Businesses and researchers across all industries conduct surveys to uncover answers to specific, important questions. These questions are varied, cover a diverse range of topics, and can be asked in multiple formats. Your questions should be strategically planned and structured in the best way possible in order to receive the most accurate data. When structuring your survey questions, consider the following:
- The main goal of the survey
- How you plan to apply the survey data
- The decisions you will make as a result of the survey data
What are the 4 main reasons why businesses and researchers should conduct surveys?
- Uncover the answers. In a non-intimidating survey environment, you will learn about what motivates survey respondents and what is important to them, and gather meaningful opinions, comments, and feedback. A non-intimidating survey environment is one that best suits the privacy needs of the survey respondent. Respondents are more likely to provide open and honest feedback in a more private survey method. Methods such as online surveys, paper surveys, or mobile surveys are more private and less intimidating than face-to-face survey interviews or telephone surveys.
- Evoke discussion. Give your survey respondents an opportunity to discuss important key topics. Communicate with your respondents about your survey topic. This allows you to dig deeper into your survey, and can incite topics related to your survey within a broader perspective.
- Base decisions on objective information. Conducting surveys is an unbiased approach to decision-making. Don’t rely on “gut feelings” to make important business decisions. You can collect unbiased survey data and develop sensible decisions based on analyzed results. By analyzing results, you can immediately address topics of importance, rather than waste time and valuable resources on areas of little or no concern.
- Compare results. Surveys results provide a snapshot of the attitudes and behaviors – including thoughts, opinions, and comments – about your target survey population. This valuable feedback is your baseline to measure and establish a benchmark from which to compare results over time.