Survey Research

Use survey research information to understand your target market
By Nikki Wheeler Conducting survey research is the most comprehensive way to understand the market you are trying to reach with your business. There are a variety of ways that you may use your survey research information once you have obtained it.

Surveys may help you to determine if a new business idea is viable. It may help you to grow your business, keep current customers satisfied and loyal, or increase sales. Survey research information can tell you if you are satisfying a customers needs, and how to improve your goods or services. With this information, you will:

1. Use survey research to determine how to most effectively market your business.

2. Discover new opportunities for your business in the market.

3. Identify weaknesses in your business with survey research information and figure how to best overcome them.

Hone in on your survey research targets with secondary research results

Secondary research will help identify the audience you need to survey, ask the right questions and analyze the data collected. Secondary research is usually easy to obtain and free, often in the forms of web directories, nonprofit agencies and government agencies.
Try:  Two great places to start secondary research are the U.S. Census Bureau small business and industry page and Nielsen Ratings products and services page.

Purchase software to help with your survey research

Conduct comprehensive survey research on your own with the help of survey software. This will be time consuming, but will help you collect and analyze data. This information will help you keep current customers happy over the long-term, and most effectively market to new customers.
Try:  Try SPSS Data Collections, or try a free online trial of Vovici survey software.

Hire a survey research provider to help you focus your research

Professional survey researchers will get you the most up-to-date and accurate information available. This is probably the most costly way to conduct survey research, but is not always limited to large corporations.
Try:  Find affordable market research for small to medium-sized businesses from ITSMA or Lucidity Research.

Find survey research easily online

Online surveys are the most cost-effective way for small businesses to get feedback. There are internet sites that will help you set up a customized online survey that may be as little as 100 person to much larger.
Try:  Get survey research information with the help of a customized survey by Survey Monkey, or choose from the less-sophisticated free survey services listed at the survey research directory offered by DMOZ.

• Avoid conducting "snail mail" or telephone survey research, which will cost thousands of dollars in the end.
• Turn current customer email recipients or mailing lists and into a survey research list.
• Save some money by designing the research survey yourself, since you know exactly what information your business is looking for.