It's true that the right online survey software can make or break the success of your online marketing surveys. However, there are other aspects of your plan that need equal consideration. Unfortunately, most marketing teams become so focused on buying marketing survey software that they forget that online survey tools are only just that—tools. Without proper time spent on the questions to ask your prospects your survey will be ineffective, no matter what application you use to deliver it.
Online Survey Design—Writing the Right Questions
If this is the first time you are using a survey in your marketing strategy, then spending some time thinking about questions before you purchase your online survey software is a good bet. It provides you with the information you need to make the best choice because you will know exactly what you need as far as delivery and reporting.
Questions are the true foundation of your online marketing surveys. When you are writing your questions, make sure that you not only create the question but think of the possible answers and how you will be able to analyze the answers once they are submitted.
When you are writing your questions, it’s good to have a few different variations on each one as well. Test them out with people in your organization to see if they make sense and if they are clear enough to solicit answers without too much thought. Once you are satisfied with the questions being asked, arrange them in a way that makes it easy for survey takers to complete the process. Be prepared to go back to the drawing board to rework your online survey design.