Customer Survey ResearchConstructing Customer Satisfaction Questions

Learning Objectives Recall the tips for designing good

customer satisfaction surveys Recall the question types you can use to

write customer satisfaction surveys

Constructing Questions Understand purpose of survey to include

only relevant questions Write clear and unambiguous questions Accurately communicate what is

required of customers to answer each question Don’t assume customers understand

questions or instructions

Questionnaire Design - Instructions

Providing instructions directly after question stem helps ensure respondents see & process it before providing answer

Example:When did you start your studies at Utah State University? Please provide your answer using two digits for the month and four digits for the year.

MM YYYY

Asking Effective Questions Make questions clear

Be precise Avoid difficult or specialized words,

acronyms, & pretentious language

Keep questions short Contain no more than 2 short sentences

Asking Effective Questions Avoid double-barreled questions

Example: How do you describe your experience with Agri-Service and Massey Ferguson tractors?

Replace with: How do you describe your experience with Agri-Service?How do you describe your experience with Massey Ferguson tractors?

Asking Effective Questions Avoid leading questions

Do not suggest a certain response

▪ Poor Example: Wouldn’t it be great to purchase Anderson Bean boots at C-A-L Ranch?

▪ Better: What boot brands would you like to purchase from C-A-L Ranch?

Ask reliable questions Understood and interpreted in the same

way by all readers Poor Example: Where are you from?

Asking Effective Questions Do not use questions that ask for

highly detailed information Don’t ask for details: in the past 30 days,

how many hours did you spend repairing your water trough?

Asking Effective Questions Provide mutually exclusive answer

choicesIncorrect Question: Correct Question:

Be exhaustive in answer choices