Posted on: November 26, 2019 Posted by: flaviaantonescu Comments: 0

How to design the (almost) perfect Survey?

As many of you enjoyed “Improve the brand experience with a simple Survey” article, it’s worth mentioning a few more details that can help marketers obtain the (almost) perfect survey. When I say (almost) perfect, I’m not referring to any particular research steps like identifying the need, designing, or conducting the research, but rather about how all these steps can work against each other if they are not perceived as slices of a big research pie. 

Identifying the Research Need

Imagine the five-step marketing research process as a pumpkin pie. You have the ingredients to cook the pie and also the knife to cut the slices. You can decide how sweet or sour can be and also how big the slices are, which represents how much time and effort are you considering spending for each step of the process. In order to identify the research need, you need to ask yourself the right questions. To make things easier, think about the AIDA model to help you identify the appropriate questions. Awareness: do you want to learn if your brand is known among your target audience? Interest: did your brand manage to catch your target audience’s attention? Desire: if your consumers are in the desire phase, how can you help them decide? Action: what can motivate your target audience to act and purchase your products or services? These are only a few examples of how to ask the right questions. There are more things that you need to consider in this initial phase besides the research question. What will you do with the information obtained from the survey? Will the information help you make the right decision or improve your brand as a whole and the brand experience? In fewer words, think about the action standard. Will the survey results alter the course of your decision-making? If the answer is yes, you are on the right track. Indeed, conducting a survey can bring value to your brand.

Designing & Conducting the Survey

In this part of the process, there are two things that you need to think about. What type of questions are you going to ask your respondents and what type of survey research tools are you going to use. There are many dos and don’ts when designing a survey. One of the most important things is the ability to measure the results. It’s recommended to use as many metric questions as possible. Questions that can be measured as frequencies and percentages or means and standard deviations. Categorical and open-ended have their purpose, however, they are limited in the ability to provide metric results. Avoid the confusing double-barreled questions or using too many open-ended questions because at one point you will have to gather all the written information that the responders included in the text entry. Designing and conducting the survey has to always be performed with the “The End in Mind”. All the survey questions need to help you answer the research question. As soon as you have designed the survey questions, it’s time for conducting the survey. There are a lot of online tools to conduct a survey like SurveyMonkey, SurveyGizmo or Qualtrics, and much more. Each survey platform has remarkable features. It depends only on your needs and what you want to accomplish when performing an online survey. The fastest way to choose a survey platform provider is to actually see what it has to offer and, of course, it depends on how big the research budget is.

Don’t try to reinvent the wheel, don’t make your survey too long and try to keep it simple. Don’t use complicated Oxford Dictionary words and avoid confusing questions. Remember that at the end of the device it’s an individual just like you. You are not testing attributes like knowledge or patience. Make sure the process is smooth and easy. In the end, respondents are helping you to improve your brand as a whole.

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