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Title: A must for managers who care about customers!
Review: Many managers complain of "flying blind" or being unsure what customers, prospects or even employees really want. One way to address that is through surveys. However, a poorly designed or implemented survey is worse than no survey at all, because a survey can present "facts" that have little basis in reality. Obtaining a valid survey requires hard work and care at each stage. Van Bennekom lucidly takes readers through each stage, explaining everything from the trade-offs involved to potential pitfalls. Everything is clearly explained; even those without a math or science background will be able to understand the concepts behind survey analysis. Especially useful was demonstrating how to analyze surveys using common commands in Excel. This book is a must for everyone who cares what customers and employees think, and is driven to do something about it.
