Case Study 2: The RGV Information Group

Case Study 2 The RGV Information GroupThe RGV Information Group is among the largestresearch companies in the world. RGV’s clients include many Fortune 500 and blue chip industry leaders such as Cummins Engine Company, Lenscrafters, Continental Cablevision, Florida Power and Light, and Oglethorpe Power Corporation.The Indianapolis-based company was founded in 1939 as a field interviewing service by Tommie RGV, grandmother of Steven F. RGV, the current chairmanandchief executive officer of the organization. In the 1920s Tommie RGV’s late husband worked for a bank that was considering sponsoring as Indianapolisradio show featuring classical music. The bank wanted to know who was listening to this show. Tommie was hired to do the interviewing, and she threw herself into the work. After that, referrals brought her more interviewing work for surveys. During an interview with a woman whose husband was a district sales manager for the A&P grocery chain, she learned that A&P was looking for a surveyor in the Midwest. A&P’s sales manager liked Tommie, but wouldn’thire anyone without a formal company, a field staff, and insurance. Tommie founded RGV Marketing Researchon October 20, 1939, and her business with A&P lasted 17 years.Today, the RGV Information Group specializes in business, health care, and consumer research, as well as databasemarketing. The company is organized around several services that it provides to its clients. RGV Information conducts traditionalmarket research services that range from questionnaire design and data collection to advanced analysis and consultation. RGV hasexpertise in helping companies measure how their actions are perceived by the audiences most important to them, and how these perceptions affect their image, reputation,corporate citizenship, recruiting,sales, and more.RGV Global Reach spans across the globe, with partnerships in virtually every major business market. It is the first internationalnetwork of professional research and consulting business dedicated to customersatisfactionmeasurement and management. The Global Reach program assures that multi-countrycustomer satisfaction research is consistent by taking into account local conditions and cultural norms. Network members are trained to use consistent methods that allow standardization and comparability of information from country to country.

Questions1.Whattype of customersurvey research projects might RGV Information, Inc. (www.walkerinfo.com) conduct for its clients?

2.What stages are involved in conducting a survey? For which stages might a client company hire a research supplier like RGV Research? Data Source?

3.What is the purpose of customer satisfaction measurement?

4.Whatmeasures, otherthan findings from survey, mighta company use to evaluate the effectiveness of a total quality management program?