Surveys or questionnaires are a commonly used tool in many organisations. They are a fairly quick and easy way to ask a number of questions to a large group of people. The data gathered from the questionnaires can be used to generate quantitative insights.
When composing a survey, it is important that you base the questions on qualitative insights.
8 steps to create a great survey:
Clearly define the purpose of your online survey. Do you for example want to find areas for improvement? Or how they value certain features? Goal Setting helps to ensure that the survey asks the right questions to meet this objective and generate useful data.
Keep the survey short and focused. This will generate higher response rates, as it is in human nature to do things quickly and easily. Time a few people who are taking the survey in advance. It should take max. 5 minutes.
Keep the questions simple. Avoid use of jargon.
Use closed ended questions whenever possible. Give the respondent specific choices (yes/no, rate from 1-5, etc.)
Keep your rating scale consistent. Switching scales will confuse survey takers, which will lead to untrustworthy responses.
Logical ordering. Begin with a brief introduction to motivate respondents to complete the survey. Furthermore, start with broader–based questions before narrowing them down. Collect demographic data at the end (unless you are using this information to screen out survey participants).
Timing. Statistics show the highest open and click rates take place on Monday, Friday and Sunday. Do consider your audience, as this might differ (sales people will not respond at the end of the month or week, as they have to finish closing deals).
Consider offering an incentive. People like to get something for their time.
