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 Customer
Surveying: A Guidebook for Service Managers (by Frederick C. Van Bennekom, Dr.B.A.)
ISBN 0-9713406-0-9
Customer Surveying: A Guidebook for Service Managers, part of the suite of survey products from Great Brook, is written to
assist services managers to effectively plan and manage a survey project. It is not an encyclopedia on the subject of surveying
or a textbook on survey theory. Rather, its 256 pages aim to provide the tools the survey novice needs to collect real and
useful information about customers’ perceptions of service quality. The Guidebook introduces theories and concepts, but always
with a focus on practical application. The term guide is used very explicitly here. A guide in the classic sense helps show the
path through unknown territory, helping the journeyer to avoid pitfalls, but also answering questions along the way and pointing
out features that enhance the value of the trek. The Guidebook plots a path for the surveyor from planning the project,
designing the questionnaire, administering the survey, to reporting the results. Tasks for each stage are described and the pros
and cons of various options are outlined. The Guidebook pays particular attention to questionnaire design options and survey
administration techniques, including web and email surveying. This new version contains far more information on analyzing a set
of survey data, illustrating how to use Excel to do the analysis. Many figures and charts have been added, now totaling 67 in
the book, and four exercises are included to help readers practice their new-found skills.
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