Which of the following research methods provides feedback on soft measures?

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Research data can be placed into two broad categories: quantitative or qualitative.

Quantitative data are used when a researcher is trying to quantify a problem, or address the "what" or "how many" aspects of a research question. It is data that can either be counted or compared on a numeric scale. For example, it could be the number of first year students at Macalester, or the ratings on a scale of 1-4 of the quality of food served at Cafe Mac. This data are usually gathered using instruments, such as a questionnaire which includes a ratings scale or a thermometer to collect weather data. Statistical analysis software, such as SPSS, is often used to analyze quantitative data.

Qualitative data describes qualities or characteristics. It is collected using questionnaires, interviews, or observation, and frequently appears in narrative form. For example, it could be notes taken during a focus group on the quality of the food at Cafe Mac, or responses from an open-ended questionnaire. Qualitative data may be difficult to precisely measure and analyze. The data may be in the form of descriptive words that can be examined for patterns or meaning, sometimes through the use of coding. Coding allows the researcher to categorize qualitative data to identify themes that correspond with the research questions and to perform quantitative analysis.

Soft and Hard Measures of Service QualitySoft standards and measuresoSoft standards and measures of service quality are those thatcannot easily be observed and must be collected by talking tocustomers, or employees.oSoft measures provide direction, guidance and feedback toemployees in ways to achieve customer satisfaction and can bequantified by measuring customer perceptions and beliefs.oSERVQUAL is an example of a sophisticated soft measurementsystem.oPossible techniques of soft standards and measures:Analysis of customers’ complaintsGuest surveys used by hotelsOngoing surveys of account holders by telephone or postCustomer advisory panels to offer feedback and adviceon service performanceEmployee surveys and panels to determine perceptions ofthe quality of service delivered to customers on specificdimensions, barriers to better service and suggestions forimprovements.Focus-group interviews, conducted separately with bothcustomers and customer-contact employees to studyqualitative issues in depth“Mystery shopping” of service providers to measure theservice behaviour of individual employees (this research

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Which of the following research methods provides feedback on soft measures?

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