Methodology
Sample Design and Mail Survey
Four companies that provide services to end or business customers were sponsors of the research study. Questionnaires were mailed to business customer of a computer manufacturer, as well as to end customers of a retail chain, automobile insurer, and life insurer. The sponsoring companies generated mailing lists from their current customer bases. The retail chain. Automobile insurer, and life insurer each provided random samples of 2400 customers. The computer manufacturer provided a larger random sample of 5270 customers, because it wanted to conduct its own detailed, segment-by-segment analysis following the completion of the main study. A total of 12,470 questionnaires were mailed.