Course curriculum

  • 1

    Welcome

    • Welcome

    • Tell us about yourself
  • 2

    Chapter 1: Understand and Explore

    • 1.1 Overview

    • 1.2 Why undertake customer research?

    • Quiz 1.2

    • 1.3 Perspective: The lens of the customer

    • Quiz 1.3

    • 1.4 Qualitative research - Understand and Explore

    • Quiz 1.4

    • 1.5 Qualitative depth interviews

    • Quiz 1.5

    • 1.6 Qualitative focus groups

    • Quiz 1.6

    • 1.7 Summary

    • 1.8 Your task

    • Reading and links

    • Downloads
  • 3

    Chapter 2: Measure and Track

    • 2.1 Overview

    • 2.2 Quantitative Data Collection - Self Completion

    • Quiz 2.2

    • 2.3 Quantitative Data Collection - Driven Interviews

    • Quiz 2.3

    • 2.4 Maximising Response Rates

    • Quiz 2.4

    • 2.5 Sampling

    • Quiz 2.5

    • 2.6 Keeping the score – rating scales

    • Quiz 2.6

    • 2.7 Asking the right questions

    • Quiz 2.7

    • 2.8 Summary

    • 2.9 Your task

    • Reading and links

    • Downloads
  • 4

    Chapter 3: Taking Action – Beyond Customer Satisfaction Measurement

    • 3.1 Overview

    • 3.2 Basic analysis

    • Quiz 3.2

    • 3.3 Calculating headline metrics

    • Quiz 3.3

    • 3.4 Taking action - Priorities for improvement

    • Quiz 3.4

    • 3.5 Next steps - Taking action and communication

    • Quiz 3.5

    • 3.6 Summary

    • 3.7 Your task

    • Reading and links

    • Downloads

    • Course Survey