Customer Surveys (Chapter 1)

Quirk’s had an interesting article by David Trice entitled “Why conventional customer surveys create a false sense of security.” I found it interesting and thought it might be a good way to introduce marketing research. It could stimulate a discussion on why marketing research is important and how the research is conducted is important in how useful the data, information, and insights are to decision makers.

Discussion Questions:

  1. Explain the concepts of net promoter score (NPS), customer effort score (CES), and customer satisfaction score. Describe how each is measured and the problems or challenges in measuring each score.
  2. Why is timing so important in customer satisfaction research?
  3. Describe the survey tactics suggested by David Trice in the article and how following these tactics can lead to better results.

About Dr. Donald Baack

Co-author of textbook.
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