COMMERCE 2MA3 Lecture Notes - Lecture 4: Decision Support System, Trend Analysis, Ethnography
13 May 2016
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Document Summary
Research is an essential component to effective customer satisfaction and customer relationship programs. Size and firm of research often tied to corporate structure]many firms outsource research needs. Firms often focus on tracking satisfaction levels of current customers. Also analyze partial or complete dissatisfaction to identify problem areas that need attention. Process of selecting survey respondents or research participants. Sample that gives every member of the population a chance of being selected. Sample that involves personal judgment somewhere in the process. Researchers view the overt actions of subjects being studied. Observational research method developed by social anthropologists in which customers are observed in their natural setting and their behaviour is interpreted based on an understanding of social and cultural characteristics, a. k. a. ethnography or going native . Researchers must ask questions to get info on attitudes, motives, and opinions. Follow same basic steps as for domestic marketing research. Researchers must be aware of cultural and legal environments.
