Does changing CSM methodology make historical data obsolete?
It can be a very tricky process changing survey methodologies, and doing so can often threaten the comparability of results if they are being tracked. Where, for instance, bonuses are dependent on satisfaction scores this is a critical issue to handle well and transparently. A common example is for companies to want to change from a five-point verbal scale to a ten point numerical scale. Where money is no object the best approach would be to run both scales simultaneously for a time to allow the conversion of scores according to a linear regression equation. At minimal cost, one question (e.g. overall satisfaction) can be repeated as opposing ends of the interview using the two different scales. Although many people may advance persuasive arguments against change, one has to consider to what extent the old methodology is flawed tradition is not a good reason to stick to something that is wrong.
