effectively for business purposes

2.1 Create information for decision making by summarizing data using

representative values
From this given business problems, some key problems has been identified and also some
guideline prepared from this research for taking correct decision by the company.
Specific findings as follows.
Wm Morrison Supermarkets has specific frame with the current competitive
market about the customer services and their behavior towards products and services.
The company has callousness to provide after sale services.
Present marketing strategy is not so satisfactory for Wm Morrison Supermarkets to
sustain in the competitive marker.
Normal people think that company is not conscious about the good relation with the
customers and company dont provide more importance on customer choices.
For satisfying customer company should care about these problems and improve their
marketing strategies to influence customer.
Company should follow these instructions for better customer services and quality
product to attract customers attention. Decision making is impossible without
information so we have collected information from questionnaire.

Sample
Size

Project name

Location
preference
Correct
(%)

10,000

Wm
Morrison
Supermarket
s

80%

Service
improveme
nt
expectatio
n (%)
70%

New
product
expectatio
n
(%)
75%

Price

Environment

High

Moderate

2.3 Analyse data using measures of dispersion to inform a given business

scenario (standard deviations)
Variation is the amount of dispersion in the data. Actually the variation among
the values in a population or sample is the measures of dispersion and for measuring the
dispersion ( A k Ajad, 1998) ) the range, mean deviation, standard deviation, variance are
used. So dispersion means the values distance from the mean value .
Range: The range is the difference between the largest and smallest observation in the set of
data. Suppose highest value is 12 and lowest value is 1 then range
Range= (20-5)
Mean Deviation: Mean deviation (MD) =()/
The sample standard deviation is the square root of sum of the squires differences around the
arithmetic mean divided by the sample size minus one.
Standard deviation, S= ()/
Project name
Wm Morrison
Supermarkets

Range
12-1

Mean deviation
5.30

Standard deviation
3.75

Mean absolute deviation tells about the standard value of the divergences among the
absolute value and the values of particular individual which is come from the data array.
Actually there is dispersion method from which can be measured accurate result for the
given business problem but its somehow helpful to take decision.
2.4 Explain how quartiles, percentiles and the correlation coefficient are used to draw useful
conclusion.
Backhaus and Doon, (2007)In quartiles, the observations divided into four groups. First
quartile1 25% of the given observation Q1= (1+n)/4
2 Second quartile is Q2
3 Third quartile is the Median that means 50% of the given observations
Q3= 3(1+n)/4

4.Fourth Quartile is Q4
Quartiles are descriptive measures. For example use an order array for the three
annualized returns for the low risk funds, the quartiles are computed as bellows
Order array-0,2,3,4,5,6,7,8,9,11,13,15,16,17.
Q1= (1+14)/4=3.75
Q3=3(1+14)/4=11.25
As median is the 50 percentile ( 50% larger and 50% smaller from the observations)
Percentiles help us to identify the location that can be got by Lp( Location of percentile).
Percentiles is the method of dividing the entire data and statistics which is set into 99
different divisions. The consumers presents more percentage to the statistics value.

Location of Percentile (LP)= (n+1)p/100

Co-efficient of Correlation- Its a numerical descriptive measure for measuring the
strength of the relationship between two variables, its values range is +1 to -1.There is
relation between two values that means if one is change then another is changed that is called
correlation of coefficient. There is a linear relationship between two variables.
The formula is
Y= a+ bX; here X is independent variables and Y is the dependent variables, if x change y
will also change.

P3 Be able to produce information in appropriate formats for decision making

in the organizational context

P3.1- Produce graphs using spreadsheets and draw valid conclusions based on
the information derived from the business Scenario
Here we have used spreadsheets and drawn valid and reliable conclusion based
on this collected information for making decision in marketing to satisfy the
customer. Here we have shown some statistical survey results from some of the
selected questionnaires as below
1.Is the Wm Morrison Supermarkets providing quality services to their customer

Strongly agreed

Agreed

No Comment

Disagreed

Strongly
disagreed

25%

24%

15%

13%

17%

From this analysis we can say that Wm Morrison Supermarkets is pretty renowned
supermarkets in Greater London. Because majority of the participants in this survey are
positive minded, 49% is in favor in this company. And 30% is disagreed so organization
should be conscious, variation in the pattern of their proving services and product quality.

2. Are the customers satisfied with Wm Morrison Supermarketss present services and
product quality?

Strongly agreed

Agreed

No Comment

Disagreed

Strongly
disagreed

20%

14%

11%

35%

20%

The analysis is threatening for the company as major retailers forced to change
strategy (Kantar Worldpanel UK, 2014). Here majority (55%) of the customer disagreed
with the current services strategy.
3. Is the company fulfilling their corporate social responsibilities?

Strongly agreed

Agreed

No Comment

Disagreed

Strongly
disagreed

20%

24%

21%

20%

15%

From this analysis, Wm Morrisons is fulfilling their corporate social responsibilities

44% as customers are agreed. As this company is the 4 th largest supermarket in UK so it
has many responsibilities to society.

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4. Do you think that the marketing procedures are good of Wm Morrison

Supermarkets?
Strongly agreed

Agreed

No Comment

Disagreed

Strongly
disagreed

30%

15%

10%

29%

16%

Here in the above discussion, 45% public are just telling that the company has superior
insist in the competitive market. The company has to expand their marketing methods to
cultivate up their insistence in the competitive market,
From the questionnaire we got information and after calculating we got specific information
that is shown in spreadsheet. Actually Spreadsheet is a computerized system that has column
and row where data are kept and graph is produced from that

Project Spreadsheet
A
1

B
Company name

2
3

WmMorrisons
, Js
Sainsburys,
Lidl Ltd
Aldi

C
Fixed
cost
$112000

D
CFA

E
BEP

ROI

$ 30000

$ 15000

$ 20000

$95000

$ 38000

$ 14500

$26000

$14000

$ 26000

$13000

$19000

P3.2- Create trend lines in spreadsheet graphs to assist in forecasting sales

revenue for Wm Morrisons, Js Sainsburys, Lidl Ltd, and Aldi given in the
business scenario.
The trend basically determines the future condition of the company, what will
actually happen in future. Its the way of predicting the future sales considering

11

the past data as well as some other variables which may impact in sales revenue.
The sales revenue of Wm Morrisons is 25% higher from the previous years and
the trend is upward as well as the sales revenue trend is higher for LidL Ltd and
Aldi. The past data analysis show the future sales trend is getting increasing and
we can hope that these company will generate more revenue in the next years but
gradually Js Sainsburys sales revenue may decrease 10-15% and Aldi is 8-10%.
P3.3 - Prepare a business presentation using suitable software and techniques to
disseminate information effectively
Sometimes collected information may be effective but if can not present the information
properly or present the message to the audiences then your all efforts will be failed.
Without information it is impossible to take any decision specially business decision
because risks are everywhere in business. The world is depend on computer system now so
everyone have to be informed about computer power point in which the business scenario as
well as the information collected for the survey can be presented. Except power point there
are also some flexible software such as the lotus freelance graphic, adobe persuasion, corel
presentation easy and smarter than others. Organization should disseminate this information
through the customers and stakeholders because they are the most important part of the
company. (kotler and Armstrong, 2012). Disseminating of in formation is crucial part for
survey so presentation is the essential helper to disseminate information.
P3.4 Produce a formal business report for Wm Morrison Plc the threat of
discounted food retailers and how it can on.
The collected information need to analysis and by using statistical tools the accurate
information should find out. The main motive of the survey or research is to find out the
customer choices for improvements of the customer services as well as to know the customer
feedback for taking up-to-date decisions for customers satisfaction. There are some ways or
step to prepare a formal business report. Generally short reports are problem solving report.
A Business Report is an orderly and objective communication of factual information that
serves a business purposes. (Raymond V. Lesikar, 2008)

Problem Definition of the report

Decision making problem for customer services of Wm Morrison Plc.

Determining the report purpose

The main motive of the survey or research is to find out the customer choices for
improvements of the customer services.
Determining the factors
The factor of the problems hypothesis tests and bases for comparison with others rival
supermarkets for customer services.

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Gathering the information needed

The next step is to conduct the research needed. Personal investigation is appropriate for
this problem solving and researchers have collected data through personal interview and
others process.
Interpreting the findings
In this step researcher have interpreted the given business problems.
Organizing the report information
In this step researcher prepare an outline for improving customer services.
Writing the report
In this step reporters have written the report that are consistence with the given business
problem such as that are mainly focused, objective consistent in time viewpoint,
smoothly connected and interesting.
Editing the final draft
In this step researcher edited the report according to the problem findings, wherever
needed.
Action Recommended
Researcher have restated the best possible solution to the given business problem about
customer services improvement by improving the marketing process as soon as possible.
Be able to use software-generated information to make decisions in an organization
P4.1 Use appropriate information processing tools
Success in life often depends on the choices we make. So business success mostly
depends on using appropriate information processing tools. It normally refers to the
information technology industry which involves in Information processing or data
processing including audios and videos, graphics and texts. There are discussed
below the tools used by the researchers in the given business problem. (By Edward
Perry, eHow Contributor, last updated September 01, 2014)

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Database
A database is a basic tool used to process information and to manage and store
data efficiently. A database management system is software popularly used to
store product inventory and customer information. The companies have many
dissimilar classes on which data is amassed according to the customers name and
rank.

Server

Servers are computer systems in networks. Different computers within a network

can share the files on a server. A PC can act as a server, and it can be an IBM
mainframe. "Server" may refer to the PC.

Search Engine

A search engine retrieves information from a collection of data like in a library

catalog. Today, the term more popularly refers to information processing tool that
retrieves queried data from the Internet's databases.

Accounting Information Systems

Accounting information systems is a subset of a management information system.
AIS play a vital role in internal management decision making by providing
precise financial accounts and appropriate statistical reports.
Enterprise Systems
Enterprise systems use common identifiers such as ANU and affiliate ID in their
applications to integrate data stored in any enterprise system with those stored in
other enterprise systems.
Geographic Information Systems
Geographic information systems are systems of hardware and software that store,
manage, analyze and retrieve geographic information.
And other
Business Process Mapping, Process Server, Process Serving Software, Computer
Software Tools, Process Management System, Business Process Mapping, Process
Server, Process Serving Software etc. are also important now a days.

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P4.2 - Prepare a plan for the activity and determine the critical path for Wm Morrison plc
using the information given below.
Before starting a business or preparing a project for launching any manufactured goods or
anything else company should specify the scope, objective, mission, vision of the project
at first and also company should be known to Strengths, Weakness, Opportunity and
Threats. If a company know their Strengths and Weakness then they can take decision
make project plan accurately. The key weakness and hazard is the managerial service
providing division and marketing plan is not good sufficient but the key strength of the
company is they carry public magnetism and publics sentimental accessory to the
company at present of Wm Morrison Supermarkets. There are some specific directions
as follows for project planning
1. Define the project scope, objective, mission and vision
2. Creating work breakdown structure to control specific items
3. Preparing project schedule
4. Analyzing risks
5. Maintaining the logical order
Research by Abacus Research and Analytics (ARA) follows this direction in analyzing
marketing decision making for providing better services to the customers of Wm
Morrison Supermarkets.
The project plan for Wm Morrison Supermarkets divided into four quarters according to
time duration from January to December as follows..
1st quarter (January to March), 2nd quarter (April to June), 3rd quarter (July to September), and
4th quarter (October to December)
4.3 Use financial tools for decision making.
Different types financials tools are using in business decision making. Here
are some important and most usable financials tools used in decision making.
As all of the projects is located in good place and all business can attract the valuable
customer Such as below

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Partial Budgeting
Partial budgeting tool specifically focuses on the implications of the intended change in a
business operation by comparing the benefits and costs resulting from implementing the
alternative with respect to the current practice. Actually partial budgeting is a financial
tool used to assess the costs and benefits associated with a specific change in an
individual enterprise within the business operation.
Financial statement
No business organization obtains the status of a renowned business association without
financial statement. So Wm Morrison Supermarkets also uses the financial statement
for sustaining and preserving the structure in their company as financial report is a
statement that traces all the confirmations and financial data of a company of an exacting
accounting year.
Cash Flow Analysis
Cash flow analysis is most impotent which estimate the net cash flow by calculating the cash
out flow and inflow.

Investment analysis
The business can consider the speculation statement to study how much they could be
able to make profit, how better the company has been able to utilize the capital and how
much it has assisted the company (Idilmat, 2014).
Break-even Analysis
Break-even analysis which estimates the sales volume that means how much sales can
recover the cost.
Ratio analysis
There are many more ratios such as liquidity ratio, rapid ratio, capital grosses rate, rate of
speculation turnover, rate of reduction and many others. It is the method by which a
company can dissect the every particular element of the business.

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Tools to Improve the Quality of the companys Decision Making

The three tools will focus on are:

Cost/Benefit Analysis (CBA): Weighing costs vs. benefits, and calculating

payback

Return on Investment (ROI): is it worth the investment?

Total Cost of Ownership (TCO) what is the total cost of ownership over time?
Conclusions:
For every successful decision making in business, organizations should give more
importance on research for making accurate prediction and taking correct business
decision. The Abacus Research and Analytics (ARA) has done research properly by
using appropriate tools, technique and strategy. Though As the customer is the king or
heart of the business so without thinking about the customers choices or tests we should
not take marketing decision. To be successful in business customer is the first priority.
Wm Morrison Supermarkets will be more effective business if they aware about the
customer demand and choice and they can also improve customer service to attract the
customers as the location is good and possibility is high in Greater London. The customer is
the heart of a business. All business should add some extra values for their customers for
consumers satisfactions.
.

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Financial Times/ Prentice Hall; 1 edition (31 Oct 2002)

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Website:
file:///C:/Users/User/Downloads/Tools%20Used%20to%20Process%20Information%20_
%20eHow.htm
By Edward Perry, eHow Contributor, last updated September 01, 2014
Studymode.com,
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Writemypapers.org, Unesco.org

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