Research Surveys 101
The big picture  <ul><li>Developing an effective research survey is a multi-step process </li></ul><ul><li>The following o...
Goals <ul><li>Research surveys allow you to get insight into thoughts and beliefs of clients and consumers </li></ul><ul><...
Selecting your sample <ul><li>Two factors to consider when determining a sample </li></ul><ul><ul><li>What kind of people ...
Survey design <ul><li>Make it short and simple </li></ul><ul><ul><li>It should be no longer than 30 to 35 questions  </li>...
Completing the survey <ul><li>After writing the research survey it is important to pre-test the survey internally </li></u...
Invitation methods <ul><li>After the survey is completed and the target population is selected, you need to invite your ta...
Email and social media invitation <ul><li>Email invitation </li></ul><ul><ul><li>Advantages </li></ul></ul><ul><ul><ul><li...
To sum up <ul><li>Research surveys can be a very powerful marketing tool when they are done correctly </li></ul><ul><li>It...
Call to action <ul><li>Full report:  http:// crunk.starrtincup.com/researchsurveys   </li></ul><ul><li>William Tincup </li...
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Research Surveys 101

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Research Surveys 101

  1. 1. Research Surveys 101
  2. 2. The big picture <ul><li>Developing an effective research survey is a multi-step process </li></ul><ul><li>The following order is recommended for developing a survey </li></ul><ul><ul><li>Establish the goals of the project </li></ul></ul><ul><ul><li>Determine your sample </li></ul></ul><ul><ul><li>Choose interviewing methodology </li></ul></ul><ul><ul><li>Create your questionnaire </li></ul></ul><ul><ul><li>Pre-test the questionnaire </li></ul></ul><ul><ul><li>Launch invitations </li></ul></ul><ul><ul><li>Collect and analyze the data </li></ul></ul>
  3. 3. Goals <ul><li>Research surveys allow you to get insight into thoughts and beliefs of clients and consumers </li></ul><ul><li>Surveys are useless unless accompanied by goals you set to achieve </li></ul><ul><ul><li>Ask yourself what you want to accomplish and who you want your market to be </li></ul></ul><ul><ul><li>Goals determine what you will put on the survey and what people you will be asking </li></ul></ul><ul><li>Examples of goals are to discover: </li></ul><ul><ul><li>The potential for a new product or service </li></ul></ul><ul><ul><li>Ratings of current products or services </li></ul></ul><ul><ul><li>Employee attitudes </li></ul></ul><ul><ul><li>Customer satisfaction level </li></ul></ul><ul><ul><li>Reader/viewer/listener opinions </li></ul></ul><ul><ul><li>Association member opinions </li></ul></ul><ul><ul><li>Opinions about political candidates or issues </li></ul></ul><ul><ul><li>Corporate image </li></ul></ul>
  4. 4. Selecting your sample <ul><li>Two factors to consider when determining a sample </li></ul><ul><ul><li>What kind of people you want to interview </li></ul></ul><ul><ul><li>How many people you need </li></ul></ul><ul><li>The group of people you select is known as your “target population” </li></ul><ul><ul><li>If you do not determine the correct target population to meet your goals then accurate information won’t be obtained </li></ul></ul><ul><ul><li>The larger your sample is the more accurately it reflects the group </li></ul></ul><ul><ul><li>Decision on sample size should be based on </li></ul></ul><ul><ul><ul><li>Time available </li></ul></ul></ul><ul><ul><ul><li>Budget </li></ul></ul></ul><ul><ul><ul><li>Necessary degree of precision </li></ul></ul></ul>
  5. 5. Survey design <ul><li>Make it short and simple </li></ul><ul><ul><li>It should be no longer than 30 to 35 questions </li></ul></ul><ul><ul><li>Have 5 to 7 questions per page </li></ul></ul><ul><li>The first several questions should be demographic and qualification questions </li></ul><ul><ul><li>It is important to ask a few questions up front to let you know if the people answering your questions will give you accurate results </li></ul></ul><ul><li>After qualifying questions, move onto goal oriented questions </li></ul>
  6. 6. Completing the survey <ul><li>After writing the research survey it is important to pre-test the survey internally </li></ul><ul><ul><li>Internal testing will weed out readability, grammar and bias errors </li></ul></ul><ul><ul><li>Pre-testing does not need to be conducted with people representative of your target population because you are testing for functionality issues </li></ul></ul><ul><li>After completing pre-testing, submit your survey to a free website such as Zoomerang and Survey Monkey </li></ul>
  7. 7. Invitation methods <ul><li>After the survey is completed and the target population is selected, you need to invite your target to take the survey </li></ul><ul><li>The two primary ways to invite the target are through email and social media </li></ul><ul><ul><li>It is recommended to use both mediums </li></ul></ul>
  8. 8. Email and social media invitation <ul><li>Email invitation </li></ul><ul><ul><li>Advantages </li></ul></ul><ul><ul><ul><li>Gather thousands of responses within a day or two, no cost involved after the initial setup, very versatile medium, and feels personal </li></ul></ul></ul><ul><ul><li>Disadvantages </li></ul></ul><ul><ul><ul><li>May have to purchase a prospect list, may be hard to get by spam filters and some people have an aversion to unsolicited emails </li></ul></ul></ul><ul><li>Social media invitation </li></ul><ul><ul><li>Disadvantages </li></ul></ul><ul><ul><ul><li>Must be brief and older clients have a harder time adopting to modern social mediums </li></ul></ul></ul><ul><ul><li>Advantages </li></ul></ul><ul><ul><ul><li>Instantaneous deployment, completely free, attracts a younger audience and feels very personal </li></ul></ul></ul>
  9. 9. To sum up <ul><li>Research surveys can be a very powerful marketing tool when they are done correctly </li></ul><ul><li>It’s important to follow the steps outlined to ensure that you reach your target population and so you learn valuable and accurate information </li></ul>
  10. 10. Call to action <ul><li>Full report: http:// crunk.starrtincup.com/researchsurveys </li></ul><ul><li>William Tincup </li></ul><ul><li>E: tincup@starrtincup.com </li></ul><ul><li>P: 817-204-0400 </li></ul><ul><li>W: www.starrtincup.com </li></ul>

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