Value of Franchisee Satisfaction Surveys Questioned

When Looking at Franchisee Satisfaction Surveys, Beware of Survey Bias 

First, having franchisees rate the quality of the support services that they receive from the franchisor is extremely valuable! But, as in most things "the devil is in the details".

1. Every franchisee must be allowed and encouraged to participate in the survey...NO exceptions!
2. The higher the completion rate the greater the accuracy of the survey.

It's an issue of survey bias; how closely do the respondents' opinions reflect that of the total population of franchisees? If only 25% of the franchisees complete the survey you will have much less confidence in the results then if 75% of the franchisees complete the survey!

If you exclude any franchisee from participating; then again I begin to wonder why any franchisee is not allowed to participate...less confidence in the results!

Jeff Johnson, Founder/CEO, Franchise Research Institute