11

Developing and Conducting Customer Surveys

Goals:

• Discuss purpose of customer surveys
• Understand guidelines for developing survey questions
• Utilize four-step procedure for developing a survey
• Test customer survey
• Conduct customer survey

Skills:

• Draft clear survey questions
• Utilize a structured approach to develop a set of survey questions that address predetermined management decision issues
• Interpersonal skills needed to conduct in-person surveys

Overview:

Up to this point students have developed a business concept based on their personal experience and intuitive feelings. Now it is time for them to begin to see how other people, particularly prospective customers, feel about their concept.

Students learn the elements of a good survey question and are provided a structured Four-Step Survey Development Process that ensures they gather information needed to complete the remaining elements of the Business Plan.