Marketing Research

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The assessment for this module is individual coursework. You are required to complete a written report which presents the results from a survey, and discusses the strengths and limitations of using quantitative and qualitative research methods.
Complete a survey analysis using SERVQUAL and SPSS
• We will present you with a research issue and a survey method for gathering some preliminary data.
• This will be based on a survey methodology called SERVQUAL which is a popular marketing research questionnaire based method for measuring customer satisfaction.
• Data from the survey will be input using SPSS (computer software statistical package for social sciences).

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