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10 Tips to Improve
 Your Surveys
Improve the response rate of your survey,and the quality of the data you gather
For Subscribers Only
White Paper
 
White Paper
10 Tips to Improve
Your Surveys
About Zoomerang
Zoomerang (www.zoomerang.com) offers an easy way for businesses to get fast answers to importantquestions. With over 100 million surveys sent and counting, Zoomerang has grown rapidly and has beenadopted worldwide. The number of subscribers using Zoomerang surveys has doubled every year since1999, and Zoomerang has been featured in
Fortune
, on NBC News, and on the NBC Today Show. Zoomer-ang is part of the MarketTools family, a leading provider of technology and advisory services for conduct-ing web-based market research.
For Subscribers only
 This White Paper is provided to our Zoomerang zPro subscribers as an added benefit to the zPro surveyservice. Zoomerang provides best practices and research methodology that our subscribers find useful toincrease both the quality and impact of their surveys.1
 
10 Tips to Improve
Your Surveys
White Paper
10 Tips to Improve
Your Surveys
Zoomerang and our market research parent MarketTools have years of experience in developing goodsurveys. At Zoomerang, we use our market-leading zPro software to do our own market research, includingcustomer satisfaction surveys, employee satisfaction surveys, and product concept testing.
What is a good survey?
A good survey provides you actionable, clear information for your business decisions. Good surveyshave higher response rates and higher quality data. Good surveys are easy to fill outand aren’t confusing.Follow these 10 tips to create great surveys, improve the response rate of your survey, and the quality of the data you gather, by following these basic rules of good surveying.
1. Clearly define the purpose of the survey.
Fuzzy goals lead to fuzzy results and the last thing you want to end up with is a set of results that provideno real decision-enhancing value. Good surveys have focused objectives that are easily understood. Spendtime up front to identify, in writing: Sounds obvious, but we have seen plenty of surveys where a few minutes of planning could have madethe difference between receiving quality responses (responses that are useful as inputs to decisions) orun-interpretable data.Consider the case of the software firm that wanted to find out what new functionality was most importantto customers. The survey asked ‘How can we improve our product?’ The resulting answers ranged from‘Make it easier’ to ‘Add an update button on the recruiting page’. While interesting information this data isnot really helpful for the product manager who wanted to takean itemized list for the development team with customer input as a prioritization variable.Spending time identifying the objective might have helped the survey creators determine:1) are we trying to understand our customers’ perception of our software in order to identify areas of improvement e.g. hard to use, time consuming, unreliable or 2) are we trying to understand the value of specific enhancements. They would have been better off asking customers to please rank from 1 – 5 theimportance of adding X new functionality.Upfront planning helps ensure that the survey asks the right questions to meet the objective and generateuseful data.What is the goal of this survey?> Why are you creating this survey?> What do you hope to accomplish with this survey?How will you use the data you are collecting?> What decisions do you hope to impact with the results of this survey?(This will later help you identify what data you need to collect in order to makethese decisions)2
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