Isabella Bank Institute for Entrepreneurship

Market research isn’t just about crunching numbers – it’s about understanding people. Central Michigan University marketing faculty member Mike Garver is passionate about making complex statistics helpful for real-world business decisions. In June 2024, Garver published "Logistics customer service and customer satisfaction: Importance-based segments for motor carriers" in Transportation Journal. The article takes a deep dive into the logistics industry – specifically trucking and shipping – revealing how businesses can better understand and serve their customers using advanced market research techniques. 

Garver, who proudly calls himself a market research “geek,” specializes in turning complex statistical methods into practical tools for businesses. His study, co-authored with former CMU student and current Western Michigan University faculty member Zac Williams, challenges the traditional, one-size-fits-all approach to customer satisfaction. 

Understanding customer satisfaction 

Companies often measure customer satisfaction of the population as a whole. But in reality, not all customers are the same. Garver and Williams used latent class regression, a sophisticated statistical approach that helps identify hidden customer segments – groups of people who share similar needs and priorities, even if they don’t fit traditional demographic categories. 

Their research found three key customer segments in the logistics industry: 

What this means for businesses 

For logistics companies, these findings offer a clear takeaway: customer satisfaction isn’t a one-size-fits-all equation. “Knowing your customer is essential,” Garver said. “If a company tries to market to everyone the same way, they miss the opportunity to truly connect with different customer groups.” 

By pinpointing which aspects – whether it’s delivery speed, tracking capabilities, or sustainability – matter most to specific customers, businesses can refine their services and marketing strategies. “A company should ask itself, ‘Who is our bread-and-butter customer?’ and then focus on delivering what that customer values most,” Garver explained. 

Bringing market research to the classroom 

Garver doesn’t just study market research – he teaches students how to use it. His Marketing 450 course gives students hands-on experience analyzing real-world data and discovering what drives customer behavior. With data analytics becoming an increasingly sought-after skill, College of Business students are getting an edge by learning practical applications of market research techniques.

Garver’s enthusiasm for statistics and business intelligence comes from personal experience. “I used to hate statistics,” he admitted. “Then I realized how powerful it is when you use it to solve real business problems. Now, I love showing students how data can help them make informed, strategic decisions.” 

Applying research for business success 

Garver’s research reinforces a fundamental truth: businesses succeed when they understand their customers and deliver what they want most. His work in segmentation and predictive analytics provides companies with tools to improve customer satisfaction and loyalty, helping them stand out in competitive markets. 

In every industry, companies that can analyze and act on customer data have a significant advantage. For College of Business students, learning from an expert like Garver means gaining a head start in one of the most in-demand fields in business today.

Learn more about market research 

Interested in exploring market research? Students can connect with Garver at garve1ms@cmich.edu, enroll in MKT 450 for hands-on experience, or check out industry resources like Quirk's to dive deeper into the world of data-driven decision-making.