Question: Learning Objectives: Show how customer research information can and should be used for services. Discussion: Compare and contrast the types of research that help a

Learning Objectives:

Show how customer research information can and should be used for services.

Discussion:

Compare and contrast the types of research that help a company identify common failure points. Which of the types do you think produces better information? Why?

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4. Compare and contrast the types of research that help a company identify common failure points (see column 2 in Exhibit 5.1). Which of the types do you think produces better information? Why?

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