Skill Introduction

In this course we will introduce methods to measure and identify satisfied customers so that adjustments can be made to the product or service. To measure customer satisfaction we will measure customers’ expectations, customers’ perceived performance, and the disconfirmation of the offered product or service. Because there are a variety of ways to measure customer satisfaction, we will compare and contrast various measurement and scaling techniques.

Finally, we introduce Multidimensional Scaling (MDS). MDS is used in marketing to understand the pair-wise similarity of the individual cases (e.g., brands) of a data-set. This technique maps the individual cases onto a 2-dimensional Cartesian graph for visual analysis. This graph can then be analyzed to identify various marketing strategies, and potential product innovations.

Learning Outcomes

Upon successful completion, you will be able to:

  • Develop an understanding of customer satisfaction and marketing analytics concepts

  • Interpret various components of measuring customer satisfaction.

  • Compare and contrast various measurement and scaling techniques

  • Identify opportunities to build and develop appropriate marketing strategies

  • Create a distance matrix, perform classical multidimensional scaling, and plot the results on a spatial distance graph

Course curriculum

  • 1


    • Introduction to Customer Satisfaction and Scaling

    • Introduction to the Skill

    • Glossary

  • 2

    Content and Activities

    • Customer Satisfaction

    • Primary Scales of Measurement

    • Knowledge Check 1

    • Comparative Scaling

    • Non-Comparative Scaling

    • Multidimensional Scaling - Introduction

    • Knowledge Check 2

    • Conducting a Multidimensional Scaling Analysis

    • Multidimensional Scaling - R Example

    • Knowledge Check 3

  • 3

    Application Exercise

    • Instructions

    • Exercise Files

    • Debriefing

  • 4


    • Conclusion

    • Final Quiz

    • Survey Instructions

    • Feedback Survey

    • Survey Verification

    • Next Steps

Begin your learning today.