Crafting an online survey questionnaire can transform into a nightmare when the online panel members critique the previous survey they participated in…..the one you wrote. It had revealed overwhelming negative results as the panel members were frustrated and admitted they offered wacky information. The effect was an obstacle to the research and not at all helpful.
To avoid such situations and attain high-quality survey answers here are a few things you need to understand. No one can transform into a survey-designing guru, but below are some ways to improve the quality of your surveys. You can even take help from market research pros to create an interesting research questionnaire that generates optimistic data easy to analyze later.
Define survey purpose
The purpose of your market research has to be relevant, clear, and reachable. For example, if you aim to understand the decline in customers engagement, like abandoning a shopping cart in the middle of the sales process. Consider the key factors – internal and external, which can trigger engagement dip during the sales process. Ensure to tailor questionnaire around the survey purpose to capture appropriate data for comparison against the goal.
Avoid respondent fatigue
You are extremely committed to the market research, but there is a possibility your respondents are not. The job of the survey designer is to ensure that the respondents stay focused till the end.
Respondents possibly don’t complete long survey questionnaires or surveys that jump chaotically from one topic to another. It is termed as ‘Respondent fatigue’ or ‘Survey fatigue’. It defines the respondent’s mental state during an online survey. They start feeling exhausted to a point that their answers seem hasty and even deceitful. Thus, the statistical accuracy of the result reduces.
Another explanation suggests that people with extreme views will respond, which leads to grave survey bias. It is also termed as non-response bias, which means people who will not respond have different views from the ones who respond. Thus, the survey databases don’t accurately reflect every customer’s view as the information collected is biased.
The main reason of respondent fatigue is wordiness and length. According to science, survey fatigue starts after the respondent is 20 minutes into a survey. It can even start in 15 minutes depending on the questionnaire complexity. Therefore, to gain better data quality and fight respondent fatigue consider clarity, length, and approachability while designing the survey questionnaire. Empathy is also crucial to create an optimistic survey answering experience.
Sharing respondent’s interest is not sufficient. You need to understand that they are genuine people with little spare time and a busy schedule. They are as essential as the high-level decision-makers, researchers, and managers, who seek data to analyze or improve their marketing performance. Respondents are part of your marketing process.
Research practitioners must be aware that sitting to answer surveys that take half an hour is also not possible for them. Besides, answering the boring questionnaire is a bad experience. Therefore, they should aim to design surveys that are engaging and fun irrespective of the topic. Test their surveys a couple of times to detect fatigue points. It is crucial to avoid compromising data integrity. Ask necessary questions that are worthy of respondent’s time and your research!