Have you tried to design your VoC/CX surveys, only to find that your marketing department wants to sabotage the survey with marketing research or include marketing-related questions?
As the balance of exclusive mobile phone vs landline users has shifted, telephone surveys have included cell phones proportionally. There are still constraints, as landlines are identified by geography and defined as a ‘household’ in comparison to cell phones that are owned by individuals and can roam around the country. Even though landlines are cheaper and get answered more frequently than mobile, pollsters cannot neglect cell phones as they are an essential tool to extend a survey’s reach – especially in emerging markets and niche or difficult target groups.
Every word has its meaning. Subtle variations in how you ask a question have a big impact. This is why survey questions need to be clear and specific for a respondent to be able to easily understand and answer. With opened questions it has to be obvious that one is able to respond with their own words and what type of response is appropriate. Then with closed-ended questions all sensible answers should be included. Be careful not to offend someone or be one-sided. It is interesting to note with the frequently used question style of “agree-disagree”, less educated and less informed respondents most often are prone to agree with such statements. Be careful with your wording as it will likely effect the opinions you seek.
A survey is a tool to gather information – ideally depending on your goals, to find facts about your clients, product or your market. This is why it is so important to use the opportunity wisely and be able to have actionable items from the resulting analytics. Some basic survey design elements to keep in mind:
- keep the number of questions to a minimum as time is precious
- list the most important topics first
- what is the objective of the study
- is it easy enough for the respondent to provide information
- determine the type of question that is best suited to answer; open text, multiple choice, rank order, etc
It is good to get the basics down pat to obtain the results you seek, unless it may well be a good idea to hire an experienced survey practitioner.
You better have a smart gut because only one out of ten executives will do what the data says if it contradicts their gut feeling. Sure 90 % in The Economist survey make decisions based on analysis, testing and collaborative discussion, but if it contradicts their intuition, only 10% would go with the data. Both analysis and intuition are highly valued, though data is a highly prized commodity when it comes to making decisions. Honing the skills to be able to analyse data better will enable you to choose the right option.
On September 8, 2014 AAPOR will launch its Transparency Initiative. A program to place the value of openness at the center of the polling industry and to make it as easy as possible for survey firms to be transparent about their research methods. Resistance against pollsters has been growing because they are perceived as sales campaign callers or will not disclose who their sponsor is. What an incredible program to regain the trust of the people and improve the credibility of the industry.
There has been improvement in mobile market research, but even with 87% of people owning a mobile device; only 27% have completed a quantitative survey and 19% a qualitative feedback in 2013. It goes without saying the benefits of mobile surveys: reach, targeting, timing and location data to name a few. Though the on-going industry deliberation is whether mobile surveys are best delivered by app or web. If apps appear to be taking over the mobile sphere, should a market research company create their own or would an in-app survey imbedded in a brand’s app yield a higher response rate? What is the approach you are taking?
Eighty-three percent of workers intend to look for a new job this year — even though more employees report being satisfied with their current work, according to a survey by Salary.com. Technology makes employee surveys an easy thing. Have a simple interface with a manageable learning curve and make it anonymous to protect employee’s discretion. An employee satisfaction survey can help you stay on track with your employees and your business. What is your employee feedback survey strategy?
By Joel Rubinson
How should researchers think of big data?
When your data move beyond crosstabs and excel…when you are predicting rather than profiling…when your data do not fit neatly into rows and columns because they are unstructured in their natural state…when you are anonymously matching data at the user level that come from different sources and requires some analytic detective work to optimize the match…when you are extracting information in real time from a massive database on servers that does NOT fit on your laptop.
All of these are crosstabs hallmarks and there were numerous …
A new edition ESOMAR’s Answers to Contemporary Questions book is being produced, with three new chapters, International, Mobile, and Opinion Polling. This post is a shout out to crowd source the key questions for Opinion Polling. What do you think about? What do market researchers mean by an Opinion Poll? Who uses Opinion Polls? What