SwissAir made some unwise investments to pay for a planned expansion.As a result,the company had to make some cost-cutting moves that alienated its customers.Eventually the company declared bankruptcy,regrouped,and found itself able to resume business.Its board of directors announced the company would resume flying within the next two years if it could prove the airline could regain at least 75 percent of its lost customers.It decided to allot $50,000 to determine the probability that its former customers would fly on the airline again and what methods requiring little or no money could be used to increase that probability.Which of the following two methods are low-cost research methods SwissAir could use to reach its research objectives?
A) Critical incident studies and lost customer research
B) Future expectations research and lost customer research
C) Complaint solicitation and service expectation meetings and reviews
D) Database marketing research and customer panels
E) Customer panels and complaint solicitation

Question

Quizplus · Accepted Answer

Critical incident studies and lost customer research are both low-cost research methods that can help SwissAir determine why customers stopped using their services and what can be done to bring them back. Future expectations research may involve costly market surveys, while complaint solicitation and service expectation meetings and reviews may require a significant investment in time and resources. Database marketing research and customer panels may also be costly and time-consuming.

SwissAir Made Some Unwise Investments to Pay for a Planned