시장조사론 최종보고서

소개글

빈도분석,신뢰도분석,다중회귀분석,단순회귀분석 ,발전방향

목차

Ⅰ. 서 론 (About Survey)
1. 조사 배경 및 목적···························································································03
2. 가설의 설정····································································································04
3. 표본추출방법의 결정························································································04


Ⅱ. 본 론
1. 설문지 작성····································································································06

2. 설문 결과 분석
2-1. 빈도분석······························································································09
2-2. Open Question 결과···········································································09
2-3. 신뢰도 분석·························································································10
2-4. 교차 분석···························································································12
2-5. 다중 회귀 분석·····················································································13
2-6. 단순 회귀 분석·····················································································15
2-7. 투자 의사 결정·····················································································15

Ⅲ. 결 론
1. 전략적 발전 방향
1-1. 응답성 개선 방향··················································································17
1-2. 접근성 개선 방향··················································································17

본문내용

Ⅰ. 서 론
1. 조사 배경 및 목적
(1) 조사 대상: KT QOOK 콜 센터(100번) 이용자 (http://www.ktcs.co.kr),
SK 브로드밴드 콜 센터와 LG U+ 콜 센터 이용자.
(2) 조사 목적
KT QOOK 콜 센터 이용자를 대상으로 콜 센터에 대한 접근성, 상담사의 친절성, 응답성 그리고 상호작용 정도에 대하여 설문한다. 이러한 4가지 요인이 고객만족도에 영향을 미치는 정도를 분석하여 콜 센터의 개선점을 파악하고 전략을 제시하고자 한다. 또한 동시에 동일항목을 가지고 경쟁업체 콜 센터 이용자들에 대한 설문조사를 실시하여 타 회사(Sk 브로드밴드, LG U+)보다 어떤 면에서 경쟁우위가 높은지 파악하고 QOOK 콜 센터가 앞으로도 타 회사보다 고객에게 보다 고품질의 서비스를 전달하여 만족도를 높일 수 있는 전략적 마케팅 방안을 제언할 수 있는 기초자료를 얻고자 한다.
(3) 자료 수집 방법
서베이 법 다수의 응답자들을 대상으로 설문조사에 의하여 자료를 수집하는 방법.(대인인터뷰, 전화인터뷰, 우편survey, 전자survey로 나누어 짐.)
(규모: 회사별 70명씩 3그룹, 총 210명), KT QOOK 콜센터와 경쟁업체인 SK브로드밴드와 LG U+의 이용자들을 대상으로 설문하여 자사분석 자료와 타사분석 자료를 얻는다.
(4) 자료 분석 방법
SPSS를 이용한 빈도분석, 교차분석, 다중회귀분석, 단순회귀분석
(5) 조사 가치
고객만족도 조사를 통하여 KT QOOK 콜 센터 이용자들의 주된 이용 목적과 개선해야 할 점을 예상할 수 있다. 그리고 이를 통해 앞으로 더 큰 고객만족을 위해 콜 센터를 어떻게 운영해야 할지 전략적 방법을 구상할 수 있다. 또한 타 회사(SK 브로드밴드, LG U+)와의 비교분석을 통해 보다 나은 방안을 강구할 수 있다.

참고 자료

없음