A brokerage firm was concerned with its declining number of customers and decided to conduct descriptive research using an online survey. The major objective was to find out the reasons for using a particular brokerage firm and to determine the importance of customer service. Please evaluate the following questions that appeared on the online survey: We are doing a survey on attitudes toward brokerage firms. Could you please answer the following questions? Thank you.
1. Have you invested any money in the stock market?
–¡ Yes
–¡ No
[If respondent clicks "no" survey is terminated]
2. Do you manage your own invesunents, or do you go to a brokerage firm?
–¡ Manage own investments
–¡ Go to brokerage firm
[If respondent clicks "manage own investments" survey is terminated]
3. How satisfied are you with your brokerage firm?

4. How important is personal service to you?

5. Which of the following reasons is the most important in choosing a particular firm?
–¡ The commission charged by the firm
–¡ The personal service
–¡ The return on investment
–¡ The investment counseling
6. Approximately how long have you been investing through the broker¬age firm you are currendy using?
–¡ about 3 months–¡ about 9 months
–¡ about 6 months–¡ about 1 year or more
7. How much capital do you have invested?
–¡ $500-$750–¡ $1,000-$1,500
–¡ $750-$l,000–¡ $1,500 or more
Thank you for your cooperation.

Transcribed Image Text:

Very Neither Satisfied Very Satisfied Satisfied nor Dissatisfied Dissatisfied Dissatisfied Very Important Important Not Particularly Important Not at AI Important