Are you an advanced researcher, a part-time market investigator, or just curious about how market insights can make a huge difference? To build your knowledge, we invite you to explore our market research and online survey articles.
Our goal is to provide you with clear, concise explanations, and articles on important market research best practice and terminology, from the most basic to the very specific.
Types of Online Surveys
There are many different types of surveys, each serving a distinct purpose depending on the target audience. Each survey is customized to the particular area of interest, using a unique set of questions.
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Academic Research Surveys
Academic research surveys are studies conducted by researchers to collect data and information on a specific topic. The results are then published in academic publications and can contribute to a better understanding of a particular phenomenon.
Customer Satisfaction Surveys
Customer satisfaction surveys are tools used by companies to gather feedback from their customers about their products or services. They typically involve asking customers to rate their level of satisfaction with various aspects of the company’s offerings.
Employee Feedback Surveys
Employee feedback surveys are tools used by companies to gather feedback from their employees. These surveys aim to improve employee engagement, , and overall performance in the workplace.
Event surveys are questionnaires designed to gather feedback and opinions from attendees of an event, such as a conference or trade show. The results of these surveys can be used to identify strengths and weaknesses of the event and make improvements for future iterations.
Political surveys are conducted to gather public opinion on various political issues, candidates, or policies. The data collected from these surveys helps political organizations and candidates to better understand their constituents and tailor their campaigns accordingly.
Polls in Market Research
Polls are brief surveys that ask a group of people for their opinions or preferences on a specific topic. They are often used to quickly gather data and insights about a particular issue.
Market Research Surveys
Market research surveys are a type of research method used to collect data from a group of individuals in order to understand their attitudes and behaviors towards products or services. They are typically conducted by businesses to inform their marketing strategies and product development.
Use of Online Surveys in Market Research
Online surveys can be used for various purposes. They are used to gather data and opinions from a large audience quickly and efficiently. They can be customized to specific target audiences and provide a cost-effective way to collect data.
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Brand Awareness in Market Research
Brand awareness is the degree to which a brand is recognized and remembered by consumers. Online surveys can be utilized to gauge and improve brand awareness by engaging with the target audience, gathering insights, and enhancing brand perception.
Brand research involves gathering data and insights to understand consumer perceptions and preferences related to a specific brand. Online surveys can be utilized for brand research by collecting feedback and opinions from a diverse audience, helping companies make informed branding decisions.
Brand tracking involves monitoring and measuring key metrics related to a brand’s performance over time. Online surveys can be used for brand tracking by collecting data from the target audience, assessing brand metrics, and tracking changes in brand perception and awareness over different time intervals.
Campaign tracking involves monitoring and analyzing the performance of marketing campaigns to assess their effectiveness. Online surveys can be employed for campaign tracking by soliciting feedback from participants to gauge their awareness, engagement, and satisfaction with the campaign’s messaging and impact.
Competitor Analysis in Market Research
Competitor analysis in market research provides valuable insights into competitors’ strategies and positioning. It helps businesses identify potential threats and opportunities, enabling them to make informed decisions and stay competitive in the market.
Consumer tracking in market research involves consistently monitoring consumer behavior and preferences. Surveys are used to gather ongoing feedback to understand shifts in preferences and adapt marketing strategies accordingly.
Concept Testing in Market Research
Concept testing in market research involves assessing the viability of new ideas or products. Surveys are employed to gather feedback from the target audience regarding their interest and preferences for these concepts.
Customer Satisfaction Analysis
Customer satisfaction analysis in market research assesses customer contentment with products and services. Surveys are utilized for their structured, quantitative approach to gather feedback and make informed improvements.
Design testing in market research evaluates the effectiveness of product or service designs. Surveys are ideal for this purpose as they gather structured feedback from a wide audience, helping identify design flaws and preferences to enhance the final product.
In-home Usage Testing
In-home Usage Testing in market research involves evaluating how consumers use products in their own living spaces. Online surveys are valuable in this context as they provide a convenient and efficient means to gather feedback on product experiences in real-world environments.
Logo testing assesses the effectiveness of a logo or brand symbol in conveying a message or eliciting desired emotions. Surveys are a valuable tool to gather diverse opinions and preferences from a wide audience, aiding in logo design refinement and ensuring it resonates with the target market.
Market Research in Advertising Campaigns
Market research in advertising campaigns involves studying consumer preferences, behaviors, and market trends to inform and optimize advertising strategies. Surveys are essential for this purpose as they provide direct feedback from target audiences, helping advertisers tailor their campaigns to resonate with their intended demographic and achieve better results.
Pricing analysis in market research determines the ideal product or service price. Surveys collect customer input to make data-backed pricing decisions for better profitability and customer satisfaction.
Product research in market research involves studying and analyzing products to understand consumer preferences, needs, and trends. Surveys are used to gather valuable data from consumers, helping businesses make informed decisions about product development, design, and marketing strategies based on customer feedback and insights.
Target Group Analysis
Target group analysis in market research identifies and defines the specific audience or customer segment a product or service is meant for. Surveys are used to gather insights and preferences directly from this target group, aiding in product development and marketing strategies tailored to their needs.
UI Testing / Visual Testing in Market Research
UI Testing is the process of testing the functionality of the user interface, while Visual Testing focuses on the visual elements of the interface. Online surveys can be used in market research to gather user feedback on the usability and design of the interface, helping to identify areas for improvement in both UI and Visual Testing.
User Testing in Market Research
User testing in market research involves having real users interact with a product to gather feedback. Surveys are used to collect structured input from participants, offering scalable and quantitative insights to enhance the user experience and inform design decisions.
UX UI Research
UX/UI research involves studying user experiences and interfaces to enhance the design and usability of products and websites. Surveys are valuable in gathering user feedback and insights, helping improve the overall user experience and interface design by addressing user preferences and pain points.
Online Survey Question Types
Online surveys offer a plethora of question types, each with its own set of advantages and disadvantages. Selecting and mixing the appropriate types based on the survey objective is critical to achieving good results in market research.
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Attention Check Questions
Attention check questions are used in surveys or assessments to verify if respondents are paying attention and providing reliable answers. They are designed to catch inattentive or dishonest participants by including obvious or straightforward questions that should be answered correctly.
Benchmark questions are used to measure and compare the performance or progress of an individual, system, or organization against a standard or goal. They often involve asking specific, quantifiable questions to assess achievement or identify areas for improvement.
Click Map Questions
Click Map Questions allow respondents to click on the areas of a webpage interface or product image they find most interesting or engaging, providing data on user behavior and preferences. This data can be used to optimize web or product design and improve user experience.
Closed-ended questions are questions that can be answered with a brief, specific response, typically a “yes” or “no” or a specific piece of information. They do not encourage open discussion or elaboration.
Demographic questions in surveys are questions that gather information about respondents’ characteristics, such as age, gender, income, and education level. They are used to help researchers understand the composition of the survey sample and analyze results according to different demographic groups.
Double-barreled questions are inquiries that address more than one issue but only allow for a single answer. They can create confusion or lead to ambiguous responses due to the difficulty in separating and clarifying each component of the question.
Drop-down questions are a type of closed-ended question that allow respondents to select one answer from a list of predefined options in a drop-down menu. They save space and make it easier for respondents to answer questions.
File Upload Questions
File upload questions ask respondents to upload a file, such as a document or image, as part of their response to a survey question. These types of questions are useful for collecting additional information or visual aids to supplement written responses.
Image Choice Questions
Image choice questions in surveys are questions that present respondents with images instead of text or numbers as answer options. They are often used to gather opinions on visual concepts, designs, or products.
Likert Scale Questions
Likert scale questions are used to measure the extent of concurrence or disagreement with a statement. Participants are typically presented with a range of choices spanning from “strongly agree” to “strongly disagree”.
Matrix questions are a type of online survey question that presents a grid-like structure where participants can respond to multiple questions in a tabular format. This format allows for the collection of structured data on a specific topic or theme.
Multiple Choice Questions in Market Research
Online surveys often use Multiple Choice Questions (MCQs), which provide respondents with a set of answer choices, of which one or more options may be correct. MCQs are an efficient way to collect quantitative data and gauge respondent opinions, preferences, and behaviors.
Net Promoter Score Question
Net Promoter Score (NPS) measures customer loyalty and satisfaction by asking a single question: “How likely are you to recommend our company/product/service to a friend or colleague?
Open-ended questions are questions that cannot be answered with a simple “yes” or “no” response, but require a more detailed and elaborative answer. They encourage discussion and allow for a broader range of responses.
Ranking questions are a type of survey question that asks respondents to rank a set of options in order of preference or importance. They are often used to understand individual priorities and preferences within a given set of options.
Rating questions are survey inquiries designed to gauge respondents’ opinions or experiences by assigning a numerical or qualitative score. They provide a quantitative measure of satisfaction, preference, or perception on a given subject.
Screening questions are used in online surveys to ensure that respondents meet specific criteria required for the research. They are typically used to qualify participants based on demographics, behaviors, or experiences related to the research topic.
Slider questions are survey questions that allow respondents to select a value within a range by moving a slider. They provide a visual and interactive way to gather quantitative data.
Targeting and Segmenting Survey Audience
Targeting a survey audience involves identifying and selecting a specific group of people who are likely to provide the most relevant and useful responses. Segmenting a survey audience involves dividing the larger target audience into smaller groups based on shared characteristics or traits, allowing for more targeted survey questions and analysis.
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Dynamic sampling in market research involves adjusting sample sizes and quotas during data collection based on real-time analysis of respondent characteristics, to improve representation and accuracy of the final sample. This allows for more efficient use of resources and can improve the quality of insights gained from the research.
Incidence Rate in Market Research
The incidence rate in market research refers to the proportion of eligible participants within a target population who meet the criteria for inclusion in a study. It helps gauge the difficulty of recruiting qualified respondents and impacts the feasibility and cost of data collection.
Random Device Engagement
Random Device Engagement in Market Research involves gathering data from electronic devices without a predefined agenda or bias, enabling a holistic view of consumer behavior and preferences. It provides diverse insights into user habits and trends across devices and platforms.
Sample size in market research refers to the number of participants selected for a study. A sufficient sample size is important to obtain representative results and to be able to draw accurate conclusions about the population.
Sampling Techniques in Market Research
Sampling techniques refer to the methods used to select a subset of individuals or units from a larger population for the purpose of collecting data. These techniques help to make statistical inferences about the population based on the characteristics of the sample.
A survey panel is a pre-recruited group of individuals who voluntarily participate in surveys, providing researchers with a pool of respondents for targeted data collection. It allows for precise audience targeting and segmentation in market research.
The target audience in market research refers to the specific group of individuals or demographics that a study aims to gather insights from or cater to. Identifying the target audience helps researchers focus their efforts and tailor their strategies to better understand and serve that particular group.
Targeted sampling in research refers to a method of selecting participants based on specific criteria or characteristics relevant to the study objectives. It allows researchers to focus their sample on a particular population of interest, increasing the relevance and applicability of the findings.
Data Analysis Methods in Market Research
Data Analysis Methods in market research involve using statistical techniques to analyze data collected to gain insights into consumer behavior and preferences. These methods can help businesses make data-driven decisions to improve their products, services, and marketing strategies.
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Analysis of Variance (ANOVA)
Analysis of Variance (ANOVA) is a statistical method used to test for significant differences between groups of survey respondents. ANOVA can help researchers identify patterns and relationships in the data that may not be immediately apparent from simple descriptive statistics.
Cluster analysis is a statistical method used to group similar data points into distinct clusters based on their inherent similarities or dissimilarities. It helps identify patterns and structures within datasets, enabling insights and decision-making based on the grouping of data.
Conjoint Analysis is a market research technique used to understand how consumers value different attributes of a product or service. It involves presenting hypothetical product or service profiles and asking respondents to indicate their preferences.
Gabor-Granger Analysis is a statistical technique used to measure the causal relationship between two variables. It involves manipulating one variable while measuring the effect on the other variable.
Implicit Association Test (IAT)
Implicit Association Test (IAT) is a psychological tool used to measure the strength of unconscious associations or biases individuals may have towards certain concepts or groups. It assesses implicit attitudes and associations by measuring response times and accuracy when participants categorize stimuli that are paired in different combinations.
The Kano Model is a framework for analyzing customer preferences and satisfaction with product features. It categorizes these features into basic needs, performance needs, and excitement needs to guide product development and prioritize customer satisfaction.
Key Driver Analysis
Key Driver Analysis in market research identifies and prioritizes the factors or attributes that have the most significant influence on customer behavior or preferences. It helps businesses understand which aspects of their product, service, or marketing efforts drive customer satisfaction or dissatisfaction.
MaxDiff Scaling is a method of survey research that measures the relative importance of multiple attributes. It involves presenting respondents with sets of items and asking them to choose the most and least preferred items.
T-Test is a statistical test that is used to compare the means of two groups or variables. It helps to determine if the difference between the two groups is statistically significant or simply due to chance.
TURF (Total Unduplicated Reach and Frequency) Analysis in market research is a method for identifying the optimal combination of products, services, or features to maximize reach and appeal to a target audience while minimizing overlap. It helps businesses determine which offerings to prioritize for the broadest market coverage.
Van Westendorp in Market Research
The Van Westendorp method is a market research technique used to determine the optimal price range for a product or service by asking customers a series of four questions about their price perceptions. These questions help to identify the point at which a price is considered too high, too low, or just right.
Online Survey Data – Analysis and Reporting
Online surveys are popular for gathering customer feedback and market insights, but their true value lies in analyzing and reporting on the data. This can reveal valuable insights into customer preferences and behaviors, enabling businesses to make informed decisions and achieve growth.
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Crosstab reports in market research are summary tables that display the relationship between two or more variables, allowing researchers to analyze data by comparing different factors. They are commonly used to identify patterns, trends, and correlations within survey or study data.
Margin of Error
In market research, the margin of error is a statistical measure that indicates the potential variability between the results obtained from a sample and the true values within the entire target population. A smaller margin of error signifies higher confidence in the survey’s accuracy, while a larger margin indicates more uncertainty.
Measurement scales in market research refer to the tools and techniques used to quantify and categorize data collected from surveys and studies, helping researchers make meaningful and precise assessments of consumer preferences, opinions, and behaviors. Common measurement scales include nominal, ordinal, interval, and ratio scales.
Qualitative Data & Qualitative Data Analysis
Qualitative data is non-numerical data that is collected through methods such as open-ended questions and observation. Qualitative data analysis involves identifying patterns and themes in the data to gain insights and understanding of a particular phenomenon.
Quantitative Data & Quantitative Data Analysis
Quantitative data refers to numerical data that can be measured and analyzed using statistical methods. Quantitative data analysis is a research method that involves the use of statistical techniques to analyze numerical data and identify patterns and trends.
Raw data in market research refers to unprocessed, unanalyzed information collected directly from surveys, interviews, or other research methods. It has not undergone any transformation or analysis and serves as the foundation for generating insights and trends in the research process.