One reason morale is so vital to quality control is that pleasant conditions result in an understatement of complaints. If an employee is treated well, he or she is less likely to recall a minor quality problem after it is addressed by a supervisor. Some respondents try to affect survey results. Employees might understate concerns. Any person participating in a survey wonders about the application of the data.
Respondents calculate their answers to affect the outcome they desire.
The desired outcome can be positive or negative. Internal comparisons made by respondents result in relative cancellation. Relative cancellation is easily detected in interview transcripts. If a client is inactive for at least two product cycles, someone from your company must try to contact the former client and determine the cause of inactivity. The data in these logs represent company shortcomings, from poor product designs to overly zealous sales practices.