Using Surveys to Get the Information Your Business Needs - Survey Says? Identify Your Objectives

It's called the Information Age for a good reason: information is the lifeblood of business today, and companies live and die by the stuff.

Surveys are one of the primary vehicles for collecting the information businesses need. Done right, surveys can reduce new product and other risk; generate insights about employees, customers, and markets; and align PR, advertising, and other communications programs with target constituencies. Done poorly, they can derail strategy and generate misguided marketing, customer service, and communications plans.

Your business—and your business strategy—is only as good as the information you have. So how do you ensure that a survey will give you the information you need?

First, you have to identify what you are looking for and understand just what surveys can—and cannot—do.

Powerful tools

Advanced statistical analysis makes surveys enormously powerful and insightful. Once, conducting a survey was so complex and time-consuming that few companies could afford to do it. But increased processing power, new technologies like computer-aided telephone interviewing (CATI), affordable analytical software, and lower communications costs have put the capability to conduct meaningful surveys within the reach of the smallest company or department.

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Know NovaSurvey, a tool adapted to measure, to collect information and generate reports and statistics that help marketing research, data collection, recruitment, pricing studies, among others, click here.