Customer Satisfaction Surveys and Barometers
Customer satisfaction research methodologies may be divided, according to their content and objectives, into qualitative and quantitative research (Dutka, 1995).
The main aim of qualitative research is to obtain detailed information and additional explanations on customers’ attitude and opinions. This justifies the exploratory nature of qualitative research. The main characteristics of qualitative research include the following (Taylor and Bogdan, 1975) Open-ended (probing) questions are used, and thus customer responses are not given in a predefined format. The number of respondents is small, but the research gives the ability to analyze in detail customer behavior. The results are based on responses given by customers, as well as on observation. Usually generalization of results is not possible.
KeywordsCovariance Transportation Income Marketing Assure
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