Overview about bias in customer satisfaction surveys and focus on self-selection error

The present paper provides an overview of the main types of surveys carried out for customer satisfaction analyses. In order to carry out these surveys it is possible to plan a census or select a sample. The higher the accuracy of the survey, the more reliable the results of the analysis. For this very reason, researchers pay special attention to surveys with bias due to non sampling errors, in particular to self-selection errors. These phenomena are very frequent especially in web surveys. Some methods we consider are able to correct the self-selection bias. In literature these methods have been suggested and applied in other fields as well. Here we adapt and employ these techniques as far as customer-satisfaction survey data are concerned