Enterprise has decided that primary data collection is a very important part of their marketing scheme,to be used by them in order to address the specific issue in which they had an interest. And they clearly wanted to control the research method used to gather information which would probably not be shared and so gain them an information advantage over their competitors.
The research approach was to gather facts that they would need to make important and relevant marketing decisions. Enterprise thought that using the mailing system for their exploratory research was an advantageous way of bettering the competition.
With regards to its sampling plan Enterprise randomly chose clients and encouraged them to reply by using a postage-paid return envelope.
The research instrument used was in questionnaire form ,this would provide relevant and subjective data which would be focused on ways to improve customer service and would also assist in knowing how to keep old customers and help in attracting new ones.
Enterprise in their Service Quality Survey was attempting to asses how they were viewed by the public,in what ways they can improve their service and also what criticisms there were about their company.Their interest was also in methods used to contact them ,their accessibility to the public ,the efficiency of their service and the image of their public relations personnel.
The Research paper on Health Service Strategic Marketing
In the case of study “Missed Opportunity” there is a character by the name of Susan Daniels. Ms. Davis is the top marketing officer of Briarwood Medical Center, there she is trying to secure to billboards located on the premises. This is a prize location because the billboards panels are located on the main traffic strip. The panels will provide countless opportunities to market the medical center ...
Their capability in meeting custom’s needs at the moment ,how satisfied were customers and customers willingness to return to the company when its service was needed.
Enterprise’s research objective was to improve its service to the customer to such a level so as to gain a larger share of the market and be the best and most sort after company in that area of rentals.