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Hello,
This survey is part of a bachelor thesis on KPI and dashboard reporting within Sales & Marketing departments. One of its aims is to develop a reference model which comprehends the most important and most used KPIs per functional role in Sales & Marketing. This survey acts as a preliminary study on which KPIs are actually currently being used in these departments.
In the following questionnaire you are asked to rate the usage and importance of various KPIs considering your organization’s business type. Please note that when valuing these KPIs and metrics, you are asked to do so with respect to your own position/department.
We realize this survey is extensive and some of the questions about certain KPIs may not be applicable to your situation. However, the fact that from your point of view you might not be interested in a certain KPI or metric is an important outcome.
The results of this survey will be the basis for a main survey on the relation between business type, functional role in the organization and KPI use. You are invited to participate in this future survey as well.
Your survey responses will be strictly confidential and data from this research will be reported only in the aggregate. Your information will be coded and will remain confidential. If you have questions at any time about the survey or the procedures, you may contact J. Stoop by email at the email address specified below.
Thank you very much for your time and support. Please start with the survey now by clicking on the Continue button below.
*PS*
We know this survey can take some time to fill out and some of the KPIs mentioned are not used by your organization due to it's type of business. However the current license does not allow to implement a type of branching logic that will reduce the number of KPIs. Our sincere apologies. |
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| Your organization's characteristics |
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| These first questions are aimed at getting insight into your and your organization's situation. Please be reminded that any information you provide will not be shared with anyone and will only be used for the purpose of this study. |
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| * In which of the following departments would you place your current activities? |
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| * What kind of customers is your organization serving mainly? |
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| * What kind of marketing strategy is your organizations using mainly? |
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| * What kind of products is your organization selling? |
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| KPIs and business metrics |
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You will now be asked to rate various KPIs and business metrics. You are asked to rate the importance and the use of the KPI or metric, considering that most of your activities take place in support of the department you choose earlier.
For information on each KPI you can click on its name, which will take you to page where each KPI and metric is explained. |
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| How would you rate the importance and usage of Revenue
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| How would you rate the importance and usage of Net Profit
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| How would you rate the importance and usage of Trial Rate
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| How would you rate the importance and usage of Repeat Rate
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| How would you rate the importance and usage of Churn Rate
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| How would you rate the importance and usage of Net Price
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| How would you rate the importance and usage of Reach
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| How would you rate the importance and usage of Impressions
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| How would you rate the importance and usage of Frequency
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| How would you rate the importance and usage of Recall
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| How would you rate the importance and usage of Recognition
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| How would you rate the importance and usage of Markdown
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| How would you rate the importance and usage of Close Ratio
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| How would you rate the importance and usage of Awareness
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| How would you rate the importance and usage of Facings
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| How would you rate the importance and usage of Pageviews
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| Apart from the KPIs and metrics that were just mentioned, there can be others that were not. You are asked to add any KPI or metric that you think should be added. |
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| * Would you like to add any other KPIs or metrics that were not previously mentioned? |
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| Please give any KPI or metric you would like to add in the box below, if possible with short explanation. | | |
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| If you have any comments or suggestions about this survey, please give them in the box below: | | |
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| If you would like to stay involved with this study and / or you would be willing to help with the main survey on role-specific KPI-use, please leave your email address below: | | |
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