How to Design and Carry Out a Survey: Part 3


Part 1 and Part 2 first.

It’s time to dig that list out from part one. Here was mine;

• Can I teach people to teach their parrot to talk via an eBook?
• Do parrot enthusiasts like eBook or do they prefer other methods of training such as video
• What is the demand?
• Would parrot enthusiasts buy an eBook on teaching parrots to speak?
• What do parrot enthusiasts want to learn about
• Would parrot enthusiasts most likely buy from my website, eBay, Amazon or some other channel?
• How much would a parrot enthusiast be willing to pay for an eBook on teaching parrots to talk?

I now take this list and start thinking about the questions I need to ask to gain the information I need. So to start with I’ll ask for any basic information I need such as name, email etc.

Tip! – Ask simple questions first.

This warms up your respondent and builds trust and loyalty. Your respondent will be more likely to share in-depth information later on and make it to the end of the survey if you get them over the hump of the first few questions.

Then start thinking about the rest of your questions. Here’s a short guide to the types of questions you might use;

Multiple Choice – one answer

A very simply question is posed with multiple answers and the respondents should pick one. When surveying there won’t be a ‘correct’ answer but the responses will give you the answer YOU need!

I would use this type of question when I’m looking for one clear answer or ‘winner’. For example;

1. Would you buy an eBook on teaching parrots to speak? Yes/No


2. Which of the following products on teaching would you most likely buy? Paperback/eBook/Video/CD+Book

Multiple Choice – multiple answers

This is a good type of question to use when deciding on product ranges as you can see which options are most popular. An example of a multiple choice, multiple answers is question is here.

I would probably use this question for establishing which products parrot enthusiasts would buy. If I find that eBooks and videos are equally popular I’d plan to release both products.

I would also use this type of question to establish what content to include and what problems parrot enthusiasts face. For example;

1. Which of the following would you like to be able to do? Pick all that apply.
a) Teach parrot to say ‘who’s a pretty boy then?’
b) Teach parrot to welcome visitors to your home
c) Teach parrot to say your name
d) Teach parrot to swear

2. What problems do you face when trying to teach your parrot to speak?
a) Parrot ignores commands
b) Parrot swears at me and is generally rude and misbehaves
c) Parrot refuses to imitate my phrases
d) Parrot learns phrases but then doesn’t recall them the next day

By using this type of question you can accurately see what the main desires/issues are, and what aren’t desires/issues at all. You don’t have to limit the options to four, just make the list as long as you need.

Likert Scale

A Likert scale is a good way to canvas opinion and gain feedback. It lets you know, in general, how strongly people feel about a particular thing.

In relation to our own example I would use this as an alternative to a multiple choice question if I wanted more than just a yes or no answer which is very broad – and sometimes things aren’t that clear cut.

Comment Box

Sometimes known as an unstructured question this is where a question is posed and the respondent writes freely in the area provided. This type of question can offer the most in-depth and enlightening feedback of all but it is the type of question that requires the most effort and therefore is often passed over. Use sparingly where you really need as much unique insight as possible

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