one of us remembers the harrowing experience of being accosted by an overenthusiastic
researcher seeking our opinion about myriad issues do we like the latest
mouthwash to hit the shelves, how likely are we to recommend so and so airline
or what do we think about the new services offered by our old bank. They say that
the more things change, the more they remain they same! In todays wired
environment, the hapless researcher is replaced by an anonymous, unseen but all
seeing online questioner, waving not pen and paper, but mailing online questionnaires
to where else but our electronic mailboxes! But what if the shoe is on the other
foot and you as a business owner would like to conduct an online consumer survey?
Wouldnt you like to know if its worth your while?
online consumer survey has become a very popular tool for marketers. A rapidly
growing internet population has opened the floodgates, giving easy access to target
samples that researchers could never have dreamt of reaching in the earlier days.
The internet has also spawned a community culture, bringing together like minded
people separated by geographies and time zones, and this is what an online consumer
survey tries to leverage. Message boards, chat rooms, virtual clubs these
are the new playgrounds of the market researcher.
does this mark the end of the good old face to face interview? Can we let out
a cheer in anticipation of being rid of those telephone surveys? We think its
probably too early to pop the champagne. While it does have several benefits,
the online consumer survey is not a flawless tool. Heres the lowdown.
access: Think of anything, and theres probably an internet group for it.
So, if youre looking to put together a sample of respondents to research
some erudite topic, just log on. Youll be able to reach out to a diverse,
yet targeted segment.
Save time: This
is stating the obvious. How else can you reach such a large group in the time
it takes to click that mouse? Mailing out an online consumer survey also allows
the researcher to use that time to do other things.
effort: You can choose between a number of software packages that take care of
everything, from designing the questionnaire to analyzing responses.
Cost: Think of the costs that you can do without administrative, manpower,
stationery, travel, communication
An online consumer survey is almost always
economical, even if you choose to opt for a high end software solution.
before you call off any face to face focus group youve lined up, remember
that the online consumer survey has its share of drawbacks. Since the respondents
are virtually anonymous, you have no way of knowing if they have falsified any
information, or how much. An experienced researcher is able to moderate certain
reactions during the course of a personal interview, or seek clarifications, but
no such facility is available on an online consumer survey. Again, opinions vary
on whether such surveys enjoy a higher response rate versus direct mail or telephonic
Sometimes you could also
have trouble reaching the respondent community, as group administrators might
filter out your research request altogether.
said that, the online consumer survey is here to stay!
feedback and ideas for improving your consumer feedback - trial an Australian-built
consumer satisfaction survey tool:
is an Australian-built online survey tool that is currently used by over 200 Australian
and New Zealand based organisations of all sizes to conduct online customer surveys.
The tool can be used to conduct cost effective satisfaction surveys, regular 'post-service'
feedback surveys, new product feedback, website feedback ... to name a few popular
Please be assured that your correspondence with us is confidential.
We will not divulge email addresses or any other details you provide to outside
complete the form below to arrange your FREE custom-branded customer feedback
survey software demonstration and a PeoplePulse pricing and information sheet.
completing the form below, a PeoplePulse representative
will contact you to discuss your needs and current
situation. From there we will set up your demo
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Akhil Shahani - visit his website at http://www.SmartEntrepreneur.net