Remember the TV show Family Feud with the catchphrase "and the survey says"?
As an old-time survey researcher where we constructed survey instruments, tested them, revised them, selected a sample, administered them, and tabulated the results, I am dismayed by the blantant use of online surveys today - and especially for the wrong reasons. They have become so trite and common as to have hardly any value.
I rarely respond to an online survey although I usually will open it and look at it. Somewhere between the 3rd and 4th question I'm usually exiting.
Call customer service or interact by phone with anyone as a consumer, and you'll get a survey within seconds of hanging up the call.
If the call went badly, I'll gladly fill out the survey - even though I'm sure no one ever looks at the responses. At least I get to vent.
If the call wen't well, they don't validation. They should know it went well - just as they should know when it doesn't.
Surveys used to let companies know about customer issues, planned marketing campaigns, new ideas that were being tested, or proposed market expansions. Now they just serve to tell companies how good they are doing so they can quote the statistics.
Since many people don't respond, I question the value of those statistics.
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Steve Hoffacker - Consultant, Coach, Author, Blogger, Photographer, Motivator, Teacher, & Strategist - for Realtors, Real Estate Sales Professionals, Home Builders, New Home Salespeople, Entrepreneurs, Small Business Owners, and Independent Sales Representatives.
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Hi Steve, I'm with you on this one. I've fallen for a few of those "two minute of my time" surveys by phone that turned into 35 questions that ended up being redundant after question #5. And what about those customer surveys your car dealership wants you to fill out after every oil change. As nice as it is to get some sincere feedback, these surveys don't mean a thing anymore.
Silvia,
Thanks for the agreement. They don't mean anything. It's just something companies do. :)
Steve