Please read the “Market Research in Action” case analysis “The Role of Employees in Developing a Customer Satisfaction Program” on Pages 334 -336 – (Attached). Respond to the four questions at the end of the case. Note that the case mentions a database of responses in SPSS format available at the publisher’s website. You do not need to use this database to answer the questions in the case. All the information you need to answer the questions is available in the textbook. The minimum length of the total submission should be 300 words.
Hair, J. F., Jr., Wolfinbarger Celsi, M., Ortinau, D. J. & Bush, R. P. (2013). Essentials of marketing research (3rd ed.). New York, NY: McGraw-Hill.