Market Research
Overview Enhanced Analysis
Gap Analysis - Satisfaction Vs. Importance

By: Vivek Bhaskaran

SurveyAnalytics, Inc

The GAP Analysis module helps you measure different "attributes" in a customer satisfaction study. Attributes can be anything that you ask your users to "rate" - Some examples :

  • Level of Support
  • Response Turnaround Time
In satisfaction studies, it is not only important to measure "Satisfaction" with each of the attributes, you also want to measure "Importance" -- For example, if "Response Turnaround Time" is not necessarily important for your customers, then getting a high satisfaction score in this area will not help your bottom-line.

Using Gap Analysis you can measure the "GAP" or the difference in means for the same attribute. The higher the Gap the more important that attribute is for your immediate ROI.