Tool 165: Response Matrix Analysis

AKA

Survey Profiling

Classification

Data Collecting (DC)

Tool description

The response matrix analysis is often used to summarize rating responses from customers or team members on product characteristics and service quality, or to select a particular alternative from among several. Profiling rating averages to compare against benchmark or other standards will show perception differences or performance gaps.

Typical application

• To summarize and profile raters' responses.

• To choose among many complex alternatives.

• To verify customer satisfaction for products or services.

• To identify gaps in perception or performance when comparing one set of ratings against another.

Problem-solving phase

→	Select and define problem or opportunity
→	Identify and analyze causes or potential change
→	Develop and plan possible solutions or change
	Implement and evaluate solution or change
	Measure and report solution or change results
	Recognize and reward team efforts

Typically used by

1	Research/statistics
	Creativity/innovation
	Engineering
	Project management
	Manufacturing
2	Marketing/sales
	Administration/documentation
	Servicing/support
3	Customer/quality metrics
	Change management

links to other tools

before

• Questionnaires

• Surveying

• Interview Technique

• Demographic Analysis

• Focus Group

after

• Hypothesis Testing (Chi-Square)

• Solution Matrix

• Different Point of View

• Run-It-By

• Descriptive Statistics

Notes and key points

• Profiling of data is frequently used to compare against an industry average, benchmark data, customer satisfaction, or established organizational goal metrics.

• Optional four- or five-point rating scales are used to rate factors:

  4 = Excellent	5 = Excellent
  3 = Good	4 = Very good
  2 = Fair	3 = Good
  1 = Poor	2 = Fair
  	1 = Poor

Step-by-step procedure

• STEP 1 The team develops a listing of product or service factors to be rated and profiled (compared) against customer benchmark data.

• STEP 2 The team facilitator explains the rating scale to be used and asks participants to rate each factor. See example Team Response Analysis—Fax Machine.

• STEP 3 All ratings are recorded on a whiteboard and summarized. Averages are calculated for each factor.

• STEP 4 Customer benchmark averages are added, and both sets of rating averages are profiled as shown in the example.

• STEP 5 The matrix is verified for accuracy and dated.

Example of tool application