AMA Handbook for Customer Satisfaction

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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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Qualitative and Quantitative Research
Mail or Telephone Survey?
Designing the Questionnaire

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