5 Typical Design Flaws in Online Customer Survey Questionnaires

When a customer survey is properly executed from start to finish, it is one of the best, if not the best information tool there is to be used for business success.

Here is a list of typical design flaws that I frequently come across when participating in online customer surveys.

1. Too short or too long

This is pretty self-explanatory, but maybe it is good to point out few things. I haven’t seen yet a meaningful survey that contained less than three questions. If the number of questions is kept at bare minimum, then it is recommendable to clarify two things – (a.) the level of satisfaction (b.) an explanation for the level of satisfaction, regardless whether high or low. On the other hand, when the number of questions reaches to 15 – the questionnaire is starting to become too long. The time it takes to complete the survey will always remain a factor, despite the technical design or number of clicks included. The optimal number of questions is usually between eight and ten.

2. Questions can be interpreted in different ways

In practice, it means that the respondent writes down something along these lines “I thought I already answered this question.” When two questions are similar to one another, the described situation is likely to occur. To prevent it from happening, the questions should be tested before launching the survey, and revisited if needed…


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