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How Surveys Influence Customers
Management article
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Reference no. F0205A
Authors: Paul M Dholakia (Harvard Business School); Vicki Morwitz (Stern School of Business, New York University)
Published by: Harvard Business Publishing
Published in: "Harvard Business Review", 2002
Length: 4 pages
Topics: Influence; Business ethics; Customer retention; Research methodology; Marketing strategy; Surveys; Judgment
Share a link: https://casecent.re/p/40677
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Abstract

Surveying contented customers just once can increase profitability over the course of a year, surprising new research finds. That may be tempting news to marketers, but beware: Surveying unhappy customers could have the opposite effect.
Thumbnail image for product with reference number 9-505-059
The Harvard Graduate Student Housing Survey
Case
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Reference no. 9-505-059
Subject category: Marketing
Authors: Luc Wathieu (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2005
Version: 13 June 2005
Length: 33 pages
Data source: Field research
Topics: Market research; Demand analysis; Nonprofit marketing; Consumer behavior
View full details
Thumbnail image for product with reference number 9-590-015
Questionnaire Design and Development
Note
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Reference no. 9-590-015
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1990
Version: 13 August 1990
Length: 16 pages
Data source: Generalised experience
Topics: Market research; Polls and surveys; Public opinion
View full details

About

Abstract

Surveying contented customers just once can increase profitability over the course of a year, surprising new research finds. That may be tempting news to marketers, but beware: Surveying unhappy customers could have the opposite effect.

Related

Thumbnail image for product with reference number 9-505-059
The Harvard Graduate Student Housing Survey
Case
-
Reference no. 9-505-059
Subject category: Marketing
Authors: Luc Wathieu (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2005
Version: 13 June 2005
Length: 33 pages
Data source: Field research
Topics: Market research; Demand analysis; Nonprofit marketing; Consumer behavior
View full details
Thumbnail image for product with reference number 9-590-015
Questionnaire Design and Development
Note
-
Reference no. 9-590-015
Subject category: Marketing
Authors: Alvin J Silk (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1990
Version: 13 August 1990
Length: 16 pages
Data source: Generalised experience
Topics: Market research; Polls and surveys; Public opinion
View full details