Whitepapers
| 7 Habits of Highly Successful Surveys | ||
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Surveys are perhaps the most proven method for gathering data about customers in a structured way. But a number of trends have made it harder for survey authors to be successful. A successful survey is one that is designed to meet its original goal, provides accurate data that is representative of the target population, and that improves the satisfaction level of its respondents. This whitepaper distills the seven keys to ensuring the best possible outcome for the survey author. |
| The Customer Satisfaction Survey | ||
In The Value Profit Chain, Earl Sasser Jr. and his co-authors declare “So-called satisfaction surveys must go beyond merely the question of satisfaction if they are to yield the data necessary for profiling the customer base.” Questions they propose for use in surveys include:
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| Survey Rating Scale Best Practices | ||
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Most Do-It-Yourself survey researchers ignore the academic literature about what types of rating scales will produce more accurate results. Instead, they copy scales used in other questionnaires created by their organization or, worse, make up their own scales. Often a single questionnaire will mix and match different approaches.
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