Market Survey Checklist

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Define the Need.

• Identify what outcomes you want to achieve by running a market survey
• Describe the goals of your market survey in terms of those outcomes
• Check if these goals can be aligned with your current business needs
• Be sure there is a sense of what is to be learned from the survey
• Think about what population will be affected by your survey
• Figure out what information you will deliver through the survey

Develop Questionnaire.

• Define variables to be measured through further analysis
• Identify question groups which are ways to measure your survey variables
• Keep wording of your questionnaire as simple, brief and balanced as possible
• Be sure each question addresses no more than one variable
• Use measurement scales to group responses into common categories
• Be sure all questions offer respondents the option of stating that they do not want to answer the question or do not know what to answer about

Choose Delivery Method.

• Via Telephone – use this method to interview respondents by phone and take the advantage of a personal touch and random digit dialing
• Mailed Questionnaires – communicate with your respondents via (e)mail and benefit from significant cost reductions but be ready to suffer from fairly low response rates
• In-person Interviews – collect survey data through arranging and conducting face-to-face conversations with your respondents
• Online Survey – collect information from your respondents through Internet or Intranet

Analyze Survey Data.

• Complete your survey and prepare the research data for further analysis
• Select a type of analysis to be used, including Descriptive, Casual and Structural
• Use the Descriptive analysis to review the research data through a range of estimates such as numbers, percentages, variances, etc.
• Use the Casual analysis to focus on uncovering the reasons or determinants of certain variables through hypothesis testing, covariance and correlation, regression, other techniques
• Use the Structural analysis to build market abstractions and models based on your research data

Develop a Survey Report.

• Develop a tabular report for your survey if you primarily want to show the relationships between planned research variables and actual responses
• Create an in-depth survey report for strategic planners if you want to cover all types of relevant analysis performed upon the research data
• Write a summary about your survey if there is a need......

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