At their core, surveys are powerful tools that provide insights into the thoughts, preferences, and behaviors of people. Whether it's for market research, public opinion, or academic studies, surveys help us understand what people think and feel about various topics. They bridge the gap between curiosity and knowledge, enabling decision-makers in businesses, governments, and various other sectors to make informed choices based on the collective voice of their audience.

What is a survey?

Surveys are a methodological tool used in various fields such as market research, social science, and psychology to collect data and glean insights from a specific population. Technically, a survey can be defined as follows:

A survey is a systematic approach to collecting, analyzing, and interpreting data from a sample of individuals. This process involves asking a series of standardized questions to gather quantitative and/or qualitative information. The purpose of a survey is to make inferences about a larger population from which the sample is drawn, allowing researchers or organizations to understand opinions, behaviors, preferences, or characteristics of that group.

Online surveys are a modern adaptation of traditional survey methods, utilizing digital platforms and the internet for data collection. They offer a convenient, efficient, and cost-effective way of gathering information from a wide audience. Here's a more detailed look at online surveys:

Advantages of surveys

Wide Reach and Accessibility: Online surveys can easily reach a large and geographically diverse audience. They are accessible to anyone with internet access, allowing for a broader demographic reach compared to traditional methods.

Cost-Effectiveness: Conducting surveys online significantly reduces costs related to printing, mailing, and data collection. There's no need for physical materials or travel expenses, and less manpower is required for administration.

Rapid Deployment and Real-Time Data Collection: Online surveys can be quickly designed and distributed, and responses can be collected almost instantaneously. This enables faster data analysis and the ability to make timely decisions based on the results.

Increased Response Rates and Convenience for Respondents: Participants can complete online surveys at their convenience, which can lead to higher response rates. The flexibility to respond at a suitable time and pace often results in more thoughtful and comprehensive answers.

Automated Data Processing: Online survey platforms typically offer automatic data collection and organization, reducing the risk of human error in data entry and processing. This leads to more accurate and reliable results.

Scalability: Online surveys can be scaled up to include a large number of questions and respondents without a significant increase in cost or time.

Flexibility in Design: They offer a range of question types (multiple-choice, open-ended, rating scales, etc.) and can include multimedia elements like images or videos. This versatility can make surveys more engaging.

Anonymity and Honesty: Respondents may feel more comfortable providing honest feedback when their responses are anonymous, which is easier to ensure in an online setting.

Advanced Analytics: Many online survey tools come with advanced analytics capabilities, making it easier to perform complex data analysis, segmentation, and trend identification.

Longitudinal Data Collection: Online surveys can be easily repeated at regular intervals for longitudinal studies, tracking changes and trends over time.

How to create a survey

Define Your Research Question and Goals

The research question acts as the foundation of your survey. It's the guiding star that shapes every aspect of the survey, from the formulation of questions to the interpretation of data.

A clear research question ensures that the survey stays focused and relevant, preventing it from becoming too broad or diverging off-topic.

Clarifying What You're Trying to Find Out

Determine the specific aspect you want to explore. This could be understanding customer opinions, measuring employee satisfaction, assessing market trends, etc. Be as precise as possible. For instance, instead of a general question like “What do customers think?”, refine it to “What do customers think about the quality of our new product line?”

Setting Goals for the Survey

Decide what you intend to achieve with the survey. This could be gathering feedback for improvement, gauging satisfaction levels, identifying patterns in consumer behavior, etc. Goals help in deciding the type of questions to ask and the survey's structure. For example, if your goal is to understand customer opinion on your latest product, your questions should be centered around product usage, satisfaction, and areas for improvement. If assessing your brand, questions might focus on brand perception, loyalty, and comparison with competitors.