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| conducting research surveys: a step-by-step guide |
As with all things eMarketing, careful planning goes a long way to determining success.
As market research can be an expensive project, it is important that planning helps to determine the cost vs. the benefit of the research. Qualitative research and secondary research are critical steps in determining whether a larger scale research project is called for.
Bear in mind that many tasks that fall under the umbrella of research should be ongoing requirements of eMarketing activities, such as conversion testing and optimising and online reputation management. Polls and small surveys can also be conducted regularly, and non-intrusively, among visitors to your website.
1. Establish the goals of the project - What you want to learn Secondary research can be used to give background and context to the business problem, and the context in which the problem can be solved. It should also be used to determine alternative strategies for solving the problem, which can be evaluated through research. Qualitative research, particularly using established online research communities, can also help in determining what the business problems are that need to be solved. Ultimately, determine what are the actions you will be considering after the research is completed, and what insights are required to make a decision on those actions.
2. Determine your sample - Whom you will interview
You do not need to survey the entire population of your target market. Instead, a representative sample can be used to determine statistically relevant results. See Tools of the Trade for some online calculators for determining sample size.
In selecting a sample, be careful to try to eliminate bias from the sample. Highly
satisfied customers, for example, could give very different results to highly dissatisfied consumers.
3. Choose research methodology - How you will gather data The Internet provides a multitude of channels for gathering data. Surveys can be conducted online or via email. Online research panels and online research communities can all be used for gathering data. Web analytics can also be used to collect data, but this is passive form of data collection. Determine what will provide you with the information you need to make decisions. Be sure whether your research calls for qualitative or quantitative data as this determines the methodology as well.
As market research can be an expensive project, it is important that planning helps to determine the cost vs. the benefit of the research. Qualitative research and secondary research are critical steps in determining whether a larger scale research project is called for.
Bear in mind that many tasks that fall under the umbrella of research should be ongoing requirements of eMarketing activities, such as conversion testing and optimising and online reputation management. Polls and small surveys can also be conducted regularly, and non-intrusively, among visitors to your website.
1. Establish the goals of the project - What you want to learn Secondary research can be used to give background and context to the business problem, and the context in which the problem can be solved. It should also be used to determine alternative strategies for solving the problem, which can be evaluated through research. Qualitative research, particularly using established online research communities, can also help in determining what the business problems are that need to be solved. Ultimately, determine what are the actions you will be considering after the research is completed, and what insights are required to make a decision on those actions.
2. Determine your sample - Whom you will interview
You do not need to survey the entire population of your target market. Instead, a representative sample can be used to determine statistically relevant results. See Tools of the Trade for some online calculators for determining sample size.
In selecting a sample, be careful to try to eliminate bias from the sample. Highly
satisfied customers, for example, could give very different results to highly dissatisfied consumers.
3. Choose research methodology - How you will gather data The Internet provides a multitude of channels for gathering data. Surveys can be conducted online or via email. Online research panels and online research communities can all be used for gathering data. Web analytics can also be used to collect data, but this is passive form of data collection. Determine what will provide you with the information you need to make decisions. Be sure whether your research calls for qualitative or quantitative data as this determines the methodology as well.
4. Create your questionnaire - What you will ask
Keep the survey and questions simple and ensure that the length of the survey does not overwhelm respondents. A variety of questions can be used to make sure that the survey is not repetitive.
Be sure when creating the questions that you keep your goals in mind: don’t be tempted to try to collect too much data, or you will likely overwhelm respondents.
5. Pre-test the questionnaire, if practical - Test the questions
Test questionnaires to determine if questions are clear and that it renders correctly.
Ensure that test respondents understand the questions, and that they are able to answer them satisfactorily.
6. Conduct interviews and enter data - Ask the questions
Run the survey! Online surveys can be completed by respondents without your being present, you just need to make sure that you get it in front of the right people. A survey can be sent to an email database or can be advertised online.
7. Analyse the data - Produce the reports
Remember that quantitative data must be analysed for statistical significance. The reports should aid in the decision making process and produce actionable insights.
Keep the survey and questions simple and ensure that the length of the survey does not overwhelm respondents. A variety of questions can be used to make sure that the survey is not repetitive.
Be sure when creating the questions that you keep your goals in mind: don’t be tempted to try to collect too much data, or you will likely overwhelm respondents.
5. Pre-test the questionnaire, if practical - Test the questions
Test questionnaires to determine if questions are clear and that it renders correctly.
Ensure that test respondents understand the questions, and that they are able to answer them satisfactorily.
6. Conduct interviews and enter data - Ask the questions
Run the survey! Online surveys can be completed by respondents without your being present, you just need to make sure that you get it in front of the right people. A survey can be sent to an email database or can be advertised online.
7. Analyse the data - Produce the reports
Remember that quantitative data must be analysed for statistical significance. The reports should aid in the decision making process and produce actionable insights.
