Abstract
If you hear the names Enron or WoldCom, what do you think about? The primary images conjured up are of corruption, accounting frauds and so forth. The increase in the number of scandals over the last few years has lead to a great negative feedback from the consumers who have become more concerned by ethical issues. An important part of the business world admits that ethics are now a key issue in every organization. Treating its customers, partners, suppliers, employees and shareholders in a fair and honest manner is now the core of the corporate value. To measure the quality of the product, service or brand image, the firms uses surveys, quantitative research and qualitative research. With these techniques they can measure the customer's need and also measure the brand recognition or image. Firms must be reactive in a global world in order to be able to face to the competitor. It is really important nowadays to know the customers. Understanding why they are interested in a product, what they think about it, and about the price, gauges the customer satisfaction.
