A car manufacturer is in the process of measuring the satisfaction levels of current new-car buyers with their dealer. The firm is particularly concerned about the objectivity of the marketing research process. Which of the following strategies best illustrates objectivity?
A) Determining customer satisfaction through intensive questioning of five recent car buyers from each dealer
B) Evaluating each dealer based upon the number of phone calls (both complaints and commendations about satisfactory service) to the manufacturer's zone manager
C) Counting the number of cars returned in a recent product recall
D) Mailing the questionnaire to new-car buyers that purchased extended warranties from their dealer
Correct Answer:
Verified
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