Linkert scale

Since you have extracted the customer requirements from your interviews and images, it will be very easy to now take the customer requirements you have generated and make a questionnaire to help ascertain the real level of importance of each requirement. Your customer interviews probably consisted of 20-30 face-to-face meetings. To make the importance survey reliable, we recommend you survey 100-150 customers for each market segment you are targeting.

While most surveys get a 3-5% response rate, you really need to ensure you are getting a good cross-section of your customer base and are aiming for a 50-60% response rate. This will require some work with your marketing team to make sure customers are properly notified about the survey, that there is a proper incentive for their participation, and that there is a follow-up after the survey for those who did not respond.

The importance questionnaire format is shown in Figure 8.1. In this questionnaire, we list each of the possible...