When formulating the proper survey questions, as the formulator you must take into account the necessary ins and outs to marketing research and sustaining a successful systematic investigation. You want to gather data objectively and be able to identify and challenge yourself in generating better surveys with the end design in mind.
THE DIFFERENCE BETWEEN A GOOD SURVEY AND A BAD ONE
Let’s start with stating the obvious, a bad survey introduces doubt and bias. It does not effectually provide answers needed to support the purpose and objective of the questionnaire. It becomes evident that is difficult to grasp the marketers communication methods and thus allows the window for confusion. Some tips include:
- Avoid a Double Barreled Question – Ensure a proper layout and stick to a simple, quick, and easy approach to ask your questions.
- Do Not Get to Personal – When it comes to cosmetics, it is crucial to ask just the right amount of personal demographic to collect your data, as with this type of consumer it is easy to have them stray away from providing more than the usual circumstance.
- Keep it Clear – The intentions of the survey must be introduced. Whether you want to know a target audiences preference in lip colors, or mascara wands, the responses will be more successful in data collection for your objective.
A great survey …
Provides insights into a buyers experiences, thoughts, and future brand or market expectations. As the survey formulator you must acquire the necessary feedback for decision making in the future. In cosmetics, there is an emphasize on Customer Relationship Management (CRM) and brands like to connect directly with the buyers journey. Some tips include but are not limited to:
• Keep People Engaged – Have fun and be creative when launching a variety of questions. Think outside the box.
• Straight to the Point – Avoid vague and keep the questions simple and easy to understand.
• Likert Scale Questions are Your Friend – Best method of collecting quantitative data in research. Perfect for customer experience related on products or brands.