Abstract #300243

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JSM 2003 Abstract #300243
Activity Number: 119
Type: Topic Contributed
Date/Time: Monday, August 4, 2003 : 10:30 AM to 12:20 PM
Sponsor: Section on Statistical Graphics
Abstract - #300243
Title: Statistical Graphs in Customer Survey Research
Author(s): Susan J. Devlin*+
Companies: The Artemis Group
Address: 235 Route 22 East, Green Brook, NJ, 08812,
Keywords: survey research ; customer research ; statistical graphics
Abstract:

Many businesses use customer's survey to integrate the voice of the customer in business decisions and to motivate employees. Unfortunately, results are often presented as simple tables or bar plots--question by question, grossly limiting the intelligence gained and sometimes leading to misinterpretation of the data. To overcome these problems, the consultant's challenge is to 1) ensure the impact of sampling error is clear but not obtrusive in presenting results, and 2) introduce more advanced analyses, such as modeling and pattern recognition, to support better business decisions. Also, results must be appealing and easily interpreted by managers and executives with limited knowledge of or comfort with statistics. This presentation offers examples of how these challenges can be met through carefully designed statistical graphics that can be made readily available directly through Excel or through Visual Basic add-ins to Excel.

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Revised March 2003