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Being aware of the details of your consumers' and clients' Demographics, wants and needs is vital to keep your business on the forefront of your industry in today's ever-evolving economy. An excellent way to collect data for research and development purposes is through an online survey that you can send out via e-mail or load onto your website. Here are some steps and guidelines to keep in mind when writing a survey:

  1. Determine the Precise Data You NeedYou need to define very specifically what it is you want to know about your survey respondents before writing the question types. Are you interested in finding out their general demographic (age, gender, geographic location, etc?)? Are you interested in their opinion of your online site, or maybe your physical store? Do you want insight into the success of your marketing and advertising, or on the value of your specific products? Answering these questions will help streamline your question-writing process in later steps.
  2. Choose the Most Appropriate Question TypesThere are many types of questions you can utilize in an online survey. Some of the most popular types are free-response questions, yes-no questions, "Check all that apply" questions, etc. In general, surveys with predominantly yes-no questions are more likely to be answered than ones with many free-response questions. Nevertheless, you know your clientele best and thus should choose the most appropriate question type with that knowledge.
  3. Write the QuestionsThis step is trickier than you might imagine. Keep your questions as clear and concise as possible to ensure that the respondent can understand and adequately respond to the question. TIP:Beware of framing the question in a way that creates a biased response. Something as simple as adding a negative to a sentence can completely skew the question, and lead the respondent to answer differently than they normally would have. For example, the question "Do you trust Isabelle?" can have different survey results to the question, "You do not trust Isabelle?" simply due to one added word. Have a friend review your questions and inform you if some exhibit such a bias.
  4. Plan the Survey Path Using Smart MetricsOne of the great advantages of online surveys is the ability to use smart metrics. These include such options as skip options (skipping over later questions if they are irrelevant based on the respondent's earlier answers), and breaking up your survey so that it appears not as one long list of questions, but as a series of pages, each with one or two questions. This prevents the respondent from looking ahead and being biased by future questions, as would occur with a paper survey. TIP:Consider adding a "Questions Remaining" timeline at the bottom of your survey if you plan on using multiple pages for your survey.
  5. Time the SurveyYou want to avoid having a high drop-out rate for your survey. The drop-out rate is determined by the number of people who have begun a survey but abandoned it before its completion. The most common reason for a high drop-out rate is excessive survey length. Try to keep your survey as short and to the point as possible, while still providing the valuable information you desire. Try to keep your survey around 5 minutes, and no more than 10. TIP:Refer back to Step 1 and remind yourself of the precise goal you have in mind with this survey. Then go back to your survey and eliminate any questions that are not necessary for that goal. You can always create another survey with a different goal later!
  6. Test the SurveyFinally, send your survey to some friends and ask them for their advice: does it seem biased? Is it clear? Is the length adequate?

There you have it! After following these steps, you should be well on your way to collecting and analyzing valuable data that will give you insight on how to further develop your business.

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13y ago

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