In today’s society, in order for companies to stay in business and stay competitive, frequently collecting fresh insights into what customers need and want is a must. These customer insights become the basis for creating customer value and relationships. Recently, I received a phone call from TD Canada Trust and participated in a marketing research for the collection of Primary Data. This was actually my first time participating in a telephone survey like this, as most of the time I would simply hang up on them, but after taking a couple of marketing classes, I decided to give them a chance to collect their information. Throughout the entire interview, the lady asked me provide a rating between one to five for a series of questions regarding their service and whether they were meeting my expectations. To be honest, I found the process a little bit irritating as it progressed because I found some of the questions repetitive, concerning mostly the same topics. Although the use of telephone interview provides efficiency and creates a good control of sample, due to the format of their questionnaire, that does not require much explaining, I think online questionnaires would be more suitable.
On a side note, I saw an older ad by Dr.Pepsi that was rather amusing.