Exam 5: Listening to Customers Through Research

One of the biggest challenges facing a marketing researcher is converting a complex set of data into a form that can be read and understood quickly by executives,managers,and other employees who will make decisions from the research.

Trailer calls are also called:

One of the most useful forms of analysis in marketing research is the _____,which combines information about customer perceptions and importance ratings.

One benefit of _____ is that it identifies failure points and common problems in the service and can help establish an early-warning system for future defectors.

US Franchise System,Inc.(USFS)franchises its brand names such as Microtel Inns & Suites,Hawthorn Suites and Best Inns to independent hotel owners and operators.Every three months,employees from a different franchise overseen by USFS conduct customer satisfaction telephone surveys.Among the employees who regularly participate in the survey process are senior managers,who are trained and certified to conduct survey interviews.Which type of interaction activity is USFS using to improve upward communication?