SPSS tool helps improve survey research

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Companies will be able to further optimize their research processes to make decisions based on more insightful customer feedback thanks to an upgraded survey tool being released Oct. 16 by SPSS Inc.

SPSS said its new tool, SPSS' Dimensions 4.0, deploys surveys across customer channels such as telephone, online, paper or any combination of modes in multiple languages, and monitors them from one central location or across multiple dispersed sites.

Dimensions 4.0 is also built around Microsoft .NET 2.0.

The new offering allows users to add value to research studies, thereby delivering customer feedback so issues can be discovered and addressed in a timely manner.

Of particular importance, Chicago-based SPSS said, is the Desktop Reporter product introduced to the Dimensions 4.0 family. This tool can analyze survey data of almost limitless complexity using Dimensions' data model. Another key addition is "power dialing" for phone and online interviewing in call centers, which provides greater automation, oversight and efficiencies in the data collection process.

Jeff Thompson, director of research technology at Kantar Operations, who has done some early beta tests with the product, is pleased with it. Warwick, Britain-based Kantar Operations is part of Kantar, which is the information, insight and consultancy arm of London-based WPP Group PLC.

As the internal social and market research operations division, Kantar Operations provides virtually all data collection and data handling needs for Kantar's research companies.

"Dimension's Desktop Reporter is a solution that we're excited to use and we believe our customers will be keen to use it too," Mr. Thompson said. "This product has a much better, much cleaner interface, and will allow them to enhance their survey and data collection work, resulting in increased productivity and a much improved quality of reporting."

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