Benefits & Pitfalls of Online Surveys

I am sure you have been invited to participate in an online survey recently.  They have become a common mechanism for businesses to implement low cost follow up and monitoring systems and are readily available through research companies and do it yourself software, such as Survey Monkey.

If used properly, online surveys can provide a relatively low cost means of obtaining ‘snap shot data’ and a sense of views and opinions.  Commonly they are used to:

-      - Monitor client/member satisfaction;
- Monitor staff performance;
- Test product / service feature
- Gauge opinions on a particular topic or issue;
- Measure customer service; and
- Increase awareness of products &/or services.

The benefits of Online Surveys include:

·       Speed - You get results fast (instantly).  Respondents interact with a computer and responses are available as soon as they submit the survey. Research shows that 30-50% of online survey responses are captured within the first 48 hours of sending out a survey.

·       Reduced Costs - Online surveys are cost effective as they eliminate the need for interviewers, facilitators, mailing and printing costs.

·       Error Free Interviews - If an online survey is properly programmed it can eliminate respondents from skipping questions and the logic should ensure that respondents are asked appropriate questions based on their demographic or answers in previous questions.

·       Use of pictures, videos and graphics - Graphics can be integrated into questions.

·       Honest Response - Sometimes respondents are anxious about the reaction of an interviewer so are reluctant to provide their ‘honest’ response. Online surveys eliminate this.

·       Respondent Control - Respondents have control of when they would like to complete the survey.

The disadvantages of Online Surveys include:

·       Don’t provide the full picture - Interviewers/ facilitators are trained to probe respondents and are find out ‘why’ they provided a response i.e. why did they rate the service as poor?. Online surveys generally provide quantitative rather than qualitative data.  However this can be a good first step as it will identify where you need to find out more.

·       Poorly set up - Some self administered online surveys are poorly set up i.e. the logic doesn’t work.  This means the data captured is not accurate.

·       Poor analysis – To get the full value of an online survey the results should be critically analysed so that trends and patterns are captured.

Getting Started:
 If you are new to measuring member or client performance an online surveys is a good starting point as it is not too costly.

The critical thing to do before you start is to clearly understand your objectives so you can be sure that the survey delivers the results you need.

For more information please contact Nicole Donegan, Direct or (03) 83999 500 or email Nicole.donegan@strategyco.net.