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back to article How not to survey your customers

[David Norfolk says: I don't like most surveys I see – they're normally from the armed and dangerous wing of the PR industry – but they can be useful, when done properly. So I was interested when Richard Collins (he wrote a piece for Reg Dev on test-driven development here earlier this year) pointed me at this piece from one of …

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Should have used conjoin analysis

I work in market research and this is the classic problem with 'importance' questions. In practice what the survey should be doing is trying to understand the trade-offs being made between different levels of service provision - conjoint analysis is one such technique for doing this, but it's a bit beyond simple questionnaires

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