An effective research program should gather information
A) on rates of customer retention.
B) about levels of customer complaints.
C) that is qualitative and quantitative in nature.
D) about the customer's former supplier.

Question

Quizplus · Accepted Answer

An effective research program should gather both qualitative and quantitative information in order to gain a comprehensive understanding of the customer needs and behavior. While A and B may be important pieces of information to gather, they do not encompass the full range of data needed for effective research. Option D is not as relevant since the focus should be on the current customer's needs and preferences, rather than their former supplier.

An Effective Research Program Should Gather Information