Page 161 - Data Science class 11
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NPS is a customer loyalty and satisfaction measurement taken by asking customers various questions. NPS is a
powerful metric used across businesses of varying sizes. It helps companies achieve its objective of earning more
enthusiastic customers, and the score itself can be easily tracked and quantified over time.
4.3.5 Strength and Weakness study of Survey method for research
Survey research, as with all methods of data collection, comes with both strengths and weaknesses. We’ll examine
both in this section.
Strengths of Survey Methods
Following are the strengths of the survey methods:
• High Representativeness: Generally, surveying involves a large number of people, giving a better description of the
relative characteristics of the general population involved in the study. Surveys are able to extract data that are near
to the exact attributes of the large population as compared to other methods of data collection.
• Economical: The researcher conducting a survey needs to pay only for the production of survey questionnaires.
While, other data collecting methods such as focus groups and personal interviews require researchers to pay more.
• Convenient: Nowadays, there are a number of ways through which surveys can be administered to the participants;
online surveys, paper surveys, telephonic surveys, kiosk surveys, interviews, focus groups, etc. As such, researchers are
able to collect data from people around the globe conveniently.
• Easy to analyse and visualize data: Since most surveys are quantitative in nature, third-party software tools can
easily represent the results obtained from surveying via reports, charts, tables, etc. Thus, it becomes easier to analyse
and visualize data.
Weaknesses of Survey Methods
Following are the weaknessess of the survey methods:
• Lack of accessibility: Surveys might be unsuitable for individuals who have a visual or hearing impairment. Some
individuals might not have the prerequisite knowledge to answer the survey. There might even be areas with low
literacy rates. To avoid this potential disadvantage, these issues must be considered during the planning stages of the
research project.
• Not a platform for contentious issues: Controversial questions may not be accurately and honestly answered by
few people due to reasons like prejudice. The truth behind these controversies may not be revealed as accurately as
when using other data collection methods like focus groups and interviews. Some questions might not be appropriate
to ask as these may instigate feelings of hatred.
• Inflexibility: The researcher is stuck with only one method of surveying. The design of surveying cannot be changed
throughout the process of data collection.
4.3.6 Survey response rate
The survey response rate affects the relative strength or weakness of a survey. If we consider a scenario, say a
researcher sending a survey to 100 people. It would rarely be the case wherein all the respondents have completed
the questionnaire. If the researcher is incredibly lucky, perhaps 75 or so will return the completed questionnaires.
In this scenario, the response rate would be 75%. The response rate is calculated by dividing the number of surveys
returned by the number of surveys distributed.
Though there are diverse survey response rates, and according to researchers, there is no definition of what is a good
survey response rate; having 75% of your surveys returned would be considered good—even excellent—by most
survey researchers.
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