There’s an old saying, “if you want to know, just ask,” which could easily lead to the choice of conducting a survey to find out information. Survey research, however, is not as simple as asking questions. First, one must determine what information is to be gathered, which leads to deciding which questions to ask; how to ask them; and of whom. In this blog, we will discuss when conducting a survey is appropriate, offer some tips on survey deign and on how to incorporate survey results into Public Relations and Marketing activities.
Surveys are generally conducted for one of three reasons: to describe a population, to explain behavior or attitudes, or to explore or discover new, relevant topics. Therefore, the first step is to establish the goal of the survey such as finding more about users, their perception of the product or, their needs, Then the topic can be further narrowed to possible questions regarding who are potential users, how existing customers feel about cloud migration or what are the most pertinent issues when deciding to migrate applications to the cloud. Once we have decided on the goals, we can then decide on who would be the best people to survey. One needs to be aware of biases of certain groups, such as those of people attending a tradeshow, stopping by your booth and agreeing to take part in the survey.
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