Once you have a list of areas that may require additional information, you should do a bit of checking. There are conditions that may explain what occurred and eliminate the need to pursue further information:
Are there any internal or external actions or factors?
Do written responses provide information for other areas?
If, after considering the above two questions, you still feel additional information is required to understand the survey results, you can use interviews or focus groups. Actually, some companies hold focus groups or interviews even when they have no specific additional information needs identified. They do so to obtain more of the reasoning behind survey results.
Figure 11-4 features an Additional Information Identification ...