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.
- 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.
- Why is timing so important in customer satisfaction research?
- Describe the survey tactics suggested by David Trice in the article and how following these tactics can lead to better results.