Make Marketing History

The views of a marketing deviant.

Thursday, November 15, 2007

Satisfaction Quantified?

Satsifaction surveys exist to measure our relative pleasure or displeasure on some sort of sliding scale. So why would the options on a customer survey change from question to question and why would they place acceptable ahead of adequate in the scale of options?

Perhaps because it was a survey of customer care in a state-run hospital and unwell patients might not notice that marking down actually improved the rating.

Never believe research results if you haven't seen how they were collected. In the private sector, at least, you won't succeed by deluding yourself.

3 Comments:

Blogger Rob Mortimer said...

Just like those poor folk in Florida who found they had mistakenly voted for the devil incarnate.

12:10 AM, November 16, 2007  
Anonymous Angus said...

That's a big call asking believe to never believe research results if you haven't seen how they were collected. On more obvious things it's easy, and it's right, but I'm sure there's numerous instances where I, as have you, have subconsciously believed research without questioning it or indeed knowing it and as a result developed a positive perception of something. And no I can't think of any examples. My brain is too small.

1:36 AM, November 16, 2007  
Blogger john dodds said...

Your brain-size ploy is overused Angus so I'll use big words regardless - I'm all for measuring stuff but you have to measure it right (otherwise you get people misquoting the lies damn lies and statistics aphorism).

If a positive perception arises from false data then surely that'snot a good thing - unless one's job is to propagate the posiitve perception. But eventualy it will be found out.

In this case, I was concerned that bad hospital services would be covered up by a skewed form.

3:08 AM, November 16, 2007  

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