STEP 1 — OBJECTIVES & QUESTIONNAIRES.
The Goal ⚽
To achieve something you need to know you goal first. Like in football to know you opposite goalpost to score a goal. Knowing what you want to achieve after getting survey data is a important. So defining the objectives is a must. How to define the objective like a pro?
- The Winning Score: Lets start with what are the main questions we want to answer? What do you want to learn? What is the main focus of the survey?
- Players: Who you want to play with? Who is your target user group(s)? What demographics you want to know about?
- Tactics: How are we going to use the data we collect?
If you wanna kick the ball hard, you need good shoes. Using appropriate tools for the survey and defining expected results is important as well. There are several tools out there on the web. You can use Google Forms completely for free. There are some other powerful tools like Survey Monkey , Typeform, SurveySparrow etc.
Surveys are not just some yes/no questions! 💯
A single survey can hold up to multiple types of question sets. As are so many types of questions, It’s important to ask appropriate questions to get the correct answers you are looking for.
1. Structured: Structured questions are questions that offer the respondent a closed set of responses from which to choose. Structured questions make data collection and analysis much simpler and they take less time to answer.
This question set includes:
A. Categorical questions: When we want a simple count, like “40% people like X” then we should go for categorical questions, for example: Yes/No, Checkbox, Multiple choice questions etc. These type of questions are called Nominal questions as well.
B. Filtering questions: Filtering questions applies when we need to filter audiences with specific questions and conditions like, What do you like most? Juice or Milk? This is how the audience will be filtered and will be asked different set of questions.
C. Ranking Questions: Ranking questions let you list a number of answers and respondents can rearrange them into the order they want. That way, they can give feedback on every answer we offer. It’s a great way to see which items people like most and least at the same time.
For example, Which Season do you like most? Rank in order of preference. Summer/Monsoon/Autumn/Late Autumn/Winter/Spring.
2. Non-structured: Non-structured questions are open-ended questions, where there is no list or partial list of answer choices from which to choose. Respondents are simply asked to write their response to a question.
This question set includes:
A. Open-ended questions: Open ended questions are used when we want respondents to answer briefly on a topic question with no specific conditions/answers.
B. Follow up questions: Follow up questions are used when you want to follow up on a previous question to get into more deep and focused answers.
C. Partially structured questions: Partially structured questions are more like a mixture of open ended and closed ended questions. When we want some specific answers and also let the respondent to add more if they want.
To get the best out of a survey it’s better to split the survey into psycho-graphic and demographic questions. What are demographic and psycho-graphic surveys?
Demographic: Demographic surveys are more like hard data. Age, Gender, Location, Profession etc. While demographics are still valuable and can be used as a starting point, but they don’t shed light on the passion points and interests of an audience.
For example, if you’re building something for the youth, age is an important fact and key detail there.
Psycho-graphic: Psycho-graphic studies aim to achieve a deeper level of understanding about the person’s tastes, preferences, opinions, line of thinking, emotions of a group of people. Exactly the things researchers/marketers need to understand to best position their products. Since these attributes vary immensely from person to person, collecting psycho-graphic data needs a more perceptive line of questioning.