The purpose of the survey

The purpose of the survey

The purpose of the survey method is explained as asking questions to the individuals rather than describing their responses. As a part of a business research project survey is a method of collecting primary data which is used to test concepts. It also helps a business know the reflection of the customers, their satisfaction levels, for segmentation research, and many other needs. The survey method in market research can be used for both qualitative and quantitative studies.

Surveys as a part of market research are conducted for two reasons

• Describe different characters demographics
• To test a hypothesis about relationships in the population

There are three types of survey methods, like mail surveys, personal interviews, or telephone surveys. The below table describes each of these methods briefly.

Self-administered written survey.

As a part of the telephone survey, the surveyor reads the questions to respondents.

A survey is conducted through face to face interviews with respondents.

Questionnaires

It is conducted to gather big information in a short period

A sample group of the people that participate in the survey remains anonymous.

Cheaper when compared to other primary collection methods

Chances of gathering a large amount of data

Not ensure if there is a greater depth of research.

Problem with a first-choice selection

Interviews

It is done to explore the issues with great focus to reflect their emotions and experiences

Gives a possibility to direct data collection process

Chances to collect a specific type of information

A great deal of time needs to be invested in an interview as a part of data collection

May incur any costs related to arranging and conducting an interview. This includes travel expenses too.

May have to rely on the biased opinion of the interviewee.

Review documentation

It is done to study the developments that occurred over a specific time.

Get a lot of comprehensive information

Lack of flexibility in the process and challenges related to accesses of documentation.

Advantages

• Surveys are cheaper methods of collecting information when compared to other primary methods of data collection.
• Data collected through primary research methods are easy to analyze.

Disadvantages

• In a few instances, the respondents will be unwilling or unable to provide information
• Presence of human bias in the information collected
• Difficulty in framing out the questions that are understood in some way by all respondents