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Survey Best Practices


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Before you begin composing your next online survey, be sure to read these survey best practices.

Published in: Business, Technology

Survey Best Practices

  1. 1. Survey Best Practices Designing Surveys That Work
  2. 2. Company Overview
  3. 3. Ennect e-Marketing Toolkit Overview
  4. 4. Key Trends
  5. 5. #1: The New Marketing Ecosystem is Here
  6. 6. #2: Customer’s New Ecosystem is Here
  7. 7. #3: Conversation Marketing Tsunami is Here
  8. 8. #4: The Age of eMarketing is Here <ul><li>Overall marketing budgets are shrinking </li></ul><ul><li>Yet, e-Marketing budgets are expanding </li></ul><ul><li>Reasons? </li></ul><ul><li>You look smarter </li></ul><ul><li>You get more insights </li></ul><ul><li>You can pull trigger faster </li></ul><ul><li>You get more marketing done – better, faster, cheaper </li></ul>
  9. 9. #5: Mobile is Here -> -> Then Now Will Be
  10. 10. #6: You Still Matter “ You get lots of marketing stuff done. cool.”
  11. 11. Survey Best Practices
  12. 12. #1: Build Permission Marketing Database
  13. 13. <ul><li>Spot Trends </li></ul><ul><li>Product/Service Improvements </li></ul><ul><li>Customer Satisfaction </li></ul><ul><li>Employee Satisfaction </li></ul><ul><li>Event Evaluation </li></ul><ul><li>Loyalty Measurement </li></ul>#2: Know Your Objectives
  14. 14. <ul><li>Ask Yourself </li></ul><ul><li>What are you trying to prove? </li></ul><ul><li>What are you trying to disprove? </li></ul>#3: Itemize Hypothesis
  15. 15. <ul><li>Pick the right target audience </li></ul><ul><li>Pick the right sample size to get results with reasonable accuracy </li></ul><ul><li>Understand and factor out the online user bias </li></ul><ul><li>Close the survey within 1-2 days for consumers and 5-7 days for b2b </li></ul><ul><li>Prospects & Customers behave differently </li></ul>#4: Minimize Bias
  16. 16. <ul><li>Spot Trends Annually </li></ul><ul><li>Product/Service Improvements Often </li></ul><ul><li>Customer Satisfaction Bi-Yearly </li></ul><ul><li>Employee Satisfaction Bi-Yearly </li></ul><ul><li>Event Evaluation After Every Event </li></ul><ul><li>Loyalty Measurement Annually </li></ul>#5: Send It At The Right Frequency
  17. 17. <ul><li>Be polite; you are asking for someone’s precious time </li></ul><ul><li>Offer an incentive, preferably cash </li></ul><ul><li>Create a short survey </li></ul><ul><ul><li>Use Skip Logic, Survey Branching, Show/Hide to create an illusion of a short survey </li></ul></ul><ul><li>In introductory letter, give the estimated time to complete the survey </li></ul><ul><ul><li>e.g. “It will take only take 3-5 minutes to complete the survey” </li></ul></ul><ul><li>Start with easy non-threatening questions </li></ul><ul><li>Ask demographic questions at the end of the survey </li></ul><ul><li>Minimize open-ended questions that require deep thought </li></ul>#6: Maximize Participation
  18. 18. <ul><li>Leverage off-the-shelf survey samples as a starting-point </li></ul><ul><li>Force priortization </li></ul><ul><ul><li>e.g. “What one feature will make the product more useful?” </li></ul></ul><ul><li>Avoid Jargon </li></ul><ul><li>Ask one thing at a time. Avoid compound questions. </li></ul><ul><li>Avoid biased questions. </li></ul>#7: Use Simple Language
  19. 19. <ul><li>Use Radio buttons instead of drop-downs for multiple choice questions; drop-downs are confusing for most people and cause errors </li></ul><ul><li>Offer “Not Applicable” and “Don’t Know” options when appropriate </li></ul><ul><li>Offer ‘Other’ with a text fill-in box </li></ul>#8: Maximize Data Accuracy
  20. 20. <ul><li>Send it to internal team </li></ul><ul><li>Refine and send to a test sample </li></ul><ul><li>Send to the full list </li></ul>#9: Test Survey Before Administering It
  21. 21. <ul><li>Conversion Funnel: </li></ul><ul><ul><li>Sent>Click-Thru>Completes & Incompletes </li></ul></ul><ul><li>Individual Responses vs. Group Responses </li></ul><ul><li>Participation Over Time </li></ul><ul><li>My Participation Rate vis-a-vis Community’s </li></ul><ul><li>Geographic Distribution with Geo-Maps </li></ul><ul><li>Popular Themes with Tag-Clouds </li></ul><ul><li>Segment comparisons </li></ul>#10: Evaluate
  22. 22. About Ennect <ul><li>4 tools, 1 easy toolkit </li></ul><ul><li>Shared list management </li></ul><ul><li>CAN-SPAM safeguards </li></ul><ul><li>Pay-for-usage or subscription pricing </li></ul><ul><li>Insightful reports </li></ul>
  23. 23. <ul><li>Key Features </li></ul><ul><li>Starter templates </li></ul><ul><li>Upload visually rich emails </li></ul><ul><li>Email broadcasting </li></ul><ul><li>Insightful reporting including HotProspects </li></ul><ul><li>No contracts </li></ul><ul><li>No setup costs </li></ul><ul><li>Just 5¢ per email with volume discounts; non-profits & higher education discounts available </li></ul><ul><li>Perfect for Broadcasting </li></ul><ul><li>E-Newsletters </li></ul><ul><li>Promotions </li></ul><ul><li>Updates & Alerts </li></ul><ul><li>Invitations </li></ul><ul><li>Press Releases </li></ul><ul><li>Holiday Greetings </li></ul>
  24. 24. <ul><li>Key Features </li></ul><ul><li>Start with sample surveys </li></ul><ul><li>Create custom surveys </li></ul><ul><li>Send email invitations </li></ul><ul><li>Measure and chart responses </li></ul><ul><li>Segment and compare responses </li></ul><ul><li>No contracts </li></ul><ul><li>No set up costs </li></ul><ul><li>Just 10¢ per response or unlimited annual subscription; non-profit and higher education discounts available </li></ul><ul><li>Perfect for: </li></ul><ul><li>Measuring Customer loyalty </li></ul><ul><li>Soliciting employee feedback </li></ul><ul><li>Obtaining event feedback </li></ul><ul><li>Spotting industry trends </li></ul><ul><li>Market research </li></ul>
  25. 25. <ul><li>Key Features </li></ul><ul><li>Create event websites </li></ul><ul><li>Send email invitations </li></ul><ul><li>Capture registrations with credit cards </li></ul><ul><li>Plan event details </li></ul><ul><li>Print badges </li></ul><ul><li>Review comprehensive reports </li></ul><ul><li>No contracts </li></ul><ul><li>No set up costs </li></ul><ul><li>No cost-per-registrant fee </li></ul><ul><li>Multi-event, non-profit and higher education discounts available </li></ul><ul><li>Perfect for Organizing: </li></ul><ul><li>Seminars </li></ul><ul><li>Conferences </li></ul><ul><li>Tradeshows </li></ul><ul><li>Corporate Parties </li></ul><ul><li>Vendor Fairs </li></ul>
  26. 26. <ul><li>Key Features </li></ul><ul><li>Create online contests & sweepstakes </li></ul><ul><li>Send email invitations </li></ul><ul><li>Accept participants from panels, search engines and forums </li></ul><ul><li>Measure and chart responses </li></ul><ul><li>Segment and compare responses </li></ul><ul><li>Draw winners </li></ul><ul><li>No contracts </li></ul><ul><li>No set up costs </li></ul><ul><li>Just 10¢ per response; non-profit and higher education discounts available </li></ul><ul><li>Perfect for: </li></ul><ul><li>Generating email list </li></ul><ul><li>Running contests </li></ul><ul><li>Maximizing participation </li></ul><ul><li>Market research </li></ul>
  27. 27. Key Highlights <ul><li>Do-It-Yourself </li></ul><ul><li>Point-Click-Type ease </li></ul><ul><li>Real-Time Measurement, Actionable Insights </li></ul><ul><li>4 Tools, 1 Easy Interface </li></ul><ul><li>Pay-as-You-Go or Buy-Bundle Pricing </li></ul><ul><li>Web-Based </li></ul>
  28. 28. Key Benefits <ul><li>Saves time </li></ul><ul><li>Gives insights </li></ul><ul><li>Gets you closer to your customers </li></ul><ul><li>Helps you get more marketing done </li></ul><ul><li>In a Nutshell, Ennect gives you </li></ul><ul><li>Customer Intelligence </li></ul><ul><li>Customer Communications </li></ul><ul><li>Customer Engagement </li></ul>
  29. 29. Questions? Contact Abu Noaman CEO Phone: 412.586.1480 x 623 Email: [email_address] Twitter: @noaman
  30. 30. For Further Information
  31. 31. Thank You