Various types of survey methods enable you to capture data from your customers at different touchpoints. Touchpoints can be physical or virtual. The use of each of these methods depend on the research goal, budget, channels of interaction, sample size and research timeline. Use these survey methods to gauge customer satisfaction, understand product usage metrics, understand brand advocacy or employee satisfaction.
In this blog we will discuss 9 survey methods and their benefits.
Reasons to use different types of survey methods
Customer relationship management is a long term process. It can involve both online and offline methods of communication. Certain industries of e-commerce, FMCG depend on the online format of surveys. Businesses that have a brick and mortar set up can rely on offline presence. However, being omnichannel helps you reach out to people across active touchpoints.
Here is why businesses can opt for different types of survey research methods:
To reach out to various respondents:
- Different individuals prefer different communication channels: email, WhatsApp, phone, or in-person interviews.
- Using a multichannel method increases participation rates by meeting respondents where they are most comfortable.
For greater accessibility:
- Online surveys are accessible to tech-savvy audiences, while telephone or in-person surveys work well for less digitally inclined respondents.
- Multichannel options accommodate diverse demographics.
To match the survey’s objective:
- Quantitative Data: Online or app-based surveys for quick and large-scale data collection.
- Qualitative Data: In-depth interviews or focus groups for deeper insights and nuanced understanding.
To fit the context or industry:
- Industries like healthcare might benefit from in-person surveys for personal interaction.
- Consumer goods companies may use SMS or WhatsApp surveys for quick customer feedback.
To ensure data reliability:
- Anonymous online surveys can yield honest feedback on sensitive topics.
- Face-to-face surveys allow clarification of ambiguous responses.
For cost-effective campaigns:
- Online and SMS surveys are cost-effective for reaching large audiences.
- In-person surveys, while costlier, are suitable for high-value, detailed research.
To reach specific audience segments:
- Phone or mail surveys can reach respondents without internet access.
- Social media or app-based surveys are more effective.
To adapt to time constraints:
- Quick pulse surveys work well in real-time, in-the-moment scenarios.
- Long-form questionnaires are suited for non-urgent, comprehensive research.
- Mobile and app-based surveys enable instant feedback, essential for live events or immediate follow-ups.
To enhance response accuracy:
- Telephone or in-person interviews allow interviewers to clarify questions and probe for accurate answers.
- Online surveys minimize interviewer bias for more honest responses.
To increase engagement:
- Interactive surveys (like WhatsApp or AI-powered chatbot surveys) engage respondents with gamification or conversational approaches.
- Traditional paper surveys may appeal to older or non-digital populations.
For broader reach:
- Online surveys cover wide geographic areas efficiently. In-person surveys are localized but provide rich, detailed data.
Types of Survey Methods
Choose the best type of survey methods as per your research needs. These methods can help you capture qualitative and quantitative responses.
1. In-person surveys
In-person surveys involve face-to-face interactions between researchers and participants. This involves detailed discussions and builds trust. This makes it ideal for collecting nuanced feedback.
Pros:
- Enables in-depth discussions into participant perspectives.
- Builds trust and rapport, leading to more honest responses.
- Allows observation of body language and reactions for additional context.
- Suitable for sensitive or personal topics that participants may hesitate to discuss online.
Limitations:
- High costs due to travel and staffing requirements.
- Logistical challenges in coordinating locations and timings.
- Risk of interviewer bias or social desirability bias affecting responses.
- Time-consuming compared to other methods.
2. Telephonic surveys
Telephonic surveys are conducted over the phone, using live interviewers or automated systems. It is also known as CATI or Computer Assisted Telephone Interviewing. They provide broader reach than in-person surveys while being more cost-effective.
Pros:
- Wide reach: Can target geographically diverse or hard-to-reach populations.
- Cost-effective compared to in-person methods (no travel expenses).
- Quick to deploy, making them ideal for time-sensitive research.
Limitations:
- Declining response rates due to caller ID and telemarketing fatigue.
- Perceived as intrusive, leading to limited participation.
- Limited by the absence of visual cues, reducing the depth of responses.
3. Online surveys
Online surveys use digital platforms (social media, email, websites) to collect customer feedback. They are widely accessible and cost-efficient, enabling large-scale data gathering.
Pros:
- Cost-effective and scalable for reaching large audiences.
- Allows for customization with skip logic and branching.
- Provides real-time analysis for immediate decision-making.
- Eco-friendly: No physical materials required.
- Highly accessible via mobile and tablets.
Limitations:
- Risk of bias due to self-selection or dishonesty.
- Challenges in reaching non-digital demographics (elderly or low-income groups).
- Survey fatigue and friction from multiple touchpoints.
4. Messenger surveys
Facebook messenger surveys and WhatsApp surveys leverage popular messaging platforms to collect real-time feedback in a conversational manner..
Pros:
- Convenient and familiar interface, boosting response rates.
- Enables real-time, in-moment feedback during offline interactions.
- High open and completion rates due to platform popularity.
- Supports multimedia content for engaging survey designs.
- Effective for targeting specific demographics, such as millennials.
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5. Chatbot surveys
Chatbot surveys use interactive automated systems to collect contextual feedback in a conversational format, often embedded on websites or apps.
Pros:
- Provides real-time, interactive experiences, increasing engagement.
- Easy to customize to match brand tone and style.
- Saves time and costs compared to traditional methods.
- Can integrate with CRM software for streamlined data analysis.
Limitations:
- May lack personalization or the ability to handle complex queries.
- Some respondents may be uncomfortable sharing details with a bot.
- Limited depth in open-ended responses due to preset questions.
6. In-app surveys
In-app surveys target users within mobile or web applications, capturing feedback in real-time without disrupting user workflows.
Pros:
- Convenient: Users don’t need to leave the app to respond.
- Allows for real-time feedback aligned with user actions.
- Can be personalized based on user behavior, increasing relevance.
- Enhances UX design by incorporating feedback into app improvements.
Limitations:
- Restricted to existing app users (limited reach).
- May cause frustration if timed poorly or overused.
- Biased results as only active users are likely to participate.
7. Email surveys
Email surveys use targeted and personalized invitations to reach respondents via their inbox, offering flexibility and cost-efficiency.
Pros:
- Cost-effective and scalable for large audiences.
- Allows for customization for brands.
- Tracks responses with detailed analytics.
- Offers anonymity, encouraging honest feedback.
Limitations:
- Low response rates due to email fatigue or spam filters.
- Clicking survey links disrupts user workflow and lowers participation.
- Limited functionality in static HTML surveys compared to dynamic options.
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8. RCS/ SMS surveys
SMS surveys send questions or survey links via text, offering quick feedback collection on mobile devices. Using RCS by Merren CX, you can share short surveys within the text body itself.
Pros:
- Reaches a broad audience with high mobile penetration.
- Cost-effective and quick to deploy.
- Easy to automate, saving time.
Limitations:
- Character limits restrict depth and complexity.
- Can be seen as spam or intrusive.
9. Paper Surveys
Paper based surveys are the oldest way of collecting feedback from respondents. Even though it is an old method, it has potential. Paper based feedback forms can be used to collect data from hard-to-reach audiences. It is useful for places where digital reach is limited or people refuse to use technology.
Pros:
- Reaches audiences with minimal mobile penetration.
- Can be used along with online surveys.
Limitations:
- Can be tedious to design and administer
- Manually compile responses.
- Time consuming to create. Takes up physical space for storage.
- Printing can be expensive and it is not environmentally-friendly.
How do you choose the best survey channels for your business?
If your target audience is primarily tech-savvy and frequently online, an online survey might be the best fit. On the other hand, if your audience is less tech-savvy or prefers a more personal touch, then in-person, paper surveys or phone surveys (CATI) will be effective.
Open-ended questions may work better with in-depth interviews or focus groups. Multiple-choice questions can be easily added into online or mobile surveys.
Additionally, take budget and resources into account. While in-person surveys may provide valuable insights, it is costlier than online or messaging app surveys.
Lastly, it’s always a good idea to test out different survey channels to see what works best for your organization. Conducting small-scale tests can help identify which channels are most effective for reaching your target audience and gathering the information you need.
The multichannel approach: online and offline surveys
A multichannel approach can provide an effective response rate if your audience is spread out digitally. Responsive mediums can increase the chances of getting more survey responses.
Moreover, it allows businesses to reach a wider audience by catering to different preferences and demographics. For instance, some people may prefer answering surveys on their phones. Others may prefer email, paper feedback forms or in-person interviews.
Each channel has its pros and cons. Consider based on the nature of the survey questions and target audience. Ultimately, the choice of the deployment channels or channel depends on the company’s unique needs
Conclusion
Choosing the right survey channels is a great way to get the most accurate and insightful data from your audience. Each channel has its own advantages and disadvantages, which you need to consider before choosing the right one for your business. Want to capture feedback the fastest way? Sign up for a 14 day free trial with Merren and supercharge your market research today.