How to Execute a Successful Survey

A survey is a great way to solicit specific key information from a target audience. Use a survey to measure customer satisfaction, gauge interest in a new product or service or collect demographic information for planning purposes. No matter what your goals, some basic rules apply. Follow these steps to construct an effective survey.

Instructions

1. Define the purpose and scope of the survey. Write a detailed report before creating the survey. Include information about the audience, types of questions and how the questions are to be answered: multiple choice, yes or no or short answer.

2. Determine the method of the survey by mail, in person, by phone, email, online. Use a method that best represents the survey target audience. Set an accurate number of surveys to complete in order for the results to be valid.

3. Create a survey that can be completed in less than 5 minutes. Provide the questions in plain language. Resist the temptation to use industry jargon or complex terminology.

4. Lay out the survey with the most important questions at the beginning. Ask less important demographic information towards the end when people may lose interest or refuse to answer.

5. Set the questions out in a logical sequence. Start with broader more general questions and work into more narrow, specific issues. Use a survey template (see Resources).

6. Test the survey on a focus group before the general issue. Ask a group of employees to take the survey and evaluate it for clarity and time involved.

7. Let the survey takers know that final results of the survey are to be available online. Offer to notify them by email with the results.

Resources

• Survey templates.