9-20-12 Why do a survey?

It seems like I get a Survey Monkey, or some similar kind of email survey, at least a couple of times a month.  As someone who has written hundreds of marketing research surveys in my professional life, I am often bemused at the lack of focus and the inhibiting types of possible responses I see.  The maverick in me often wants to provide an answer that’s different than what I’m offered.

The major question I always ask myself is “What is the purpose of this survey?”  In other words, what will be done with the information that is gathered, and how accurate will the material be that is collected?

The most common purpose for doing a survey is a need to gather information about a group of people – often customers or potential customers – that will impact how you market your product.  If the responses to a question do not fit this purpose, they should not be included. 

And, if you do not have a clear purpose for doing a survey in the first place, why waste the time and energy?