2.7 Sections of a Customer Survey
Researchers have discovered that the most effective customer surveys are organized in this manner:
- Introduction. Usually a survey begins by stating its purpose and sponsor, affirming the value of the respondent's opinions, and promising brevity and confidentiality.
- Screener. The first screening question confirms that the respondent is a customer, while subsequent screening questions make sure the respondents fulfill quotas that proportionally represent the important traits of the population of all customers.
- Questions about buying behavior. The first set of survey questions motivates respondents by soliciting suggestions, opinions, and descriptions of their buying behavior.
- Psychographic questions. The ...