Stakeholder preference and stated vs derived importance satisfaction research

This paper presents a case study that reveals how stakeholders in the research process, by recommending specific data collection and analytical techniques, exert significant ‘hidden’ influence on the decisions made on the basis of market research findings.

Stakeholder preference and stated vs derived importance satisfaction research

Steven J. Greenland

Swinburne University of Technology, Australia

Ian A. Combe and Andrew M. Farrell

Aston Business School, UK

Introduction

This paper reports a real-life case study involving a substantial customer satisfaction research initiative undertaken by an international bank and an international market research agency. The research makes two key contributions. First, it addresses a significant knowledge gap concerning stakeholder methodological preferences and their potential impact upon market research outcomes. Second, it informs the ongoing debate regarding the use of stated versus derived importance measures in satisfaction evaluation. To...

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