Page 80 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Customer Survey Design, Administration, and Analysis 61

section, the stages of a typical customer survey are outlined and discussed.
We first give a brief overview of each of the following stages:
Stage 1: Establishment of goals and objectives of the survey
Stage 2: The survey schedule and budget
Stage 3: Establishment of an information base
Stage 4: Determination of population and sampling frame
Stage 5: Determination of sample size and sample selection procedure
Stage 6: Design of the survey instrument
Stage 7: Pretest of survey instrument
Stage 8: Selection and training of survey interviewers
Stage 9: Implementation of the survey
Stage 10: Data analysis and report

Stage 1: Establishment of Goals and Objectives of the Survey
The most important, and often the most challenging, part of survey design
is clarifying survey intent and scope. This is where knowledge about your
own business is essential. Survey specialists cannot do this step for you
because they are not the experts of your own business. Only you know what
is most important to your business or program.

The following aspects are essential in establishing the goals and objectives
of your survey.

Determine Survey Purpose. The most critical part of survey design is a
clearly defined statement of purpose and a well-structured view of what you
will do with your newly acquired information. Surveys are decision-making
tools. They have little value if you are not clear on the decisions your survey
will support. It might be helpful to complete the following phrases in order
to figure your real intent in this survey study.
• I want to do a survey because ______.
• I intend to use the information I am seeking by ______.
• The information to be gathered will enable me to decide ______.
• I am prepared to implement change as a result of this survey because
______.

Identify Who Will Use the Results and How the Results Will be Communicated.
Surveys are communication tools. It is important to understand who will use the
survey results and what type of information they respond to. Avoid the common
pitfall of assuming others share your tastes in data. Although marketing staff
may be comfortable with focus group results, a technical audience may want