---
url: "https://questionstar.com/principles-of-survey-research/chapter-2/slide-078.html"
title: "Net Promoter Score®: Warning"
type: "lehrbuch-slide"
chapter: 2
chapterTitle: "Survey: Measurement and Scaling"
slide: 78
---

# Net Promoter Score®: Warning

*Although the “recommendation question” is by far the best single question for predicting consumer behavior across a range of industries — it is not the…*

„

Although the *“recommendation question”* is by far the best single question for predicting consumer behavior across a range of industries — it is *not* the best question for all industries. That is why companies have to do their homework and *empirically verify* .

the link between the answer and the subsequent consumer behavior for their line of business Fred Reichheld, 2011

![Source: Reichheld, F. & Markey, R. (2011). The Ultimate Question 2.0. Harvard Business Review Press, pp. 50–51.](/principles-of-survey-research/media/reichheld.png)

---

*Slide 78 of 274 · Chapter 2: Survey: Measurement and Scaling · Principles of Survey Research · Dr. Paul Marx*