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Bundle: Essentials of Business Communication, 11th + MindTap Business Communication, 1 term (6 months) Printed Access Card
11th Edition
ISBN: 9781337736312
Author: Mary Ellen Guffey, Dana Loewy
Publisher: Cengage Learning
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Chapter 10, Problem 10.6AAC
Summary Introduction
To determine: What is the role of a sales manager in a store selling wireless devices and electronics, design a customer service survey to get customers’ views about sales associates, product quality, and customer loyalty?
Introduction/case summary (question specific): Organizations conduct customer surveys periodically with the aim of getting customers’ views in order to improve product and service quality. Different types of questions such as multiple choice, scale and open-ended questions are included in a survey questionnaire.
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Chapter 10 Solutions
Bundle: Essentials of Business Communication, 11th + MindTap Business Communication, 1 term (6 months) Printed Access Card
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Similar questions
- Secondary data for marketing research can also be described as: a. Data collected from a survey b. Data collected from respondents c. Data previously compiled for some purposes other than the current study d. Unrefined dataarrow_forwardDescribe the steps involved in conducting a marketing research project, and the purpose of each. (Steps listed are from the MKTG12:Principles of Marketing book) Step one: Identify and formulate the opportunity or problem. Step two: Research design and gather secondary data. Step three: Specify the sampling procedures. Step four: Collect primary data. Step five: Analyze the data. Step six: Prepare and present the report. Step seven: Follow uparrow_forwardWhich one of the following types of research would be chosen if a company needs to conduct problem-identification research? Select one: a.Segmentation research b.Product research c.Pricing research d.Image researcharrow_forward
- 1. Discuss the real value of marketing research and marketing information and how that value is attained. 2. Discuss the sources of internal data and the advantages and disadvantaged associated with this data. 3. Explain the role of secondary data in gathering customer insights. Where do marketers obtain secondary data, and what are the potential problems in using such data? 4. What are the advantages of web-based survey research over traditional survey research? 5. Conduct a web-based survey to at least 20 college students from different universities to learn what services their university could offer to better meet student needs.arrow_forwardThe Chief Marketing Officer of a large coffee company, Farbucks, wants to betterunderstand their customers in order to come up with a new product called “Fan’sFavorite of the month”. What will be the research plan you will create for this purpose?arrow_forwardYour company recently launched a new “dry” shampoo. Although initial sales were strong, they have steadily declined over the last year and a half. You have decided to conduct further market research, but first, you have to define the research problem. Prepare a short report that clearly and fully defines the research problem for your productarrow_forward
- n class we discussed qualitative and quantitative market research. Which of the following are examples of qualitative market research? Remember, in market research we are talking directly with people who have or might purchase our product. (Select all answers which apply.) Group of answer choices A phone survey. Going into someone's home and having them show you where they use your product while discussing what they use it for. A focus group. Analyzing data from the company's data vault. Reading books about the market in a library.arrow_forwardWhich step is considered crucial to the marketing research process because it identifies the questions that must be answered? a. Setting objectives and research needs b. Designing the research project c. Collecting data d. Analyzing and interpreting the data e. Developing and implementing the action planarrow_forwardDefine and give example of the following term 1.positivism in Research 2.interpretivism in research 3. critical realism 4. quantitative research 5. qualitative research 6. Data colletion 7.Data analysis 8. Population 9. samplingarrow_forward
- “The problem definition stage is perhaps more critical in the research process than the problem solution stage.” Discuss this statement.arrow_forwardWhy does research data need to be organized before it can be analyzed? What is the value of data editing (data cleaning) in marketing research?arrow_forwardPlease read the following mini-case on Research Design at LSPMA. Why do political organizations need marketing research conducted by LSPMA? What is the relationship between marketing research conducted by LSPMA and identifying the needs and wants of specific market segments? Why would a business rely on a marketing research firm that is heavily into political polling? View at least one (1) other post and respond to the post in at least 1-2 paragraphs. Choose one or more of the following ways to respond: Share specifically what you relate to regarding your colleague's post on LSPMA's marketing research efforts in the political arena. Offer specific suggestions or insights from your perspective as a marketer with respect to the company's market research and specific market segments. Also, highlight what you have learned about market research from this and your post on this subject.arrow_forward
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