Tips for Writing Good Surveys.docx

Tips for Writing Good Surveys.docx - BUSN 1101 Tips for...

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BUSN 1101 Tips for Conducting Good Surveys All surveys must be designed in such a way as to leave the respondent totally anonymous . 1. Clearly define the purpose of your survey 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 do you plan to accomplish with this survey? How will you use the data you are collecting? What decisions do you plan to impact with the results of this survey? (This will later help you identify what additional data you need to collect in order to make these decisions.) 2. Define your target for the survey Make sure your survey reaches the market segment of primary to your product or service. If you have the potential to be valuable to multiple segments then survey all relevant sectors, making sure your questions allow you to study your results by segment. 3. Keep the survey short and focused Short and focused helps with both quality and quantity of response. It is generally better to focus on a single objective than to try to create a master survey that covers multiple objectives. Make sure each of your questions is focused on helping to meet your stated objective. Don’t toss in ‘nice to have’ questions that do not directly provide data to help you meet your objectives. Shorter surveys generally have higher response rates and lower abandonment among survey respondents. It is 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). Research has shown that the survey should take 5 minutes or less to complete. Six to ten minutes is acceptable but significant abandonment rates occur after 11 minutes.
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