Belk has a chain of department stores across the South. Top management requires that each store manager

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Belk has a chain of department stores across the South. Top management requires that each store manager collect, maintain, and respond to customer complaints (emails, letters, calls, etc.). Each store manager is supposed to keep a list of complaints that have been received. Top management is considering establishing a more formalized method of monitoring and evaluating the responses managers give to the complaints.

They want some information that will tell them whether they need to develop such a formalized program, or whether they can leave well enough alone and continue allowing managers to use their discretion in handling the complaints. They want to review a sample of these complaints and managers’ responses to them.

a. What sampling plan should be used? b. Why?

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Marketing Research

ISBN: 9780134895123

9th Edition

Authors: Alvin C. Burns, Ann F. Veeck

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