It is important that a business understand the factors to business growth and improving customer satisfaction is the key. Many organizations should always look into developing a research study to continue to improve its customer satisfaction. The research study uses feedback from the focus group and customer satisfaction surveys. The purpose of the survey is to close the gap between the organization and its consumers. An important question to ask is “How satisfied are the customers?” The business has to understand what is important to the consumer. The research study focuses on who, what, when, and where. Improving customer service sends a message to the customer of respect and appreciation of his or her business, and the business it focused on staying abreast to his or her needs. ABC auto manufacturer has been successful for the past 80 years. Unfortunately, as the years progressed the average age of its customers has been more than 50 since 1990, and logic dictates that the consumer base organically will shrink. ABC autos are high-end with an average cost in excess of $50,000. ABC auto Management has decided the target market for this automobile will be adults in the age range of 35 to 45 years if ABC will survive. The next step for ABC is to create a business research plan to accomplish its goals. Management needs to formulate a plan to attract customers in the age range of 35 to 50 to expand its customer basis and increase profits. ABC has modified the physical design and performance attributes of its automobile lineup imitating Cadillac’s approach. Matarazzo (2012) article stated the following: Cadillac, historically popular among older adults, is in the midst of a product renewal dubbed “Cadillac Renaissance” to, in part, court Millennials with the introduction of more youthful products. The new models are primarily the CTS sport sedan and the new ATS, a compact luxury car designed to go head-to-head with the BMW Three Series and the Mercedes-Benz C-Class (Cadillac). Management’s hypotheses based upon an explanatory study linking internal sales reports and consumer age data reports indicate its target customer base does not consider his ir her product as an option when considering purchasing a new vehicle. Based upon the data, management has decided to use celebrity endorsements and more age-appropriate music in its television advertising. The independent variable is the selection of the celebrity and music. The dependent variable is the increase in sales, and the moderating variable is the targeted age group of the new customers. ABC’s management will need to decide which celebrity represents the image and values of the company and who will simultaneously appeal to the target customer. In addition, they will need to select the appropriate music that works with the image of the selected celebrity and the target customer. ABC must decide the process of selection. Implementation of streamlined data collection tools such as cyber-based surveys considering the socio economic status of the target consumer. The process must not be intrusive to the consumer and collected data not shared or obtained through deceptive means. References Matarazzo, N. (2012). iMedia Connection. Retrieved from http://blogs.imediaconnection.com /blog/2012/09/11/it%E2%80%99s-not-your-grandpa%E2%80%99s-cadillac-anymore