Researching Customer Satisfaction and Loyalty

05The project briefing

This chapter looks at the working environment of client researchers and the underlying factors that can influence the way they do their work. Following this, it outlines the issues they face in putting together a brief for customer satisfaction research. It provides some ideas for how to get their sponsors to clearly articulate requirements, to consider the ramifications of the possible outcomes from the research and to identify who else needs to be consulted about it. Funding and resource issues are discussed, as well as other internal constraints arising from company policies and procedures and data protection legislation. Other matters covered include an exploration of what form the research may need to take from the ...