ABSTRACT
An advertiser can learn a lot about customers' perceptions of stores based on a survey. If respondents tell a person that parts availability is the most important reason they shop their client's store, include that in their ads. If consumers between the ages of twenty five and forty four tell a person that knowledgeable counter-people are important, use that information in their advertising campaigns. When a person is changing numbers into a percentage, always remember to divide the smaller number by the bigger number. Numbers will give a person an idea about the end results of their survey. Percentages, however, will be like seeing a fuzzy picture suddenly come into sharp focus. Bar graphs and pie charts will also help the person illustrate the "Customer Story" for their client.
