ABSTRACT
This chapter focuses on some of the ways in which ones' might obtain feedback from customer groups and measure the levels of satisfaction that exist. The purpose of a management information system is straightforward. Quite simply, it is designed to provide managers with the information they need to make decisions more effectively. The ultimate test of any information system must be the extent to which it contributes to the decision making process and helps managers to make better, faster and more informed decisions. The information that it contains must therefore be updated regularly, be easily accessible and in a form that managers find user friendly. The best known of the formal methods are small discussion groups, evaluation cards and questionnaire-based customer surveys; suggestion boxes, however good and cheap they might appear as a way of getting feedback from customers, only rarely prove to be worthwhile. Discussion groups are a well-established part of any market researcher's tool kit.
