Survey design is a process, if you want it done right, which means, measuring what it is you want to measure and having results that point you in the right marketing direction, then, survey design is also time consuming.
Surveys are still the most comprehensive way to collect data about your customers and with the so many venues to choose from, they can be offer a high ROI on your marketing project.
What are the correct....?
....questions?
Most surveys today are too long and, ask too much information. Therefore, abandonment by the respondent is a result. Set your objectives concisely, and then ask only those questions that are related to the objective. Do not ask, "nice to know" questions in hopes that someday you will use this additional information.
....numbers?
Determing sample size, is not difficult, there are many statistical programs that can easily give you a number. The most difficult part of sampling, is being sure that your respondents are chosen randomly, that is, each respondent has the same chance of being selected as any other respondent in your universe or population.
....scales?
The right scales are a very important aspect in desiging a survey. Should you use a five point scale, ten point scale, seven point scale? Each has its advantages and disadvantages. One way to assist in determing the correct scale is to identify how you will use your survey over time, will it be used to benchmark year to year?
....venues?
Faster, cheeper, more, that is usually what market research departments crave. So, on-line surveys and panels have become the DIY of survey design. The intenet has been great, but phone, interviews and mail surveys still have their place for some target markets.
For help with your next survey contact Market Directions
Market Directions 200 Mount Vernon Street Boston, MA 02132-2818
Primary and secondary, quantitative and qualitative, we are experts at these research techniques--- we use what is most beneficial to the client, and consider budget and timing when we recommend a technique.
Need it now? Click on the "Rapid Response" section to learn how you can get primary data in days, not weeks.
Anything you need to know? That is any data, demographic or attribute that the Census Bureau or other source publishes, we have original reports, source data, --- we are experts at compiling data charts from government websites--- click on the "Useful Resources" section for a complete list.
