Firms are able to gain a better understanding of customers' service expectations by using quantitative and qualitative market
Blank
______ which can be extensive and expensive.

Question

Firms are able to gain a better understanding of customers' service expectations by using quantitative and qualitative market 
Blank
______ which can be extensive and expensive.

BlackTom AI · Accepted Answer

When evaluating how firms gain a better understanding of customers' service expectations, we need to consider which term best fits the context of using both quantitative and qualitative approaches. 
Option 1: 'forces' — This word is typically used to describe drivers or pressures, not a deliberate method of gathering information. It does not align with the idea of a systematic approach that combines numbers and descriptive insights. 
Option 2: 'guesses' — While guesses involve estimating, they do not reflect an organized research process that uses data collection and analysis; this would be the opposite of a structured approach and would be unreliable for setting service expectations. 
Option 3: 'research' — This is the most fitting choice. Quantitative research (numerical data, surveys, metrics) and qualitative research (interviews, open-ended feedback) together form a comprehensive research program. Such research can indeed be extensive and expensive, but it yields deeper insights into what customers expect from service. 
Option 4: 'experience' — Experience refers to knowledge gained over time, which may inform expectations, but it does not inherently describe a formal process that combines quantitative and qualitative methods. It lacks the methodological emphasis implied by the prompt. 
Therefore, among the options, the combination of both quantitative and qualitative methods is best described as 'research,' recognizing that a rigorous research program can be extensive and costly while providing robust understanding of customer service expectations.

Firms are able to gain a better understanding of customers' service expectations by using quantitative and qualitative market Blank ______ which can be extensive and expensive.

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