Internet Surveys (web based customer surveys)
Micheslon & Associates Inc. Internet Surveys help customers gain valuable web based information, measuring performance and customer satisfaction.
With the explosion of the Internet today, Internet Surveys are a highly effective way to reach consumers on line.
Internet Surveys are useful for:
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Developing questions |
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Understanding key metrics & statistics |
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Performing practical analysis |
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Increasing response rates |
There are several benefits of performing research on line:
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Less expensive |
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Broader reach |
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Speed |
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Flexibility |
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Automated reporting |
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Wider range of options for collecting data |
There are also limitations of on-line research:
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Difficult to target customers |
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Recruiting |
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Validating |
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Logic controls |
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No true face to face interaction |
Internet Surveys can be used to track both Satisfaction & Performance Research.
Tracking Satisfaction:
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Customers & Employees |
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Identify and measure key experience factors |
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Measure factors that can be changed |
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Relative to expectations |
Tracking Performance:
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Operational in nature |
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Employee performance |
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Systems performance |
There are seven main types of Internet Surveys:
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Email (text) |
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Bulletin Boards |
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Web HTML Flat Form |
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Web Fixed Form Interactive |
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Web Customized Interactive |
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Downloadable Surveys |
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Web-Moderated Interviewing |
The pros and cons of using different Internet Survey MethodsWhich works best for you?
1. Email (text)
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The first internet research method |
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Its easy, similar to paper and pencil surveys |
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No logic testing (Screening only, no if-them logic, limited auto entry) |
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Best for internal surveys |
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20 questions limit |
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Low rate of future interest (boring format) |
2. Bulletin Boards
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Modified Delphi Method (collected over time, allows for build on topic) |
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Function like a slow motion focus group |
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Thread is visible to all participants |
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No automated analysis all open ended |
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Best for customer panels |
3. Web HTML Surveys
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Flat HTML form is most common |
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Participants click buttons and boxes, fill in text, then submit form |
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Graphics, audio and video clips, animation can be used |
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Analysis requires CGI scripting (new software will automate analysis) |
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No interactive logic controls |
4. Web Fixed-Form Interactive
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Based on 3rd party survey authoring tools (CATI, DBM allows for logic controls) |
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Plays questions on the web the same way as an interviewer |
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Limits the range of options in which a survey can be displayed |
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Few tools allow for self hosting (those that do are expensive) |
5. Web Customized Interactive
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Most powerful and flexible option |
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Involves highly skilled programmers |
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Provides all modern technical controls (screening, skip patterns, logic, error checking) |
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Flexibility in layout is the main benefit (aesthetics fits within frames , dynamic and descriptive navigation pop-up messages) |
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Almost always done on in-house server |
6. Downloadable Surveys
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Requires previously installed software |
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Survey form is downloaded to respondent |
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Allows for survey to be completed off-line |
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Best for sophisticated respondents (Panels or pre-recruits |
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Expansive and time-intensive |
7. Web- Moderated Interviewing
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Good for chat interviews and other discussion formats (like a focus group) |
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Logic and control provided by skilled moderator |
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Best for bringing together geographically displaced participants |
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Participants must be qualified, pre-recruited and motivated |
How To Develop Internet Questions:
Study your objectives
What are you trying to find out/accomplish?
Which type of Q&A will work best for you?
Binary responses (yes/no)
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These are easy to analyze. |
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Make sure you ask only one question |
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Question should be neutral, not leading |
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Offer neither N/A or undecided |
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Best when followed by "Why?" |
Likert scales (from 1-5)
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Best for measuring satisfaction |
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Allows determination of how hot or how cold |
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Scales could force polarity or allow for neutral |
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Easy to tabulate by average /mean distribution |
Multiple response
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Which areas would you most like to see improved? |
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More difficult to tabulate than single response questions |
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Percent base will be higher than sample |
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Cannot be represented in a pie chart |
Open-ended
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Allows respondents to mention anything not covered in survey |
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How else may we better serve you in the future? |
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Also allows for "other" specifics in multiple response |
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Most difficult to analyze (code according to most frequent responses |
Make Sure You Understand Key Metrics & Statistics:
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Metrics are numbers used to indicate satisfaction/performance |
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Baseline metrics define current status |
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Trend metrics define changes over time |
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Key metrics need to be easy to grasp |
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Overall satisfaction = 82% very satisfied |
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Indexes are commonly used to compare multi-location performance |
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Random sampling is the key (every 7th respondent) |
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Basic rules of sample size confidence |
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100 = 90% +/- 5
400 = 95% +/- 5
1,024 +/- = 98% +/- 3
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Awareness of segment samples |
The Keys To Practical Analysis:
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Keep things simple |
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Try to automate analysis and reporting |
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Decide on a metric and stick to it |
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Test metrics and wording before implementation |
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Changing wording of questions changes results stay with original wording for trend analysis |
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Develop a baseline metric be conducting the survey with a strong sample the first time (over sample if needed) |
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Focus on simple statistics (ave. frequency, percentages |
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Data mining can be done later for more specific analysis |
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Report on total sample (segment at own risk) |
How To Increase Response Rates:
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Whats in it for respondents? |
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Is your topic interesting? |
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Make it easy for participation |
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Use monetary incentives (drawings, cash) |
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Information/access incentives |
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Multi-media recruiting |
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Email, banner, pop-up invitations |
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Fax, voicemail, letters, invoice memos |
Some Final Words of Wisdom On Internet Surveys:
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Make sure you understand your main objectives |
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Know your audience |
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Make your survey fun/interesting |
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Keep questions relevant |
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Keep it simple |
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Outsource data collection/reporting |
Effective On-line Mystery Shopping:
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Measure service performance |
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Pose as a real customer |
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Make inquiries or place orders |
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Capture customer experience based on pre-determined criteria |
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Let employees know it will occur |
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Let employees know whats being measured |
The cost of a typical NetSurvey project include:
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Consultation |
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Questionnaire design |
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Participants Incentives |
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Sample construction |
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Data tabulation |
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Graphic presentation of all data |
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Analysis |
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Written and verbal presentation of results with specific marketing recommendations |
For a Specific Quote On a NetSurvey For Your Company, Please Click Here
Michelson & Associates, Inc.
SiteSurvey Services
For a quote on a customized InternetSurvey study,
call Mark Michelson @ 516-576-1188
or e-mail: solutions@serviceevaluation.com.
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