Business Research Methods 12th Edition by Donald Cooper,Pamela Schindler

Exercise 11

As competition for a scarcer dollar increases, an increasing number of companies are taking action by fostering customer-centric cultures that enhance satisfaction and drive bottom-line profitability. Research reveals that 96 percent of companies are leveraging voice-of-consumer data (VoC) in some way to improve business performance. Companies now expect to achieve substantial improvements in customer retention and top-line growth from these targeted customer programs. If you wanted to know what kind of VoC programs were being used and which were effective or ineffective, what type of survey would you design and why