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  1. 1. Surveys
  2. 2. Surveys Defined <ul><li>In marketing, is a means of collecting information and insight from consumers about how they evaluate purchase decisions </li></ul>
  3. 3. Types of Surveys <ul><li>Personal Interview - face-to-face interviewing - sometimes conducted in a mall or on the street. </li></ul><ul><li>Telephone - probably one of the most popular methods. </li></ul><ul><li>Mail - inexpensive, also there is no interference by an interviewer, so there is less bias. </li></ul><ul><li>Web based - only use if your target population would be online. </li></ul>
  4. 4. Survey Do’s & Don’ts <ul><li>Don’t </li></ul><ul><li>Ask too many questions: </li></ul><ul><ul><li>It’s easy to ask too many questions or include questions that are very complex. Avoid questions that are too granular and try not to incorporate topics without a clear focus. You can easily scare away or confuse respondents and not get the information you are after. </li></ul></ul>
  5. 5. Survey Do’s & Don’ts <ul><li>Don’t </li></ul><ul><li>Use double barreled questions (questions that contain two different components): </li></ul><ul><ul><li>Example: “Do you think Coca-Cola is a tasty and nutritious soft drink?” </li></ul></ul><ul><ul><ul><li>Problem: What if I think it’s tasty, but not nutritious? </li></ul></ul></ul><ul><ul><li>Solution: Split the question into 2 questions: </li></ul></ul><ul><ul><ul><li>Do you think Coca-Cola is tasty? </li></ul></ul></ul><ul><ul><ul><li>Do you think Coca-Cola is nutritious? </li></ul></ul></ul>
  6. 6. Survey Do’s & Don’ts <ul><li>Don’t </li></ul><ul><li>Assume anything about the respondent: </li></ul><ul><ul><li>Example: “How often do you listen to your car radio?” </li></ul></ul><ul><ul><ul><li>Problem: What if I don’t have a car? What if my car doesn’t have a radio? </li></ul></ul></ul><ul><ul><li>Solution: Develop </li></ul></ul><ul><ul><li>a logic sequence </li></ul></ul>
  7. 7. Survey Do’s & Don’ts <ul><li>Don’t </li></ul><ul><li>Take responses for granted </li></ul><ul><ul><li>A survey is not successful without respondents. People have plenty of things to do with their time, and despite the importance you may place on the survey, it is usually not a high priority. If you don’t pay sufficient attention to how you recruit respondents, you may be faced with a poor response rate, a high abandonment rate, or both. </li></ul></ul>
  8. 8. Survey Do’s & Don’ts <ul><li>Don’t </li></ul><ul><li>Underestimate the value of data </li></ul><ul><ul><li>All primary data is valuable because it provides information you can’t get anywhere else. The data you are collecting may originally have been intended for one purpose only, but most of the time it can have significant uses and value beyond that one project. </li></ul></ul>
  9. 9. Survey Do’s & Don’ts <ul><li>Don’t </li></ul><ul><li>Use biased language: </li></ul><ul><ul><li>Example: “Do you think obnoxious Mets fans should be able to attend Phillies games?” </li></ul></ul><ul><ul><ul><li>Instead: “Do you believe fans of two different teams should be able to attend the same game?” </li></ul></ul></ul><ul><li>Use jargon or terms not everyone will know: </li></ul><ul><ul><li>Define terms used and be specific. </li></ul></ul>
  10. 10. Survey Do’s & Don’ts <ul><li>Don’t </li></ul><ul><li>Substitute data for analysis </li></ul><ul><ul><li>Once responses are compiled, many organizations present the data they’ve gathered in a linear fashion that exactly follows the order of the survey questions. Little analysis is performed and data is merely repeated for everyone to see. The data is not compelling and few people read the reports. In effect, the value of the survey data is severely degraded because people find it hard to see any actionable data in the survey. </li></ul></ul>
  11. 11. Survey Do’s & Don’ts <ul><li>Don’t </li></ul><ul><li>Contribute to the SPAM problem </li></ul><ul><ul><li>Everyone hates SPAM…and SPAMmers. But you don’t want them to hate you, your survey, or your company. To make sure you are not sending SPAM, take care to avoid violating the CAN-SPAM Act and be sure you know from where your lists are coming. </li></ul></ul>
  12. 12. Survey Do’s & Don’ts <ul><li>Do </li></ul><ul><li>Invite respondents with care </li></ul><ul><ul><li>A strong invitation shows respect for recipients and their time. Studies have shown that most email recipients look at an email for eight seconds before deciding whether or not to take action. If you can’t grab a recipient’s attention and provide them with a reason to take action in those eight seconds, you’ve lost them. </li></ul></ul>
  13. 13. Survey Do’s & Don’ts <ul><li>Do </li></ul><ul><li>Make your questions clear and concise. </li></ul><ul><ul><li>Confusing: “Was your level of emotional reaction to the dramatic presentation satisfactory?” </li></ul></ul><ul><ul><li>Clear: “Did you enjoy the play?” </li></ul></ul><ul><li>Match your responses to your question. </li></ul><ul><ul><li>Wrong: “Should the drinking age be reduced to 18?” </li></ul></ul><ul><ul><ul><li>Never </li></ul></ul></ul><ul><ul><ul><li>Sometimes </li></ul></ul></ul><ul><ul><ul><li>Often </li></ul></ul></ul><ul><ul><ul><li>Always </li></ul></ul></ul><ul><ul><li>Right: “Should the drinking age be reduced to 18?” </li></ul></ul><ul><ul><ul><li>Yes </li></ul></ul></ul><ul><ul><ul><li>No </li></ul></ul></ul>
  14. 14. Survey Do’s & Don’ts <ul><li>Do </li></ul><ul><li>Use lists appropriately </li></ul><ul><ul><li>The respondents to your survey will come from either your own lists (your customers or employees, for example), or from outside lists. If you are not using your own list, invite respondents using reputable, third-party list brokers or panel providers. These organizations enable distributions to their lists without directly providing you with the names and addresses of the prospective respondent. </li></ul></ul>
  15. 15. Survey Do’s & Don’ts <ul><li>Do </li></ul><ul><li>Do be careful about using “Don’t Know” as an answer choice. </li></ul><ul><ul><li>“ When did you arrive at the festival?” </li></ul></ul><ul><ul><ul><li>Before 10am </li></ul></ul></ul><ul><ul><ul><li>10:00am-1:59pm </li></ul></ul></ul><ul><ul><ul><li>After 2:00pm </li></ul></ul></ul><ul><ul><ul><li>Don’t Know (most people can tell when they arrived) </li></ul></ul></ul><ul><li>Make your response choices mutually exclusive. </li></ul><ul><ul><li>Wrong: “Please indicate your age.” </li></ul></ul><ul><ul><ul><li>10-20 </li></ul></ul></ul><ul><ul><ul><li>20-30 </li></ul></ul></ul><ul><ul><li>Right: “Please indicate your age.” </li></ul></ul><ul><ul><ul><li>10-19 </li></ul></ul></ul><ul><ul><ul><li>20-30 </li></ul></ul></ul>
  16. 16. Survey Do’s & Don’ts <ul><li>Do </li></ul><ul><li>Analyze results and present a compelling story </li></ul><ul><ul><li>Analysis is key to making the data useful, so don’t assume the data will speak for itself. Present results by telling a story using a combination of charts, graphs, and narrative. Use visual variety to lead your audience through the information and point out the important results. Don’t assume that just because data is presented on the page, people will read it. Use call-outs and brief analyses to show people what’s important on each page. </li></ul></ul>
  17. 17. Survey <ul><li>Move from general to specific questions. </li></ul><ul><li>Ask sensitive questions or demographic questions at the end of the survey. </li></ul><ul><li>Include all applicable alternatives that respondents might answer and an “Other” answer choice when appropriate. </li></ul><ul><li>Use scales instead of just Yes/No answer choices when appropriate. </li></ul><ul><ul><li>Range from “Strongly Agree” to “Strongly Disagree” </li></ul></ul><ul><ul><li>Provide a “Neutral” option </li></ul></ul>
  18. 18. Survey <ul><li>Have a professional appearance </li></ul><ul><li>Run spell check </li></ul><ul><li>Test </li></ul><ul><li>Make sure your questions do not offend anyone. </li></ul><ul><li>Be honest with the intent of the questionnaire. </li></ul>