Research
Customer Perspective
Distribution Index
Performance Indicator:
Distribution Index
Strategy for Selection:
The Distribution index shows the spread of customer scores along the whole range of the evaluation scale. The distribution is expressed as percentages. This index can provide an evaluation profile at the question level, survey subject level, or for the overall survey.
The Distribution percentages provide information that other indices do not. For instance, on a scale of 5, the Satisfaction average of 3.3 can be calculated from two very different distributions: (1) a few more persons evaluating at the highest extreme than those evaluating at the lowest extreme, or (2) a few persons evaluating higher than the middle and the rest scoring in the middle of the scale. This is important information because the action plan for opposite extremes would be different from one addressing a content (albeit not delighted) customer base.
Distribution Index Defined:
This index calculates the percent of responses entered for each level of the evaluation scale, e.g., the percent evaluating at level 1 "dissatisfied", the percent evaluating at level 2 "less than satisfied", etc. The Index can be calculated at the question level, the subject or unit level, and/or for the overall survey. Normally there also is a percentage for No Responses at the question level. It is most accurate to calculate the Index for each report level rather than rolling up and averaging the percents.
Equation:
Number of responses to a question at a score level
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Number. of responses for the question
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