Publications

Let’s get down to it – but what?

To ensure that the right conclusions are drawn from a customer satisfaction survey, there needs to be an elaborate determination of satisfaction drivers. Our contribution reveals the advantages and disadvantages of standard processes when determining relevance.

The foundation of the methodological comparison is the re-analysis of a satisfaction survey involving 5,000 customers of a B2B service provider. Here, the following processes were assessed: Correlation, regression, PLS, penalty and rewards as well as sequential driver analysis. And we approached the analysis using the following guiding questions:
Just what do standard methods offer when determining relevance? Where do their limits lie?
What is the risk of issuing incorrect recommendations for cost-intensive improvement measures? And how can protection be sought against this?

Publication download (published in Planning and Analysis, edition 4, 2011)

Let’s get down to it – but what?

AUTHORSDr. Anita Petersen
Heiko Klemm
LANGUAGESGerman
Download publication
Overview / all topics
Publications

What could still be of interest to you

No worries about being replaced by AI

Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...

Go to publication

Saying what is important

One of the central tasks of market research is to say what is important. The second part of the series on preference...

Go to publication

What is important? Best practice: methods of relevance analysis

The way we ask what is important already defines what we hear or overhear. Dr. Anita Petersen and Sven Slodowy from (r)evolution...

Go to publication