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Top Market Strategy by Elizabeth Rush Kruger

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2.7 Sections of a Customer Survey

Researchers have discovered that the most effective customer surveys are organized in this manner:

  1. Introduction. Usually a survey begins by stating its purpose and sponsor, affirming the value of the respondent's opinions, and promising brevity and confidentiality.
  2. 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.
  3. Questions about buying behavior. The first set of survey questions motivates respondents by soliciting suggestions, opinions, and descriptions of their buying behavior.
  4. Psychographic questions. The ...

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