How to Get Feedback Data You Can Use
3. Online surveys enable you to get statistically reliable data on which to base business decisions. And they’re excellent means of obtaining immediate responses from your e-mail recipients. Online surveys typically consist of 15 to 20 questions. The process includes sending an e-mail message regarding the survey directly to your customers, and inviting them to log on to a URL where the survey is hosted. An experienced research company will develop the online survey; send the e-mail blasts; tabulate and analyze the data; and write a final report.
Start With the Goal in Mind
The first step to conducting successful research, no matter what type you choose, is to understand what you want. By knowing your goals and research objectives, you can better translate those objectives into questions your customers can answer. This will help ensure that you get results you can use.
For example, if you want to better understand how your company’s customer service affects customers’ perception of your catalog, you could ask during the focus group or surveys a quantitative question such as: “On a scale of one to 10, how would you rate the responsiveness of our customer service reps when you call with a question or problem?”
Point to keep in mind: Survey sample size can vary depending on the affinity your customers have with your title. Plan to have a minimum of 300 responses per customer segment in order to assure statistically valid data. (Response rates for an online survey will vary according to the number of e-mails sent.) If your sample size is large enough, and you get a healthy response rate, you should have a reliable body of data to answer your questions and on which to base business decisions.
Our catalog clients have been able to take the research results that have been analyzed in an unbiased way, and apply the results to each of their research questions. The answers to their questions then are reviewed to determine the impact on the business and what changes, if any, should be made.