I bought a car this August, and every week I get an e-mail from the company to r

Question

I bought a car this August, and every week I get an e-mail from the company to review and rate my buying experience with them, yet I always delete the e-mails. I mention the car company because they are the most aggressive with their marketing research efforts, but I always ignore such e-mails. The reason I ignore them is because I feel that it is a waste of time. You mention 'once individuals have chosen to take your review', and considering my attitude towards such marketing research efforts, it pushes me to reflect on the statement written by Robertshaw (2007) who mentions "atypical participants". An atypical participant is an individual who is electing to participate in marketing research, and are considered to reflect the general population. So wit that said, do you think with such personality and attitude differences such as that between myself and an atypical participant, can really create reliable results that reflect the majority?

Explanation / Answer

See in given problem information there two types of customers.

1) Those who want to participate in Review & Feedback process

2) Those who dont want to participate in Review & Feedback process

First up all the we will see the objectives of this review process.

1) To know the Satisfaction level customer

2) To know customers expectations

3) To understand the buying experience of customer

4) To know the price comparison of our product with competitors products.

etc

Now all objectives which are mentioned above , for getting results on above objectives whether achieved or not for this we dont need exactly 100 % data.But at least 75 to 80 % data is important.For getting reliable results data is very important.

Here it has been mentioned in problem that 50 % data is available form customer from total population .So for such cases we can generate a results.But that will be the reliable data for decision making .

So data is very important for proper decision making & understanding the root cause of the problem if any.

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