Formation of a Model for Collecting and Processing Survey Data (on the Example of a Survey of Consumers of Educational Services)

The collection of data on consumer satisfaction with products and services is an important element of the marketing mix of organizations. Higher education institutions (HEIs) in Ukraine are in the process of developing internal quality assurance systems. An integral part of these systems is the surveying of students as a procedure for obtaining objective information. The implementation of a specific survey model as an element of management and quality assurance systems for products, services, and education in particular, is an important competence and responsibility of organizations. The task of establishing feedback with consumers and taking their opinions into account when making management decisions is a relevant challenge for organizations. Various models, which include survey schedules, their types, target audiences, questionnaire formats, and platforms for conducting surveys, allow for the search for optimal approaches to these processes. The purpose of the article is to investigate the factors influencing the active participation of consumers, particularly students, in surveys regarding the quality of products and services and their alignment with expectations.