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Anna Johnson is president of a bank with several branches. Anna has been exploring the impact of service satisfaction with bank performance and is convinced that she can improve the bank’s financial performance if she can improve customer satisfaction. She has been contemplating a proposal from the marketing research firm, Business Insights, to start a program of improving customer satisfaction. Business Insights has recommended a survey of bank customers to establish gaps in service as perceived by the customers. Anna knows that the bank has a list of all the customers and that this information is on an electronic database complete with mailing addresses and, for those having Internet service, email addresses. At the next meeting, Anna expresses concern that sending a questionnaire to all bank customers is an inconvenience to the customers and she does not want to create more hassles for them.
Assume that you are a consultant for Business Insights. Which sample size and sample method would you suggest to Anna for this project? What would be your methodology to assess the issue of missing data and, if necessary, correct it? What types of questions would you include in the survey? What measurement scales would you use to measure the level of customer satisfaction? How would you evaluate the validity and reliability of the measurement scales used in the survey?
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