Southwest Airlines Professional Communications Certification Practice Exam

What is the primary focus of normative survey research?

1. Identifying best practices

2. Obtaining customer feedback

3. Developing product lines

4. Analyzing competition

The correct answer is: Obtaining customer feedback

The primary focus of normative survey research is centered on obtaining customer feedback. This type of research is designed to gather insights and opinions from a specific population regarding their attitudes, preferences, and behaviors. By focusing on feedback from customers, researchers can identify trends, areas for improvement, and overall satisfaction with products or services. This method helps organizations understand how their offerings align with customer expectations and desires, allowing for data-driven decision-making in areas such as marketing, customer service, and product development. The findings from normative surveys can inform strategies that enhance customer experiences and foster loyalty. In contrast, identifying best practices involves assessing successful strategies used by others, while developing product lines is about adding new offerings based on market needs identified through various research methods. Analyzing competition focuses on understanding rival businesses and their strategies, which, while important, falls outside the primary goal of normative surveys aimed specifically at gathering customer input.