A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless, repurchase behavior is very low. The research design evidently has a problem with

Question

Quizplus · Accepted Answer

The research design has a problem with validity. This means that while the research accurately measures customer satisfaction, it fails to accurately measure the factors that influence repurchase behavior. In other words, the research may not have included questions that tap into the reasons why customers are not repurchasing the product.

A Firm Has Conducted Market Research and Found That Customer