CX doesn't rank highly in surveys that ask customers what drives their satisfaction with companies. This finding is somewhat misleading, however, because:
a. customers who are unhappy with companies are more likely to respond to surveys.
b. many of the survey items that rank higher than CX essentially amount to excellent CX.
c. customers who experience bad CX are more likely to spread word-of-mouth than customers who experience great CX.
d. the sample sizes of the surveys are not large enough to be statistically significant.
Question 2
If we were to ask college students, To what extent do they value a college degree?, which type of sample plan would be most appropriate?
a. Any probability sampling plan would be useful.
b. A stratified sample because we would expect the answers to vary by strata: freshmen, sophomore, junior, and senior.
c. A cluster sample because we would expect the answers to vary by cluster: freshmen, sophomore, junior, and senior.
d. An area sample because we would expect the answers to vary by area: freshmen, sophomore, junior, and senior.
e. None of these would be appropriate. In fact, it would be best to use a nonprobability sampling technique.
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