Southwest Airlines Professional Communications Certification Practice Exam

What type of research survey is John conducting by sending out a customer satisfaction survey to past customers?

1. Qualitative research

2. Normative survey research

3. Descriptive research

4. Experimental research

The correct answer is: Normative survey research

The type of research survey that John is conducting by sending out a customer satisfaction survey to past customers is descriptive research. This approach is focused on measuring and describing the characteristics of a population or phenomenon. In this case, the survey aims to gather information about customer satisfaction, which is a metric that can be quantified and analyzed to draw insights regarding customers' experiences and opinions about a service or product. Descriptive research typically involves collecting data to provide a snapshot of the current situation, making it ideal for understanding trends, preferences, and behaviors within a particular group, such as past customers in this scenario. This type of research does not manipulate variables or test hypotheses, which differentiates it from experimental research that involves controlling conditions to establish cause-and-effect relationships. By employing descriptive research methods through a survey, John is able to aggregate and analyze customer feedback, which will help in understanding overall satisfaction levels and identifying any specific areas for improvement, thus providing valuable information to enhance future customer experiences.