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Online Survey Pitfalls: Do as I Do... Not as I Say I Will Do.
By: Joanne Simonis
Accurate predictions of buying behavior would be possible if you could get customers and prospects to state their honest attitudes. Unfortunately, stated attitude is often not survey respondents' honest feelings.
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When the decisions we are trying to inform with survey analysis contain significant cost to the organization then pre-testing is a must. The advantage is clear: minimize potential risk by making sure prospective respondents respond to questions as you intended.
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How to Write Survey Questions that Get Responses
By: Rachel Foster
Surveys are a cost-effective way to learn about customers' needs and improve your business model. However, many researchers spend time developing surveys that fail to elicit the desired response data.
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Research Isn't Just for Business Anymore
By: Greg Timpany
Although marketing research has a strong "for-profit" flavor, its basic tenets can be applied to making non-profit events more successful. This is achieved through helping to establish measurable goals that are realistic.
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The order in which one authors survey questions has long been a topic of debate. Today's best practice was yesterday's heresy. The inverted pyramid approach is one of the most popular methods.
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4 Tips for Avoiding Distorted Customer Survey Results
By: Sherrie Mersdorf
Often when we create questionnaires, we focus solely on what's important to us. While it's good to focus on our survey goals, if we narrow in too much, we end up distorting the customer's reality.
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Are Your Customers Using Social Media?
By: Rachel Foster
According to Neilson's June 2010 NetView, Americans spend nearly a quarter of their total online time on social networks and blogs. Before you create a social media strategy, you'll want to survey your customers and prospects about their social media use.
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Marketing Research as Part of an Ongoing Process
By: Greg Timpany Surveys should be a part of any ongoing marketing analytics process. The goal is to better understand which aspects of the marketing mix and external aspects drive behavior. This can only be achieved if the marketer is paying attention to ongoing streams of data.
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Font Matters in Survey Response Validity
By: Sherrie Mersdorf
When you're designing survey templates, do you think about everything from the colors you choose to the fonts and how that could impact the validity of your data collection? Until recently, I never thought the font used in a questionnaire would matter, but according to a recent study at Carnegie Mellon University, it could.
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