by May 10, 2013
Ok so just what is a Likert scale anyway? If you have been in
market research, or any form of survey research, for any length of
time you have no doubt come across the ubiquitous Likert scale and
its strongly agree to strongly disagree framework. In the years I
have been involved in constructing...read more
by March 25, 2013
Customer satisfaction measurement can be best described as part
art, part science, and part intuition. Regardless of how you view
it there are several moving parts to this equation. Satisfaction,
as a measure itself, is part of a larger equation centered on
profitability. When designing a...read more
by February 22, 2013
According to a recent Business Insider article, “American adults
are invited to take surveys 7 billion times each year, with 24% of
respondents indicating they were asked to take part in more surveys
this year than in previous years.”Customer surveys are an excellent
tool to gauge satisfaction and...read more
by October 1, 2012
The almighty ‘Other’ category can be incredibly useful in creating
meaningful input for survey data analysis. As a B2B marketing
researcher, who has spent considerable time in the consumer market
research arena as well, I can say that no matter how well my
category lists are constructed there are...read more
by July 23, 2012
Within the realms of consumer and B2B marketing, there is a space
where features dance with benefits and customer needs are met or
exceeded. It is easy to see a product’s features, e.g. size, shape,
colors, accessories, etc., however it can be a bit more complicated
to assess the features built into...read more
by July 5, 2012
I have spoken recently about the ills of multi-collinearity, also
known as having variables that are highly correlated with each
other. This happens quite often with survey data, especially data
generated through consumer or B2B marketing research. The primary
concern surrounding multi-collinearity...read more
by June 27, 2012
When it comes to measuring customer satisfaction there are many
camps. The one thing most market researchers will agree on is that
customer satisfaction (CSat as it is also known) is a
multi-dimensional construct. What this means in English is that a
customer’s satisfaction with your brand, company,...read more
by June 5, 2012
As I have reported recently there are trends afoot in customer
satisfaction (CSat), loyalty and retention that will make marketers
jobs more challenging in the years to come. Yet should we throw in
the towel and give up measuring customer satisfaction and its
impacts upon loyalty, retention and...read more
by March 30, 2012
Is customer satisfaction strictly a function of the product or
service the consumer purchased? The short answer is no. Is it
solely dependent upon the context of the purchase situation? Again,
no. From the depth of customer satisfaction research we can glean
that customer satisfaction is a...read more
by March 23, 2012
By their vary nature, surveys are subject to certain types of
error. Only Census’ reach the total population, and even then they
can be subject to errors associated with question construction.
With the ability to link survey data to your CRM, one can assess
the potential for non-response error....read more
