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

2. 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.

3. 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.

4. 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.

5. 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.

6. TYPES OF QUESTIONNAIRES AND SURVEYS
Verbal Surveys
Personal Interviews
Telephone Surveys
Written Surveys
Mail Surveys
Surveys
Internet/Intranet (Web Page) Surveys

7. 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.

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

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

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

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

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