Next to the focus group, the survey is the next most well-known marketing research technique. Unlike a focus group, however, a survey consists of a relatively large number of respondents who are asked a number of structured questions on a particular topic. Structured questions are those with pre- determined answers such as the one below:
How likely are you to buy this product if it were available?
- Very Unlikely
- Very Likely
The survey, therefore, differs from the focus group in several substantial ways:
- Relative size of the research unit: 100s to 1000s of respondents.
- Sampling: Respondents are selected using different techniques depending on the nature of the project and the level of accuracy of information required.
- Type of questions: Generally structured questions similar to the above.
- Analysis: Generally statistical analysis e.g. charts, tables, derived statistics e.g. mean, standard deviation.
Thanks to modern technology, the CCME can now offer clients the more cost-effective online survey. Careful selection of respondents ensures that statistical criteria such as representativeness and randomness are achieved.
Although they have a few limitations online surveys have much to commend them:
- Lower Costs. The automated logistics in online surveys reduce manual overheads and therefore, a small survey can cost hundreds rather than thousands of dollars.
- Efficient Data Capture. Data is stored electronically and is therefore, available immediately.
- Reduced Cycle Time: Rapid execution and completion times are possible with online surveys that cannot be attained by traditional methods.
- Respondent Convenience: Respondents can have flexible options for even starting, pausing and completing a survey
- Questionnaire Flexibility: Surveys can be programmed in detail so that intricate skip patterns and logic can be employed.
- No Interviewers: Online surveys do to need a human interviewer. This cuts down overheads and interviewer bias but increases co-operation.
Requesting a Survey
As with the focus group, the CCME must understand the decision structure of the organization requesting the research. We work with the organization to help refine the request, the survey objectives and, of course, the questionnaire. To begin the process of requesting a survey, complete the initial contact form below: