Briefly speaking, a survey is a way to gather information from a group by asking them questions. It is the way to get someone’s opinion on a subject without asking them directly. Some people do not give the surveys as much credit as they deserve. People think a survey is just a set of questions that are being asked. They do not take into consideration that every one of the questions has a purpose behind it. They also do not think that someone had to have put in an enormous amount of time and hard work for the survey to appear. 

There are numerous types of surveys, and they can be used for different reasons. Some survey can determine what products or services people prefer, while others can discover the customer base of specific company or organization. Survey questions can be positioned different for us to see different angles of the problem and to gain as much knowledge as possible on a certain subject. This is exactly where a “good” and a “bad” survey comes to play.

 A “bad” survey is a survey that gives us some information, but the information is either not detailed enough or does not cover the aspects. That need to be covered in order to achieve a goal of the survey. For example, the survey that only asks categorical questions will be less effective than the survey that has a mixture of open-ended categorical and metric questions. Also, having multiple choice questions and dual-choice questions is by far better than having only one type of questions. 

A “good” survey, on the other hand, uses versatile questions to get different perspectives and opinions. Asking open ended questions in surveys is a key to get direct information and opinion from someone. The “good” survey also has clearly developed objectives and a strategic plan of how to reach the goal. The questions should closely relate to the goal of the survey.  A well thought out survey should also provide large sample precision. Marketers have to be able to receive the information from a lot of people during a short period of time. Another thing that will make a survey affective is a strong technology. It will help us conduct a deep analysis of the results to really get to the bottom of the survey and get as much information out of it as possible.

Overall, conducting a survey requires a lot of patience, time, and dedication. Marketers, especially in the beginner stage of their career should conduct other types of research as well rather than only rely on surveys to gain as much of accurate information as possible. 

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