Survey research – what is it and why is it worthwhile?
Survey research is one of the most commonly used and cost-effective ways to systematically collect information from customers, employees or other target groups. It is based on pre-planned survey questions and a defined or open response format. This approach supports organisations in planning, evaluating and making decisions based on customer and employee experience.
What are the benefits of a survey research?
Survey research offers:
- Wide reach – an effective way to quickly collect information from a large number of respondents.
- The opportunity to collect both quantitative and qualitative data – sing different question types enables versatile data collection and analysis.
- Cost-effectiveness – online surveys in particular are inexpensive and easy to implement.
- Repeatability and comparability – esearch can be conducted regularly, for example annually, and the data can be compared over time and between different target groups.
What is a survey research used for?
Measuring customer experience
Regularly collected customer feedback helps organisations identify development needs and strengthen their understanding of customers.
Survey research is used, for example, in the following areas of customer experience:
- measuring customer satisfaction
- understanding brand image
- developing the service journey
Developing the employee experience
Survey results support both management decision making and the development of organisational culture.
Organisations use survey research for purposes such as:
- staff surveys
- supervisor assessments
- well-being surveys
Qualitative vs quantitative research
Qualitative research focuses on the respondents’ own perspectives, experiences and meanings, seeking to understand the background of the responses and phenomena in greater depth. Qualitative research uses open-ended questions, for example.
Features of qualitative survey research:
- Includes open-ended questions
- Smaller target groups
- In-depth interpretation
- Focus on understanding the phenomenon rather than generalisability
Quantitative research on the other hand, collects and analyses data in numerical form. It identifies connections, differences and relationships in the subject being studied. It is ideal for studies that aim to gather feedback from a large group of respondents.
Features of quantitative survey research:
- Based on pre-designed questions and answer options
- Includes single choice and multiple choice questions, as well as scales
- Often includes an option for open-ended feedback
- Suitable for large-scale studies and statistical analysis
How to conduct successful survey research?
Successful research requires careful planning, effective implementation and clear follow-up based on the results.
Survey research process
- Define your objectives and target group – What do you want to find out, why is the information needed, and from whom will you collect it?
- Decide how to conduct the research – Will you outsource the work to professionals or use internal resources for planning, implementation and analysis?
- Prepare the survey questions – Clear and relevant questions that support your objectives are the cornerstone of successful survey research.
- Choose a distribution channel – for example, an email link, online form, social media or intranet.
- Pilot and test the survey – Ensure the questions are understandable, logically ordered and technically functional.
- Implementation – Distribute the survey, monitor the response rate and send reminders if necessary.
- Analysis and reporting – Analyse, visualise and interpret the results, then draw clear conclusions.
Research with the help of an expert
Conducting survey research with the support of an expert ensures careful planning, a high-quality survey structure and reliable, objective analysis of the results. Outsourcing the research process can also save considerable time and effort. In addition, an external research provider is often perceived as more neutral, which can increase willingness to respond.
Webropol offers comprehensive research services, including:
- research design
- professional question development
- distribution and response tracking
- analysis and reporting
Webropol can manage the entire research project for you or support only the stages you require.
Read more about our research service solutions!
Frequently asked questions about survey research
What is a survey research?
Survey research is a method used to study a specific topic by systematically collecting information from a target group using pre-designed questions. It can be used to measure customer and employee experience, map opinions and support knowledge management.
What is the difference between qualitative and quantitative research?
Qualitative research uses open-ended questions and focuses on gaining a deeper understanding of experiences, meanings and phenomena. Quantitative research uses a structured questionnaire format such as scales and multiple choice questions. It produces data that can be statistically analysed and generalised.
How can the reliability of a research process be ensured?
Reliability can be improved by designing clear and consistent questions, selecting the right target group and ensuring a sufficient number of respondents. Piloting the survey before publication also helps identify potential ambiguities and technical issues.
What are the stages of survey research?
The key stages include defining objectives, selecting the target group, designing survey questions, deciding on the distribution channel, piloting the survey, implementing it, and analysing and reporting the responses. The final step is to translate the results into concrete actions.
In what situations should survey research be used?
Survey research is suitable when broad and comparable information is required, for example on customer satisfaction, employee experience, brand image or service journey performance. It provides an efficient way to collect information from large groups of respondents within a relatively short period.
When should research be outsourced to an expert?
Outsourcing research is useful when you want to ensure a professionally designed survey and objective analysis. An expert can save time, reduce errors and help ensure the research produces reliable and actionable insights. It is also beneficial when anonymity is required and respondents need confidence that the research is being conducted by an independent external organisation, which can increase trust and response rates.