Whether for business or academic purposes, a research survey delivered online can be one of the most cost-effective methods of getting to the heart of human behavior and thought. If designed properly, it can also be the most accurate. The key to designing good research questions in any medium is to understand precisely the goal of your research. Carefully craft the questions you're asking so the answers have the maximum impact upon the final result.
Craft your survey questions. Ensure each one results in clear distinctions between the respondent's possible preferences or activities. It is better to ask a question that distinguishes between strongly held beliefs than between moderate preferences. Also, ask the same question in several different ways. For instance, ask a consumer how much she believes a product is worth, and then ask her how much she would pay. Be sure to include relevant demographic data, such as age and gender of your respondents.
Accommodate your audience's attention span. Each question you ask may take anywhere from several seconds to several minutes for your respondents to answer. Estimate how many questions you will be able to ask each respondent before he loses interest in completing the survey.
Enter the questions into the template provided by your online survey host and ensure they are free of errors. Use an online survey hosting tool that allows you to cross-reference all responses with one another and includes analytical tools to allow you to interpret the results.
Determine the goal of your research. This goal should be expressed as a specific question with potential answers that are unambiguous. Questions such as "What do our customers think of us?" are too vague to be answerable by a survey. A better question is "How often do our customers recommend us to friends or colleagues?" For academic purposes, the more detailed and precise the question, the better it can use used as a basis for analysis and further research. A good question might be "How many hours per day do inner-city children in Chicago spend in active play?" These questions can be answered in very specific forms.
Deploy your survey by providing links on your website or through targeted emails or both. Be sure the survey is easily accessed by your target audience.
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