Everyone wants to think that their marketing or website survey will get “Top Results”, be a huge success and gather the best results ever – but are we getting the basics right to even stand a chance in the large scheme of things.
Before you start writing your survey questions, consider this:
- Is a survey, web based or hard copy going to achieve the result that you want?
- Focus on one topic at a time (you can always send out multiple surveys and piece a picture together)
- Have a very clear end goal. Make sure your survey questions are going to get you the answer that you are setting out to achieve (test you survey on independents first and analyze your results [Pilot the survey])
- Don’t waste your results – let your tested parties see the overall results (they are more likely to continue helping/completing surveys’ when they see you are using the results in a positive manner)
Ok assuming you are ready to write your questions here are a few pointers to get you started:
The survey title is a golden opportunity to instantly summaries a surveys objective and grabs the attention of invited respondents. Respondents are going to invest time in completing your survey so make them feel that their investment is worthwhile.
REMEMBER YOUR OBJECTIVE
Surveys are a tried and tested method of research, however keep it narrow and have a clear objective. Respondents that are not part of your target audience may give you survey inaccurate results.
By phrasing the questions and structuring an answer, surveys can be used in a multitude of ways and for a variety of reasons. When compiling a survey don’t lose sight of its purpose.
KEEP IT SIMPLE
Remember to keep your survey as simple as possible (you want your Respondents to be able to answer the questions easily). Use the same rating scale throughout your surveys and wherever possible use multiple choice questions (Your Respondents are more likely to answer to a suggestion already there)
DON’T LEAD BY THE NOSE
However subtle you think you may be being – you’re NOT. Avoid leading questions, your respondents will object to being asked a question and then being lead by the nose to select the one that you clearly want them to select.
ANSWER THE QUESTION!
Be kind to your respondents and Allow them to decline to answer. If you don’t they may feel uncomfortable and either assume you’re trying to manipulate data, answer inaccurately (tainting your data) or drop out totally.
Make sure you let your respondents know when the survey closes – simply provide a closing date.
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