on. At some points, however, it is difficult for respondents to match questionnaire items with the purported major areas of interest. This problem does not stem from the physical construction of the instrument. Rather, the source of the problem appears to be the ad hoc approach to the inclusion of items in the instrument. It seems as if the items were added to the survey questionnaire as the instrument designed though of them, regardless of whether their placement matches with the appropriate major area of interest. The seven major areas of interest are as follows:
The customer satisfaction survey instrument used by Airtech Limited also includes sub-topical areas of interest. The sub-topical areas of interest, as is true of the individual questionnaire items, do not always correlated well with the major areas of interest defined in the instrument. Further, as the questionnaire items are frequently mismatched with the major areas of interest, so too are they mismatched on occasion with the sub-topical areas of interest.
The survey instrument structure used by Airtech Limited includes four sub-topical areas of interest in relation to the Sales major interest area. The four sub-topical areas of interest associated in the instrument with the Sales major interest area are as follows:
One of the questionnaire items dealing with product familiarity collects data that allows the company to develop mean ratings by product group indicating the proportion of respondents who are familiar with the company's products. Later in the customer satisfaction survey, an item collects data that allows the company to develop comparative ratings of Airtech Limited products in relation to competitor products. There are, however, problems with this approach to data collection and analysis.
Consider the company's measures of customer familiarity and comparative product quality in relation to CCTV products. Airtech Limited determined that 53...