Online surveys have become the cornerstone of the market research industry. They quickly and easily allow businesses to gather consumer data, which they can use to: enrich products, alter marketing campaigns, and tailor messaging. Unfortunately, modern technology, which has improved the ease with which companies can generate surveys and analyze results, has also spawned an era where an increasing number of surveys are poorly formulated, limiting responses or skewing data to misrepresent customer intentions. By applying a few basic tenants of survey design, we easily increase engagement and improve data accuracy and overall quality.
Questions that Affect the Answer
Questions that Result in Unclear Data
Questions that Confuse
While there is much more to online survey design than adhering to these six principles, avoiding the most common errors of question formulation will greatly increase a survey’s return rate, accuracy, and relevancy.