QUESTIONS CASE $1$

Review the customer satisfaction information. Does it make sense? Why$/$why not?

Given these research results and the other information in the case, what advice would you give this firm?

Which of the above metrics did you find helpful? Which did you ignore?

What other information would have been helpful?

QUESTIONS CASE $2$

What problems are evident with this research and questionnaire design?

What recommendations do you have to help improve it$?$

Is this research worth conducting in its current design$/$structure$?$

This type of research $($of a potential new product$)$ is known as a concept test. How valuable would obtaining this information $($assuming a better structure$/$design questionnaire$)$ be for a firm?

What would be the risks$/$limitations of concept test research?