Question

Topic: Research/Metrics

Creating A Survey Using An Online Program..how?

Posted by Anonymous on 6/16/2011 at 4:11 PM ET 120 Points
I am doing some additional market research for our new company by creating a survey using an online survey system. We are using kwiksurveys.com because it allows you to make as many questions as you want and will show you as many results as you want. We are planning to send this out to our friends and families that fall under the criteria we are looking to target. Yes it is informal and that is what we want.
We are using the survey to ask people what they think about our top 4 logo choices. We are doing this basically because our boss wants other peoples opinions. However, he wants to ask questions like what is your favorite color and what words do you associate with when you see logo 1, 2, 3 and 4. Each separate questions.

Is there a different flow we should be following.. and how many questions is too many for a survey. I don't want to overload our participants with too much.

Please help!!
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RESPONSES

  • Posted on 6/16/2011 at 5:30 PM Accepted
    You need a professional to take a quick look at what you are doing if you want real results that you can use to make a decision. If it's just to humor the boss, then it doesn't really matter.

    You should be able to hire a market research consultant for just an hour or two to set you on the right track. Worth it if this is going to be "for go" and not "for show."

    Let me know if you need a recommendation. (Use email address in my profile.)
  • Posted by mvaede on 6/17/2011 at 12:46 AM Member
    The longer the survey the less likely people are to complete them, especially if you have to consider multiple options and their cross-influence.
    When talking about word association in open ended questions, you might end op with way too many possibilities - yet guiding people with suggestions might limit your results.

    Please have an expert go over the questions to make sure you can actually conclude something, otherwise you're wasting peoples time, which should make your boss unhappy (even if this is only to please him) since your new logo would have a negative connotation among friends and foe.

    Do you have any possibility of making peoples participation worthwhile - prize draw, bonus or recognition ??

    Mikael
    B2B Marketing
  • Posted on 6/19/2011 at 12:12 PM Member
    You are going to want to reword this in a more politically correct way.

    Tell your boss If he wants to stroke his ego among friends and family to do it outside the office. Then say marketers should handle the marketing.

    Logo
    1.Does it portray the strengths of the business
    2.Does it portray the image of the business

    Send it out to current customers
    Send it out to prospective customers

    Ask what do you see as the strengths of our company
    Ask how do you perceive our company

    Show logo, do you portray this image as being the same choices as the strengths (Multiple choices I am assuming)?
    Show the logo, do you portray this image as being the the same choices as how they perceive the image of the company(Multiple choices I am assuming)?

    If the multiple choices are the same you got it. If not then rework it given the answers.



  • Posted by lathans on 6/20/2011 at 5:11 PM Accepted
    Sorry, everybody, but logo by committee is the WORST possible way to go about this. (We recently went through this exercise with an outside agency for a branded IP to meet a self-imposed rollout deadline, and are now stuck with a name and logo that even the internal marketing team doesn't embrace because there were so many cooks in the kitchen). Doesn't anybody trust the Marketing Team? You wouldn't ask your brother the banker to look over your MRI for your cervical disk replacement because you wanted an outside opinion, would you?

    If you must go through with this ridiculous exercise, I'd present the four "finalists" and ask one question: which one do you like better? You can add a "comment" box for elaboration, but asking people what their favorite color is or what do they associate such-and-such with is all very subjective and is in fact moving backwards. If you poll 100 people, be prepared for 100 different answers. Good luck getting a consensus here.
  • Posted on 6/20/2011 at 7:22 PM Member
    I think that anyone looking at this post would agree with this statement. It is more important of what you are doing in terms of communicating your message and targeting that message to your target market, than spending time on asking friends and family of what they think of a specific color.
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