July 2005
Intermediate to advanced
272 pages
7h 45m
English
Content preview from Researching Customer Satisfaction and Loyalty
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03Qualitative research
This chapter provides a brief introduction to the exploratory and diagnostic research techniques that are commonly referred to as qualitative research. It examines four different ways of conducting qualitative research to gain a better understanding of customer satisfaction and loyalty.
Know how to listen and you will profit even from those who talk badly.
Plutarch, Greek biographer
WHAT QUALITATIVE RESEARCH IS
Many researchers suggest that the best way to begin an exploration about customer service and loyalty is to conduct some exploratory, small-scale research among customers, lapsed customers and possibly even employees. Many benefits are advocated for support of this approach. The main ones are that the researcher ...
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