MKT.10:4.2 - Make each observation interpretable

Define the observation unit, eligible population, period, source and counting rule. For a response rate, say who had an opportunity to respond and what response counts. Distinguish unique people, organisations, opportunities and events. Several purchases by one organisation need not be several independent observations; a missing report is not necessarily a failed result.

Match the measure to the claimed outcome. A completed form can establish a submitted request. It cannot by itself establish informed choice, successful work or a favourable experience. Ask for the additional observation only when the decision depends on it. Where a customer reports an experience, preserve the question, timing, scale and respondent; an ordinal rating does not automatically support arithmetic differences, monetary conversion or comparison with another questionnaire.

Check how the data are produced. A new reminder may change who answers a survey, a new interface may change what gets logged, and better records may increase the apparent number of problems. Account for these changes before interpreting a trend. Retain consequential uncertainty about missing observations and selective follow-up.

Agree how much observation is needed and how to obtain it without defeating the intervention or its receiving service. Use existing adequate records; ask for a limited observation when it can resolve the decision. MKT.12 supplies a focused inquiry where the unresolved issue is what the customer’s work or answer means.