Methods for Measuring Client Satisfaction
Salhat Abbasova, Manager, Azerbaijan
Quantitative and qualitative research methods may be used for measuring of customer satisfaction:
- The questionnaire is one of the simple tools for data gathering. There is acknowledgment that using questionnaires reduces psychological pressure on respondents, facilitates the opinion expression of the interviewees, and ensures confidentiality and anonymity which also impact on reliability of answers.
- On the other hand, the qualitative interviews with customers used to allow a deeper exploring of the aspects of the research questions.
So a mixed type of type research (using both quantitative and qualitative methods), which brings together strengths of both forms of research may be most successful to analyse the problem, particularly the customers' attitude to the offered service.