12

Analyzing Customer Survey Data

Goals:

• Tabulate survey data
• Graph survey question responses for ALL respondents
• Graph survey responses of HIGH PROBABILITY customers
• Make key business decisions

Skills:

• Data tabulation and graphing
• Objective interpretation of survey data
• Subjective business decision making based on survey data

Overview:

After students have conducted their customer surveys, they have a lot a random information. Although some students have a general sense of how people responded to their questions, they can not fully understand the patterns of response without an organized method of analysis. This chapter helps students to organize and present their survey data in a way that will help them to:

• Make product or service decisions
• Identify primary customers
• Develop pricing strategies

During this lesson students utilize the following four-step survey analysis process:

• Tabulate survey data
• Graph survey question responses for ALL respondents
• Graph survey responses of HIGH PROBABILITY customers
• Make key business decisions