Survey Research

Survey Research

A key factor to success in any type of business is knowing what your customer wants. Conducting a survey is one of the best method to find such information.

Various Steps in a Survey

• Establish the objectives — What is it you want to learn? One should clearly specify the objectives

• Determine your target — Whom is it you want to interview? Who is your target audience?

• Choose a methodology – What is the best means to conduct a survey? Is it personal interview, telephonic, mail, email, internet, etc.

• Creating the questionnaire — What questions should be asked? Questions should pertinent to achieve our objective.

• Pre-test the questionnaire, if practical – This is to test the comprehension and flow of the questionnaire.

• Conduct interviews and enter data – Actually administer the asking of questions and collect data to perform analysis.

• Analyze the data using the proper analysis software statistical tools like SPSS

• Produce the report(s) – Select the best style and format to facilitate understanding. It should be very simple and easily comprehensible.


Goals and Outcomes

A variety of goals and outcomes can be obtained from a survey.  The established goals will determine whom to survey and what to ask. If the goals are unclear, the results will probably be unclear.

Some typical goals include learning more about:

• The potential market for a new product or service

• Ratings of current products or services

• Employee attitudes

• Customer/patient satisfaction levels

• Reader/viewer/listener opinions

• Association member opinions

• Opinions about political candidates or issues

• Corporate images

  • initial customer experiences with a product
  • How a training program can be improved

The more specific the goals, the more successful it will be to get usable answers.


Selecting the Sampling Frame

Two main components in determining whom to interview:

(1)   The target population

(2)   How many people to interview.


Avoiding a Biased Sample

A biased sample will produce biased results. Totally excluding all bias is almost impossible.

A quota may need to be established to ensure that a sample accurately reflects relevant sub-groups in a target population. For example, men and women generally have somewhat different opinions in many areas. To ensure the survey will accurately reflect the general population’s opinions, we may want to ensure that the percentage of men and women in your sample reflect their percentages of the general population.



Section (A) _Group 7_Kalpendra Manu_13PGP026


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