TABLE OF CONTENTS We have now covered the two main elements that will determine the accuracy of your measure of customer satisfaction asking the right questions to the right people. You are now ready to start on the main survey. However, before you can finalise the questionnaire design and conduct the survey, you do need to consider what type of survey would be most appropriate and this is the topic we will address in this chapter. The aims of this chapter are to:
Analyse the advantages and disadvantages of the three main methods of data collection; personal interviews, telephone interviews and self-completion questionnaires in order to help you decide which is most suitable for your organisation.
Provide guidance on how to maximise response rates.
Understand the role of new technology such as web and e-mail surveys.
Explain the advantages and risks of mixing survey types.
Consider the question of respondent confidentiality and how that might affect the results of your survey.
Explain when and how often to survey customers.
