ABSTRACT
This chapter cover the questions, including how suppliers are worded plus the layout of the questionnaire. The three broad aspects of questionnaire design that should be considered are the questions, the layout and rating scales. Supplier could compare their questionnaire with the checklist and ask whether it breaks any of the rules. The first item to consider is whether respondents possess the knowledge to answer the questions supplier has asked. The second item to consider is whether the respondents understand the questions, or, more accurately, whether they all assign to the questions the same meaning as the author of the questionnaire. Most positively biased rating scales on customer satisfaction questionnaires are probably there because the questionnaire designers are oblivious of the problem. The starting point is the list of the most important customer requirements identified in the exploratory research and they have to be rated for importance as well as satisfaction.
