A MUSICAL VOYAGE - Royal Australian Navy

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Information for the environmental scanning system is gathered by qualitative research 46
conducted by the stockholder and which is available in planning resources documents such
as Plan Green and the Maritime Command Communications Strategy. Currently, the band’s
MIS is incomplete as few detachments have recognised the national imperatives for
keeping, reporting, and disseminating this information. Nonetheless, this primary data 47
should be used to support and make future investment decisions; 48 for example, by
allocating scarce resources (financial, equipment and personnel) based on the achievement
and outcomes of individual detachments.
Survey Design Methodology
Navy engages private consultants to conduct qualitative research, with the focus group 49
often being used. This research technique is used to determine the in-depth, underlying
reasons and motivations driving community attitudes towards Navy and the results are
incorporate in this document
Self-completion surveys are used by the Sydney detachment to measure:
• levels of external customer satisfaction and to sample audience
demographics, and
• levels of internal satisfaction and team characteristics.
An advantage of these types of survey is that they are not expensive, are free of
interviewer bias, and are anonymous. These surveys should be used by all detachments and
analysed, along with quantitative data from the internal reporting system, with the results
used to evaluate performance outcomes and to tailor products that meet specific customer
needs.
Recommendation No 16: Widen the band’s market research objects to include
stakeholder satisfaction.
Recommendation No 17: Include external customer surveys and internal climate
surveys (which measure workplace satisfaction and team characteristics) in the
band’s marketing research system.
SUMMARY OF RECOMMENDATIONS
• Implement a customer model that recognises the needs of the owners, the
stockholders, and the stakeholders.
• Develop a mission that aligns directly with the Maritime Command Goal No
4.
• Implement a demographically targeted and localised recruitment strategy.
• Increase in the band’s operational tempo in Sydney and Melbourne.
• Revise the band’s cultural value statements to include a credo.
• Revise the band’s Human Resource Management Plan and include it as a key
component in the Business Planning Process.
• Review the organisational structure and design purpose statements that
clearly set out the role for each detachment and which fits the proposed
segmentation policy.
46 ibid, p 192.
47 ibid, p 181.
48
Investment decisions involve the allocation of major resources of a firm. See McColl-Kennedy et al,
op.cit., p. 162.
49 ibid, p. 193
Royal Australian Navy Band: A Musical Voyage