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Research Surveys 101


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