Creating a Market Survey
When creating market surveys, companies first must set clear objectives for the purpose of the research. Expectations of the results and how they will be used are discussed with key marketing staff prior to commencing the survey. Next, companies need to devise the questions that need to be used on the survey. Market surveys can include questions that collect quantitative data and ones that collect qualitative data.
A typical market research survey example contains multiple choice, fill-in and scale questions to collect quantitative data that can be entered into a spreadsheet or database and analyzed in a statistical program. These types of questions are most commonly used for customer and product surveys. On the other hand, qualitative data such as anecdotal, experiential or behavioral data can be collected by surveys that ask open-ended questions.
A market research survey example gathers information about customer satisfaction about the company might contain questions such as –
1) Which factor made you choose the company? (indicate your first choice)
a – cost
b – company reputation
c - location
d – quality of product or service
2) Based on your experience with this company, will you continue using this company’s products or services for your needs.
a – extremely likely
b – most likely
c – unknown
d – not likely
e – extremely unlikely
A typical survey that would gather information concerning the uses of a product or service by its customer base might have questions such as -
1) How many times have you used product X in the last 3 months?
2) Rate your level of satisfaction with the service.
1 – extremely satisfied
2 – somewhat satisfied
3 – neutral
4 – somewhat dissatisfied
5 – extremely dissatisfied
3) Would you recommend this product to a friend or relative?
1 – yes, definitely
2 – maybe yes
3 – not sure
4 – not really
5 – no, definitely not