Business 12th Edition by William Pride,Robert Hughes,Jack Kapoor

Exercise 4

BUILDING TEAM SKILLS
Surveys are a commonly used tool in marketing research. The information they provide can reduce business risk and facilitate decision making. Retail outlets often survey their customers' wants and needs by distributing comment cards or questionnaires. The following customer survey is an example of a survey that a local photography shop might distribute to its customers.
Assignment
1. Working in teams of three to five, choose a local retailer.
2. Classify the retailer according to the major types of retailers.
3. Design a survey to help the retailer to improve customer service. (You may find it beneficial to work with the retailer and actually administer the survey to the retailer's customers. Prepare a report of the survey results for the retailer.)
4. Present your findings to the class.