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Step 1
Demographic surveys provide a logical starting point for a company seeking to begin or expand its business in a given are of the world. This type of survey allows the person taking the count to see how many residents of the area fall into certain categories of people. This makes it easier for the statistician to see how well certain products and services will fit the population of the area, leading to a greater chance of success there. These surveys are very simple to employ through Zoomerang and among the most effective ones used on the site. They use closed-ended questions, many of multiple-choice nature or statistical questions which can be answered by inputting a number, both types of information recommended for use in market research by Zoomerang’s technical support.
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Step 2
Product surveys also allow a company to do much market research and discover how its products fit the population which they are intended to serve. These can be combined with demographic surveys to make either one more effective once business has been established in the area. Many combined surveys of this nature begin with simple demographic questions asking an interviewee to input his or her age, gender, marital status, and household makeup using closed-ended, often multiple choice questions. They then proceed to ask the survey taker to rate a product on a number scale to rate satisfaction, followed by some multiple choice questions involving descriptions of the brand or item in question. This works well on Zoomerang by keeping the interview process simple and straightforward.
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Step 3
No matter what type of market research a company wishes to do, Zoomerang suggests keeping the questionnaire short and simple. This encourages the person filling out the survey to more effectively rate the product on a product survey and to be more honest on the demographic survey. Honesty in demographics leads to a better market saturation of a given product in that area by allowing it to be marketed toward the right audience. Short and simple to understand questions on product surveys also let the respondent provide answers which will give the company a better understanding of whether the product fits that market, and if not, how to improve it. Under the category of simplicity for both the respondent to the survey and the person tallying the results, Zoomerang also recommends pretesting the survey to be sure it is set up in a logical manner and if ratings are used, keeping the scale consistent to avoid the confusion that causes survey takers to abandon the project early.
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Step 4
To boost the odds of market research succeeding, Zoomerang includes three other ideas on their how to set up a survey page. First, consider the audience. For example, if the population of the target are in a product survey has too many mothers of young children, a survey on children’s literature will get higher feedback and better results than one geared toward college students majoring in chemistry. This provides a good reason to begin in a new area with a demographic survey perhaps with a question about whether the population has heard of a given product before asking them to rate that product. Secondly, in certain places and some times during the year, reminders may be needed when the first invitation to participate in the survey hasn’t produced enough statistics to analyze, and many companies, according to Zoomerang, also find that offering an incentive, whether it may be cash or a discount on the product, helps encourage consumers to take surveys, especially in places where incomes may not be as high.
Comments
paulo55 said
on 11/11/2009 How to Use Zoomerang Surveys in Market Research. Very good article! Excellent information!