O'reilly - Leveraging Surveys With Francois Christen
January 2015 | .MP4, AVC, 2587 kbps, 1920x1080 | English, AAC, 128 kbps, 2 Ch | 2 hrs 26 mins | 2.11 GB
A well-designed, well-presented survey is one of the most reliable tools for discovering what customers think about your product-whether it's in development or undergoing improvement-or how they view your brand in general. However, "well-designed" and "well-presented" surveys are not easy to achieve.
In this video workshop, host Francois Christen uses his 33 years of applied and academic experience as a marketing scientist to show you how to design a good survey. You'll learn how to identify and word targeted survey questions, how to engage folks who agree to take the survey, and how to interpret the results.
Learn how to engage people and maximize response rates
Explore various types of commonly used surveys, including brand perceptions, customer loyalty, and product design surveys, among others
Use tested methods to attain a good survey with accurate reporting
Perform driver analysis to determine how to attract customers or reduce customer attrition
Determine what causes consumers to act
Understand why sometimes you need more than one item to measure attitudes
Get tips on writing questions, particularly how to avoid bias
Learn how to select and sample respondents for a survey
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