In 2000, SwissAir Made Some Unwise Investments to Pay for a Planned

Multiple Choice

In 2000, SwissAir made some unwise investments to pay for a planned expansion. As a result, the company had to make some cost-cutting moves that alienated its customers. Eventually the company declared bankruptcy, regrouped and found itself able to resume business. Its board of directors announced the company would resume flying in the Spring of 2002 if it could prove the airline could regain at least 75 percent of its lost customers. It decided to allot $50,000 to determine the probability that its former customers would fly on the airline again and what methods requiring little or no money could be used to increase that probability. Which of the following two methods are low-cost research methods SwissAir could use to reach its research objectives?

A) Critical incident studies and lost customer research
B) Future expectations research and lost customer research
C) Complaint solicitation and service expectation meetings and reviews
D) Database marketing research and customer panels
E) Customer panels and complaint solicitation