Survey Name - Survey Content - Example Surveys

1 - Market Description Surveys
For determining the size and relative market share of the market. Such studies provide key information for determining market growth, competitive positioning and tracking share of market. The CEO usually wants to know this information. Industry consortiums often commission this type of study.
Market Description Survey Content Details
Market Description Survey #1

2 - Market Profiling-Segmentation Surveys
Directed at identifying who the customers are, who they are not, and why they are or are not your customers. This is often a descriptive market segmentation and market share analysis
Market Profiling-Segmentation Survey Content Details
Market Profiling-Segmentation Survey #2a
Market Profiling-Segmentation Survey #2b

3 - Stage in the Purchase Process / Tracking Surveys
Where is the customer is along the purchase process. The aggregation of this information provides information about the diffusion of innovation process for the market and product as a whole… What are the levels of Awareness – Knowledge – Intention – Purchase – Repurchase?
Stage in the Purchase Process / Tracking Survey Content Details
Stage in the Purchase Process / Tracking Survey #3

4 - Customer Intention - Purchase Analysis Surveys
Directed at understanding the current customer. What motivates the customer to move from interest in the product to actual purchase? Understanding this process and how it can be improved is the key to customer conversion, commitment and loyalty.
Customer Intention - Purchase Analysis Survey Content Details
Customer Intention - Purchase Analysis Survey #4

5 - Customer Attitudes and Expectations Surveys
How does the current product meet customer expectations and what attitudes hav ecustomers formed about the product and/or company. Attitudes and expectations analysis can be used in a variety of situations such as directing advertising and improving customer conversion, commitment and loyalty.
Customer Attitudes and Expectations Survey Content Details
Customer Attitudes and Expectations Survey #5a
Customer Attitudes and Expectations Survey #5b

6 - Customer Trust - Loyalty – Retention Analysis Surveys
Especially appropriate for the study of shopping goods (and other high priced goods) because of the magnitude of the decision process for the customers, the long purchase process (time from need recognition to purchase), and depth of consumer attitudes formed about the product and/or company.
Customer Trust - Loyalty – Retention Analysis Survey Content Details
Customer Trust - Loyalty – Retention Analysis Survey #6

7 - New Product Concept Analysis Surveys
Concept test studies are appropriate in the initial screening of new product concepts. Likes and dislikes about the concept and evaluation of acceptability and likelihood of purchase are especially useful measures.
New Product Concept Analysis Survey Content Details
New Product Concept Analysis Survey #7a
New Product Concept Analysis Survey #7b

8 - New Product Acceptance and Demand Surveys (Conjoint)
Conjoint analysis studies are implemented primarily for the estimation of demand for new products. Typically, these products can be described or have been developed in drawing or concept, but have not yet been developed physically. Conjoint analysis allows the manager to develop market share estimates to find which of the alternative potential products offer the greatest market promise
New Product Acceptance and Demand Surveys (Conjoint) Survey Content Details
New Product Acceptance and Demand Surveys (Conjoint) Survey #8

9 - Habits and Uses Surveys
Habits and uses tests are directed at understanding usage situations: how, when and where the product is used. Habits and uses studies sometimes include a real or virtual pantry audit.
Habits and Uses Surveys Survey Content Details
Habits and Uses Surveys Survey #9

10 - Product Fulfillment Surveys (Attribute, Features, Promised Benefits)
Products contain bundles of benefits (both tangible and image) that are promised to the user. The product fulfillment study determines if the expectations created for the product by advertising, packaging and the produce appearance are fulfilled when the product is used.
Product Fulfillment Surveys (Attribute, Features, Promised Benefits) Survey Content Details
Product Fulfillment Surveys (Attribute, Features, Promised Benefits) Survey #10

11 - Test Market Surveys (Product Use and Acceptability Evaluation)
Test markets are conducted to determine the actual buyer response to a new product offering. Test market evaluation is most often concerned with evaluation of the product purchase process, evaluation of the product and marketing materials used in the test market.
Test Market Surveys (Product Use and Acceptability Evaluation)Survey Content Details
Test Market Surveys (Product Use and Acceptability Evaluation)Survey #11

12 - Product Positioning Surveys (Competitive Market Position)
Product positioning analyses are for comparisons of a product or brand relative to the competition. These comparisons or “competitive positioning” analyses often compare the attributes and benefits that make up the product. The analysis associated with this type of study is often a multidimensional preference analysis (Multidimensional Scaling).
Product positioning analyses are sometimes termed “Best Practices” studies and focus on the question of “How does the market view us relative to the competition?”
Product Positioning (Competitive Market Position) Survey Content Details
Product Positioning (Competitive Market Position) Survey #12

13 - Brand Equity Analysis Surveys
Brand equity analysis focuses on the measurement of the psychological value that a brand carries with it. Brand equity is described in the marketing literature as being a composite of brand awareness, brand quality, brand associations and brand loyalty. Each of these concepts can be measured. There is no formal procedure for combining all items into a single overall “value” or “score” that measures brand equity.
Brand Equity Analysis Survey Content Details
Brand Equity Analysis Survey #13

14 - Advertising Value Identification and Analysis Surveys
Advertising value analysis focuses on the hierarchical attributes, benefits and values that are associated with and portrayed by an advertisement. Means-end analysis is often part of this type of study.
Advertising Value Identification and Analysis Survey Content Details
Advertising Value Identification and Analysis Survey #14a
Advertising Value Identification and Analysis Survey #14b

15 - Advertising Message Effectiveness Surveys (Media and Message)
Advertising testing for message effectiveness is directed at identifying the impressions, feelings, and effectiveness of the ad in moving the respondent to a desired goal (increased awareness, more product information, trial, repeat purchase).
Advertising Message Effectiveness (Media and Message) Survey Content Details
Advertising Message Effectiveness (Media and Message) Survey #15

16 - Sales Force Effectiveness Surveys
Sales force effectiveness evaluation is a combination of measures that focus on the activities, the level of performance associated with those activities and the effectiveness in terms of producing the desired and measurable effect or goal. Often sales force effectiveness is measured as a multiple part survey completed by the sales person, the client (evaluating the sales call) and the supervisor responsible for evaluating the sales person. Sales Force Effectiveness Survey Content Details
Sales Force Effectiveness Survey #16

17 - Sales Lead Generation Surveys
Sales lead generation surveys are an effective online tool for (1) assuring timely use and follow-up of sales leads, (2) qualifying sales leads (thereby saving valuable sales force time) and (3) providing more effective tracking of sales leads.
Sales Lead Generation Survey Content Details
Sales Lead Generation Survey #17

18 - Customer Service Surveys
Customer service surveys are akin to customer satisfaction surveys, but focus in detail on the actual customer service that was received, the process involved in receiving that service and an evaluation of the participants in the service process.
Customer Service Survey Content Details
Customer Service Survey #18a
Customer Service Survey #18b

19 - Customer Service Representative (CSR) Attitude Surveys
Employee attitude surveys are particularly important when employees are involved in customer service. Employee hold attitudes about benefits, passion for the job and the general feeling that they are valued and contribute to the lives of others.
CSR attitudes are a function of many job related activities and interfaces including (1) the allocation of time (percentage of time on the phone, doing administrative tasks, etc.). Comparisons are made of the time spent with customers against the value of those customers (is too much time with unprofitable customers?); (2) what type of information or tool is most helpful/least helpful when solving customer needs; (3) is there missing information or tools that would most help improve their job; (4) what information and best practices can be identified and shared; (5) the evaluation of internal departments to find which are most/least helpful when seeking to answer customer questions.
Customer Service Representative (CSR) Attitude Survey Content Details
Customer Service Representative (CSR) Attitude Survey #19

20 - Customer Service Rep.(CSR) Burnout, Turnover and Retention Surveys
Customer Service Representatives must conform to corporate policies and at the same time deal with problems that are sometimes unsolvable. The result is customers that unload on the CSR, making them prime candidates for frustration, burnout and high turnover. Surveys for Retention Analysis can be helpful in reducing costs and increasing the quality of customer relationships. Measures for this type of survey include frustration measures, career goals/aspirations, motivations for choosing this current employment; desires to move to other positions/departments; measures of sources of frustration, such as other CSRs, managers, interfacing with other departments and specific customers.
Customer Service Rep.(CSR) Burnout, Turnover and Retention Survey Content Details
Customer Service Rep.(CSR) Burnout, Turnover and Retention Survey #20

21 - Sales Forecasting and Market Tracking Surveys
Sales forecasting and market tracking studies can take a number of forms and methodologies. Survey approaches to sales forecasting typically are applied when expert forecasting (experts estimate the market), judgmental bootstrapping (rule based decisions derived from experts that describe how to use available secondary market information), conjoint analysis (estimation of consumer intentions based on product attributes that are important in the decision) and intentions evaluations (consumer self reported intentions of future purchases) are to be made. These approaches use judgmental data.
Sales Forecasting and Market Tracking Survey Content Details
Sales Forecasting and Market Tracking Survey #21

22 - Price Setting Surveys and Elasticity of Demand Analysis
Pricing surveys that estimate the elasticity of demand are directed at showing optimal price points, perceptions of prices too low and too high. Pricing surveys are often designed to show the demand for the product or service for different segments of the market, but may also include different usage situations.
Price Setting Surveys and Elasticity of Demand Survey Content Details
Price Setting Surveys and Elasticity of Demand Survey #22