The Customer Satisfaction Study
A second type of question, particularly in the preliminary part of the study should address their expectations. Why did they attend, and what did they expect to gain from attendance. We should also seek suggestions for improving the conference in the future. A few questions should address the logistics of travel, timing, location, accommodations, and services.In the case of this study, none of these, usually quite critical considerations, are relevant, since the target audience comprises 100 market research professionals. Firstly, the target sample is uniquely knowledgeable on the topic of market research, and will, therefore, be more critical of the questionnaire, but also they will be likely to give relevant answers if they see this as beneficial to them. Therefore, it is our intention to design a questionnaire so that it provides identifiable benefits to the respondents. They, themselves should gain tangible benefits from participation in the study. Therefore, there should be questions that address this need, and all respondents should be provided with a copy of the final report. While the make-up of the target population makes data collection easier, it will also skew the results a bit and this needs to be addressed in the analysis.While focus groups could yield possibly more information, they are expensive, and, due to the makeup of the target group, we feel that follow up telephone interviews will be more useful for less cost. These attendees are market research professionals. They want this study to yield good information in order to improve their future experience. However, certain types of questions might easily provide research information to the participants. For example, there could be questions concerning the value of certain portions of the convention. The dynamic cross-pollination of a focus group might be valuable for further research in the future for program development, but for a satisfaction study, it is overkill.