21 of 23 people found the following review helpful:
Highly readable text, coherent examples and critical ideas, 1999-04-04
Mr. Hayes presents several good ideas in this very readable text. Although this book is most useful now in Age of the Malcolm Balderidge Award, I offer Kudos to Mr. Hayes on his lack of faddish management lingo. The author introduces the idea of customer surveys, gives solid ideas on the backbone of a survey, summarizes what actions lead to a survey, discusses the basis of survey design, and touches on the math needed to analyize survey results.
Excellent beginner's guide.
25 of 29 people found the following review helpful:
easy to understand general overview, 1999-03-22
This book provides a general conceptual approach to its topic along with specific examples of how survey techniques are used. It would be useful to executives with a desire to understand a little more about the field. Unfortunately, it is not particularly helpful in terms of actually doing the techniques it presents. Perhaps more importantly, it doesn't cover the particular pitfalls/limitations you need to be aware of when trying to interpret data presentations.