Archive
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Document Name: Resource Manual for Customer Surveys Part 3
Date: 10/01/93
Owner: OMB
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Title: Resource Manual for Customer Surveys Part 3
Author: OMB
Date: Oct 1993
This is part 3 of 7 sections of the new OMB Customer Survey Manual.
Text follows:
Step 7. Developing and Pretesting the Questionnaire
Perhaps one of the most critical components for obtaining useful
feedback on customer satisfaction from surveys is the
questionnaire or survey instrument.
- How do you ask questions in the survey that best illuminate
levels of customer satisfaction?
The key is careful development and pretesting of questions so
that you can be reasonably sure that the survey answers reflect
the customers' true opinions. For instance, when answering
satisfaction questions, respondents have a tendency to answer in
a positive way. The questionnaire should, therefore, deal with
both attitudes and experiences, and include multiple questions
for key dimensions of service quality (e.g., courtesy,
competence, reliability, communication), each with a slightly
different focus. Asking about an important service attribute in
several ways provides more complete and reliable measurement.
Because respondents may be affected by the wording and ordering
of questions, tracking satisfaction over time requires that the
questionnaire remain as constant as possible for key indicators.
However, most organizations find that initial satisfaction
measurement techniques can be improved. Thus, there is a tension
between desire to measure change and the desire to improve the
quality of the survey.
The following methods are often used to pretest a questionnaire:
unstructured one-on-one interviews; investigations of
respondents' comprehension of terms in proposed questions; focus
group discussions of questions; use of cognitive laboratories.
After a questionnaire is developed, it should be pretested under
real conditions. This kind of field testing is to a survey what
a dress rehearsal is to a play. The questionnaire is tested
using a small scale version of the entire survey, with all design
features in place.
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To Develop and Pretest the Survey Questionnaire
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You Should Have:
* survey questionnaire design experience
* applied attitudinal measurement experience
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You Should Produce:
* documentation of changes in question wording,
question order, and questionnaire structure
through the developmental process
* quantitative and qualitative data as evidence
supporting changes in the questionnaire
* draft of the final questionnaire
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Step 8. Constructing the Statistical Design of the Sample
There are many options for the design of a sample for a customer
survey.
- How do you design the sample for the customer survey?
It is the strongly held view of most experts that results of
customer surveys cannot be interpreted with confidence unless
probability sampling is used. In general, the larger the sample
size the more precise are the survey results, but other aspects
of the sample design also affect survey quality. For instance,
stratification of customers into subgroups or classes is a
commonly used technique to ensure that the customers in the frame
represent the agency's actual pool of customers.
Oversampling of a geographic area or population subgroup may be
desirable to permit the presentation of regional statistics, or
characteristics by different age or ethnic groups. If your
agency has area or regional offices, separate samples of the
areas served by different offices may be useful. Each of these
sample design features affects the statistical properties of the
survey results.
The ideal respondent is usually the person who most directly
receives the service. In some cases the respondent may be the
person who contacted the agency on behalf of someone else, e.g.,
a wife calling about her husband's claim. If an organization,
rather than an individual, is the customer, the choice of
respondent becomes more complex, and there may be multiple
customers of interest in each organization. In these situations,
identifying and sampling several different staff members in each
client organization may be desirable.
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To Construct the Statistical Design of the Sample of
Customers
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You Should Have:
* knowledge of probability sampling theory
* experience in sampling from complex sampling
frames
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You Should Produce:
* description of sample design
* description of sample selection procedures
* estimated levels of precision of survey estimates
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Step 9. Achieving High Response Rates
Regardless of how well the survey is designed, there will be some
customers selected for the survey who will not respond.
- What can you do to achieve adequate response rates?
Low response rates can lead to misleading survey results, since
the people who did not respond may be unlike the survey
participants. The following methods usually prove useful in
ensuring high rates of response. Each of them also may have
implications for the cost efficiency of the survey.
- Advance notification: The respondent is contacted ahead of
time and informed about the survey, including its goals and
its provision of confidentiality, and is encouraged to
participate.
- Ease of answering questions: Customers will more likely
answer questions that are easy to comprehend and to answer.
- "Friendly" questionnaires: For mail questionnaires use a
personalized graphical design that is simple, attractive and
easy to read -- booklet style may make it look smaller and
easier to complete.
- Repeated follow-up: Those not immediately responding are
sent postcard reminders and additional questionnaires in
mail surveys. Repeated calls are used for noncontacts in
telephone and face-to-face surveys.
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To Design Procedures to Achieve High Response Rates in the
Customer Survey
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You Should Have:
* knowledge of how nonresponse error relates to
overall survey quality and survey objectives
* knowledge of alternative survey strategies to
reduce nonresponse and likely reactions of agency
customers to such strategies
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You Should Produce:
* documentation of survey design features to reduce
nonresponse
* estimation of survey cost implications of efforts
to reduce nonresponse
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Step 10. Ensuring Quality During Data Collection
Now you are ready to conduct the survey. However, one of the
biggest management tasks remains...
- What can you do to ensure quality while the data are being
collected?
There are a number of indicators of survey quality that should be
sought throughout the entire survey process. The specific
indicators that are available will depend on how the survey is
conducted. Special attention should be paid to:
- the percentage of sampled customers contacted
- interviewer response rate performance
- extent of questions read as worded
- extent of use of non-directive probing
- questionnaire completion rates as the survey progresses
- response rates of individual survey items
- daily records on problems arising in the data collection and
calls coming into the agency regarding the survey.
If interviewers are used, they must receive high quality training
and continuing supervision, including checks of a sample of their
work. The questionnaire should be administered with no variation
from instructions. Any variation at this stage could give rise to
biased answers from sample customers.
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To Ensure Quality While the Survey Data Are Being Collected
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You Should Have:
* experience in survey data collection management
* knowledge of techniques for intervening in ongoing
data collection to resolve problems and improve
quality
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You Should Produce:
* report on technical quality of data collection
* documentation on limitations of data that may
affect conclusions
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Step 11. Processing the Survey Data
Once the survey is conducted, the survey answers need to be
placed in a form useful for analysis.
- How do you convert the data to a useful form?
Transforming survey answers into data usually entails coding
(i.e., grouping into categories answers given in the respondents'
own words) and data processing steps (e.g., key entry of numeric
data into computer files). To be processed and analyzed, the data
must be put into computer readable form. The data set is
formatted to be compatible with a statistical software package.
It is important to include in the data set information on the
probabilities of selection and other design features
corresponding to each interview record.
The questionnaires will seldom be "perfect," in that rarely are
all questions answered in their entirety. Some responses will be
missing, and the survey results can be affected if those missing
answers are for distinctive types of customers. In attitudinal
surveys, the answer "don't know" can be informative and should be
maintained as a response in its own right.
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To Process the Survey Data and Prepare for Analysis
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You Should Have:
* knowledge of data entry designs
* knowledge of computer file design for statistical
analysis
* knowledge of statistical software packages
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You Should Produce:
* computer data set ready for analysis in
statistical software
* documentation of editing and coding procedures
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Step 12. Summarizing and Delivering Survey Results
Once a survey data set is ready, the data must be analyzed to
learn what they can tell you about customer satisfaction.
- What analytic techniques should be undertaken?
- How can survey information be effectively communicated to
management?
The statistical analytic techniques useful at this stage depend
on the nature of the data collected. Customer satisfaction
statistics sometimes are simple percentages of respondents who
chose a particular response category. At other times complex
statistical models are used to summarize the answers to many
questions simultaneously.
In all cases the presentation of survey statistics should be
accompanied by available measures of their quality, such as
standard errors, confidence intervals, levels of missing data,
response rates, and statistical comparisons of multiple
indicators of the same concept. Graphical presentations of
results often communicate more clearly than numbers and text.
The survey results should be disseminated to all levels of staff
that were involved at the initial stages described in Step 1,
with the form of presentation tailored to the audience. Reports
should be designed for the concerns of the given level.
Presentations should strive for clarity and brevity. Remember
that certain key facts, such as question wordings and the
population on which the statistics are based, should be included
in all reports. Information that is operationally useful
(actionable) should be part of the presentations. Most
importantly, the survey reports should be timely, for the value
of the data diminishes as time passes.
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To Analyze the Data, Summarize the Results, and Present
the Findings
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You Should Have:
* knowledge of statistical data analysis
* ability to write clearly on technical matters
* knowledge of agency organization and activities
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You Should Produce:
* multiple reports on survey results for alternative
agency groups
* commentary on actionable items for future
improvement of customer satisfaction
* feedback on how survey results inform the setting
of service standards