Date: Nov 3, 2009
Time: 6:30-9:20pm
Classroom: TR-510
Class Notes (updated)
Agenda:
6:00-6:30pm
Early bird session: group discussion on how does AC Nielson become the leading marketing research company?
All teams are required to come up with answers to those questions given and share your findings in the class.
6:30-7:00pm ZIBA Design, a design company who is excellent at capturing customer insight as well as creating values for its customers.
7:00-8:20pm Managing Marketing Information
8:30-9:20pm Case Discussion
Enterprise Rent-A-Car, Measuring Service Survey
Questions to Discuss:
1. Analyze Enterprise's Service Quality Survey. What information is it trying to gather? What are it's research objectives?
2. What decision has Enterprise made with regard to primary data collection-research approach, contact methods, sampling plan, and research instruments?
3. In addition to or instead of the mail survey, what other means could Enterprise use to gather customer satisfaction information?
4. What specific recommendations would you make to Enterprise to improve the response rate and the timelines of feedback from the process?
Homework for individual (via email and due by 6:30pm, Nov 4)
8:30-9:20pm Case Discussion
Enterprise Rent-A-Car, Measuring Service Survey
Questions to Discuss:
1. Analyze Enterprise's Service Quality Survey. What information is it trying to gather? What are it's research objectives?
2. What decision has Enterprise made with regard to primary data collection-research approach, contact methods, sampling plan, and research instruments?
3. In addition to or instead of the mail survey, what other means could Enterprise use to gather customer satisfaction information?
4. What specific recommendations would you make to Enterprise to improve the response rate and the timelines of feedback from the process?
Homework for individual (via email and due by 6:30pm, Nov 4)
What specific recommendations would you make to Enterprise to improve the response rate and the timelines of feedback from the process?
AC Nielson is a well known market survey and research company as its survey and research results are mostly used or quoted by most media and corporates. Why, like ZIBA Design, what AC Nielson cares, peolpe and organizations care too. But why does AC Nielson know the insight of customer's needs and wants? Let's find it out.
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