Asking Questions - The Definitive Guide To Questionnaire Design ...

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226 ASKING QUESTIONS Figure 7.5. Illustration of a Client Evaluation Scale. MANAGEMENT SERVICES COMMENT CARD This survey asks your opinion about specific aspects of the service you received. Your individual responses will remain confidential and will be compiled with those of other customers to improve customer service. Please use the following scale to indicate the extent to which you agree with the statement. Circle one response for each item. 1 = Strongly Disagree 2 = Disagree 3 = Neutral 4 = Agree 5 = Strongly Agree If you feel unable to adequately rate a specific item, please leave it blank. SERVICE/ATTITUDE When serving me, this person was helpful. 1 2 3 4 5 This person was cooperative in meeting my requests. 1 2 3 4 5 This person was accurate. 1 2 3 4 5 This person was pleasant. 1 2 3 4 5 This person represents the company well. 1 2 3 4 5 CUSTOMER SATISFACTION How would you rate your overall level of satisfaction with the service you have received? 1 = Very dissatisfied 2 = Dissatisfied 3 = Neutral 4 = Satisfied 5 = Very Satisfied What specifically could be done to make you more satisfied with the service?
ASKING QUESTIONS THAT EVALUATE PERFORMANCE 227 critical for accurate product or service ratings in an industry. Managers in a single organization may have limited information about how well products and services are produced and delivered by competitors or by the industry as a whole. On average, however, a customer is probably more aware of the range of features and benefits that are typically available. In the end, if customers are unhappy with a particular company’s products or services, managers need to know the problems and the source before they can change the system and improve customer satisfaction (Bounds and Dobbins, 1991). If a front-line employee consistently receives low customer ratings, then the individual may be a true detriment to the organization. In today’s marketplace, ignoring such an employee’s performance would be costly to the organization. Unfortunately, the appraisal field has generally focused on the ratings of managers or supervisors and neglected customer feedback. In contrast, until recently, client customer evaluation systems were almost always designed by marketers who are interested in ways to generally change the service and product and who are less interested in the individual appraisal of employees. For instance, some employees believe that “secret shoppers” are hard-to-detect enemies out to take their job away, and that an institutionalized form of formal client feedback can only prevent them from receiving salary increases. Although it would be valuable to have consistent consumer ratings across time, this is seldom possible because of the ad hoc nature of most of these evaluations. One key issue is whether customers who have interacted with an employee can make an accurate and unbiased rating of the employee’s performance. In many contexts, there is an inherent conflict between the customer and the employee. For example, suppose a mechanic and customer are trying to agree on a mutually acceptable maintenance fee. <strong>The</strong> mechanic may think his efforts are worth more than the customer thinks. It can be difficult for such a customer to make unbiased ratings during such a conflict.
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Asking Questions The Definitive Gui
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Norman M. Bradburn Seymour Sudman B
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Copyright © 2004 by John Wiley & S
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viii CONTENTS 12. Asking Questions
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Preface This book is a revised and
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PREFACE xiii trate some of the subt
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The Authors Norman M. Bradburn (Ph.
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Asking Questions
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Chapter One The Social Context of Q
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THE SOCIAL CONTEXT OF QUESTION ASKI
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Chapter Two Asking Nonthreatening Q
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ASKING NONTHREATENING QUESTIONS ABO
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Figure 2.4. Household Health Diary.
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Source: U.S. Bureau of the Census,
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80 ASKING QUESTIONS e. The Sealed B
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82 ASKING QUESTIONS asking about te
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84 ASKING QUESTIONS Figure 3.2. Que
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86 ASKING QUESTIONS into a car, mig
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88 ASKING QUESTIONS relationship be
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90 ASKING QUESTIONS from 55 percent
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92 ASKING QUESTIONS Illegal Drug Us
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94 ASKING QUESTIONS drinkers—may.
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100 ASKING QUESTIONS It must be rec
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102 ASKING QUESTIONS To illustrate
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104 ASKING QUESTIONS This applies t
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106 ASKING QUESTIONS When some resp
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108 ASKING QUESTIONS drinking quest
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110 ASKING QUESTIONS them less thre
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112 ASKING QUESTIONS Determining th
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114 ASKING QUESTIONS carefully for
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Chapter Four Asking Questions About
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ASKING QUESTIONS ABOUT ATTITUDES AN
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Chapter Five Asking and Recording O
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ASKING AND RECORDING QUESTIONS 153
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ASKING STANDARD DEMOGRAPHIC QUESTIO
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ASKING STANDARD DEMOGRAPHIC QUESTIO
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Chapter Ten Organizing and Designin
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ORGANIZING AND DESIGNING QUESTIONNA
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Fill- Ins Easily done with a Possib
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Chapter Eleven Questionnaires from
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QUESTIONNAIRES FROM START TO FINISH
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Chapter Twelve Asking Questions FAQ
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ASKING QUESTIONS FAQS 325 tain you
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Do you own an IBM-type of PC? Yes
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ASKING QUESTIONS FAQS 329 Ranking q
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ASKING QUESTIONS FAQS 331 guish bet
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ASKING QUESTIONS FAQS 333 activitie
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336 BIBLIOGRAPHY AND RECOMMENDED RE
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348 GLOSSARY object. The term belie
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350 GLOSSARY are entered directly i
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352 GLOSSARY the sex of the respond
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354 GLOSSARY of an IBM card is a on
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356 GLOSSARY individual difference
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358 GLOSSARY overreporting, underre
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360 GLOSSARY because of illness or
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362 GLOSSARY response effect A gene
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364 GLOSSARY questionnaires list th
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Index A Ability, measuring, 197-202
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INDEX 369 Denver, 86; Community che
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INDEX 371 Library card ownership, 8
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INDEX 373 preferences, 167-168; thr
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Appendix A List of Academic and Not
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APPENDIX A 377 Phoenix, AZ 85003-17
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APPENDIX A 379 Fax: 310-206-4453 E-
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APPENDIX A 381 800 Florida Ave., N.
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APPENDIX A 383 E-mail: jbason@arche
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APPENDIX A 385 Phone: 312-996-5300
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APPENDIX A 387 Phone: 785-532-5510
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APPENDIX A 389 Center for the Study
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APPENDIX A 391 Ann Arbor, MI 48106-
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APPENDIX A 393 731 Oldfather Hall L
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APPENDIX A 395 New York Marist Coll
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APPENDIX A 397 Cornell University I
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APPENDIX A 399 225 South Main St. A
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APPENDIX A 401 121 University Pl. P
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APPENDIX A 403 South Dakota Busines
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APPENDIX A 405 Public Policy Resear
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APPENDIX A 407 E-mail: sesrc@wsu.ed
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APPENDIX A 409 England National Cen
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412 APPENDIX B PLEASE CIRCLE ONE CO
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414 APPENDIX B 14. Who purchased th
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416 APPENDIX B 23. What racial/ethn
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Faculty Retention Survey December 2
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2. Professional Life Important to y
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4. Environment Important to you Imp
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Appendix D Kinko’s: Open-ended Se
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