Gaps (Service) - arise when expectations or priorities do not match performance. For example, clients may expect service in 15 minutes but have to wait 30 minutes. (The reverse may also be true which may result in asking whether clients are being over-serviced.). Furthermore, service time may be a high priority attribute for clients in which case it would make sense to take steps to reduce waiting times.

Qualitative Research - research designed primarily for exploratory purposes such as client understanding of a topic, issue or message. Focus groups, one-on-one or group interviews, and expert or advisory panels are examples of qualitative approaches.

Quantitative Research - involves sampling to measure the statistical incidence of a defined quality or attribute among a specified population. Mail, telephone and electronic surveys are examples of quantitative research methods.

Benchmark Measure - sometimes called a baseline measure, benchmarks provide reference points by which to compare future measures. Benchmark measures help determine whether satisfaction is improving, staying the same, or declining.

Multiple Lines of Evidence - refers to the fact that risk is reduced and reliability increased as evidence to support a course of action mounts. Because findings resulting from qualitative research are not definitive, it is important to look for evidence from different sources to support conclusions.

Polling (Poll) - the use of surveys and scientific survey techniques to determine attitudes, opinions and expectations of a target population (universe).

Marketing Activity - activity related to the 4Ps of marketing: product (development etc.), place (channel distribution), price (setting prices and pricing policy), and promotion (advertising, public relations, sales promotion, communicating etc.).

Direct Clients - clients who interact directly with a provider to receive (recipient) the product or service.

Indirect Clients - clients who have a stake or interest in the product or service, but who are not the direct recipients of the product or service.

Internal Clients - refers to those within your organization who receive your output.

External Clients - refers to those outside your organization who receive your product or service.

Client Segments (Segmentation) - refers to the fact that clients can usually be segmented into sub-groups which have attributes that are meaningful for the product or service provider. Many different attributes are used to segment clients, including: revenue generated, usage (heavy, medium, light), gender, age, income, education, years experience, job function or position, and others. When planning a CSM initiative, it is important to consider the critical units of analysis and the extent to which this analysis will involve sub-groups (client segments). Data collection instruments should be designed accordingly.

Performance Accountability - generally speaking, places emphasis on results rather than activities. More specifically, this means: 1) defining the desired results; 2) providing the proper tools and resources to achieve these results; and, 3) measuring and demonstrating actual achievements.

Probability Sampling - any sampling method where the probability of a member of a target population being included in the sample is known.

Systematic Approach - a structured, organized and methodical approach to a problem or process. In marketing research, sometimes referred to as the research process.

Non-Systematic (Ad Hoc) Approach - the opposite of a systematic approach.

Projectable - the ability to project data based on a statistical sample of a target population to the entire population (universe) within a specified margin of error.

Margin of Error - related to sampling, error margins represent the range of accuracy within which results may be trusted. The larger the sample size as a proportion of the population, the greater the accuracy of the results.

Explorative - research or consultations aimed at clarifying or increasing understanding of an issue or concept, often done prior to undertaking more in-depth quantitative research.

Indicative - information, usually obtained using qualitative approaches that suggest how all clients view or perceive a concept or issue.

Definitive - information, usually obtained using quantitative approaches, which are relatively conclusive regarding the views and perceptions of a target client population.

Screening Criteria - criteria used to select panellists for focus group participation. Panellists should be selected to be representative of the target audience.

Moderator's Guide - a schedule of discussion themes to be covered in a focus group session. The moderator uses the guide to ensure that the relevant topics are covered and the appropriate time is set aside for each topic.

Verbatim Comments - are exact, word-for-word comments from clients. Verbatim comments from client consultations are often effective for emphasizing salient points or themes.

Interview Guide - list of questions used by an interviewer when conducting one-on-one interviews. The guide ensures consistency of information across interviews and facilitates assessment and reporting of findings.

Checklists (Observation) - used by observers to record occurrence of events, activities or behaviours. For example, are service standards posted or made available to clients.

Mystery Caller - a research method whereby researchers pose as clients

Respondent Fatigue - occurs when respondents are surveyed too often or if a particular survey is too long. Fatigue can affect the quality and accuracy of the responses as well as the response rate itself. Although length is very subjective, it is generally best to keep surveys under 15 minutes to minimize the fatigue factor.

Arms-Length Protocols - are practices that are implemented to preserve objectivity. They help mitigate the potential bias (conflict of interest) that arises when those measuring client satisfaction are responsible for providing the product or service.

Face Validity - is the validity of a measurement instrument as determined by subjective judgement. In other words, do the questions contained in the instrument make sense.

Non-response bias (error) - occurs when there are significant differences between those who respond to a survey and those who do not (for example, in many cases, non-respondents tend to be more dissatisfied than respondents). If you perceive this to be a problem in relation to a survey you are conducting, you may want to consider a follow-up study of only the non-respondents to see if differences exist.

Core Questions - are those which are retained from one survey to another to facilitate comparison of measures for different time periods. Since objectives and priorities change over time, it is not unusual to want to change consultation instruments accordingly. However, retaining a set of core questions for comparative analysis (trend analysis, etc.) usually adds value to the findings.

Resource Kit - available on request from the International Division, the kit includes additional materials pertinent to client satisfaction measurement.

Best Practices - are practices that, because of their proven worth or effectiveness, serve as models for others to follow when planning and implementing CSM activity.