How do I come up with good survey questions?
I set up a landing page to get sign ups a few months ago. Now that I have a list of users, I want to get some feedback. I started drafting a survey, but I am finding it hard to come up with something short while getting the right feedback. What's the best way to come up with survey questions and what's a good number of questions to ask? Thank you.
The landing page had a purpose and enabled you to get signups, so now create questions for the survey with a purpose. What do you need to get feedback on? Once you determine what you are trying to do with the questionnaire, it shouldn't be too hard to ask the questions. Are you trying to narrow down the demographics of your potential buyers? Are you trying to see what product features are important to your potential customers? Are you trying to find the right price points for your products etc. etc.
I have one additional thought - not on what to ask, but how to ask. I agree with simple short answers, but make sure your questions are all posed in neutral words.
For example, if you ask people, "are you in favour of, or do you like something: a) yes b) no, one would expect the same percentage of people to be pro and con as you would if you asked people who is "against", or "dislike" the same thing. But you will almost always get a very different percentage. The use of the words such as "in favour", "like", "against", or "dislike" in the question influences the outcome. The neutral way to pose the question is:
On the subject of (insert issue), I am: a) in favour b) against
1) The shorter the better. Never over 10 questions.
2) Best types of questions from a user standpoint, in this order: True/false; multiple choice; 5 or 7 point sliding scale; open ended.
3) Remember, you don't need to get all of your info now, nor is it necessarily best to do so. Meaning, you're gathering their contact info, which means you're going to be contacting them again, so why not interact with them then and save them the time now? Not only is it FAR less of an annoyance for the user (it's continued interaction, which builds the relationship), but the users that are with you longer are your most qualified leads, so their input is far more valuable.
This should be obvious, but to most marketers it isn't. Don't ask for information you don't need. Don't ask for a mailing address if you're not going to be sending anything in the mail. Don't ask for a city and state when a zip code is all you need. It's about economy. Every letter you ask someone to type for you is a percentage less chance that they will ever be in contact with you again.
First off what is your topic? What are you trying to achieve with the survey? What are you looking to glean from your new signups? It isn't clear to me what you want the survey for? What is your product or service? Do you have an email marketing program (like Constant Contact) or are you using "survey monkey" to do this survey?
I need more information before I can answer or give you my feedback!
I've found it's useful to start with a long list, including what you'd " like" to know as well as what you "need" to know from your site visitors. Try then to parse it down to 3 or possibly 4 short questions. Choose the ones that will yield insights most helpful to your business and likely to be most interesting to your visitors. Make them focused on information you can't readily obtain some other way. (For example, your traffic logs can show where they're located, so no need to ask them that.) Make sure that you closely consider your draft from the perspective of the site visitor : are the questions boring and one sided? Would you want to take the survey yourself? Also consider what's in it for your participants. (Ideas? Some other reward?)
3-5 questions is usually good, or being respectful of a time limit that works for your audience are two benchmarks to be mindful of.
Also, SurveyMonkey has a pretty decent question library and how-to instruction on setting up a survey that works for you. Tons of examples too.
Here's the link: https://www.surveymonkey.com/mp/certified-survey-questions/
Hi Jack, I am assuming that you have already identified your target subject/topic for your questions. So now, what you could do is to first write down all your questions subjectively in detail. Post this excercise, break them into question statements. The simpler the question statement, the easier for your client to answer. What you will now have is a set of individual questions which, when reverse grouped, will be similar to your original question(s). These you can then arrange sequentially and clustered by contexts for asking. You can use google forms for the final questionnaire that you develop. Hope this helps.
Depending on the purpose:
Network with others;
Determine the purpose for the survey;
Determine the types of questions you really need (not want)?
Keep it short and consider how much time the participant needs to answer the survey.
Here are two good sources for you to consider:
The best way to come up with survey questions is to determine what is it you really want to know vs. what would be nice to know. Once you've articulated the critical information you would like to know, make sure you ask those questions first. Once you've got a survey drafted, try it out on some friends or colleagues. If the survey works, stick with it, and resist the urge to tinker too much with it, or you'll lose the ability to compare responses over time
Short answer to the 2nd question is, the minimal number of questions that get you the critical information you need. People can generally complete 2-3 close ended questions per minute, and you probably don't want to ask people to spend more than a minute or two giving feedback. If you have a lot of questions that will take more than a couple of minutes, you might want to consider giving some kind of incentive, but that's a whole other discussion.
The best way to come up with survey questions is to do the following. As you do the following keep in mind that the questions you ask is a communication/public relations process. What you ask and how well you ask it will reflect back on how people perceive you. Also, response burden is an important consideration: ask only what you need to know.
So, what do you need to know? Take time to consider what is critical before you start writing even one question. Make a list. For example, I will pretend I need to know the person's age and if they might be good lead for my marital relationship therapy service (I made these up to walk you through the basics).
On your list of information needs you have:
2) Potential good lead for my therapy service
Notice, you have not written any questions yet, you just listed the information you need/want.
Next Step - Translate each information need into an appropriate question or questions.
I will start with AGE.
Age seems like a simple question to ask. How old are you? Trouble is that people will give different answer depending of gender and their age. Older females tend to round down and young males always round up. This is not really too important for you but what is important is knowing that questions/answers can be influenced by social and individual factors. Also, how precise do you need to be. I can ask your age with one question: How old are you? or with three questions: What is you year of birth? what is your month of birth? what is you day of birth? Don't ask using more precision than is required.
Now lets think about the second piece of information you want - is the person a good lead for my therapy service?
Some information like Age usually only require one question. But tackling this second information need you have some of same considerations to make as you did for AGE. Most importantly, how much precision, validity and reliability do I want? Each of these terms have scientific meanings but you only need to know you want response that works! You will likely need to experiment and learn over time what works best for you. Maybe all you need is one question like "Are you in love with your spouse?". Typically, several question are used when trying to get precision, valid and reliable results for such complex information needs. Maybe a set of questions like: Do you enjoy taking vacations with your spouse? Do you argue often? etc. If you do online search you will often find someone has already developed "Question Sets" to measure what you want. For example, Net Promotor Score (NPS) for customer experience. Personality inventory surveys, etc.
First, do not start by writing questions, start by clearly defining what information you need.
Second, Translate what information you need into one or more questions depending on the precision, validity, reliability you need. Do some research to see if you can steal some ideas or questions already being used.
Third, test your result. The best measure of validity and reliability is that the results are useful to you. Don't be afraid to change your questions, or reduce the number of questions you use. There are lots of examples of scientific valid and reliable surveys that started with 40 or more questions and over time became 10 or fewer questions. The SF-36 is a measure of health status and an abbreviated variant of it, the SF-6D, is now commonly used in health economics.
Surveys can give you a lot of insight into your customers.
1. What would like to see on the site?
2. Rate your purchase experience? (If you are an ecommerce business.)
Jack, it appears you are looking at this in a very "open ended" manner, as in..."I want to get some feedback". I am not surprised you are having difficulty.
What information are you really looking for? Answer this question by drilling down to one or two short, one-sentence answers, and you will be able to craft several questions, which allow you to drill down to the information you are looking for.
Just depends on what type of data you need Jack. Asking why they signed up can give you some insight to how they engage with your landing page. What was the main reason you signed up? Was it a need? Want? Reaction? We like to know where our leads come from, so that's always a good question. How did you find us? I wish I could give you more but you should ask yourself, "what is the most valuable data that I can get from these users?" Surveys can vary depending on the data you need. 3-5 questions is good. Google Analytics can give you more engagement insights, along with other tools. Feedback is always great, positive and negative. Negative feedback can help you solve issues, so you want to ask the right questions.
Without knowing specifics I can only offer general rules...1. Like Errol asked, "what is the purpose of the feedback?" What questions do you want to know the answers to? What is the purpose of your user interaction? The answers to these questions should help frame your questions.
2. With surveys, less is more. I suggest keeping questions focused and brief. Multi-part questions are a good way to dilute your responses or potentially confuse the respondent. The fewer questions the better - just enough to get the feedback you need.
3. The majority of the questions should be specific (e.g. yes or no, or provide a rating/scale and allow the user to enter a value on that scale such as 1 is great, 2 is okay, 3 is not so good).
4. The intro should be a brief call to action including (a) why you are asking for participation, (b) how the feedback will be used, (d) what the participant gains by providing feedback, and (c) thanking participants for their time.
In addition to the suggestions offered, I would like to offer the following.
What was your offer to get your visitors to sign up? - Follow up the conversation with the same subject line or offer but only this time, be clear about what you are going to do next with them and what you also want from them.
So, now that they've signed up, (you're half way there) what do you want to know from them and what do you intend to do with that (feedback) data?
Is it going to be used to;
1. Offer a specific or various products or services?
2. Invite them to contribute content?
3. Offer a referral service or an indirect offer in which case you need to understand their motivations for signing up.
You will also need to identify the various groupings (demographic data) and target your survey for each group.
As @Elaine Slatter points out, your survey needs to be specific and be seen as a continuation of your conversation or interaction with your acquired followers whether you're trying to promote a new product/ serve or seeking to establish a price point for product and services.
Hope this helps you get started and Feel free to connect if I can be of further help.
Decide what you want to know and why you want to know it. What are the objectives of the research? What are you going to do with the answers to the questions - each question?
If you don't know what you're going to with the answer to the question, don't waste the respondent's time by asking the question.
Make sure your survey is relevant to the people you're sending it to to get the highest response rate - relevance and engagement drive response. Ask open ended questions.
Finish your survey by asking respondents what you failed to ask that you should have on this particular topic. You will get more insights from the answers to that question than the rest of the survey.
I think good survey questions comes from the material you are dealing with like certain product you want to market - think of what questions you need to know a bout the product , quality , color ,shape , price , pakaging , customers needs or wishes , in order to cover all details you need , knowing customers opion gives you clear picture of the products prefered .
Use the Lickert scale or its variations
Use close- ended questions
Use Yes//no choices
Have a definite objective for the questions
Keep it simple- the respondent has little time to answer complicated or long winded questions
I believe that the easiest way would just have a very short survey and concentrate on the most important questions. In my experience, the longer the survey, the harder it is to get people to answer them.
Marketing wise you want to know what they want to buy.
1. What would you like to achieve with my product/solution?
2. Why are you missing, not having, having challenge to get. Why is the main challenge stopping you to have that result (all product related)?
3. What is going to happens 3, 5 years from now if you don't get the result this product/service will bring you?
4. If you had a solution to archives the desire results what would it be?
5. If you were getting the result that the product/service is bringing you. What would you achieve, what will you get?
6. What are the 3 questions you want to ask me (the expert) about this product, service, the benefit you can (and will) get?
7. What are the most important for you to be resolved (related to your product)?
Seven question which will help you design the perfect marketing, sales material for your prospect who gave you all the answer for them to become your clients.