11 important tips to create a good survey

For the success of your company, you must continue to keep your customers happy. For this, you need to follow their complaints and suggestions.

According to a survey of Surveymonkey;

  • Gaining new customers costs 25 times more than keeping existing ones.
  • You are 3 times more likely to sell a product / service to an existing customer than to a prospect customer.
  • Increasing the return rate by 5%, up to 95% increase in your turnover.

The Question: How do you ensure that they continue to buy your product / service?
The Answer: By listening to them! By creating a customer feedback program, which is a systematic way of collecting customer opinions throughout the customer journey, you understand the real needs of your customers and offer products and services accordingly. In this way, you ensure loyalty.

The better the questionnaire is prepared, the faster and easier it is to answer, the better the answers will be and reflect the truth.
First decide the types of questions you will use. (open-ended, closed-ended yes / no questions, multiple choice questions, rating scales, etc.)
In addition, you must decide how to ask your questions.

Here are 11 top tips you need to make a good survey!

1. Grouping.

Make it easier to answer the acknowledgments by grouping similar questions related to each other.

2. Be brief and to the point.

Answering too long questionnaires may make the respondents feel that their time is stolen and may leave them bored. So, try to ask as few questions as possible.

3. Be clear and specific.

With vague questions, you’ll make it difficult for the respondent to answer. For example, when conducting a customer satisfaction survey about your restaurant’s, set the standard, don’t let the respondent guess what you are asking. Ask separately whether the meal is on time, whether the waiter is friendly, whether the toilet is clean etc. instead of asking how was all…

4. Concentrate on closed-ended questions.

Open-ended questions are more challenging. These types of questions may cause the respondent to leave the survey quicker. Try not to ask more than 2 open-ended questions per survey and answer them if possible so that you have collected the answers to the previous questions even if the answerer skips those questions.

5. Use words, not numbers.

When designing your response letter, use expressions such as “Very satisfied” or “Not at all satisfied” instead of a scale of “1” to “5”.

6. Save the personal questions for the end.

Personal or sensitive questions at the top of the survey can make people nervous and they can leave the survey. If absolutely necessary, save these questions for the end.

7. Make sure your survey questions are neutral.

Do not ask leading questions. These types of questions can manipulate the respondent, as well as make the results and insights wrong.
For example;
When you ask the question as “We think the food you eat is very tasty. How tasty do you think?”, you get the perception that you expect the respondent to agree with you. To make the expression more neutral, you can change it to: “How would you describe the taste of the food you eat?”

8. Pay attention to the balance of the answer options.

In order for the answers to be reliable, the answer options should be inclusive.

While asking “the taste range of the dishes you serve”, a selection of responses you prepare as follows will not be balanced:
1- Very good / 2- Good / 3- Average
These responses do not give the space to tell those who do not like the food they dislike. Likewise, it is necessary to see the expression in an objective and balanced form:
1- Very Good / 2- Good / 3- Neither Good nor Bad / 4- Bad / 5- Very Bad

9. Try to differentiate question patterns.

Even if you are asking different questions, using the same question pattern in all questions may cause the respondent to feel constantly answering the same question, or cause him to leave your questionnaire or answer all questions without thinking.
To prevent this, you can change the types of questions and the way you ask them, and you can position similar-looking questions away from each other.

10. Make sure that most questions are not mandatory.

The responder may not be willing or able to answer all questions. Enforcing questions may result in dropping the survey or choosing random responses.

11. Test before publishing.

You can identify possible mistakes by first sharing the questionnaire with your close circle.


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