July 2005
Intermediate to advanced
272 pages
7h 45m
English
Content preview from Researching Customer Satisfaction and Loyalty
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08What to ask
This chapter examines three aspects of developing a questionnaire for a customer satisfaction and loyalty survey. First it looks at the issues concerning the construction of the questionnaire: its focus and content, how to ‘position’ the survey in its introduction or preamble, its length and ‘balance’, and revealing who is sponsoring the survey. The second area covered in this chapter concerns the design of the questions themselves: for example, how to ensure clarity, how to build attribute scales, and what types of scale to use. The third part of the chapter addresses other critical issues such as derived versus stated importance and issues surrounding changes being made to tracking surveys.
It is a curious thing that people only ...
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