Abstract
Firms conduct customer surveys to gather their customers’ voice in order to fully understand their perceptions, judgments, attitudes, intentions, and behaviors. Among firms, the practice of surveying customers is widespread. However, if conducted incorrectly, surveys can lead to significant errors in companies’ conclusions. This note describes the different types of customer surveys a firm might conduct. It also summarizes the range of the issues a firm must resolve, such as the survey method (phone, mail, email), the data analysis technique (univariate, bivariate, multivariate), the survey content (items to be used), and the survey type (cross sectional, longitudinal, tracking). Readers should develop a better understanding of the different ways such surveys can be a powerful tool for gathering customers’ voices.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
