1. Introduction to Modern Survey Analytics

There are two things, it is often said, that you cannot escape: death and taxes. This is too narrow because there is a third: surveys. You are inundated daily by surveys of all kinds that cover both the private and public spheres of your life. In the private sphere, there are product surveys designed to learn what you buy, use, have, would like to have, and uncover what you believe is right and wrong about existing products. They are also used to determine the optimal marketing mix that consists of the right product, placement, promotion, and pricing combination to effectively sell products. They are further used to segment the market recognizing that one marketing mix does not equally apply to all customers. There are surveys used to gauge how well the producers of these products perform in all aspects of making, selling, and supporting their products. And there are surveys internal to those producers to help business managers determine if their employees are happy with their jobs and if they have any ideas for making processes more efficient or have suggestions and advice regarding new reorganization efforts and management changes.