Survey research: definition, examples, methods, 1:1 live online presentation

Survey research: definition

Survey research is the most commonly used method within market research

Survey research can be simply defined as the collection and analysis of data using mostly standardized surveys. As mentioned above, survey research is the easiest and most cost-effective method for collecting data as part of market research. Here, companies initiate standardized surveys, which are distributed among the relevant target groups from whom relevant data on the research subject is expected. These surveys are now usually online surveys that can be easily distributed and just as easily completed by the relevant survey participants. Survey research is usually a quantitative method for collecting information, although open comments are increasingly being recorded and analysed due to the ever-improving technologies for structuring and analyzing free texts using semantic text analysis.

Survey research is booming

In today's world, which is characterized by densely packed markets and an abundance of similar products, it is crucial for companies to know and understand customers' opinions about a product and service in order to then make informed decisions about development and marketing can. It has been proven over the past two decades that data collection using online surveys is the most effective and cost-effective method. In addition, technological progress, particularly in the area of ​​online market research and mobile market research, has made it much easier to initiate online surveys. This is also the reason that never before has so much survey research been carried out as there is today.

Essentially, survey research offers the best way to quickly and reliably obtain data and information on important topics, which can then be reinforced and expanded through more detailed/accurate surveys or qualitative research methods such as focus groups. A mix of quantitative and qualitative research methods are often used.

Survey research methods

Looking at the medium used for a survey or survey to collect data, survey research can be divided into three areas:

Data collection via online surveys

Online and email surveys are one of the most popular survey methods. The costs for online and email surveys are comparatively low, while the data collected is very accurate. The only disadvantage is that the participation rate is slightly lower compared to other media.

Data collection using telephone surveys

Telephone surveys are useful when data needs to be collected from a larger population or target group. However, telephone surveys can be more expensive and time-consuming.

Data collection using face-to-face surveys

For complex issues, face-to-face interviews are best suited to discuss these difficult topics. The participation rate for this type of survey is the highest, but this method is also the most expensive.

Data collection via longitudinal studies

Longitudinal research / long-term research: In longitudinal research, surveys or studies as part of survey research are carried out repeatedly over a long period of time - the period can even extend over years and decades. The data collected can be quantitative and qualitative in nature. The behavior, preferences and attitudes of the respondents were observed over the entire duration of the study and asked several times in order to be able to understand and understand the reasons for possible changes in attitudes or preferences. For example, if a researcher intends to collect data on the eating habits of teenagers, he or she will survey the same sample of teenagers on this topic multiple times over an extended period of time to ensure that the data obtained is reliable.

Data collection via cross-sectional studies

Cross-sectional research / cross-sectional studies: cross-sectional research is used to collect data and insights about a target group at a specific point in time. This research method is used in various industries such as retail, education, healthcare, SMEs, etc. Cross-sectional research can be either descriptive or analytical. The advantage of this research method is that the data can be collected in a very short time. Researchers often rely on cross-sectional studies, especially when descriptive data is necessary.

Data collection via random samples

With probability sampling or random selection, all elements of a population have a known probability with which survey participants are or can be selected. These methods include, for example, simple random selection.

Data collection via non-probabilistic samples

With non-probabilistic samples, market researchers consciously select which elements of the population should be included in the sample. This includes procedures such as quota selection.

Approach to survey research

Formulating the questions for the questionnaire

Think about which questions are effective and necessary for the questionnaire. These questions should be grammatically correct and logical and, above all, worded very simply so that there are no misunderstandings on the part of the survey participants. To do this, you need to be clear about the purpose of the survey and the form of data collected.

Ideally, a survey should contain a mix of open-ended and closed-ended questions. Use question types such as Likert scale, numerical scales or Net Promoter Score (NPS) to get insightful feedback from respondents and avoid indecisive and uninformative answers.

Specify survey participants

Send the survey to a suitable target group and avoid unnecessary questions. The better the selected sample, the more effective the survey or survey research is. In this way you can obtain data for the desired markets and generalize this data to the population.

→ Find survey participants

Sending and distributing the survey

When sending, you should consider the timing, region and characteristics of your sample. For example, it can be crucial at what time you send the survey. Online surveys can be sent via email and social networks, or embedded in websites to achieve the highest possible response rate. Survey research offers many ways to distribute questionnaires to appropriate survey participants.

→ Best time to send surveys

evaluation of results

Analyze the results in real time and identify vulnerabilities that can lead to a breakthrough for your business. GAP, TURF, conjoint analyses, crosstabulations and many other analysis methods can be used to evaluate participant feedback and shed light on it. These results can then be used to draw the right conclusions and initiate measures to increase customer or employee satisfaction.

Reasons for using surveys as part of market research

The most important reason for conducting market research using surveys is to obtain structured answers and clear insights to a clearly defined question. You decide how you ask these questions and whether and how you adapt these questions to your sample. Before creating a survey, you must be clear about the goal you want to achieve with this survey and what insights you want to obtain so that the survey can be clearly planned, structured and carried out in a scientifically correct manner.

The following three questions must always be taken into account:

• What is the actual goal of the survey?
• How should the collected data be used?
• What decisions can and should be made based on the first two points?

Three really valid reasons for survey research

Obtain data efficiently, cost-effectively, simply and in a structured manner

If you plan your survey research project precisely and carry it out according to the latest scientific standards, then you will easily receive valuable feedback about the good and bad sides of your company as well as suggestions for improving your products and services. It is also crucial that you emphasize data protection and the careful handling of data and also communicate this explicitly to the participants - this way you significantly increase the feedback and motivate the respondents to provide 100% honest information with regard to feedback, opinions and comments close. Online surveys and mobile surveys have proven to be very reliable when it comes to data protection and, in our experience, more and more people are taking part in surveys and are feeling more and more confident in communicating their honest opinions in this way.

Gain valuable qualitative feedback

A survey can be the perfect platform to receive criticism or support for your company from participants. Discuss important points such as product or service quality. Open questions help so that participants can leave qualitative/open feedback and let their thoughts flow freely.

Survey research offers you continuous improvements

Companies should use survey research as part of market research in order to receive feedback on important key figures right from the start. The criticism and feedback from your customers is important in order to continually improve products and services. Once you have initiated the first improvements, you can always measure the changes you have made cost-effectively and efficiently with follow-up surveys. Through ongoing surveys, developments can be constantly measured so that it is possible to understand which changes were successful and where improvements need to be made.

Advantages of survey research in market research

Low cost

Mobile and online surveys require very low costs per participant. Even if participants are given incentives or gifts, online surveys are very cost-effective and economical compared to traditional paper surveys.

Very easy to reach the target group

Within survey research, surveys can be conducted via various media. This makes it possible to take part in surveys both on mobile devices (smartphones, laptops, etc.) and on desktop PCs. But offline surveys are also possible, for example via interviews.

Anonymous feedback is honest

Surveys are considered very secure because the participant's data and answers are protected. The anonymity ensures that the participant answers absolutely honestly, as they can therefore feel safe. The fact that the data will be treated confidentially and protected should definitely be mentioned at the beginning of a survey.

→ Anonymous feedback in surveys

Process and design of a survey research

Survey research is a very cost-effective method of collecting data as part of market research and the effort is relatively low. Both small and large companies are therefore increasingly relying on survey research to identify trends and obtain data about target markets, the wishes and expectations as well as the purchasing power of customers. When setting up and conducting surveys for market research purposes, you should pay attention to a few things in order to make them as effective and targeted as possible.

Determine the goal and subject of the survey research

There can be many reasons for conducting a survey, but one primary research goal should be agreed upon. This is the first and most important phase of survey research as it can influence the entire process and results.

Selection of the sample/survey participants

Who should be interviewed? – this question is crucial and should be considered throughout the research. The results of the survey will of course depend significantly on the sample. The quality of the sample is more important than the quantity. For example, if you want to research whether a certain product innovation is accepted on the market, you can conduct a survey with experts in this market, product or technology.

Determine survey method

There are many qualitative and quantitative survey and research methods: focus groups, online interviews, surveys, polls, etc. Each of these methods can be effective and helpful with an appropriate sample.

Design questionnaire

What content should the questionnaire cover? – A (market) researcher must first answer this question in order to make the questionnaire as effective as possible. What content will the cover letter or email invitation contain? How should the questions in the survey be worded? You have to know the market, the target group and the sample to get the best possible insights from a survey.

→ Tips for creating a questionnaire

Send survey and analyse results

As soon as the questions have been formulated and entered into the system, the survey can be sent to the sample. The answers should then be analysed in detail to make product and marketing-related decisions.

Tips for designing a survey as part of survey research

It is crucial to properly plan survey research from the outset in order to obtain the crucial information that will subsequently be used to make important decisions. It is important to choose the right question types and then formulate these questions cleverly and simply. When you create a survey for the first time, it can seem very challenging at first, but thanks to QuestionPro, each of these steps is very easy to implement!

Determine the objectives of the survey research

Before conducting any market research or survey, it is crucial to determine the objectives of this study and be clear: What do I want to achieve with this survey? How can I classify and measure the data over time and what results do I expect from this study?

Asking the right questions

Creating a questionnaire and formulating the right questions can get very complicated - so it's important to always ask specific questions that also relate to the research. You should always think about: what do I want to achieve by asking this question? What insights do I gain from this question?

Start the survey with a general question

When starting a survey, it is always a good idea to start with a general question. This allows the participant to be introduced to the topic and provides good orientation/information as to whether the product being examined is even known, is used, etc.

Select appropriate question types

Identify the 15 to 20 most important and relevant questions. Use different question types, depending on which question type best suits this question and what data you want to collect from it. For the different question types, you can use multiple choice questions, evaluation questions, rating scales, open questions, etc.

→ Question types from QuestionPro

Use yes/no questions

Using simple yes/no questions, the participants can be easily and understandably divided into different segments, for example “buyers” and “non-buyers”. After segmentation, different, specific questions can be displayed to these participants.

Test the survey on all devices

Before a survey is finally sent out, it must be tested again on all devices. Surveys that are designed to be suitable for all devices, i.e. responsive, make it easier for the participant to fill out the questionnaire quickly and correctly and increase the likelihood that the questionnaire will be completed to the end. A high feedback rate is very important in survey research.

Send survey

As soon as the survey has been tested properly, it can then be sent. Depending on the questionnaire design and survey method, flyers, QR codes, emails, social networks or online and offline communities and many other options can be used.

Collect and analyse data

After the survey has been sent and all data has been collected, it must be evaluated. Make sure that all data is also saved in a document or in an Excel file, including all the necessary categories and information you need. Your participants can then be divided into these categories, for example by

• Demographic data
• Psychographic data
• Behavioral data

This will help you better understand the data and identify certain patterns.

Write a final report

If you want to summarize your analysis and share it with others, it is important to first mention how many participants and responses there were and what you wanted to achieve with the survey research. Were certain products used? Which products are preferred? Ideally, your evaluation will enable you to draw conclusions and make recommendations.

make decisions

Now you can implement the goals you pursued with this study. Which recommendations can now be implemented? What tasks have arisen from your conclusions? Put this together in a final plan.

1:1 live online demo:
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KEYWORDS OF THIS BLOG POST

Survey research | Definition | Method | Longitudinal study | Cross-sectional study | sample