The modern market of goods and services is experiencing serious competition for the consumer. To work more efficiently, most manufacturing firms, suppliers of real products or intangible services, use a variety of marketing policies, apply creative methods of working with staff and customers, real and potential consumers. One of the most effective marketing and advertising tools that have gained wide popularity has become a questionnaire, or survey.
Features of the method
- Questioning is the collection of certain information depending on the purpose of its conduct and the organization that deals with it. It is very widely used in politics, psychology and sociology, pedagogy and career guidance, for recruiting personnel in a particular organization, in diagnosing demand and consumption in the labor market and production.
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questioning is Traditionally, surveys are answers to pre-written questions that shouldhighlight the side of the problem of interest, present a general or detailed picture, provide the necessary information. After studying the results of the survey, certain results are summed up, mathematical or statistical calculations are made, and certain conclusions are drawn.
- It is clear that the survey is work with a questionnaire, the questions in it are grouped in a special way. And the answers must be either unambiguous, such as "yes / no" (questionnaires closed), or in an arbitrary form, which may contain elements of argumentation (open).
- And, finally, a survey is a type of survey that can be conducted directly with people (face-to-face, direct) or in absentia by phone, the Internet, remotely. It can be oral or written, as well as non-verbal - in the form of drawings, graphs, diagrams, etc. In addition, the survey is one-time, i.e. is carried out once for any reason (for example, the release of a new type of product, a new series of goods), and dynamic, multiple (public opinion poll on any political issue). In the latter case, it becomes possible to predict certain actions or events (poll during the election campaign).
Questioning and market
Polling is considered a powerful and rewarding marketing move. Thus, a survey of consumers gives an idea of their interests and preferences, allows you to get the most important information about how real and potential buyers relate to certain goods or products,what kind and type of services are specifically needed, which firms and companies are clearly preferred. Thus, a realistic picture of demand is formed, on the basis of which the market can form its proposals and assess the shortcomings of work to meet the needs of the population.
Types of surveys
Survey can be done in a variety of ways:
- Internet survey, when questionnaires are sent to users of online stores, special forums or simply to owners of real email addresses. It can be paid or free - depending on the policy of the company.
- Survey of buyers in stores or on the market, at the place of direct purchases and sales.
- Survey through questionnaires sent by mail.
- Questionnaire by telephone or SMS.
- Poll of experts.
- Indirect study of the interests and needs of the general mass of buyers.
- Questioning consumers from a certain age or social group.
- Trade audit and rating system.
Important
When planning to conduct a survey, you should always remember that the survey is a purely voluntary matter, most often anonymous, and does not allow a forced element. On the contrary, in order to attract people to participate in the survey, many organizations use an incentive element in their work: when filling out the list of participants in the action, a gift or a discount on goods awaits. This type is called a promotion and allows you not only to get the rightinformation, but also to sell not very popular products.
