Customer Surveying: A Guidebook for Service Managers

"Customer Surveying: A Guidebook for Service Managers" is written to assist the services manager to effectively plan and manage a survey project. It is not an encyclopedia on the subject of surveying or a textbook on survey theory. Rather, its 256 pages aim to provide the tools the survey novice needs to collect real and useful information about customers’ perceptions of service quality. The Survey Guidebook introduces theories and concepts, but always with a focus on practical application.

The term "guide" is used very explicitly here. A guide in the classic sense helps show the path through unknown territory, helping the journeyer to avoid pitfalls, but also answering questions along the way and pointing out features that enhance the value of the trek. The Survey Guidebook plots a path for the surveyor from planning the project, designing the questionnaire, administering the survey, to analyzing and reporting the results using standard desktop software. Tasks for each stage are described and the pros and cons of various options are outlined. The Survey Guidebook pays particular attention to options for questionnaire design and techniques for survey administration, including web and email surveying techniques. 67 charts and figures are included in the book to help explain the concepts, and four exercises help readers practice their new-found skills.