1. What decisions has Enterprise made with regard to primary data collection—research approach, contact methods, sampling plan, and research instruments?
2. In addition to or instead of the mail survey, what other means could Enterprise use to gather customer satisfaction information?
3. What specific recommendations would you make to Enterprise to improve the response rate and the timeliness of feedback from the process?

Kevin Kirkman wheeled his shiny blue BMW coupe into his driveway, put the gearshift into park, set the parking brake, and got out to check his mailbox as he did every day when he returned home. As he flipped through the deluge of catalogs and credit card offers, he noticed a letter from Enterprise Rent-A-Car. He wondered why Enterprise would be writing him.