How to Create Online Market Research Surveys
Running a successful business requires staying on top of industry trends, knowing the opinions of leading players and examining the characteristics and business practices of competitors. Market research surveys can help an organization track all of these dimensions, as well as offer a means for determining the interest in a future product or service, or the satisfaction with existing wares. Conducting these surveys online allows organizations to reach a wider audience and to obtain results faster than traditional paper-based undertakings.
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Things You'll Need
- Business objective
- Computer with Internet access
- Working e-mail account for collecting responses
- Questionnaire
- Sample group
- Research staff to send surveys and analyze results
- Incentive for participants
- Third-party survey software (optional)
Instructions
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Determine the type of market research study you want to design based what outcomes you want to achieve. Quantitative online studies can provide answers to things like market share and brand awareness, while qualitative surveys are designed to yield more brainstorming ideas, according to dm2DecisionMaker.com
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Select your sample group carefully. According to AllBusiness.com, if the sample group of participants is too large, the study won't be cost effective, but "too small a sample offers inaccurate results."
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Design your online market research questionnaire internally using concise phrasing and easy to understand questions. Or, invest in third party online survey software that designs the surveys for you and also tracks respondents and sends out participation reminders periodically.
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E-mail your online market research surveys to your selected study group clearly indicating the deadline for completion. If you are not using a third-party provider, make sure to personally send out reminders every few days until your study closes.
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Provide participants with a gift to thank them for having completed the survey. Inexpensive items like key chains can be sent to the entire survey group, or participants can be entered into a drawing for a more expensive item, like an iPod.
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Tips & Warnings
Incentives encourage participation, so make sure that you mention the incentive in every e-mail sent out regarding the study. Online first impressions count, too, so make your survey introduction a good one. Explain in short detail who you are, what information you are looking to collect and how the survey candidate can help you.
There are laws concerning the practice of market research, so avoid a fine by abiding by the rules of your state. If you make your online market research survey too long, potential participants may not be able to download the big file, or your e-mail may get caught up in a spam filter.
