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Triangulation
This article discusses the benefits of using multiple methods and employing a technique called triangulation. Many of our customers and prospects ask us to outline the "best" approach to collecting customer satisfaction data for them. Unfortunately, there is no one best method for gathering data. Rather, each methods has its own strengths and weaknesses.
The Power of Different Methods
In any discussion of how to implement a customer or employee satisfaction program, the topic of how to gather the data is bound to come up, and rightfully so. With the rapid development of emerging technologies, it is wise to consider such divergent approaches as e-mail, internet, telephone, kiosk, and mail surveys. However, when deciding what tool to use for gathering the data it is also important to consider the relative strengths and weaknesses of each of these approaches.
Each of these approaches is "best" for certain applications, scenarios and populations, but none is best for all. As a result, it is the wise researcher who considers how to maximize the strengths of the different approaches while simultaneously countering their weaknesses (for an examination of each of these techniques and a summary of their strengths and weaknesses check the article on Data Collection Methods. The technique for balancing the strengths and weaknesses of each approach is referred to as triangulation.
What Is Trangulation?
Triangulation is a term borrowed from the study of experimental methods and refers to any attempt to investigate a phenomenon using more than one method. It was developed to counteract the inherent threats to validity that each experimental method contained. For example, say we wanted to investigate how groups work together under varying levels of stress. We could conduct a laboratory study by assigning people to groups and then varying the level of stress and measuring how they reacted. By doing this we would gain a high degree of control over the subjects and stimuli and be able to measure the impact of the stress very clearly. However, that same control comes at the cost of situational realism (i.e., the subjects would know they are in a lab and may not respond as they would in the real world).
Conversely, we could investigate the same phenomenon by studying naturally occurring groups (e.g., project teams) and observing how they react to different levels of naturally occurring stress such as impending deadlines, equipment breakdowns, etc. By studying these groups we could gain a better understanding of how people behave in the real world, at the expense of losing a considerable amount of control over the make-up of the groups and the stress they experienced. In order to triangulate on the phenomenon of interest we could conduct a series of research studies that all investigated the same phenomenon using different experimental approaches. We could conduct both of the studies described above and observe differences in the results. By doing both studies we have capitalized on the strengths inherent in their methods while overcoming some of their weaknesses.
How Does that Apply to Surveys?
The above discussion, while interesting, may not appear to have immediate relevance to conducting surveys. However, the approach embodied by the concept of triangulation clearly does apply. Specifically, by considering the population you are surveying, their interests, the strengths and weakness of each of the approaches you are considering, and your goals in conducting the survey, you can develop a multi-faceted survey approach that will provide a great deal of information. Additionally, in gathering that information using different methods, you minimize the impact of any one method and increase your confidence in the data you have gathered.
Perhaps an example will clarify. Say you were interested in measuring the satisfaction of your customers and employees because you have become convinced that happy workers have an impact on your organization's bottom line. In the past you have used mail surveys, but are interested in conducting an electronic survey because it may save you money and you are interested in fully exploiting existing technology. You know that many of your employees and customers have access to computers and e-mail accounts as well as the world wide web. Unfortunately, not all of them do and many of them are reluctant to complete surveys electronically because they fear they risk losing anonymity. Finally, you have read that certain "types" of people are more likely to complete electronic surveys than others. So, what are you to do?
By considering the implications of triangulation you could employ both types of survey methods and mail to a certain segment of your customer and employee population and electronically distribute the survey to the other segment. By distributing electronically you are exploiting new technologies and appealing to the interests of some of your customers and employees, potentially increasing the likelihood that they will respond to the survey.
Additionally, by distributing some surveys by mail you are appealing to those who favor such traditional approaches and you have the added bonus of being able to directly compare the data to your previous survey efforts. Finally, by identifying how each survey was distributed in the data file and comparing responses for the different methods you can conduct some meaningful research to determine if, for example, the respondents who received the electronic survey approach are more or less satisfied, or if you receive a higher response rate, etc.
For more information:
Call: 1-800-447-3269
E-mail: info-ncs@pearson.com
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