The right marketing research survey gives your organization the answers it needs to make educated decisions.
Meanwhile, the wrong one can send your business down the path to failure. Targeting the wrong audience, asking confusing questions, and obtaining false answers can lead your company to introduce a poorly received product, launch an offensive marketing campaign or initiate a strategy that can negatively impact your business. Here's what you need to know to create a survey that provides accurate answers and leads your business to success:
Know what you want
Surveys are most effective when they're designed to address a specific need. Defining certain parameters helps you create questions whose style and tone matches your target audience. Are you surveying potential, new or existing customers? What demographics will you look at? Are you conducting the survey to collect feedback on a new product or for guidance on a future marketing strategy? The answers to these questions should guide your survey, making sure it addresses the right elements.
For example, consider a video game company that plans to release an educational phone app aimed at children. Should this company survey kids, the people who will derive the most pleasure from the app? Or should it survey the parents who decide to purchase it? The answer depends – is the survey supposed to help the development team create text kids can relate to or guide the marketing team in its mobile ad strategy? What's more, parents and children have different priorities, so their answers will drastically differ. Knowing what you want from a survey beforehand points you toward the helpful demographics.
Keep it short
The more questions your survey has, the less likely people are to answer honestly as they progress through it. Respondents will get bored and either rush through their answers to end the survey or ignore them outright. According to the Mobile Marketing Research Association, you should be able to get the answers you need from 10 to 15 questions.
Disclose any relevant information
"Be clear about how your company plans to use the data it collects."
If you want honest responses to your survey, you must provide honesty in return. Be clear and accurate about how your company plans to use the data it collects, including any identifying or contact information. If you plan on compensating respondents for their time, let them know when and how they will be paid. Partnering with an international payout service that sends different types of payments lets you find an option that suits your organization and your survey participants.
Carefully arrange your questions
As MarketingProfs explained, there are two ways to present survey questions: You can give them to everyone in the exact same order or present them randomly to each respondent. The former option gives you the best control over the results, ensuring respondents go through a similar emotional process as they answer questions.
Your survey should begin with the questions that are most likely to pique your respondents' interest. They'll be engaged right from the start and answer more truthfully. Open the survey with questions that relate to their personal experiences, then end with the most general ones.