Dealing with the Uncertainty of Satisfaction Surveys in Organizations That Employ Interactive Multimedia

Abstract

The meaning of customer satisfaction has introduced many research analyses in many scientific fields during the recent years. Customer satisfaction represents a modern approach for evaluating quality in any kind of organizations. Customer satisfaction provides a useful and objective feedback about preferences and expectations. This can be particularly important for the design of services based on multimedia and interactive technologies, which are novel to most users. During the evaluation process, surveys analysis must be applied with main task to understand customer satisfaction. For that reason questionnaires have been proposed to reflect the previous analysis. Many times in that process, individuals that participate in the interviewing process misunderstand the pose questions leading to false answers and error results, without evaluating all recourses during the interview. The aim of this chapter is to analyze a statistical modeling of that false answers considering categorical data analysis through a digital music library case study. This chapter focuses on a proposed method which is based on the probabilities of the positive or negative TRUE and FALSE answers, with main task to reduce the variability of the errors during the survey.