PAUL SZWARC
RESEARCHING
CUSTOMER
SATISFACTION
& LOYALTY
HOW TO FIND OUT WHAT
PEOPLE REALLY THINK
MARKET RESEARCH IN PRACTICE
The Market
Research Society
With over 8,000 members in more than 50 countries, The Market
Research Society (MRS) is the world’s largest international member-
ship organization for professional researchers and others engaged in
(or interested in) marketing, social or opinion research.
It has a diverse membership of individual researchers within agen-
cies, independent consultancies, client-side organizations, and the aca-
demic community, and from all levels of seniority and job functions.
All MRS members agree to comply with the MRS Code of Conduct
(see Appendix 2), which is supported by the Codeline advisory service
and a range of specialist guidelines on best practice.
MRS offers various qualifications and membership grades, as well
as training and professional development resources to support these. It
is the official awarding body in the UK for vocational qualifications in
market research.
MRS is a major supplier of publications and information services,
conferences and seminars and many other meeting and networking
opportunities for researchers.
MRS is ‘the voice of the profession’ in its media relations and public
affairs activities on behalf of professional research practitioners, and
aims to achieve the most favourable climate of opinions and legislative
environment for research.
The Market Research Society (Limited by Guarantee) Company Number
518685
Company Information: Registered office and business address:
15 Northburgh Street, London EC1V 0JR
Telephone: 44 20 7490 4911
Fax: 44 20 7490 0608
e-mail: [email protected]
website:
MARKET RESEARCH IN PRACTICE SERIES
Published in association with The Market Research Society
Consultant Editors: David Barr and Robin J Birn
Kogan Page has joined forces with The Market Research Society (MRS)
to publish this unique series of books designed to cover the latest
developments in market research thinking and practice.
The series provides up-to-date knowledge on the techniques of market
research and customer insight and best practice in implementing
them. It also shows the contribution market research and customer
information management techniques can make to helping organisa-
tions of all kinds in shaping their strategy, structure, customer focus
and value creation.
The series consists of several essential guides that focus on the core
skills developed in the MRS training and qualifications programmes
(). It provides practical advice and case studies on
how to plan, use, act on and follow-up research, and on how to com-
bine it with other sources of information to develop deep insights into
customers.
Fully international in scope of content, its readership is also from all
over the world. The series is designed not only for specialist market
researchers, but also for all those involved in developing and using
deeper insights into their customers — marketers in all disciplines,
