AMA handbook for customer satisfaction

Front Cover
American Marketing Association, 1994 - Business & Economics - 231 pages
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Unlock the secrets to planning and implementing a comprehensive customer satisfaction program with this easy-to-apply introduction to the principles of customer satisfaction research. Step-by-step guidelines and dozens of examples from Burger King, Baxter Healthcare Corporation, and more.

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Contents

Qualitative and Quantitative Research
25
Mail or Telephone Survey?
61
Designing the Questionnaire
71
Copyright

5 other sections not shown

Common terms and phrases