Creating a survey - it's not that difficult!

Service Business

Marketing research is very important from the point of view of building an effective online promotional strategy. They allow you to reduce the risk of taking wrong actions and incur unnecessary costs, and facilitate the success of a given campaign. However, for research to be effective, it must be carried out correctly. There are many ways and methods of conducting marketing research, however, marketers most often use surveys. This tool allows you to easily obtain specific information, even from a large target group. It would seem that creating a survey is a trivial matter. You just need to write a few questions and send them to the appropriate number of people. However, when designing a survey begins, it becomes apparent that it is not as easy as it may seem.

Shorter is better, i.e. creating a survey from scratch

When planning to create a survey, you should think about what result you want it to bring and what question it should answer. It is worth considering for a moment and making a list of the information we intend to obtain. When you run out of ideas, you should sort them in order of importance. Only on their basis, questions should be formulated that will allow us to obtain the information we need from the respondents. It should be remembered that the longer the survey, the lower the response rate is likely to be. Therefore, the way of formulating the questionnaire is crucial in order to obtain as much reliable information as possible. Respondents are more likely to answer 5-10 questions than spend their time browsing a dozen or so pages.

Therefore, it is worth ensuring that the questionnaire includes only the most important questions for the conducted research. Superfluous issues that do not lead to the solution of any research problem should not be raised. Only when the questions are sensitive, it is worth asking a few neutral questions by entering the respondent.

Create a survey from general to specific

Usually the most sensitive data, but very important from the point of view of the conducted research, are the so-called "records". This is where questions about age, place of residence or earnings arise. If possible, it is worth using indirect questions from which the answers can be derived. Another way to create a survey is to use numerical ranges that will allow you to classify a given respondent without revealing sensitive information. It is worth placing them at the end of the questionnaire, because after answering all the questions and going through the questionnaire, the respondent is unlikely to withdraw without filling in the form.

The questions should be clearly formulated so that everyone can understand them. The questionnaire should be structured in such a way that each question concerns only one specific thing. Good surveys contain questions that form a logical whole in which one question arises from the other. Creating a survey should follow the principle that the individual questions and the issues behind them are arranged from general to detail. It is worth grading the difficulty of the questions you ask, preferably in ascending order from the easiest to the complex. It is also important to intrigue the respondent and make him want to go through the entire questionnaire.

Create a survey - focus on simplicity and readability

Creating a survey also requires focus on the language - you should avoid specialist terms, industry slang, and words from a foreign language. It is worth remembering that the respondents will omit questions that will be incomprehensible to them. An important issue is to stick to the rules of the correct Polish language. A survey full of errors is as illegible as the one written in specialized language. If you are not sure of the correctness of a given word, it is worth checking it in the dictionary.

It should be remembered that the main assumption when we start creating a survey is to show a true picture of the market or the needs of a given target group, and not to obtain the most convenient answers.

Creating a survey - filtering questions

You should not use biased questions in the questionnaire, suggesting a specific answer. It is worth using filtering questions that will initially select important respondents from the point of view of the study. For example, if the questionnaire asks: "How often do you eat meat?", It is worth asking whether you eat it at all. In this case, non-meat eaters will be automatically transferred to another place in the questionnaire or to its end. This will allow you to eliminate incorrect answers or incomplete surveys.

Respondents are more likely to answer closed questions than open-ended questions. Giving a long and comprehensive answer takes more time than choosing from several options. Therefore, if the survey allows it, it is worth creating simple checkboxes to mark one or more answers. This can be a scale of values ​​or specific variants of the type: yes or no. In some questions, it is worth leaving a blank space to formulate your own answer. It is known that open-ended questions are not avoided in the questionnaire, but there should not be too many of them.

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Target group and survey creation

Before you start distributing the questionnaires, it is worth testing them on a small target group such as colleagues or friends. For what seems right and clear to us is not always the case. Kindly people will help to detect various errors earlier, thanks to which you will not have to repeat the survey, but only apply corrections when creating the survey.

If the survey is to be effective, it should be directed to a specific target group. It is known, sometimes it becomes clear only when analyzing the results, but you need to think about where to get potential respondents and how to get to them. The survey can be sent by e-mail, shared on a website or on a social network. The most important thing is that it should reach interested people who will provide valuable information for the researcher.

The survey is finished - analysis of the results

The last, but most important, point to consider when starting a survey is analyzing the results. Before the information comes from the questionnaires, it is important to consider how we will interpret them. It all depends on whether the obtained data will be quantitative or qualitative and what conclusions are to help draw. In the case of the former, basic knowledge of mathematics or statistics is often enough to be able to calculate the arithmetic mean, standard deviation or indicate the median and the dominant.

For qualitative data, comparative or cross tables can be useful. Such tools for interpreting the results do not require any special software as they are available in a regular spreadsheet. Data can also be presented using a graph or a function, it is worth remembering that the presentation is very important. Listing all the results in an unreadable table will make it much more difficult to draw conclusions.