Editorial Review:
Now in its second edition, this best seller presents detailed information about how to construct, evaluate, and use questionnaires. New to this second edition is a chapter that includes two different methods of sampling and determining an appropriate sample size for reliable results. The author has updated the chapter on reliability and validity to cover more information about other forms of reliability. Also added is a chapter devoted to presenting examples on real customer satisfaction measures and how they can be used. Other topics include guidelines for developing questionnaires, scale development, the concept of quality, frequencies, sampling error, and two methods of determining important service or product characteristics as perceived by the customer. Benefits: Understand the scientific methodology used to construct questionnaires utilizing the author's systematic approach. Pinpoint and focus on the most relevant topics using the author's concise format of the concepts relating to measuring customer satisfaction. Study both the qualitative and quantitative aspects of questionnaire design and evaluation. Important scientific principles are presented in simple, understandable terms. A great resource for the Certified Quality Manager's exam! Contents: Introduction Determining Customer Requirements Reliability and Validity Customer Satisfaction Questionnaire Construction Sampling Methods Using Customer Satisfaction Questionnaires Examples of Customer Satisfaction Questionnaires Contains 12 appendices and more than 80 illustrations
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Customer Reviews
Average Customer Rating: 
Highly readable text, coherent examples and critical ideas  1999-04-04
Mr. Hayes presents several good ideas in this very readable text. Although this book is most useful now in Age of the Malcolm Balderidge Award, I offer Kudos to Mr. Hayes on his lack of faddish management lingo. The author introduces the idea of customer surveys, gives solid ideas on the backbone of a survey, summarizes what actions lead to a survey, discusses the basis of survey design, and touches on the math needed to analyize survey results. Excellent beginner's guide.
easy to understand general overview  1999-03-22
This book provides a general conceptual approach to its topic along with specific examples of how survey techniques are used. It would be useful to executives with a desire to understand a little more about the field. Unfortunately, it is not particularly helpful in terms of actually doing the techniques it presents. Perhaps more importantly, it doesn't cover the particular pitfalls/limitations you need to be aware of when trying to interpret data presentations.
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