Agree/Disagree and Why?

Question: tasked with locating, reviewing, and sharing a critique of a survey, or a few questions and/or items on a survey, that assess one of three important areas ofmarketing research: 1) Customer Acquisition, 2) Customer Satisfaction, and 3) Customer Retention.Note: the last two, Customer Satisfaction and CustomerRetention, will probably be more feasible to study in thespan of an eight week term).Finally, please conduct your reviews/critiques in the context of key concepts mentioned in chapter 3 of our text and in Beall's "Strategic Market Research."

Answer:

Marketing research is the method organizations use to seek new information towards expanding their business. When data is unavailable within internal (secondary) data sources, seeking new data to inform their strategy is required. The pursuit of primary data sources to glean additional opportunities is accomplished through focus groups, direct observations, experiments, and surveys. Common concerns with acquiring new data are its accuracy, costs, and collection methods (Ferrell & Hartline, 2014).

In researching different survey types, I found a portion of a survey, which includes questions relating to customer satisfaction, acquisition, and customer retention for Nike (Shmula LLC, 2011).

START FINISH No Very influence strong at all Neutral influence 1 2 3 4 5 F 8 9 10 Thinking about your retail store experiences in general, how strongly does being greeted influence you purchase decision. (0 = No influence at all; 10 = Very strong influence) Please share any comments on how you would like to be greeted on your next visit. Back NextSTART FINISH Not At All Likely Neutral Extremely Likely 1 2 3 4 5 6 7 B 9 10 How likely are you to purchase again at a Nike Retail Store? Not At All Likely Neutral Extremely Likely 0 1 2 3 4 5 6 7 10 How likely are you to recommend a Nike Retail Store to a friend or family member? Back Next