How To Make Surveys Simpler and More Focused

Article

Vinson, Larry R.   (2001, Larry R. Vinson)   McNeese State University, Lake Charles, LA

Quality Progress    Vol. 34    No. 5
QICID: 14612    May 2001    pp. 58-63

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Article Abstract

ISO 9000:20000 quality management standards stress the need for better customer communication. While the customer satisfaction survey is a useful tool to facilitate improvement in customer communication, its complexities often limit use in actual decision making. Two multivariate statistical methods are discussed that simplify and focus data from surveys. Multiple regression and multivariate analysis of variance (MANOVA) are two statistical tools that together simplify and focus the use of survey data. Other useful multivariate tools are factor analysis, which can be used to map the structure of attitudes, and the T2 statistic, which provides a metric by which an organization may track a complex process by following a single statistic. Integration of these multivariate statistical procedures within a real-time measurement and reporting system that is tied to hard outcomes may produce more useful models. By creating real-time systems the true power of listening to and improving customer communications is realized. Data used to illustrate these tools come from a customer satisfaction survey for an automobile dealership.

Keywords

Customer satisfaction (CS),Customer surveys,Voice of the customer (VOC),Multiple regression,Multivariate quality control,ISO 9000


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