July 2005
Intermediate to advanced
272 pages
7h 45m
English
Content preview from Researching Customer Satisfaction and Loyalty
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07Sampling
This chapter addresses issues concerning sampling, and in particular deciding who to interview and whether or not they should be pre-notified about the survey. If the customer satisfaction and loyalty survey will involve repeat waves of interviewing, there are issues about the need for building and maintaining contact history databases, and the potential impact of future reorganizations or changes in company strategy on the programme are also covered. Finally, issues arising from constantly changing client customer profiles, and factors influencing any decision about the use of ‘random’ samples versus ‘event-driven’ booster samples are discussed.
He has the deed half done who has made a beginning.
Horace, Latin poet
With both the ...
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