Fox Business News quoted Rita McGrath extensively in their article on Writing a Customer Survey: Your first step toward writing an effective customer survey should be to establish a clearly defined set of objectives, according to Rita McGrath, associate professor at Columbia Business School. “Your goals for the survey must be clear because this will guide your choice of questions and allow you to eliminate irrelevant or non-central points,” she explains. “This will also allow you to do a better job of piloting because you’ll be clear on whether the survey is delivering to your goals or not.”
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Finally, McGrath notes the importance of identifying the correct demographic for your survey. “You should also try to make sure that your respondents are representative of the population you are trying to learn about,” she says. “If you only survey a sub-sample, you are apt to get skewed results which are not useful in making decisions.”
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