Bob Hayes: Measuring Customer Satisfaction

by Carson Reynolds

Hayes gives an overview of techniques used by companies in the development of questionnaires. He talks about the theory behind their design as well. The short of it is that designers should come up with some abstract qualities they’d like to measure, and then use questionnaires to gain information about those “quality dimensions.”

The book seems intended for business school types and devotes large portions to elementary statistical techniques like ANOVA, T-tests, and various charting techniques. The most relevant work seems to centered around discussions of how to capture “critical incidents.” Moreover the properties of reliability and validity of statistical measures are also interesting criteria around which to center data collection.

Hayes details checklists, likert-scales, and the item selection process to determine which questions should be used. Overall the design process seems to be: select some quality dimensions, brainstorm questions, select ones relevant to the quality dimensions, construct checklist or likert scale questionnaire.

The remainder of the book concerns examples of questionnaires and different control charting techniques to help visualize changes in the quality dimensions. There are also numerous appendices of various relevant statistical techniques.