Step 2: Develop the Survey Materials

•We develop attribute rating lists. Three lists are developed: A ranking and/or rating list of attributes desired by your customer and two rating scales (Scale of 1-5, for example) of rated attributes of the subject company and rated attributes of a customer’s favorite vendor (the competition).

• Write the discussion guide and have it approved.

• Work out an interview schedule (often a travel schedule) and get it approved.

• Set up the appointments.

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