If you own a small advertising agency and have limited funding and even less time to spend on service marketing research,which of the following types of research would you be LEAST likely to use?
A) Process checkpoint evaluations
B) Future expectations research
C) Trailer calls
D) Critical incidents studies
E) Complaint solicitations

Question

Quizplus · Accepted Answer

Future expectations research is a type of research that is focused on understanding what customers may need in the future. As a small advertising agency with limited funding and time, it is more practical to focus on immediate customer needs instead of spending resources on predicting future needs. The other options (A, C, D, E) are all research methods that can provide valuable insights into a company's service marketing and customer satisfaction levels. Process checkpoint evaluations can help identify areas of improvement in the service delivery process, trailer calls can provide feedback on customer experiences, critical incidents studies can identify specific incidents that are negatively affecting customer satisfaction, and complaint solicitations can help address and resolve customer complaints.

If You Own a Small Advertising Agency and Have Limited