Romain BaczykatQ-Fi Solutions

February 22, 2016

Build more engaging online surveys to improve response rates

Survey is still the best source of data for market researchers. But in the past twenty years, respondent satisfaction, response rates and quality of data have continuously declined. There are a lot of contributors to the weakening response rates. Social media, busy lives, researchers who cannot keep up with interactive processes now available through the growing technology.

Former research published by academic research professionals has shown that engaging and interactive surveys can keep respondents active for longer. This can in turn, lead to greater respondent satisfaction with the survey process, that will invariably increase the future survey participation rates.

Example of interactive questions

  1. Video recording: add webcam video recording capabilities to gather true feelings and more meaningful feedback. This can be used to collect video open-ends instead of traditional text based responses.
  2. Interactive map.
  3. Date and time picker.
  4. File uploader. Allows respondents can select a file from a mobile device or PC.
  5. Concept Optimizer to collect positive and negative feedback about a creative and generate a heatmap.
  6. Drawing question type for brand recognition programs.
  7. Radial slider. Generates icons to represent a population as you slide.
  8. Emoticon slider.
  9. Virtual Shopping Cart. Allows respondents to interact with store merchandise in a virtual context.

Standard question types.

The Dichotomous Question

This question generally deserves a “yes/no” answer.

If you require information based on product users alone, you may consider asking this type of question to remove those who have not bought your product. Surveyors utilize the screening questions to make sure that it is only those who they have some interest in to take part in the exercise.

You could also use yes/or no questions to differentiate those that have not purchased the products from those who have purchased it. When they are separated, different questions can then be asked to each group.

The Multiple Choice Questions

The multiple-choice question contains three or more thorough, equally exclusive classes. Multiple choice questions might need single or multiple answers.

Rank Order Scaling

Rank order scaling interrogations permit a particular set of brand or product to be ranked based on a specific attribute or characteristic. Possibly we know that Ford, Mazda, Honda, and Toyota are the most likely to be bought. You may demand that the options should be ranked based on certain characteristics. Ties may or may not be accepted. If draws are accepted, numerous options will have the same scores.

The Rating Scale

This would require someone to rate merchandise or brand along a precise, evenly spaced range. Rating scales are mostly used to measure the direction and concentration of attitudes.

The Semantic Differential Scale

This asks an individual to rate a product, company or brand based on a seven-point rating scale which has double bipolar adjectives at both ends.

The Stapel Scale

The staple scale requests an individual to rate a product, service, or brand agreeing to a particular feature on a scale from +5 to -5. The rating is to demonstrate how well the feature describes the product, service or brand.

The Constant Sum Question

A constant sum question allows the collection of “ratio” data. The ratio data should tell the relative value or significance of the options (option A is two times as essential as option B).

This question is used when you are sure of the aims for buying, probably you want to input a certain amount of reasons you feel essential. The questions must amount to about 100 points and point totals are cross-checked by javascript.

The Open-Ended Question

This seeks to discover the qualitative, in-depth structures of a particular topic or issue. It gives the opportunity to respond with many details to an individual. Though open-ended questions are critical, they consume time and should not be over-used.

The Demographic Question

This can be termed as the core part of any questionnaire. It can be used to identify characteristics like the age, income, gender, race, the number of children, geographic place of residence, and so on. Take, for instance, a demographic question will assist you in telling the difference between people that use a product and people that don't. Possibly most of your clients are from the North, and are between the ages of 50 and 65, and make between $50,000 and $75,000.

The demographic data assist you in painting a clearer picture of the group of people you are trying to recognize. If you know the category of individuals who use or maybe would use your product, you can quickly assign promotional resources to reach these groups of people, in a more cost efficient way.