COMM410

Name: Jingyu Deng

Real-life research 4.1 Steering Midas in the right direction

Questions: 1. We discussed a number of different types of qualitative research in this chapter. What type of research was conducted by Midas? Midas uses individual depth interviews (IDI) to conduct this research. IDI is one-on-one interviews that probe and elicit detailed answers to questions.

2. Could these data have been gathered using other form of qualitative research? If so, which one? Yes, Midas can also use focus group to gather these data. Focus group is a group of 8 to 12 participants who are led by a moderator in an in-depth discussion on one particular topic or concept. Midas can conduct a focus group interview and ask respondents to talk about their auto service experience and their thoughts.

3. How did this form of research facilitate getting buy-in from the franchisees? After reviewing the results of this research project, the franchisees heard what customer said and can compare what they have done for right and for wrong. They can develop a new service protocols and improve its customer service experience.

4. Should quantitative research play a role in the future for Midas? If so, how? Quantitative research should play a role in the future for Midas. Midas need to create a database for its customers, including their demographic information, the satisfaction rate of their service experience, and the level of loyalty to focus those loyal customers and increase its customer retention rate.