Public-opinion polls, customer-satisfaction surveys and targeted survey research assess respondents’ knowledge of current issues, perceptions of institutions, customer satisfaction and responses to specific actions by public and private entities.
These tools can provide trend analysis by monitoring attitudes and opinions over a period of time and can detect early shifts of public concerns or attitudes. Public-opinion polling assists in developing marketing and advertising strategies and in evaluating the effectiveness of those strategies.omer satisfaction and responses to specific actions by public and private entities.
Clients can use this method of research to identify actual or potential customers and measure corporate or brand image as well as customer satisfaction. Survey research and marketing research applications include:
■Service Delivery and Customer Satisfaction Studies
■Job Vacancy Data Collection
■Community Attitude Surveys
■Market Analysis Studies
■Sales Promotion and Impact Studies
■Pre-testing of Marketing and Sales Campaigns