Summary
In this chapter, we explored the topic of customer satisfaction analysis and loyalty in the context of marketing analytics. We began by discussing the importance of customer satisfaction and loyalty and how they can be measured. We then moved on to the topic of questionnaire design, covering the different types of questions and response formats, as well as best practices for designing effective questionnaires. Next, we discussed the different methods of administering surveys and interviews, along with their advantages and disadvantages. We then explored the topic of sampling, covering the different types of sampling and their applications. Finally, we discussed the net promoter score (NPS) methodology and its limitations, as well as alternative methods for measuring customer loyalty.
By learning these techniques, you are now able to understand how to conduct survey analysis, how to correctly calculate sample sizes, and how to derive insights from the analysis.
In the...
