Segmenting the respondents

One of the other useful pieces of information that can occur when doing a survey is that information other than the survey can be gleaned. For example, it may be possible to determine who is doing the survey and where.

Suppose the employees of an airline are being surveyed. It may be useful to divide the survey results up into groups of employees such as pilots, flight attendants, reservations, and gate clerks. Or if the organization were a healthcare organization, it may be useful to divide the groups of people responding into doctors, nurses, administrators, and orderlies.

In addition, if the location of the respondents can be determined, the respondents can be grouped by location. There may be people from the South, people from the West, Northeast, and mid-West. Being able to segment the respondents may lead to some very interesting insights. Fig 10.6 shows that assigning the respondents to different categories can lead to incisive insights.

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