Surveys

A market researcher is a professional who uses tools such as interviews, questionnaires, and polls to gather information for the purpose of analyzing opinions and preferences of a particular audience. Those opinions and preferences are then used to help develop marketing strategies designed to influence audiences toward purchasing or recommending products and services.

The cost of conducting a survey can vary significantly based on the type of survey, the number of respondents, the length of the questionnaire, and how responses are retrieved. While a simple survey posted on a social media platform may cost little to nothing, a more robust research undertaking featuring a survey platform, a specialized target list, and post survey analysis could cost as much as $5,000 or more.

Survey tools should be considered based on three things: price, capability, and ease of use. Perhaps the most affordable survey tool with good functionality is SurveyMonkey. A tool with many advanced features, at a higher price, is Qualtrics. A survey tool that offers the best of both worlds—robust functionality and affordability—is SurveyGizmo.

To create a quality survey, start by hiring a resource who has experience in developing effective questionnaires designed to capture the information you need. Next, select a survey tool that offers ease of use and a price that fits your budget. Third, determine who will take your survey, either from a general list or a panel of professional survey takers. Once these things are in place, the outcome and quality of your survey results should easily match your objectives.