What separates a good survey from a bad one is first use words that are clear for the survey takers to read. Using words like most, many, and numerous can have a different meaning for everyone, so there aren’t good options. Brands want to use words like a majority of, almost none, and nearly all. Questions also have to be separate and straightforward to the point. One of the goals for surveys is to write a question that will be easy for the survey taker to understand without having not to understand the question or have to reread it. Marketers would want to avoid double-barreled questions when it comes to surveys. You are not going to want the reader to read one question, but it is asking to answer two different questions. Ask one question and then the other or combine them in over of an overall view. On a good survey, marketers also want to have a right amount of options, meaning listing the most crucial option for the reader to pick from and then the “other” option. In a good survey, you won’t find 165 choices of candy if they ask you for your favorite. They will list probably between 8-9, and readers will pick from those.
Surveys provide numbers that companies follow for projects or marketing campaigns. The survey has to be comfortable and good for the reader because you want them to be honest. If a brand adds a question that the reader might not understand, they can pick any answer, which provides the company with fake results. You want the readers taking the survey to want to be potential or loyal consumers. Providing them with a good survey with the proper information shows the consumer that the brand cares about their thoughts and opinions.
A survey isn’t just a survey, and surveys are useful tools that marketers need. It is imperative that the study be good because it’s what starts the marketing process for any product or service coming into the market. Moreover, surveys at any process of the product’s lifecycle can give the company or brand useful insight into the popularity of the product amongst public opinion as well as what is working for the product or the service.