Analytics

Posts Tagged ‘feedback’

If you conduct effective market research what are the things you can learn?

Know your customers – Market research will help you better understand your customers in a number of ways including demographic information such as their age, gender and geographic spread. The better you know your customer the easier it is to target your marketing and fine tune your product or service.

Know your target market - Who exactly are your existing customers and where do they live? Does your service or product appeal to specific age groups? Who are your potential customers and where do they live?

Know your competition – Market Research will help you measure your service compared to others. What are the strengths and weaknesses of your business and are you improving in the areas that customers demand?

Products and services - Do you have the products or services that people want? Are your products and services value for money? How do your services and products compare to that of your competitors? Can you, do you, should you deliver directly to your customer?

Ease of doing business – Do your customers find it easy to deal with you and when they visit your store and/or website do they find what they want? Is there sufficient advice and assistance on hand? Do you make it easy for your customers to buy? Are all your employees properly trained, helpful, knowledgeable and available?

Marketing – Is your marketing reaching the right people and is the marketing message clear and effective. Which are the most effective marketing channels?

Is your marketing message understood? Does all your marketing correctly reflect your brand? Are the right channels being used to advertise? Are you reaching your target audience?

With the power of the Internet it is now very easy to conduct market research using one of the many online survey software sites that make conducting surveys and collating good market research intelligence quick, easy and extremely cost effective.

Designing surveys is easy; isn’t it? The truth is that writing surveys is easy but writing effective surveys is more difficult. The following tips will help you write more effective surveys.

1. What is the survey’s purpose?

There are many reasons for conducting surveys and questionnaires. By correctly phrasing the questions and structuring the answers surveys can be used in a multitude of ways and for a variety of reasons. When designing a survey don’t lose sight of its purpose.

2. Give the survey a good title

The survey title is key and an opportunity to instantly summarise a survey’s objective and grab the attention of invited respondents. Respondents are going to invest time in completing the survey so make them feel that their investment is worthwhile.

3. The length of the survey needs to be as short as possible

Every question that is asked should be asked for a reason. Focus on ‘need to know’ questions and minimise ‘nice to know’ information.

4. Use plain English, avoid terminology and acronyms, be consistent and don’t ask questions that may result in ambiguous answers

Take care when wording a question. Ambiguous questions run the risk that any analysis of the resulting survey data will be worthless or at the very least suspect.

5. Avoid long questions

Where practical use concise sentences. Long questions tend to cause respondents discomfort and can lead to respondents abandoning a survey.

6. Ask one question at a time

Avoid confusing the respondent with a question like ‘Do you like athletics and golf?’

7. Do not influence the answer

Avoid loading the question. ‘Should irresponsible shop keepers who sell alcohol to minors be prosecuted?’ is likely to have no value.

8. Make sure that the selected answer format allows the respondent to answer the question being asked

Allow the respondent to answer how they really feel or they may be inclined to abandon the survey. As a last resort consider the benefit of including a “Don’t know”, “No comment” or similar response option.

9. While you are compiling the survey consider, when the survey is complete, how the compiled data is going be analysed

When asking questions that allow for a free text open ended response appreciate that such information is likely to be difficult to score and/or summarised. Consider grouping answers. For example “Indicate your length of service?” - ‘less than 1 year’, ‘between 1 and 6 years’ and ‘more than 6′.

10. Try and ensure that the questionnaire flows

Group the questions into clear categories as this makes the task of completing the survey easier for the participants.

11. Target your respondents carefully

Sometimes you will want to target a specific group, in others a cross section. If you can’t easily control the respondents consider including questions/answers that will allow you to filter out respondents that don’t match your target profile.

12. Allow the respondent to expand or make comments

Allowing respondents to make additional comments will increase their satisfaction level and the comments will also give valuable feedback on the specific questions and/or the survey as a whole. Remember that for large sample collections that free text open ended responses may be difficult to analyze.

13. If the survey you are conducting is to be confidential ensure that you honour your pledge

If you have made guarantees to the respondents that the survey is confidential you need to ensure that the individual data is not shared with anyone or used for any other purpose. Confidentiality must be maintained at all times and any identifying information destroyed once the survey has finished.

14. Weigh up the advantages of allowing respondents to be anonymous or identifiable

If your respondents are to be anonymous then appreciate that you will be unable to follow up or match “pre” or “post” surveys. Allowing people to remain anonymous will however allow people to respond without possible peer pressure.

15. Carefully consider the best response format

Being consistent with the format used for responses is good practice. When creating your survey keep in mind that when analyzing the data single selection radio buttons are easier to analyze than multiple selection check boxes. If a radio response format can be used do not use a check box format.

16. Give the respondent an estimate as to how much time the survey will take to complete

Respondent drop out can become a problem if the survey appears to be a stream of never ending questions. It is good practice to indicate how long the survey is likely to take so that the participants can choose the best time to complete the survey.

17. Advise the respondents of the survey end date

Encourage respondents to complete the survey as soon as possible but advise respondents as to the survey’s end date so that they have the opportunity to schedule the necessary time.

18. Trial the survey

Before publishing a live survey publish the survey as a trial to check for questions that are ambiguous or confusing and to ensure that the survey is aesthetically pleasing.

19. Before publishing the survey proof read the survey carefully

Check and check again that the survey is grammatically correct and makes sense. If practical get a colleague to check the survey before you publish, if no one else is available then take a break before checking again.

20. Remember to thank the respondent

To complete surveys respondents need to invest their time and should be thanked either in a covering letter, at the end of completing the survey or in a follow up letter. You may even want to consider an incentive such as a reward of some sort.

For more information please visit Survey Galaxy