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paid surveyspaid surveys onlinepaid online
PAID SURVEYSWhat is a great survey?
A great online survey provides you with clear, reliable, actionable insight to inform your decisionmaking. Great surveys have higher response rates, higher quality data and are easy to fill out.
Follow these 10 tips to create great surveys, improve the response rate of your survey, and the
quality of the data you gather, by following these basic rules of good surveying.
10 steps to create a great survey.1. Clearly define the purpose of your online
surveySurveyMonkey is a web-based online survey tool packed with industry-leading features
designed by noted market researchers.
Fuzzy goals lead to fuzzy results, and the last thing you want to end up with is a set of results that
provide no real decision-enhancing value. Good surveys have focused objectives that are easily
understood. Spend time up front to identify, in writing:
What is the goal of this survey?
Why are you creating this survey?
What do you hope to accomplish with this survey?
How will you use the data you are collecting?
What decisions do you hope to impact with the results of this survey? (This will later help you
identify what data you need to collect in order to make these decisions.)
Sounds obvious, but we have seen plenty of surveys where a few minutes of planning could have
made the difference between receiving quality responses (responses that are useful as inputs to
decisions) or un-interpretable data.
Consider the case of the software firm that wanted to find out what new functionality was most
important to customers. The survey asked ‘How can we improve our product?' The resulting
answers ranged from ‘Make it easier' to ‘Add an update button on the recruiting page'. While
interesting information, this data is not really helpful for the product manager who wanted to take
an itemized list for the development team with customer input as a prioritization variable.
Spending time identifying the objective might have helped the survey creators determine:
Are we trying to understand our customers' perception of our software in order to identify areas of
improvement (e.g. hard to use, time consuming, unreliable)?
Are we trying to understand the value of specific enhancements? They would have been better off
asking customers to please rank from 1 - 5 the importance of adding X new functionality.
Advance planning helps ensure that the survey asks the right questions to meet the objective and
generate useful data.
2. Keep the survey short and focusedShort and focused helps with both quality and quantity of
response. It is generally better to focus on a single objective than try to create a master survey
that covers multiple objectives.
Shorter surveys generally have higher response rates and lower abandonment among survey
respondents. It's human nature to want things to be quick and easy - once a survey taker loses
interest they simply abandon the task - leaving you to determine how to interpret that partial data
set (or whether to use it all).
Make sure each of your questions is focused on helping to meet your stated objective. Don't toss
in ‘nice to have' questions that don't directly provide data to help you meet your objectives.
To be certain that the survey is short; time a few people taking the survey. SurveyMonkey
research (along with Gallup and others) has shown that the survey should take 5 minutes or less
to complete. 6 - 10 minutes is acceptable but we see significant abandonment rates occurring
after 11 minutes.
3. Keep the questions simpleMake sure your questions get to the point and avoid the use of
jargon. We on the SurveyMonkey team have often received surveys with questions along the
lines of: "When was the last time you used our RGS?" (What's RGS?) Don't assume that your
survey takers are as comfortable with your acronyms as you are.
Try to make your questions as specific and direct as possible. Compare: What has your
experience been working with our HR team? To: How satisfied are you with the response time of
our HR team?
4. Use closed ended questions whenever possibleClosed ended survey questions give
respondents specific choices (e.g. Yes or No), making it easier to analyze results. Closed ended
questions can take the form of yes/no, multiple choice or rating scale. Open ended survey
questions allow people to answer a question in their own words. Open-ended questions are great
supplemental questions and may provide useful qualitative information and insights. However, for
collating and analysis purposes, closed ended questions are preferable.
5. Keep rating scale questions consistent through the surveyRating scales are a great way to
measure and compare sets of variables. If you elect to use rating scales (e.g. from 1 - 5) keep it
consistent throughout the survey. Use the same number of points on the scale and make sure
meanings of high and low stay consistent throughout the survey. Also, use an odd number in your
rating scale to make data analysis easier. Switching your rating scales around will confuse survey
takers, which will lead to untrustworthy responses.
6. Logical orderingMake sure your survey flows in a logical order. Begin with a brief introduction
that motivates survey takers to complete the survey (e.g. "Help us improve our service to you.
Please answer the following short survey."). Next, it is a good idea to start from broader-based
questions and then move to those narrower in scope. It is usually better to collect demographic
data and ask any sensitive questions at the end (unless you are using this information to screen
out survey participants). If you are asking for contact information, place that information last.
7. Pre-test your surveyMake sure you pre-test your survey with a few members of your target
audience and/or co-workers to find glitches and unexpected question interpretations.
8. Consider your audience when sending survey invitationsRecent statistics show the highest
open and click rates take place on Monday, Friday and Sunday. In addition, our research shows
that the quality of survey responses does not vary from weekday to weekend. That being said, it
is most important to consider your audience. For instance, for employee surveys, you should send
during the business week and at a time that is suitable for your business. i.e. if you are a sales
driven business avoid sending to employees at month end when they are trying to close business.
9. Consider sending several remindersWhile not appropriate for all surveys, sending out
reminders to those who haven't previously responded can often provide a significant boost in
10. Consider offering an incentiveDepending upon the type of survey and survey audience,
offering an incentive is usually very effective at improving response rates. People like the idea of
getting something for their time. SurveyMonkey research has shown that incentives typically
boost response rates by 50% on average.
One caveat is to keep the incentive appropriate in scope. Overly large incentives can lead to
undesirable behavior, for example, people lying about demographics in order to not be screened
out from the survey.
Why You Need to Conduct an Offline SurveySandy McKee
Jun 2, 2014
Recently I had the opportunity to conduct an offline survey during the BolderBOULDER 10k, one
of the world's biggest foot races (50,000+ participants). This experience made me appreciate the
offline capability for more than just being able to survey without an internet connection. The
personal interview style allowed me to engage with respondents and observe the reaction of
participants who just completed the 10K race.
I am not new to offline surveys. I have used them at tradeshows and conferences when Wi-Fi is
slow or spotty and to avoid paying the hefty direct internet fees that convention centers charge.
Typically, I use offline to collect leads at these events. So fielding an event survey in "the
moment" was an entirely different experience.
It got me wondering why aren't marketing researchers conducting more offline surveys? As
marketers we understand how important it is to know who your customers are. What better way to
get familiar than interacting directly with them?
This article outlines some of the less obvious but important benefits of offline surveys. But first, let
me tell you a little bit about the BolderBOULDER, in case you aren't familiar with it.
The BolderBOULDERThe BolderBOULDER is a 10K citizens race held every Memorial Day since
1979. It has grown from 2,200 to 52,000 participants who often dress in costume and are
entertained with bands, belly dancers, slip-n-slides, sprinklers and the likes as they run through
town to finish at CU's Folsom stadium where they are cheered on by thousands.
"Since 1979 BolderBOULDER has grown from a small community event to one of the largest and
most innovative running races in the world."
The event ends with a tribute to veterans. Needless to say, it is a super-charged, fun event.
But lets get back to offline surveys.
Benefits of an Offline SurveyBesides the obvious benefit of not needing internet access, other
advantages of offline surveys include:
Higher response rate
Better observation of behavior
Superior ResultsWith over 52,000 BolderBOULDER participants, it was not hard to find someone
who was willing to take a few minutes to answer my questions. It also helped that they were
excited about completing the run and wanted to share their experience.
With my iPad in hand, I had them answering questions before they even realized that they were
responding to a questionnaire. They were more than willing to talk about their favorite brand of
running shoes, where they got them, what sponsors they recalled seeing along the racecourse,
and what could be done to make the event even better.
Because the event was so fresh in their mind, it was easy for respondents to answer. This leads
to more accurate data.
Wider ReachEven though the BolderBOULDER sent a post-event email to participants with a link
to the survey, the offline survey allowed us to reach more people.
If you don't have an extensive contact list or you don't want to fatigue your customer base with yet
another survey, or want to get the public's opinion, an offline survey may be the way to go.
Retailers certainly understand this. You have probably seen surveyors at the mall, outlet, or on
the street with tablet devices conducting personal interviews. These questionnaires, known as
consumer intercept surveys, allow stores to ask consumers about their shopping experience to
understand consumer's preferences, perceptions, and behavior.
Political campaigners are also conducting offline polls to gauge the general public's opinion.
Higher Response RateBecause offline surveys are typically in the form of a personal interview,
people are more likely to respond. Of course the surveyor must have good interviewing skills and
know how to engage people. Field researchers and consumer interviewers are trained and roleplay before being sent out to the field.
Deeper ExplorationThe real beauty of the personal interview style that offline affords, is that you
can explore responses further to gather deeper information. No wonder why field researchers
prefer this survey method.
Use a qualitative question after a quantitative question to probe the question further. This allows
you to capture why the respondent answered the way they did.
Better ObservationOffline surveys are perfect for market researchers who are testing a live
product. Capturing data in the "moment" allows you to observe the attitude and behavior of
consumers as they use the product.inbox dollars