Page 84 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Customer Survey Design, Administration, and Analysis 65

Stage 9: Implementation of the Survey
The administering of the survey instrument is a very crucial stage of the
customer survey. It is very important to abide by the sampling procedure to
ensure the validity of the survey. It is also very important to stick to the time
schedule of the survey process. Care must be taken to ensure the privacy of
the respondents and minimize their inconvenience. The implementation of
the survey is further discussed in Sec. 4.3.

Stage 10: Data Analysis and Report
The data from returned questionnaires will be summarized and analyzed by
statistical methods, and the final findings of the analysis will be reported.
Section 4.5 will discuss details of data analysis and report.

4.2 Survey Instrument Design

One of the key tasks in the customer survey is the questionnaire development
process. The main issues in questionnaire development include the type of
questions, the wording of questions, the sequence of questions, and the
length of the questionnaire.

4.2.1 Types of Questions
There are two types of questions in the customer survey: closed-ended
questions and open-ended questions.

Closed-Ended Questions
Closed-ended questions provide a fixed list of alternative responses and ask
respondents to select one or more alternatives as the best answer(s) for the
question. Closed-ended questions have many different formats.

Multiple-Choice Questions
A multiple-choice question has a list of answers and usually asks for a fact.
Only one answer is supposed to be applicable. Here is an example of a
multiple choice question:
What department do you work in?

a. Sales
b. Marketing
c. Manufacturing
d. Research