COLLECTING CUSTOMER DATA

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Presentation transcript:

COLLECTING CUSTOMER DATA Chapter 2-Supplement COLLECTING CUSTOMER DATA McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved.

LEARNING OBJECTIVES Discuss the importance of customer data in service organizations. Introduce several methods for collecting customer data. Describe how to achieve an unbiased sample. Define the purpose of a focus group and how to conduct one. Introduce various types of questionnaires and surveys, and the kinds of information they provide. Present how to construct a good questionnaire.

Exhibit 2S.1: TIPS FOR CONDUCTING FOCUS GROUPS (Before The Focus Group Session) Neutral setting. Limit the group to 6-12 people. Provide light refreshments. Select participants who have things in common. Schedule the session at a convenient time. Make arrangements for parking. Plan all questions in advance. Use two moderators. Seat group in a U-shape or circle. Limit session to two hours.

Exhibit 2S.1 PRACTICAL TIPS FOR CONDUCTING FOCUS GROUPS (During the Focus Group Session) Use open-ended questions. Avoid leading questions Minimize your involvement. Avoid judgmental statements. Record comments exactly. Be flexible about hearing unanticipated information. Record information about how strongly the group feels. Don’t let anyone control or dominate. Encourage participation by all. Use flip charts to record opinions and comments.

Exhibit 2S.1 PRACTICAL TIPS FOR CONDUCTING FOCUS GROUPS (After the Focus Group Session) Review notes for clarity and understanding. Record additional observations about the group. Discuss and record any new insights or ideas.

TYPES OF QUESTIONNAIRES AND SURVEYS Verbal Surveys Personal Interviews Telephone Surveys Written Surveys Mail Surveys E-mail Surveys Internet/Intranet (Web Page) Surveys

DESIGNING A QUESTIONNAIRE Exhibit 2S.3 DESIGNING A QUESTIONNAIRE Decide what information you need. Decide on the basic structure of the questions. Decide how the questionnaire will be administered. Decide on the content of each question. Word the questions. Arrange the questions into an effective sequence. Test the questionnaire and revise as needed.

DEVELOPING THE QUESTIONS – Question Structure Close-ended Questions Open-ended Questions Projective Questions Scale Questions Graphic Scale Itemized Scale Comparative Scale

EXAMPLES OF SCALE QUESTIONS Exhibit 2S.4 EXAMPLES OF SCALE QUESTIONS

EXAMPLES OF SCALE QUESTIONS Exhibit 2S.4 EXAMPLES OF SCALE QUESTIONS

EXAMPLES OF SCALE QUESTIONS Exhibit 2S.4 EXAMPLES OF SCALE QUESTIONS

KEY TERMS Bias Focus Group Graphic Scale Projective Questions Questionnaire (or Survey) Rank-Ordering Recall Loss Telescoping Error