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10 Steps To Create An Effective Survey And Measure Customer Satisfaction


surveyConsumer survey is an essential way to get valuable insights for your business. It is vital to know what your customers think about your brand, why they like or dislike about it and to what extent.

Of course you can gather some information through searching reviews about your brand online, but an experienced marketing researcher knows that searching online you obtain only secondary data which can’t be trusted for 100% and needs validation from primary data sources. Survey is a great way to collect primary data and validate data gathered from other secondary sources.  Obtaining valuable insights from your clients help to fast respond to any changes in customer trends and preferences.

 10 great steps to create an effective survey

1. The first and most important step is – Determine your goal: What do you want to achieve? Or what kind of issue you want to solve? Make sure that each of your survey questions is working toward achieving you goal.

2. Make the questionnaire easy and less time consuming: In other words compose your questions in a way to be easy understandable and require less degree of mental activity: It’s a fact that people usually don’t like to spend much time on surveys. If the questions require too much work on behalf of your respondents then there is much chance they will leave the questionnaire without completing it.

3. Use open-ended questions: Open-ended questions are good tool for digging deeper and extracting more valuable information. Answers to this kind of questions may bring up some elements you haven’t thought about.




4. Use close-ended questions. Provide choice of answer.




5. Use scale questions: Helps to find out the extent of consumers feelings or perception about your brand.




6. Check the validity of answers: Use the same question in the middle of the questionnaire, but organize responses in a different sequence. This way you can measure the consistency of answers.

7. Include questions that require some degree of mental activity, such as recalling past experiences or evaluation close to the end of questionnaire: By the time respondent has arrived to these questions he has already responded to some relatively easy questions and is now more committed to complete the survey.

8. Keep your questions brief: Redundant details may distract the respondent from the main point of the question. Concise question helps respondent to understand the question accurately and respond straight to the point.

9. Develop questions which use words common in respondents’ vocabularies: There are terms that are commonly used in specific industry but it doesn’t mean that respondents are familiar with those expressions.  Those kinds of terms and expressions should be replaced with words well-known by your respondents.

10. Avoid ambiguity in the questions:  Ambiguous questions jeopardize the accuracy of answers and make it harder to analyze responses. Avoid ambiguous words such as normally, frequently, regularly, often and etc.

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