Topic 2: Customer Satisfaction Surveys- Personal Application

You might remember Joy Mead, associate director of marketing at Procter & Gamble, when she spoke about consumer behavior. Listen to this clip to hear Mead talk about the research techniques and methods Procter & Gamble uses to develop consumer insight. You will learn that the company isn't just interested in what consumers want now but also years into the future.

http://app.wistia.com/embed/medias/c89771530a

Primary marketing researchis generally used when all other options for gathering marketing data have been exhausted. It is very expensive, and sometimes the research itself is flawed in its design.

One of the areas of primary marketing research we are all familiar with is the customer satisfaction survey. Even this supposedly simple type of survey is difficult to design to elicit the most accurate responses from customers. Let's get a little experience in question design.

Go tosurveymonkey.com. Click on "Solutions," then "Customer Satisfaction," then on the Customer Satisfaction Survey Template, click "Preview." On the right side, click on "Surveys 101." (You should not have to sign up for an account to access this information.)

Scroll through the tutorial on survey design, paying special attention to the section on "How to Design a Survey."

Create one question you would ask customers of the brand you are profiling for your writing assignments for the purposes of measuring customer satisfaction. The question type can be multiple choice, comment/essay, rating scaleyour choice based on the objective of the question.

Give a few brief comments as to why you felt this question was an important measurement of customer satisfaction and why you chose the particular question format.