The paper 'Telephone Survey Meant for Use in Joes’ Wraps and Subs Survey" is a good example of a marketing case study. Presented is a sample of telephone surveys meant for use in Joes’ Wraps and Subs survey, premeditated by the use of computer-assisted telephone interviewing (CATI) system. The system enhances pronged questioning which is listed herein below (Trullinger Associates 1995). In a commonality of situation, a telephone survey like this one takes an estimated 10 minutes of time: 1. INTRODUCTION. Hello, Ms/Mr ________, this is ________ from Excel Research, Inc. calling as requested by Joe’ s shop. I have been instructed to contact you to source information regarding how Joe’ s shop could make an improvement on its products and services at the shop.
The survey is only going to take just a few minutes. Once you acknowledgment our request, we are going to record your personal details in cassettes besides sending you an Executive Summary of the findings of the survey with regards to the trends in the widget industry Joe’ s shop IF YES: OK, we would start without further delays. I request that you make your answers to the questions I will ask as to be brief.
Go to Number 1 IF IT’ S NO: What time is convenient for you to allow me to call back? (Write down the date and time of the callback, thank and conclude the call) 2. QUESTIONS. I’ ll commence with common questions. Then ask you what are your values which make you select sandwich shops in entirety, not just sandwiches but those made with a tortilla rather than bread. While choosing a sandwich shop in general, may you inform me how imperative how the factors which will be introduced I am yet to list is to you by use of scale to measure the findings which will be 1-10, 1 will be representing NOT IMPORTANT while 10 would represent VERY IMPORTANT? Other factors that will be used in the interview will be REFUSED, NOT APPLICABLE (N/A), REFUSED & DON’ T KNOW. □ If product or services are of high quality □ If prices are fair □ How fast the customer service department solves the client's problems. □ Ease in the process of ordering □ If the products ordered are already in stock □ High-quality after-sale services, marketing, and point-of-sale services □ Ease in process of ordering After that, I would ask you a few questions regarding how regularly you buy meals at Joe’ s shop.
When making orders at the shop.
Bradley, Nigel. Marketing Research. Tools and Techniques. Oxford: Oxford University Press. 2007. Print.
Burns, Bush. Marketing Research. Upper Saddle River: Pearson Education.
Kotler, Philip and Armstrong, Gary. Principles of Marketing. Pearson: Prentice Hall. 2007. Print.
Marder, Eric. The Laws of Choice Predicting Customer Behavior. Oxford: Oxford University Press. 2007. Print.
Trullinger Associates. Customer Satisfaction Surveys. (1995).