Research Methods
Angelica Newman
RES/351
April 13, 2015
Lydia Kane
Research Methods
Berry’s Bug Blaster established itself in the pest extermination industry in the Dallas/Ft. Worth area in 2005. The company started in 2005 with a net loss of $380.65. Over the course of the next two years, Berry’s Bug Blaster saw a substantial increase in net income which was viewed as a financial success. In 2008, Berry’s Bug Blaster saw a loss of $275,861.05 in net income leading the company to look into why the company is losing money.
Businesses must be aware of their position in the marketplace and the condition of their competitors to remain competitive. Business research is essential in the pursuit of knowledge related to the company's products, services, and customer experiences. Qualitative data from sources such as Dun and Bradstreet be instrumental in providing "data from over 30,000 sources and put it through their rigorous process. The collection of data provides one clear picture of a business universe with de-duplicated records, additional company and contact information, and related businesses linked in corporate families.” (Dun & Bradstreet. (n.d.))
Customer surveys can be a way to collect quantitative and qualitative data from current, as well as prospective customers. Berry's Bug Blaster could add a verbal customer satisfaction survey through a third party to collect data pertinent throughout the customer experience. A customer survey may show satisfied customers. Prospective customers surveyed through a customer panel can provide much needed feedback into why this group has not selected Berry's Bug Blaster as their pest control service. The panel presented with the website and sample of Berry's Bug Blaster's marketing materials. The prospective customers may discover the company’s issues in the details. This panel may report they are unlikely to use Berry’s Bug Blasters because perception of the business is that it is careless and sloppy which may carry over into their work. Lack of intranet security has lead to the exposure of confidential financial information.