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Data Collection Techniques

Data Collection Techniques
Design Objectives:
1) Define quality
2) Learn what competitors are doing
3) Define quality performance measures in use
4) Identify areas where a competitive edge can be exploited
5) Uncover urgent problems

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Data Collection Techniques Data Collection Techniques

Identification of an Objective Means We Need to Understand: • Remember that survey sample sizes and frequencies can have
substantial costs associated with them.
• Watch out for other pitfalls such as:
1) The problem • Poor survey design
• Sampling errors
2) How the problem will be quantified (vital X’s or variables) • Failing to ask the right or specific questions
• Ignoring nonresponses
3) How the problem will be measured • Treating customer perceptions as objective measures
4) The design we will use to collect the data • Ignoring results
• Using results incorrectly
5) How the data will be analyzed • Using incorrect analysis methods
• Not providing feedback
• Asking too many questions ( 25 to 30 would be a standard number)
• Using temporary employees to conduct surveys

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Data Collection Techniques Data Collection Techniques

Development should consist of the following steps:
What do we wish to learn from the customer?
• What do they like about your products/services
• What do they dislike about your products/services
• What are they getting that they don’t need
• What do they need that they are not getting

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Data Collection Techniques Data Collection Techniques

Guidelines of Questions: Interview Guidelines

• Note that there are different ways to ask the same question • Remain mindful of the objective of the interview
• Decompose questions to keep them easy to ask (make the subjects and • Ask yourself what process you will follow
objects specific) • Ask open ended questions
• Connect questions with events ( this helps us compensate for • Write responses exactly as offered
telescoping) • Ask why several times, what and how? Dig for answers
• Structure questions about fact more than one way • End the session by asking if there is anything else the participant
• Look for multiple sources wishes to share
• Directly observe responses • Remember, not everything is critical to customer satisfaction. We
must direct our line of questioning to uncover these.

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