Beyond traditional customer surveys: The reputation analysis

Ilka Willand
2015 Statistical Journal of the IAOS  
An important strategic goal of Destatis is to continuously collect information about the customer satisfaction and the perception of important stakeholders and target groups. We conduct frequent customer surveys since 2007. But not all important stakeholders and target groups are necessarily registered customers. To learn more about their demands a reputation analysis was conducted in 2013 in cooperation with a market researcher. To determine a manageable frame for the study, we focused on
more » ... we focused on three target groups: Respondents (households and enterprises), fast multipliers (online and data journalists) and young multipliers (young academics). The analysis was mainly based on the "Kano-Model", a methodological approach, which is often used in quality management and product development. In the following article the survey design and the main results will be presented.
doi:10.3233/sji-150866 fatcat:ceu3au3t6zgcbikhx4rnnixfzy