set up a free mini-site just for your survey. You can even enlist friends and family to
help you out by filling out surveys.
Constructing Your Survey
Have you ever received an offer for an exciting free gift provided you fill out a survey—
only to discover the questions you had to answer required pages of information and
would take up more of your time than you were willing to invest for whatever incentive
was offered? This is a prime example of an ineffective marketing survey. You don’t want
to lose consumer interest before they get to the good part: your product.
The principle of KISS (Keep It Simple, Stupid) should apply liberally to marketing
surveys. The easier you make it for people to fill out your survey, the more likely they
will be to respond. Try to keep it to 20 questions or less, including demographic
information (age, gender and location—do not ask for names, as most people prefer to
remain anonymous when filling out surveys).
Also, make as many as you can yes/no or multiple choice answers, and remember to
include space for additional comments.
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