Discussion Question 2.1
Due Episode II, Due Day 3
Market Research: Surveys
"We've all completed surveys in our lifetimes. Share a personal example of when you received
what you feel was a poorly designed survey. In your opinion, specifically,
What elements made the survey a poor research tool?
Do you feel that the survey would ultimately be able to provide useful marketing data?
Why or why not?
What things, specifically, would you recommend to improve the final survey?"
Example of Survey
An example of a poorly designed survey was from my healthcare company (name omitted). Last
year, I was sent a survey by my healthcare company to rate several levels of services, payment
ease, staff, and facilities. First, there were entirely too many “options” or focus topics that became
overwhelming as I completed the survey. Secondly, the time frame of completion was incorrect.
The verbiage at the top of the survey stated, “This survey should occupy no more than 30
minutes of your time;” however, it took over one hour to complete. Wrought with disgust by the
30-minute mark, I was not effective in my answers. Meaning—I did not care what answers I put!
The elements that made the survey a poor research tool were poor design, ambiguous questions,
nonmutually exclusive answers, and several questions (two or more) in one question. The overall
design of the survey was poor because it enveloped several topics and, therefore, created a very
long survey. Next, ambiguous questions such as “Do you see your doctor on a regular basis?”
and “If taking medications, were they explained to you?” seemed to appear all over the survey
and left you wondering about their relevance. Furthermore, as the example in the book regarding
Wendy’s survey, the healthcare company asked my age with nonmutually exclusive answers like
“20 to 40” and “40 and over” (Kerin, 2006). Lastly, the survey combined multiple questions in one
question such as “Do you prefer the location of the doctor and staff?”
I did not feel that the survey would provide useful marketing data because it was too long and I
simply did not care about the answers after 30 minutes. With certain changes, the survey may
prove beneficial as a marketing tool. One recommendation is to split the survey up by topic and
send each one to a different demographic of participants. This could either be a random selection
Kerin, R., Hartley, S., et al. (2006).
ed.). New York: McGraw-Hill.
Robert (Robb) Sikes