Open-Ended Questions: Valuable or a Waste of Resources?
Recently, we learned of a company who had completed a survey that included four open-ended questions, each of which had more than 2,000 responses. Let’s do the math: 2,000 open end responses, times four, with an average of 15 words (guesstimated) = way too many responses! During the planning of the survey, they hadn’t considered: […]
How to Spot the Warning Signs of Customer Dissatisfaction
Achieving customer satisfaction is a pretty low bar these days. Several research studies have shown that customer expectations of service, for many industries, are extremely low, as are their expectations of business response to their complaints. They just don’t expect much, whether it’s in-person, phone or online service. The good news is that this creates […]
Customer Satisfaction is 50% Performance and 50% Communication [e-Book Download]
It’s been said that customer satisfaction is the result of 50% performance and 50% communications. Well, perhaps that’s not the actual percentages in all cases. However, creating truly satisfied customers, especially for services, you need to deliver both performance and communication. A couple of cases from my experience will illustrate. Some years ago, I ran […]
Three Most Common Problems with Your Survey Length
It’s a common dilemma in marketing research: You have 40 minutes worth of questions, but you know that your respondents only have about 20 minutes worth of attention, or less. The concern used to be that respondents would break off at about 20 minutes and not complete the questionnaire. However, research by SSI and others […]
Online Surveys Gain Popularity for B2B Research
The rule of thumb for B2B research used to be that you had to use telephone surveys. Now, however, the tide is turning, and online surveys are becoming more and more popular with business respondents. The reasons for this are: Convenience: The business person does not have to take time away from work to answer […]
Why You Should Leave Questionnaire Design to Professionals [Part 2]
In Part 1 on questionnaire design, we took on questionnaire design with an emphasis on improving the respondent experience. By adopting a disciplined approach to the content of the questionnaire and focusing solely on the business challenge at hand, we can ensure that the questionnaire is the most efficient tool for collecting the necessary data. […]
Designing Questionnaires Respondents Won’t Hate [Part 1]
Survey response rates have plummeted in recent years, for both consumer and business surveys. There are many reasons for this: Concerns about personal privacy and information security Time limitations (the ubiquitous “too busy”) Survey length Surveys that are boring or topics that are boring Repetitive questions or grids The survey experience, including the interviewer’s skills, […]
Understand the Trade-offs to Choose the Right Methodology [Part 1]
Modern marketing research began in the late 1920’s and the only ways to reliably gather information from consumers was by asking questions in person, face-to-face or through a mail questionnaire. However, there are many different methodologies available to today’s marketing researcher to gather the attitudes, opinions, and behaviors of consumers, and each one comes with […]
Customer Satisfaction’s Multiplier Effect: Social Media
“It has been said that something as small as the flutter of a butterfly’s wing can ultimately cause a typhoon halfway around the world.” – Chaos Theory Chaos Theory argues that, if you change one thing, you change everything, because of the innate interdependence of everything in the world. Customer satisfaction is a lot like […]
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