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Surveys Are The Most Common Way To Gather Primary Research

Surveys can be conducted using multiple channels

  • Through direct mail
      • Hand out at the place of business or mail out with survey returned in person or via mail
      • Questionable effectiveness; follow-up reminders necessary
  • Over the telephone
      • Cost-effective
      • Can be difficult to reach participants
      • Little appetite in the public for telephone interruptions
  • On the web or via email
      • Allows participants to complete the survey on their own time with little effort
      • Cost-effective
  • In person
    • Personal interviews or focus groups
    • Can introduce follow-up questions or change the focus of the survey on the spot
    • Can be difficult to recruit participant

When designing your own research questionnaire, be sure to:

    • Keep it as short and simple as possible
    • Make sure it is visually appealing and easy to read
    • Move from general questions to more specific questions
    • Make sure questions are brief and easily understood
    • Avoid leading questions, questions with ambiguous words, questions that are too difficult to answer (due to recall problems, etc.)
    • Make sure any response scales used are logical with categories that are mutually exclusive
    • Always pre-test your questionnaire to identify potential problems

How to Design Your Online Survey

    • A short survey is better than a long one
    • Questions must be easy to understand and answer
    • Group questions according to topic
    • Place sensitive questions at the end
    • Avoid irrelevant questions
    • Reassure your respondents that their data is secure
    • Spend time on your design
    • Include images and video
    • Do a trial run

How to Distribute Your Online Survey

    • Send email surveys
    • Send SMS
    • Distribute via push or rich message via an app
    • Chat bots
    • Add surveys to your website
    • Embed surveys in blog posts
    • Share surveys over social media
    • QR code
    • Pop-up
    • Exit Survey
    • In-person interviews
    • Survey Platforms

How to Turn Your Survey Responses into Insightful Data

  • Stage 1: Write a Summary

      • What was the ultimate goal of this survey?
      • Who was surveyed?
      • Who was the population?
      • Who responded?
      • Include basic highlights of the survey audience and your data to introduce the findings.
  • Stage 2: Write Mini Reports

  • Stage 3: Interesting and Unexpected Findings

        • Good- to-know, not need-to-know
        • Going the extra mile!
  • Stage 4: Conclusion

      • This is the big finish of your report! Recap the actions that you recommend the team take based on your survey’s findings, and include as much supporting evidence as you need to in order to get stakeholders to agree to those actions.

Tips for Communicating Survey Response Data

      • Understand your audience and their interests
      • Try to be brief
      • Keep your report and findings clear
      • Have more than one clear course or possible way forward with the data
      • Include data visualization to convey key points
      • Try to anticipate questions about the reports
      • Know the details
      • Be honest
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