TOP 5 TIPS FOR AN EFFECTIVE SURVEY

Building an effective survey can be difficult. Luckily, I’ve got the tips to help you get one step closer to answering your research question.

Here are the top 5 tips for an effective survey.

1. HAVE ONE OBJECTIVE

Separate your “nice-to-know” questions from your “have-to-know” questions. This can prevent an unnecessary lengthy survey, which means less angry surveyors and more survey completions. Moreover, this should make the questions more relevant and hyper-focused, particularly if the survey is triggered by a particular action in the customer journey. Keeping one objective will also make it more likely that you gather actionable insights for the problem at hand.

2. BE BRIEF

Keeping your survey as short as possible is important on multiple fronts. It keeps you accountable as a marketer by ensuring you are only asking the important questions, and a brief survey makes it more likely that your customers will be happy to answer and complete the full survey. A brief survey experience can also make your surveyors more likely to participate in surveys down the line. However, do not sacrifice the quality of your survey in favor of brevity. If you absolutely require a few more questions, be sure to include them in your survey.

3. BE Direct and use their language

Vague questions will yield vague answers at best. Make sure your questions clearly ask the exact information you require of your surveyors. Moreover, it’s imperative that you ask your questions using clear language that your audience understands. A survey is not the time to elevate the intelligence of your organization. Use simple language and clear questions to ensure your audience can answer your questions with ease.

4. DON’T INFLUENCE ANSWERS

Do not infuse biases into the questions, especially for customer satisfaction surveys. We all want our customers to say that we’re great, but asking “How would you rank our amazing team?” will yield you faulty results and not get you any closer to actually answering your research question. Be as objective as possible so you can get the most out of your survey.

5. TEST YOUR SURVEY BEFORE SENDING

Ask a smaller sample of individuals to take your survey before sending it out to a mass group. Even consider running the survey by your team. This will allow you the opportunity to discover any faults in your questions, structure, data collection, or programming of your survey. It is always better to be safe than sorry.

CONCLUSION

It is never easy to construct an air-tight survey, but by following the five tips above you can avoid several common mistakes and ensure that your survey satisfies the needs of your research question.
 
Plan out your survey accordingly in order to get the most bang for your buck on your marketing research.

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