Successful Surveys

To start the survey process, fast forward to the end. Ask yourself, "What, specifically, do I want to learn? What do I plan on doing with the information I collect?" Then follow these five steps to success:

 

 

STEP 1:

Find out what to ask. Before you begin to write, step back and try to see things from your clients' perspective. Let's say you want to find out why people buy from you. Your survey might ask respondents to rank certain purchasing criteria. Although this may sound easy, you first need to know what the top criteria are.

 

STEP 2:

Write it right. Now that you know what to ask, you need to know how to ask it. The way a question is phrased can drastically alter the answer--and thus affect the survey's accuracy. So use clear language and keep the technobabble to a minimum--even if your respondents are in high-tech industries. Pose straightforward questions such as "How often would you use this service? What type of products would you purchase? Which issues are important when purchasing?"

 

STEP 3:

Compile your list. Ask yourself, "Who has the information I need--current or ex-customers, prospects, suppliers? What characteristics should they possess: Are they within an income range, do they work in a certain field, or do they have particular purchasing habits?" The audience you select should closely resemble your target group--the people who you'd ideally want--or your results will be meaningless.

 

But it's not only who you ask, it's how many. In general, the greater the number of people who answer, the more reliable the data and the less chance of error. So if you want 100 responses, send out about 1,000 surveys. (Make it easy to respond with prepaid postage return / bulk mail.)

 

STEP 4:

Deliver your survey. Your options range from face-to-face interviews and phone calls to electronic polls and mail surveys. The best method depends on your resources, your objective, and your audience. Carefully consider how your audience will respond to each, but don't choose your method based solely on budget. In some cases, you might need more than one vehicle to reach the number of respondents you want.

 

STEP 5:

Look beyond the numbers. When analyzing the results, look for patterns and discrepancies. A survey should be focused on getting information to improve your customer's company as well as your relationship with them.

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