Question

Topic: Research/Metrics

Help With Internal Branding Research

Posted by pamelah on 2/11/2009 at 7:31 PM ET 500 Points
I am conducting a national online survey and need participants outside of California. I am seeking people over 21 years of age who are employed full time. Would you be able to participate by taking a 10-15 minute survey on employee perceptions about being an ambassador of the company brand?

If yes, please click here for the link:
https://www.surveygizmo.com/s/102002/brand-ambassadors

The results are confidential, you are not asked to identify your employer, no e-mail addresses are collected, and I need your input at your earliest convenience.

I would also appreciate your feedback about the survey, if possible (other than the fact that it may be too long). Thank you!
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RESPONSES

  • Posted on 2/11/2009 at 7:39 PM Moderator
    Your request for US to become respondents to your survey is probably inappropriate. As a group we understand market research better than the average employee; many of us are either self-employed or work in very small companies; and you're never going to be sure you actually got a representative sample for your survey.

    You may want to reconsider using this forum for your recruitment, and you probably ought to consult with some experts who specialize in market research ... of whom there are several on this forum. (Check out the top 5-10 people on the "Top 25 KHE Experts (Research/Metrics)" in the column at the right.)
  • Posted on 2/12/2009 at 11:55 AM Accepted
    I agree with the response above in terms of this likely being an inappropriate forum for your survey. I do have a few thoughts on your survey instrument, though:

    1) You are right - it is very lengthy, and the long introduction on the first page is not really necessary.
    2) You should probably change "critical" on your scale to either "very important" or "highly important".
    3) The most important questions for respondents to answer are those in the middle of the survey, which are the same that you are not currently requiring them to answer. Rather you are requiring them to answer the demographics, which are less important than getting the answers at the heart of the survey.
    4) You ask about importance, but you don't ask about how well the company does at each attribute. This additional information would be helpful to set up a gap analysis, whereby you can view importance in a side-by-side comparison with performance.

    Hope this helps.
  • Posted by pamelah on 2/12/2009 at 12:19 PM Author
    Thank you all for your help. I'm learning a lot along the way!
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