Customer Surveying: A Guidebook for Service Managers is designed to guide service managers to effectively plan and manage their own customer survey projects. It is not an encyclopedia on the subject of surveying customers or a textbook on survey theory. Rather, its aim is to provide the tools the survey novice needs to collect real and useful information about customers. The Survey Guidebook introduces theories and concepts, but always with a focus on practical application.
The Survey Guidebook plots a path for the surveyor from planning the project, designing the questionnaire, administering the survey, to reporting the results. A trail map is used as a metaphor for the typical trail or path a surveyor would follow in the life of a survey project. At each stop on the trail, the tasks are described and the pros and cons of various options are outlined. Much of the book uses an "FAQ" format, anticipating the questions a novice surveyor might have and answering them concisely in a bulleted format.
The Survey Guidebook pays particular attention to options for questionnaire design and potential pitfalls. Chapter 4 describes how the attributes for survey questions can be identified, then covers all the various types of survey questions from nominal to ordinal to interval scalar questions. Scale constructions are also covered in some depth. The next chapter turns to survey administration, covering the advantages and disadvantages of each of the major survey administration methods. A latter chapter explores web and email surveying techniques in even more depth. Sample size requirements and statistical accuracy are also covered, along with ideas on how to increase response rates.
The sixth chapter of this new version of the Survey Guidebook contains far more information on analyzing a set of survey data, illustrating how to use Excel to do the analysis. Screenshots will help you learn how to apply the spreadsheet formulas to your own survey data analysis.
Throughout the book, many figures and charts have been added, totaling 67 in the book. Four exercises are also now included to help readers practice their new-found skills.
Table of Contents
Appendix: Discussion of Exercises
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