|
Situation:
|
The company wished to improve the effectiveness of its repair and maintenance services for central air conditioning.
|
|
Method:
|
A random sample of the customer base was developed for a telephone survey. Respondents were screened for having central air conditioning and undertaking repair, service and maintenance work within the past six months.
|
|
Outcome:
|
The study determined the potential market size for the service, the attributes of competing companies, and the demand for the service at what price.
|
