The research tool to be used in the knowledge management research is a structured survey with predefined reply options. Since the research design that will be used for this research will be quantitative, a detailed study would be the best research tool that would help find answers to the "how many" questions and provide outcomes that can be projected with statistical confidence to the broader population. Additionally, an addition of analytical techniques to the survey will ensure the research team applies its mathematical knowledge sensibly by putting its focus on the most vital results that are statistically meaningful as well as dynamic from the perspective of the management and marketing. Therefore, the Likert 5 factor scale survey is the research tool that will be used in this research study
This research tool will aim to collect data about the poor knowledge management practices in FlightCentre brand in the Brisbane market and identify the causes of customer complaints which result in reduced customer retention. It will help determine the root of poor customer relationship and poor performance as well as service quality and identify ways of improving the relationship with customers to enhance satisfaction (Ibidunni et al. 2018, p. 11; Tseng 2016, p. 212). Besides, Hadavi and Rad (2016) argue that data collection from customers can result in a competitive advantage which results in customer satisfaction. Furthermore, the lack of a proper customer knowledge management has also been associated with low service quality which should be in high standards in any service delivery organization (Janteng, Cheng & Fernando 2018, p. 399).
The research questions are valid and relevant to the research problem as the questions asked will allow the respondents to answer adequately. The questionnaires will use the Likert 5 Factor scale which will include the multi-choice questions (Chyung et al. 2018, p. 41). The questions will be in the form of the rating scale and staple scale which will require the participants to rate the services they receive from the company and according to specific characteristics on a level. This kind of research questionnaires are best used to evaluate and measure the sentiments of customers on a service, product, or experience (Choi 2018, p. 200). Besides, the response options for the research tools are appropriate for this study as it will be conducted through quantitative research. Additionally, the research questions are valid and relevant to the research problem as they tackle on the factors that affect efficient knowledge management at the company as well as the steps the administration can take to improve the knowledge management practice in FlightCentre. Hence, to respond to the research hypothesis, the Likert 5 factor scale research tool will be used, and the following questions will be made available for the participants.
- Are there cultural barriers hindering the distribution of correct information?
- Do you agree that the longer you work in the organization helps to improve knowledge?
- To what extent do you agree to the fact that knowledge management practice within your organization is productive and fruitful?
- How far do you think knowledge management affects customer satisfaction?
- 5. How far do you agree to the fact that improving the knowledge management practices within the organization is the key to solving the immediate problems and helping to boost the performance of the organization?
- Do you feel you get enough training or mentoring on the job?
- What can the management of the FlightCenter travel group do to enhance the productivity of the company by improving knowledge management system?
- Are there appropriate KM systems in place?
The Likert 5 factor scale survey research tools are also vital for this research study because they address the ethical concerns of research. It does not require a simple yes or no answer from the participant which means that it does not force the participant to pick a side but rather to respond to a certain degree. The ethical principles in survey research are mainly centred on protecting the respondents. The Likert 5 factor scale has respect for persons as it respects the autonomy and dignity of the participants by giving them the freedom to make their own decisions. All the respondents will choose to participate in the survey on their own free will and will be fully informed of the procedures of the project and any potential risks associated with participating. The Likert scale survey has an introductory statement that provides essential information about it which includes ethical issues related to it. Therefore, the respondents are fully informed before completing the study and are not coerced in any way.
Additionally, the survey tool ensures the protection of confidentiality and anonymity of participants and addresses the ethical principle of justice. Researchers using this research tool do not share information between the participants, and it has procedures that protect their names and data. Besides, only the research personnel have access to the data whereby the access is limited only to what is necessary for the research. The participants are also selected from the groups of individuals who will benefit from the study which in this case are the people who work with the FlightCentre brand in Brisbane market especially the ones in customer care, the management, and administration. Hence, the Likert scale research tool addresses the ethical concerns of research by ensuring there is respect for persons, beneficence, and justice.
Choi, S 2018, 'Organizational knowledge and information technology: the key resources for improving customer service in call centers', Information Systems & e-Business Management, vol. 16, no. 1, pp. 187-203.
Chyung, S, Swanson, I, Roberts, K & Hankinson, A 2018, 'EvidenceBased Survey Design: The Use of Continuous Rating Scales in Surveys', Performance Improvement, vol. 57, no. 5, pp. 38-48.
Hadavi, A, & Rad, M 2016, 'The effect of knowledge management on relationship management with customer the organization post of Tehran', International Journal of Education and Management, vol. 6, no. 3, pp. 321-324.
Ibidunni, S, Ibidunni, M, Oke, O, Ayeni, W, & Olokundun, A 2018, 'Examining the Relationship between Tacit Knowledge of Individuals and Customer Satisfaction', Academy of Entrepreneurship Journal, vol. 24, no. 1, pp. 1-20.
Janteng, J, Cheng Ling Tan & Fernando, Y 2018, 'Boosting Quality Performance Through Customer Knowledge Management and Service Innovation Capability in the Automotive Industry', Proceedings of the International Conference on Management, Leadership & Governance, pp. 395-402.
Tseng, M 2016, 'Knowledge management capability, customer relationship management, and service quality', Journal of Enterprise Information Management, vol. 29, no. 2, pp. 202-221.
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