Overview/Description
By the time most people have the chance to develop their first survey, they've seen so many that they think developing one will be easy. To an extent, they're right. Developing a GIGO (Garbage In/Garbage Out) survey is not that difficult. Developing a survey that gets valid, reliable data, however, is both a science and an art. In this course, you'll learn to use the principles of survey design to develop a customer satisfaction survey that works. You'll explore factors that influence selection of the survey method. You'll also learn to design the survey instrument itself, including selection of question formats, sequencing of questions, and wording of the items themselves. Finally, you'll examine issues relating to selection of a sampling method and determination of sample size.
Target Audience
Marketing executives, managers and professionals with responsibility for customer satisfaction and loyalty, as well as all staff who contribute to the customer loyalty chain
recognise the importance of obtaining a high response rate in customer satisfaction surveys.
match key survey requirements with the most appropriate survey method.
identify key elements of an effective postal survey cover letter.
analyse whether postal survey procedures used in a business scenario will be effective at optimising customer response rates.
apply appropriate procedures for optimising customer response rates to a telephone survey in a business scenario.
Selecting and Managing Question Formats
recognise benefits of selecting the appropriate question formats in developing a customer satisfaction survey.
distinguish between appropriate and inappropriate uses of open-ended questions.
match types of closed-ended items with the appropriate use of each type.
determine, in a business scenario, whether customer expectations warrant increased or decreased improvement efforts based on responses to comparative survey items.
apply principles for sequencing questions appropriately in a customer satisfaction survey.
Introductions and Item Wording
recognise the importance of appropriate wording to ensure the reliability of a customer satisfaction survey.
match elements of an effective survey introduction with corresponding examples.
match types of loaded or confusing wording or construction with corresponding examples of each.
assess in a given business scenario whether examples of survey items are well-written or poorly written.
Sampling
recognise the benefit of using a statistical sampling method for selecting customers for a survey.
match sample types to their status of being generalisable or not.
assess a given business scenario to determine the best sampling method.
analyse a given business situation to determine what change in variables must be made to allow a change of sample size, confidence level, margin of error or cost when planning sample size of a survey.