If you are planning on sending out a survey for the purposes of market research, it may pay to have some understanding of just how best to ask questions of your audience, in a survey of your customer base.
Here are some tips that can help you.
1. Follow up a graded score
While you might first ask customers to rate your services using a scoring system, from 0-6 for instance, this might not provide you with all the information required.
Instead, it is best to follow this up with an open ended question, for example, asking how your business could improve in that area.
This will give you more detailed feedback to work from so that you have a specific base from which to make improvements.
2. Rethink your scale
While it might seem like a good idea to ask customers to rate your services from 1- 10, this can lead to some confusion.
For example, what is the difference between a seven and an eight? It is hard to quantify this.
Instead, you might find it better to use an improvement scale. This gives clients the chance to say if they think considerable improvement is needed, or whether things are fine as they are.
This provides more actionable data, so you can more easily calculate where your business stands on this scale.
3. Narrow down your questions
If you think you have asked the same question in multiple formats, you may want to rethink this. It is best to consolidate these and limit the number of questions posed to customers.
They are more likely to respond to a shorter survey than to a detailed one.
This also has the advantage of making it easier to ensure your clear survey objectives are being met as you can ensure that each question has one of these items in mind.
A free demonstration of a PeoplePulse survey may help you head in the right direction and better target your research.
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