Publications
The solution to the problem
The sequential driver analysis in customer satisfaction research.
Customer satisfaction research predominantly determines the relevance of key features through the use of linear or non-linear processes. From our standpoint, both approaches frequently miss the set objective. Our plea is for sequential driver analysis.
Action-relevance-matrices enjoy permanent popularity because they depict levels of satisfaction and relevance among customer contact points and reveal service characteristics in a clear form, while also highlighting problem areas and facilitating straightforward communication. Relevance is frequently determined by way of correlation or regression analysis; item dependency and the influence of third-party variables often remain hidden. The outcome is incorrect decisions that dictate improvement measures. The article presents the sequential driver analysis developed by us and analyses differences vis-a-vis alternative processes used to determine drivers based on example studies from different industries and for different target groups.
Publication download (published in Planning and Analysis, edition 6, 2012)
The solution to the problem
| AUTHORS | Dr. Anita Petersen Sven Slodowy |
|---|---|
| LANGUAGES | German |
Publications
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 publicationSaying 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 publicationWhat 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
What can we do for you
As a full-service institute for market research, we find an individual solution.