1.critically evaluate the main concepts, techniques and applications of qualitative and quantitative research; 2.address the ethical considerations to be taken, discuss the appropriateness of various methods of data collection, the range of resources available and to introduce quantitative and qualitative data analysis. 3. apply this systematic knowledge and understanding of how established tools and techniques of research and enquiry are used to create and interpret the data collected into learning and assessment table of contents: Aim of the study Research objectives Research field description Literature review personalized service personalized service and traditional service customers satisfaction Justification of the study Methodology Participants Sampling Data collection Data analysis Anticipated findings Limitations Reference list.. .