comm - Ganim Nora Barnes, senior fellow, Society for New...

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http://www.centredaily.com/business/technology/story/541360.html What questions can be raised about the study and the way in which it was reported? Write a good 200-word paragraph or so. This study looks at the growing trend to research customer service before deciding on a brand. Three hundred consumers were surveyed on how customer care influences brand reputation. They found that “81% believe that blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer care, but less than 33% believe that businesses take customers' opinions seriously.” They also found that 74% choose companies or brands based on others' customer care experiences shared online. "This study indicates that there is a growing group of highly desirable consumers using social media to research companies: 25- to 55-years old, college-educated, earning $100,000+ - a very powerful group in terms of buying behavior," said Dr.
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Unformatted text preview: Ganim Nora Barnes, senior fellow, Society for New Communications Research. It is very interesting to me that the participants of the study find these online outlets to be useful in giving consumers a voice but they dont feel that businesses are listening to that voice. A possible problem with this study is that they admit the participants are active internet users already so the validity of the study is questionable. Another issue is that the study was sponsored by a company whose business it is to help other companies take good care of their customers. It seems like a massive conflict of interest to have a study find that consumers care about a companys customer service when the sponsor of that study makes their money from helping other companies with customer service interactions. The article never tells you the actual age range of the 300 participants but simply implies that they are 25-55 among other things....
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This note was uploaded on 02/23/2012 for the course POSI 1310 taught by Professor Arnold during the Fall '08 term at Texas State.

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