Surveys are an important tool for product developers and marketers. When done right, they are a great way to get reliable feedback and get closer to your target customer.
But getting them done right is an art, and takes a great deal of skill. Aside from making sure clear objectives are in place, great care must be taken when writing the questionnaire. In an effort to get the desired information from customers, survey questionnaires have a tendency to be long and redundant. Unfortunately, this makes most surveys tedious, boring, and too time consuming for respondents, causing them to check out and click away.
Respecting respondents’ time is key to getting good results. We’ve found that busy people are more willing to take short surveys than long ones. In a typical PhiPower survey, 95-98% of qualified respondents complete the survey.
So when preparing a survey, it is not only important that the questionnaire not lead respondent’s one way or the other, but that it also help the respondent stay engaged during the process. Maintaining a high level of respect can help ensure that respondents are more in-tune with the subject matter and not bombarded by too many questions, helping you and respondents at the same time. This approach can also reduce non-sampling error, and lower sampling costs overall.
Do Not Waste My Time