Surveys are definitely
the major source of data for market studies in modern businesses.
They're unsurpassed for learning opinions and revealing preferences.
Opinions are varied but are usually about the quality of service
and performance on key measures or attributes of the product or business.
This could include service rep responsiveness, pricing and payment
options, delivery promptness, product quality, respect and courtesy,
and so forth. Customer satisfaction studies, for example, try to
isolate these opinions to measure how well the business is performing,
especially relative to the competition.
Understanding preferences is important because they're usually about new product features, ...