August 29, 2012 Leave a comment
Surveys are beneficial within research marketing, but the benefits are limited by how well the questionnaires are constructed and whether or not the questions are clearly understood by respondents. If you’re operating on a budget, there are even online tools that allow the creation of free online surveys, or customer satisfaction surveys. Whatever the types of survey questions your online questionnaire includes, here are some important tips for all research marketing surveys.
1. Clearly communicate the goals of your survey.
Sure, it can be confusing or overwhelming when you begin designing a survey questionnaire, but don’t give in to the temptation to just state the questions you have in mind and then blindly launch the survey. Take time to consider why you want to initiate the web survey in the first place. Is it a customer satisfaction survey? What sort of answers to your online questionnaire questions are you hoping to receive? What are you going to do with the acquired data? How exactly will this web survey help your company or your customers.
Be as specific as possible when developing and reviewing your survey goals. This thorough examination of your survey objectives may seem optional when designing an online questionnaire, but it will save you time and energy when formulating the survey’s questions. Without clearly defined objectives, questions can become convoluted and confusing, leading to answers
2. Design questions that are easy to read and easy to answer.
In order to keep respondents engaged and understanding, make survey questions short and simple. If questions are long and complex, you run the risk of your web survey’s participants misunderstanding the question and providing inaccurate feedback. Simple questions help participants to easily understand what information you’re after and answer comprehensively. Question formats should be easy to answer, so that respondents going through the survey aren’t inconvenienced or distracted. We see survey participants providing generic answers or clicking options blindly, just to get through an overly long web survey. For the most accurate results, questions have to be understood and as simply answered as possible.
Remember, along with keeping questions understandable, choose questionnaire questions with your goals in mind. This will ensure that each question received will give you the kind of feedback you desired to gather with your research marketing survey.
3. Use Simple Terms and Consistent Phrasing
Whatever terms, phrases and questions you use within the survey, make sure they are understood by your target audience. Keep in mind that just because you know a lot of the terms in your research marketing niche, there’s a good chance your survey’s respondents aren’t familiar with many of the terms. Be sure to avoid technical phrasing and whatever terms you choose, use them consistently throughout the online questionnaire to minimize any possible confusion.
Be as specific as you can when you make survey questions, as this will help evade any confusion regarding word choices. Vague words, like “rarely” or “sometimes”, can create uncertainty, since participants might have their own definitions as to what these words mean. Utilize unambiguous words and terms, like “less than twice a day” to keep answers precise and consistent.
Create Free Web Surveys with SurveyTool and Get Some Research Marketing Practice
If you’re still unclear on what type of survey questions you need or how to begin, try creating free online surveys online on SurveyTool. Our survey design software is intuitive and easy to pick right up, even if it’s your first time. If you feel like you don’t know where to begin, check out our survey templates – we have over 40 different types of industries represented amongst our online questionnaires and you’re bound to find inspiration. Designing free online surveys with SurveyTool will help you become familiar with survey creation so when your business needs some research marketing done, you’ll be ready to start!