Running a survey? Tips to get started.
Market research often involves using survey tools like SurveyMonkey because it's cheaper than focus groups, doesn't involve travel, and uses what you may already have – email addresses for your target group. But just because it's easy doesn't mean you can't screw it up – equally easily. 1 Don't ask too many questions. Identify the core of what you need to know. Surveys that are too long are unlikely to be finished by enough people to make the results meaningful. 2 Decide on the criteria for acceptable participants and screen out those who don't meet the criteria early. If you only want the opinion of those currently performing a particular role or using a particular service, make sure you check that early on – in a question as well as in your distribution messaging. This way people don't begin the survey and then realise they're ineligible. 3 Allow an option for a nil answer, e.g. I don't buy textbooks / dresses / meat. This ensures that y...
