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Ability to Reach Target Respondents
in a Cost-Effective
Manner:
Of
course you will eventually find your own customers when
screening
off
the mall, or using an RDD telephone sample. But this may
not be
the
quickest or most cost-effective way of talking to your customers.
Instead
of trying to locate your customers in the general population,
why
not screen for eligible respondents who are visiting and
making
purchases
at your facilities?
Immediacy
of the Experience:
Was your facility clean?
Were your employees courteous?
Did your customers
have to wait in line too long?
Unless
there was an extreme positive or negative reaction to any
of
the above, chances are this would not be a
very memorable
experience for them when
trying to answer a telephone, mail,
or
internet survey sometime after
the fact. With interviewing conducted
on-site, the customer's entire
experience can be measured and
evaluated, including
the "little things"
that can make or break
customer satisfaction.
Ewing 