qualitative analysis
TRANSCRIPT
How to use your Qualitative How to use your Qualitative Data…Data…
Qualitative Research AnalysisQualitative Research Analysis
Transcribe audio or video tapes. Carefully and Individually review the written statements and visuals from interviews. As a group, discuss the main findings and summarize them (Always provide support to your claim through statements from the respondents)
ExamplesExamples
VP Marketing for the Montreal Canadiens (NHL)
– “It is the strongest sports brand in Canadian history…Our team represents the dreams and hopes of the people from Quebec…We have one of the nicest jerseys and logos in the NHL, Why would we change anything…”
ExamplesExamples
Sport Equipment manufacturer and distributor.– «The team has not changed their jersey for years. This
means no new offering to the fans: the jersey they bought ten years ago is still good today. Furthermore, not changing the team jersey that is associated with the glory of the past is not coherent with today’s team performance on the ice, what the brand stands for and who their primary target is. It is alright to emphasize nostalgia when you are targeting older customers, but not when you are approaching younger customers, as the team is»
MeasurementMeasurement
Measurement is “the assignment of numbers to observations [or responses] according to some set of rules”
Measurement LevelsMeasurement Levels
NominalOrdinal IntervalRatio
Nominal-Scaled ResponsesNominal-Scaled Responses
Numbers forming a nominal scale are no more than labels used solely to identify different categories of responses
Example: What is your sex?– Male– Female
Nominal-Scaled Responses Nominal-Scaled Responses (Cont’d)(Cont’d)
Which one of the following media influences your purchasing decisions the most? – Television – Radio– Newspapers – Magazines– Internet
Central TendencyCentral Tendency–– Mode Mode
The Mode is the most frequent category - only statistics applicable to nominal variable
Ordinal-Scaled ResponsesOrdinal-Scaled Responses
An ordinal scale is more powerful than a nominal scale in that the numbers possess the property of rank order
How long do you spend reading newspapers on a typical weekday?– Less than 5 minutes– 5 minutes to less than 15 minutes– 15 minutes to less than 30 minutes– 30 minutes or more
Mode and MedianMode and Median
The Mode and the Median are the most meaningful measures of central tendency for ordinal-scaled responses
Median – the category in which the 50th percentile response falls when all responses are arranged from lowest to highest (or vice versa)
Consider the following distribution Consider the following distribution of responses to the question about of responses to the question about
reading newspapers:reading newspapers:
In this case the mode is category 1 and the median is category 2
Response Category Percent of Respondents
Checking Category1 40%
2 25%
3 25%
4 10%
Interval-Scaled ResponsesInterval-Scaled Responses
An interval scale has all the properties of an ordinal scale and the differences between the scale values can be meaningfully interpreted
Interval-Scaled Responses Interval-Scaled Responses (Cont’d)(Cont’d)
How likely are you to buy a new automobile within the next six months? (Please check the most appropriate category.)
Will definitely not buy _____ (1)
Extremely unlikely _____ (2)
Unlikely _____ (3)
Likely _____ (4)
Extremely likely _____ (5)
Will definitely buy _____ (6)
Exhibit 9.1 Impact of Arbitrariness Exhibit 9.1 Impact of Arbitrariness of an Interval Scale’s Starting of an Interval Scale’s Starting
PointPoint
Ratio-Scaled ResponsesRatio-Scaled Responses
Ratio scales possess all the properties of an interval scale and the ratios of numbers on these scales have meaningful interpretations
What is your annual income before taxes?
$______How far is your workplace from your
home? ______ miles
AttitudesAttitudes
Attitudes are similar to beliefs, except that they also involve respondents’ evaluative judgments
For instance, do respondents feel print advertisements for cigarettes should be banned?
AttitudesAttitudes––Conceptually and OperationallyConceptually and Operationally
A conceptual definition of attitude may be “a predisposition to respond favorably or unfavorably to a stimulus object”
Self-report Measurements of Self-report Measurements of AttitudesAttitudes
This method involves asking respondents relatively direct questions concerning attitudes toward whatever is of interest to the researcher
The questions are typically in the form of rating scales on which respondents check off appropriate positions that best reflect their feelings
Graphic FormatsGraphic Formats
A graphic rating scale presents a continuum, in the form of a straight line, along which a theoretically infinite number of ratings are possible
Example: Indicate your overall opinion about eBay by placing a mark at an appropriate position on the line below.
Very Very
Bad Good
Exhibit 9.3 Semantic-Differential Scale Exhibit 9.3 Semantic-Differential Scale ItemsItems
1. Abundance of ____:_____:____:____:______:____:_____ Scarcity of
exhibits exhibits
2. Complex ___:_____:_____:____:______:_____:____ Simple
user registration use registration
3. Low commission ____:____:_____:_____:____:______:___ High commission
4. Good response _____:___:______:_____:____:______:___ Poor response
to complaints to complaints
5. Poor protection of ____:____:______:_____:_____:_____:___Good protection of
personal information personal information
6. Confusing ____:____:______:_____:_____:_____:____Clear
support system support system
1. Abundance of ____:_____:____:____:______:____:_____Scarcity of
exhibits exhibits
2. Complex ___:_____:_____:____:______:_____:_____Simple
user registration user registration
3. Low commission ____:____:_____:_____:____:______:____ High commission
4. Good response _____:___:______:_____:____:______:____Poor response
to complaints to complaints
5. Poor protection of ____:____:______:_____:_____:_____:____Good protection of
personal information personal information
6. Confusing ____:____:______:_____:_____:_____:____Clear
support system support system
KEY
Online auction site ABC
Online auction site XYZ
Exhibit 9.4 Pictorial Profiles Based on Exhibit 9.4 Pictorial Profiles Based on Semantic-Differential RatingsSemantic-Differential Ratings
(a)
I didn’t like it at allI liked it a lot I liked it a little
(b)
Exhibit 9.2 Rating Scales with Picture Exhibit 9.2 Rating Scales with Picture LabelsLabels
Really hated it
Didn’t like it
It’s okLiked itReally liked it
*
*
*
**
*
**
**
**
*
**
How much did you like what you just saw?
Itemized FormatsItemized Formats
Itemized rating scales have a set of distinct response categories
Any suggestion of an attitude continuum underlying the categories is implicit
They essentially take the form of the multiple-category questions
Itemized Formats (Cont’d)Itemized Formats (Cont’d)Indicate your overall opinion about eBay by checking one of the following
categories.
Very Neither Bad Very
Bad Bad nor Good Good Good
[ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ]
1 2 3 4 5 6 7 8 9
Which of the following best describes your overall opinion of eBay?
Terrible Poor Fair Good Very good Excellent
[ ] [ ] [ ] [ ] [ ] [ ]
Unbalanced Response Unbalanced Response ChoicesChoices
An unbalanced rating scale that can be used if respondents’ opinions about a subject are anticipated to be predominantly positive
Labeled and Unlabeled Labeled and Unlabeled Response ChoicesResponse Choices
Number of Scale PositionsNumber of Scale Positions
A scale with a large number of positions will not be meaningful if respondents are unable to make fine mental distinctions with respect to whatever is being measured
More precise measurements should result as the number of scale positions increase
Constant Sum ScaleConstant Sum ScaleAllocate a total of 100 points among the following online auction sites, depending on how
favorably you feel toward each; the more highly you think of each store, the more points
you should allocate to it. (Please check that the allocated points add to 100.)
Yahoo! Auction ____ points
Amazon ____ points
PriceLine.com ____ points
eBay ____ points
Ubid.com ____ points
____
100
Table 9.2 Likert Scale ItemsTable 9.2 Likert Scale Items
6.
5.
4.
3.
2.
1.
________________________________________
The auction site support system is confusing
________________________________________
The auction site is notcareful with personal information
________________________________________
The auction site responds to complaints quickly
________
________
________
Agree
________
________
________
Strongly
Agree
________________________
The auction site commission
is reasonable
________________________
User registration
is complex at this site
________________________
The online auction site
contains an abundance of exhibits
Neither Agree nor Disagree
Disagree Strongly
Disagree
Strengths Of Multiple-Item Strengths Of Multiple-Item ScalesScales
ValidityReliability
ValidityValidity
The validity of a scale is the extent to which it is a true reflection of the underlying variable it is attempting to measure
ReliabilityReliability
Reliability measures how consistent or stable the ratings generated by the scale are likely to be
QuestionnaireQuestionnaire
A set of questions designed to generate the data necessary for accomplishing a research project's objectives
Questionnaire's Impact Questionnaire's Impact oon n Data AccuracyData Accuracy
It must communicate to the respondent what the researcher is asking for
It must communicate to the researcher what the respondent has to say
Sources of Distortion Sources of Distortion
A sloppy questionnaire can lead to a great deal of distortion
The entry of an intermediary, or the interviewer, into the communication channel can also distort the questionnaire
Exhibit 10.2 TheExhibit 10.2 The Questionnaire Design Questionnaire Design ProcessProcess
Check question relevance and wording
Check sequencing of questions
Prepare final draft of the questionnaire
Make changes suggested by the pretestIs another pretest needed?
Translate data requirements into a rough
questionnaire draft
Revise the rough draft
Check question form
Check layout and appearance
Make the necessary checks
Pretest the rough draft
Are any changes needed?
Are any other checks
to be made?
Are any changes needed?
Are any changes needed?
Are any changes needed?
No
No
No
No
No
NoYes
Yes
Yes
Yes
Yes
Yes
Question FormQuestion Form
Nonstructured questions – Open-ended
Structured questions– Fixed-response
Nonstructured QuestionsNonstructured Questions
Consider the following illustrative questions– How old are you?___________________– What do you like most about owning your own
home? _____________– Will you please describe your thoughts about a
person who shoplifts items from a grocery store to keep from going hungry? __________
______________________________________
______________________________________
Structured QuestionsStructured Questions
In which of the following categories does your age fall?_______ Less than 18
_______ 18 to 30
_______ 31 to 45
_______ 46 to 60
_______ Over 60
Response Category Response Category Sequence Sequence
Approximately how many long-distance telephone calls do you make per week?______ 0 to 1 call______ 2 to 3 calls______ 4 to 5 calls______ 6 to 7 calls______ More than 7 calls
The response categories in this question follow a natural sequence
Response Category Content Response Category Content
Response choices should be– Collectively exhaustive
taken together
– Mutually exclusive not overlap
Response CategoryResponse Category
The response choices are collectively exhaustive but not mutually exclusive
On the average, how many cans of cola do you drink per week____0 to 3 cans____3 to 6 cans____More than 6 cans
Changing the 3 in the second category to a 4 will make the response choices mutually exclusive
Response CategoryResponse Category
What do you like about Bank of America’s online banking service?____24 hour service____Transaction privacy____No need to travel – do it from home ____Paying bills online – no need to mail bills ____Other____(please specify)
What is wrong with this question ?
Response CategoryResponse Category (Cont’d) (Cont’d)
Modify the question to read, "Which one of the following do you like most about Bank of America’s Online Banking Service?"
With this revision each respondent would, or should, check only one response category
What do you like about Bank of America’s Online Banking Service? (Please check as many categories as apply.)
Will the Respondent Answer Will the Respondent Answer the Question?the Question?
Questions about personal financial matters or sexual behavior are examples of sensitive questions
Words used in the questions should not ambiguous to the respondents
Double-Barreled QuestionsDouble-Barreled Questions Suppose the following question is to be used in
conducting a survey of the general public– Do you feel firms today are concerned about their employees
and customers?_____ Yes _____ No _____ No opinion
A “no” response can be interpreted three different ways– The respondent feels firms are concerned about neither
employees nor customers.– The respondent feels firms are concerned about employees but
not customers– The respondent feels firms are not concerned about employees
although they are concerned about customers
Avoiding Avoiding Double-Barreled Double-Barreled QuestionsQuestions
This revision is usually accomplished by breaking one question up into several questions
Thus our illustrative question can be reworded as two separate questions– Do you feel firms today are concerned about their
employees?___ Yes ___ No ___ No opinion
– Do you feel firms today are concerned about their customers? ___ Yes ___ No ___ No opinion
Leading QuestionsLeading Questions
Don't you think offshore drilling for oil is environmentally unsound?___Yes ___ No ___ No opinion
Do you think the quality of products on the market today is as high as it used to be ten years ago?___ Yes ___ No ___ No opinion
Avoiding Leading QuestionsAvoiding Leading Questions
The two leading questions we saw earlier can be modified for neutrality as follows– What is your feeling about the environmental
impact of offshore drilling for oil?
___ Offshore drilling is environmentally sound
___ Offshore drilling is environmentally unsound
___ No opinion
One-Sided QuestionsOne-Sided Questions
Would you agree that the deregulation of the airline industry has benefited customers? ___Yes ___ No ___ No opinion
Avoiding One-sided QuestionsAvoiding One-sided Questions
Do you feel the deregulation of the airline industry…___Has benefited customers___Has had no impact on customers___Has hurt customers___No opinion
Unbalanced QuestionsUnbalanced Questions
How important is price to you in buying a new car?___More important than any other factor
___Extremely important
___Important
___Somewhat important
___Unimportant
Balanced QuestionsBalanced Questions
How important is price to you in buying a new car?___Very important
___Relatively important
___Neither important nor unimportant
___Relatively unimportant
___Very unimportant
Avoiding Avoiding Questions with Questions with Implicit AssumptionsImplicit Assumptions
Are you favorable, indifferent, or unfavorable toward a 10% increase in city taxes?___Favorable ___Indifferent ___ Unfavorable
The above question can be improved as: Are you favorable, indifferent, or unfavorable
toward a 10% increase in city taxes to repair potholes in the city's streets?______ Favorable_____Indifferent_____Unfavorable
Guarding Against ErrorsGuarding Against Errors
How often do you eat eggs for breakfast?_____ Frequently
_____ Occasionally
_____ Rarely
_____ Never
Guarding Against ErrorsGuarding Against Errors
To guard errors due to misinterpretations , the above question can be revised as: – On the average, how many days per week do you eat
eggs for breakfast?___ Every day
___ 5 or 6 days
___ 3 or 4 days
___ 1or 2 days
___ Less than 1 day per week
___ Never eat eggs for breakfast
Complex QuestionsComplex Questions
In which of the following do you typically invest your liquid assets?___Insured accounts___Stock market___Insured accounts and stock market___Other accounts
Of the total number of miles you drove during the past month, approximately what percentage was traveled in driving to and from work?___Percent
Position of Demographic and Position of Demographic and Sensitive QuestionsSensitive Questions
Respondents' personal or demographic characteristics, i.e age, education level, or income are placed at the end of the questionnaire
Arrangement of Related Arrangement of Related QuestionsQuestions
Cluster questions that focus on the same topic– In a survey of business executives’
Views on the economy Competition Employee turnover
Grouping questions into meaningful clusters can increase respondents' ease in answering the questions and reduce the chance of response errors
Funnel SequencesFunnel Sequences
Which of the following types of TV shows do you watch? (Check as many categories as apply.)____ News shows ____ Quiz shows ____ Game
shows
Which of the following types of TV shows do you like the most? (Check as many categories as apply.)____ News shows ___ Quiz shows ____ Game shows
Funnel SequencesFunnel Sequences (Cont’d) (Cont’d)
Which of the following specific shows did you watch during the past seven days? (Check "yes" or "no" for each show listed.)Who Wants to be a Millionaire?___ Yes
___ No
Wheel of Fortune ___ Yes ___ No
CBS Evening News ___ Yes ___ No
Questionnaire Appearance Questionnaire Appearance And LayoutAnd Layout
Version 1– How old are you?
___Less than 18 ___18 to 25 ___26 to 40 ___Over 40
Version 2– How old are you?
___Less than 18 ___18 to 25 ___26 to 40 ___Over 40
PretestingPretesting
Pretesting is administering a questionnaire to a limited number of potential respondents and other individuals capable of pointing out design flaws
Designing Cover Letters For Designing Cover Letters For Mail QuestionnairesMail Questionnaires
Primary Purpose– To win the cooperation of respondents
A good cover letter should be– Concise – Objective
Personal Communication
Asking a favor
Importance of the research
Importance of the Recipient
Importance of the replies where the reader is not qualified to answer most questions
How the recipient may benefit from this research
17
Importance of Sender’s organization
Exhibit 10.5 Exhibit 10.5 Illustrative Cover Letter and Key Illustrative Cover Letter and Key FeaturesFeatures
Exhibit 10.5 Exhibit 10.5 Illustrative Cover Letter Illustrative Cover Letter and Key Featuresand Key Features (Cont’d) (Cont’d)
Exhibit 10.5 Exhibit 10.5 Illustrative Cover Letter and Illustrative Cover Letter and Key FeaturesKey Features (Cont’d) (Cont’d)
Note: The comparative rankings of the personal, telephone, and mail survey techniques implies by this table are not universal; exceptions to these rankings can and do occur, depending on specific circumstances surrounding a research situation.
Ranking of Methods
Criteria 1 2 3 4
Versatility
Number of Questions Personal Mail Web Telephone
Amount/variety ofinformation Personal Telephone Web Mail
Presentation of stimuli Personal Web Telephone Mail
Time Web Telephone Personal Mail
Cost Web Mail Telephone Personal
Accuracy
Sampling control Personal Telephone Mail Web
Supervisory control Web Mail Telephone Personal
Opportunity for clarification Personal Telephone Web Mail
Respondent Convenience Web Mail Telephone Personal
Table 6.2 Comparison of Questionnaire Table 6.2 Comparison of Questionnaire Administration MethodsAdministration Methods
Openers for Personal and Openers for Personal and Telephone InterviewsTelephone Interviews
Features– An appropriate salutation, such as "Good
morning! I am Ralph Johnston with Marketing Research Associates Company.”
– A brief statement about the project and its purpose, such as "We are conducting a survey of heads of household regarding their feelings about modern home appliances.”
Openers for Personal and Openers for Personal and Telephone InterviewsTelephone Interviews (Cont’d) (Cont’d)Features (Cont’d)
– An indication of how long the interview might last, such as "This survey should take no more than ten minutes.”
– A polite request for permission to conduct the interview, such as "May I please talk to the male or female head of your household for a few minutes?"
Writing a Questionnaire for Writing a Questionnaire for International MarketsInternational Markets
Caution – Use of the same word can have different
meanings in different culturesWord Equivalence
– In Japan, China and non-English speaking European countries
“Very Satisfied” means “Somewhat Satisfied” “Very Satisfied” should be replaced by “Totally
Satisfied”
International Marketing International Marketing ResearchResearch
First Step– A professional who is fluent in both the languages
should translate the original questionnaire Second Step
– A different translator must translate the local language questionnaire back to the original version
Third Step– Researchers should compare the original version and
the translated original version to ensure that they are identical in meaning
International Marketing International Marketing ResearchResearch (Cont’d) (Cont’d)
Fourth Step– The local language version should also be
checked by the marketing research professionals in the country of interest
Fifth Step– The local language version should be pretested
to make sure that the questionnaire serves the intended purpose
EgyptSaudi Arabia
IsraelJapan
ColumbiaBrazil China
France
India
ItalyGermany Mexico
CambodiaVietnam Thailand Singapore
International Marketing International Marketing ResearchResearch
Saudi Arabia
The gender of the interviewer can have a strong impact on the responses to questionsIn Saudi Arabia, the English word “macho” does not exist and there is not a similar word or phrase to support this concept
The Japanese may not understand a letter-based performance measure as they generally use a 100-point scale for these purposesJapan
Potential Research Potential Research Constraints in Other CountriesConstraints in Other Countries
Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries
(Cont’d)(Cont’d)
IsraelIsrael is a multilingual society that requires consideration in
the advent of surveys and interviews
Egypt
In Egypt, social and cultural factors, such as low literacy rate and low education levels, prevent the same techniques from being applied that would be used in the United States
Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries
(Cont’d)(Cont’d)In Brazil, directories are unreliable because phone lines are bought and sold like commoditiesBrazil
Cont...
Columbia
Respondents are often very cooperative, given a low level of telemarketing and the”surprise factor” of being called up from a distant location to answer a few questions about the local beer
Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries
(Cont’d)(Cont’d)
Cont...
Traditional methods such as door-to-door,central locations, and focus groups remain the backbone of market research in China. More advanced techniques, such as omnibus studies and panels, are making inroads. Widespread use of computers is increasing the feasibility of e-mail surveys
China
India
Telephone and mail surveys are rarely used due to inadequate telephone penetration(1% of households) and low literacy rates
Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries
(Cont’d)(Cont’d)
France
French people like to answer surveys; they feel that they provide their opinion in order to produce a better product
Germany
Mall interviewing is limited due to the lack of shopping malls. Door-to-door interviewing is becoming more difficult in major cities due to crime. Panels are becoming more popular
Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries
(Cont’d)(Cont’d)
Italy
Business practices are different from those in the United States. While a simple inquiry to someone’s employer would be considered a small thing in the United States, in Italy is equivalent to lodging a formal complaint
Mexico
Mexican consumers are relatively unfamiliar with the imagery used to market products in the United States. This is due to the fact that in the past, there was a limited product selection and even fewer advertisers differentiating their products
Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries
(Cont’d)(Cont’d)
Cambodia
Vietnam
Vietnam and Cambodia have extremely high phone rates. In Vietnam it is not uncommon to have 10 families in one building sharing one phone line
In-person interviews are preferred as they allow the researcher to show the proper respect for the respondents
Potential Research Potential Research Constraints in Other Countries Constraints in Other Countries
(Cont’d)(Cont’d)
Source: Compiled from a number of articles
In Thailand, only 21% of the population lives in urban areas and 2/3 if that population is located in one city, BangkokThailand
Singapore
A questionnaire to be administered in Singapore must have an English version as well as equivalent Malay, Hokkien, Mandarin, Tamil, and Cantonese versions
Figure 1: Questionnaires to Critique—A Campus Admin Office
Dear Valued Customer,To assist us in maintaining the highest possible quality service to your department, pleasecomplete and return this card, rating performance on the services performed for you.Please feel free to make any other comments or suggestions. Thank you.
Excellent Good Adequate Inadequate UnacceptableQuality Timeliness Price Convenience Overall service
Comments/ Suggestions: ________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
Job Number: ____________ Date: ______________ Name (optional): ____________
Figure 2: A Big Drug StoreExcellent Average PoorOverall how would you gradethis store? Please check one: Our pharmacy Our check-out service Our variety & selection Our everyday prices Our ad in stock Our cleanliness Our film processing Our everyday in stock Our people are friendly & helpful
Date of visit: __________Time of day: __________
Your comments and concerns: ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
I would like a reply I don’t need a replyName ______________Address ____________City________________State__________ Zip_________ Phone_____________
Figure 3: A Travel Agency
Please help us maintain our high standards of quality by answering the following questions.
On this trip did we:Provide lowest applicable airfare? Yes No NA/DKEnter frequent flyer # w reservation? Yes No NA/DKBook the hotel you requested? Yes No NA/DK Reserve the type of care requested? Yes No NA/DK Provide confirmation numbers? Yes No NA/DK Provide travel documents on time? Yes No NA/DK Handle special requests and note on tix? Yes No NA/DK Provide accurate destination information? Yes No NA/DK
How would you rate each of the following? Excellent Good Fair Poor NACourtesy of service? E G F P NAExtent to which your questions were answered? E G F P NAManner in which our staff resolved any problems? E G F P NAOur overall service to you? E G F P NA
On a scale of 0 to 100, if most travel agenciesget an overall quality score of 80, what score would you give to our WorldZoom Travel Network? ____________
Figure 4: A Big Hotel Chain
Please take a moment to share your thoughts with us. We value your business and thank you for your confidence in the ComfyStay Brand. Your feedback is greatly encouraged and appreciated.
Overall satisfaction with this ComfyStayLow 1 2 3 4 5 6 7 high n/a
Likelihood you would recommend this ComfyStayLow 1 2 3 4 5 6 7 high n/a
Likelihood, if returning to the area, you would return to this ComfyStay Low 1 2 3 4 5 6 7 high n/a
Overall value for the price paidLow 1 2 3 4 5 6 7 high n/a
Primary purpose of visitIndividual businessConvention/MeetingPleasure
How many times have you been a guest at this ComfyStay?
1 2 3 4 5+
Did you have a problem during your stay? Y NIf yes, did you report it to the staff? Y NWas the problem resolved? Y NIf yes, how did our staff measure against your expectations?Exceeded Met Fell Below
What was the nature of the problem?
__________________________________________
__________________________________________
__________________________________________
__________________________________________
__________________________________________
Room Number _____ Your name ____________Hotel Name ________ Day phone ____________Date of Stay________
continued:
Figure 5: A Fancy Pen Online/Catalog CompanyDear Customer,This order comes with a string attached: your satisfaction.Our goal is to ensure that you’re 100% satisfied every time you shop with us. Would you mind taking a couple of minutes to tell us how we did? If there’s additional assistance we can offer, please call or email us anytime. Thank you for your business. We hope we met (or exceeded) your expectations.Sincerely,MoiDirector of Customer Service (Phone, Email address listed here)
Customer Satisfaction Survey1. Was the merchandise what you expected? ___Yes ___No Here’s why: _________ _____________________________________________________________________2. Did you buy it as a gift? ___Yes, for this occasion_____________________ ___No3. Will you oder from FancyPen again? ___Yes ___No Here’s why: ______________ ______________________________________________________________________ ______________________________________________________________________4. What are your three favorite stores or catalogs? ______________________ ____________________ ________________________5. Overall, how would you grad us on customer service?
A B C D F How can we make your experience with FancyPen more satisfying?___________________________________________________________________________________________Thank you. Just drop this card in the mail—we’ll pay the postage.
Figure 6: YuppieHouseWaresCustomer Service
If you ordered by phone The Phone Representative’s courtesy and professionalism excellent very good satisfactory needs improvement The ease and efficiency of the ordering process excellent very good satisfactory needs improvementIf you spoke with a Product Specialist The Product Specialist’s courtesy and professionalism excellent very good satisfactory needs improvement The Product Specialist’s promptness in answering your inquiry excellent very good satisfactory needs improvement The value of the Product Specialist’s assistance to you excellent very good satisfactory needs improvement The ease and efficiency of ordering from the Product Specialist excellent very good satisfactory needs improvementIf you ordered by mail or fax, the ease of following the instructions on the Order Form
DeliveryThe arrival of your order compared with anticipated time of delivery excellent very good satisfactory needs improvementThe appearance and condition of the packaging excellent very good satisfactory needs improvementThe condition of the merchandise upon receipt excellent very good satisfactory needs improvement
MerchandiseYour initial reaction to the quality of the products you ordered excellent very good satisfactory needs improvementYour initial perception of the value received for the money spent excellent very good satisfactory needs improvement
Just a few more questionsAre you likely to purchase from YuppieHouseWares again?______________________________________________________________________________________________What additional services may we provide?______________________________________________________________________________________________ If you could implement one change at YuppieHouseWares, what would it be?______________________________________________________________________________________________ May we send our catalog to a friend? Please provide name and address:______________________________________________________________________________________________
If you have a concern or question about your order, please call our Product Specialist at 1-800-etc..
Figure 7: A Car Dealership
I know you had a choice of where to service your vehicle and I would like to thank you for the opportunity to earn your business. I also know that if I expect to build a strong customer base, I need to make sure that you are completely satisfied with your service experience here today.
Below is a list of questions that may appear on a questionnaire from my dealership. Although some of them seem to rate our entire operation, in fact they all rate my personal performance and the scores become part of my permanent record. If you feel I have not earned all “5” or “Yes” ratings, please call and allow me the opportunity to correct any of my failures.
F A I L I N G !Highest Lowest5 4 3 2 1
Promptness, courtesy writing your order: Communication with Service Consultant Knowledge and expertise Treated in honest, straight forward manner Amount of time spent with you Understanding your service, repair request
Yes NoWere service items requested completed? Able to schedule appointment? Vehicle available when promised? Car washed, clean when you picked it up? Was the work explained to your satisfaction?
Figure 2: Premium Pizza Inc. Questionnaire
(Approach shoppers who appear to be between the ages of 18 and 49 and say…)
Hi, I’m _______ from Midwest Research Services. Many companies like to know your preferences and opinions about new products and promotions. If you have about 5 minutes, I’d like to have your opinions in this marketing research study.
(If refused, terminate)
1. Have you eaten lunch or dinner in, or carried food away from, a fast-food restaurant in the last seven days?…(must answer yes to continue)
2. Have you eaten restaurant pizza within the last 30 days, either at the restaurant or by having it delivered?)…(must answer yes to continue)
3. Which age group are you in? (read answers, circle number)1: 18-24 2: 25-34 3: 35-49 4: other-terminate interview
I’m now going to show you five different coupon concepts and ask you 3 questions for each. Please respond to each coupon independently of the others. Look at the next coupon only when I ask you to .
Response Number ____________Coupon Book # ____________
Figure 2, continued
Very VeryPoor 1 2 3 4 5 6 7 8 9 10 GoodValue Value
DefinitelyDefinitely
Would 1 2 3 4 5 6 7 8 9 10Would
Not Use Use
COUPON
PREMIUM PIZZA, INC.
Figure 2, continued
4. Please read the first coupon concept. Using a 10-point scale as show on the page above, how would you rate this concept if 1 represents very poor value and 10 represents very good value?
(enter value): ______Looking at the second scale, how would you rate this concept if 1 represents “definitely would not use” and 10
represents “definitely would use”? (enter value): ______Why did you respond as you did for use? ______________________________________________________________________________________________________________________________________________________________________________________
5. Please turn the page and read the next coupon concept. Ignoring the last coupon and using the same scale, how would you rate this concept in terms of value?
(enter value): _______Referring to the second scale, how would you rate this concept in terms of your level of use?
(enter value): _______Why did you respond as you did for use? ______________________________________________________________________________________________________________________________________________________________________________________
6. Please turn the page and read the next coupon concept. Ignoring the last coupon and using the same scale, how would you rate this concept in terms of value? (enter value): _______
Referring to the second scale, how would you rate this concept in terms of your level of use? (enter value): _______
Why did you respond as you did for use? ______________________________________________________________________________________________________________________________________________________________________________________
Figure 2, continued
7. Please turn the page and read the next coupon concept. Ignoring the last coupon and using the same scale, how would you rate this concept in terms of value?(enter value): _______
Referring to the second scale, how would you rate this concept in terms of your level of use? (enter value): _______
Why did you respond as you did for use? ______________________________________________________________________________________________________________________________________________________________________________________
8. Please turn the page and read the next coupon concept. Ignoring the last coupon and using the same scale, how would you rate this concept in terms of value?(enter value): _______
Referring to the second scale, how would you rate this concept in terms of your level of use? (enter value): _______
Why did you respond as you did for use? ______________________________________________________________________________________________________________________________________________________________________________________
Thank you. The following questions will help us classify the preceding information.9. How many children do you have living at home? (enter value): _______
(if answer is none, proceed to question 11)10. What is the age of your youngest child? (enter age): _______11. How often do you eat fast food for lunch or dinner?
(read answers, circle number): 1) Once per month or less2) 2 to 3 times per month3) Once or twice a week4) More than twice a week
Figure 2, continued
12. How often do you eat at Premium Pizza?(read answers, circle number) 1) Never visited Premium Pizza
2) Once per month or less3) 2-3 times per month
4) Once a week or more(if answer is never, proceed to question 14)
13. Do you yourself usually buy whole pies or slices at Premium Pizza?(circle one): 1) whole pies
2) slices14. Have you used fast-food or restaurant coupons in the last 30 days?
(circle one): 1) yes2) no
15. Have you ever used coupons for Premium Pizzas?(read answers, circle number) 1) Never
2) I sometimes use them when I have them.3) I always use them when I have them.
16. What is your marital status?(read answers, circle number) 1) Single
2) Married3) Divorced, Separated, Widowed
17. What is your occupation? _________________________________________________This is not a question for the respondent.Respondent was (circle one): 1 male 2 female
Thank you for your participation. (Terminate interview at this time.)