July 2005
Intermediate to advanced
272 pages
7h 45m
English
Content preview from Researching Customer Satisfaction and Loyalty
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10Analysis
This chapter addresses the basic issues surrounding analysis of data from customer satisfaction and loyalty surveys from both the client and supplier perspective. It has three main sections. The first section looks at how the data from each survey is prepared for analysis. The second section discusses how to prepare the analysis specification for extracting the relevant data for analysis. The final section provides a brief overview of some of the tools and issues that need to be considered when analysing data from customer satisfaction and loyalty surveys.
For client-based researchers the chapter includes suggestions on how to brief an agency about specific analysis requirements, involvement in developing code frames, and whether ...
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