Using survey software to administer survey research is a powerful tool that market researchers use to gather data. Advanced survey software providers have survey solutions for all modes of survey research, including: online surveys, paper surveys, phone surveys, to the more recent introduction of mobile surveys. Available survey solutions have led to widespread use of quantitative surveys, across all survey modes, to collect, analyze, and use data to formulate strategies for a more effective business model, create targeted marketing strategies, enhance customer service, and much more. Executed correctly, survey research can benefit market researchers with reliable and useable data, and improve research ROI.
The benefits of Survey Research
Surveys are relatively inexpensive. Online surveys and mobile surveys, in particular, have a very small cost per respondent. Even if incentives are given to respondents, the cost per response is often far less than the cost of administering a paper survey or phone survey, and the number of potential responses can be in the thousands.
Surveys are useful in describing the characteristics of a large population. No other research method can provide this broad capability, which ensures a more accurate sample to gather targeted results in which to draw conclusions and make important decisions.
Surveys can be administered in many modes, including: online surveys, email surveys, social media surveys, paper surveys, mobile surveys, telephone surveys, and face-to-face interview surveys. For remote or hard-to-reach respondents, using a mixed mode of survey research may be necessary (e.g. administer both online surveys and paper surveys to collect responses and compile survey results into one data set, ready for analysis).
The anonymity of surveys allows respondents to answer with more candid and valid answers. To get the most accurate data, you need respondents to be as open and honest as possible with their answers. Surveys conducted anonymously provide an avenue for more honest and unambiguous responses than other types of research methodologies, especially if it is clearly stated that survey answers will remain completely confidential.