Surveys are a common 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 is an example of a customer 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.

3. Design a survey to help the retailer improve customer service. (You may find it beneficial to work with the retailer and actually administer the survey to customers.

Prepare a report of the survey results.)

4. Present your findings to the class.

Transcribed Image Text:

To help us to serve you better, please take a few minutes to answer the following questions. Your opinions are important to us. 1. Do you live/work in the area? (Circle one or both if they apply.) 2. Why did you choose us? (Circle all that apply.) Close to home Quality Close to work Full-service photography shop Other Convenience Good service 3. How did you learn about us? (Circle one.) Newspaper Flyer/coupon Customer Survey Passing by Recommended by someone Other 4. How frequently do you have photos printed? (Please estimate.) Times per month Times per year 5. Which aspects of our photography shop do you think need improvement? 6. Our operating hours are from 8:00 a.m. to 7:00 p.m. weekdays and from 9:30 a.m. to 6:00 p.m. Saturdays. We are closed on Sundays and legal holidays. If changes in our operating hours would serve you better, please specify your preferences. 7. Age (Circle one.) Under 25 25-39 40-60 Over 60 Comments: