Outside research firm to conduct customer satisfaction

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Reference no: EM132036578

Your company is considering hiring an outside research firm to conduct customer satisfaction research for a well-known company with a 20% market share. One firm recommends an Internet survey, with invitations to participate sent out via e-mail. Another advises using a mall-intercept survey. Your manager has asked you to decide which one to use. Provide one argument in favor of each type of survey for this purpose. Which one do you choose? Why?

Reference no: EM132036578

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