The placement of certain key survey questions – particularly the overall satisfaction question in a customer satisfaction questionnaire – has been extensively debated among academics, suppliers, and clients.
The point of view outlined in this paper results from the discussion in our Research Leadership Council sessions, our Marketing Sciences Department, a review of the relevant academic literature, and a limited amount of side-by-side testing.
Importantly, no overwhelming body of evidence indicates whether the key metrics in a survey, particularly, questions like the overall satisfaction question, should come first (before the attributes) or last (after the attributes).
We recommend the overall-first design to achieve the least-biased, best estimate of the real level of satisfaction that exists among a company’s customers. Download now to find out why.