Best Practices for Online Survey Creation

I realized it only after the emails had been sent.  It was a test survey that wasn’t intended for entry level employees and senior management.  It was an employee evaluation that had initially been slated to go out only to our newest batch of hires.  Only last minute did we discover we could use logic to create one interactive survey online for senior management to evaluate the progress of new hire training, and new hire survey questions for them to evaluate the training process.  The wording, the slang, everything was wrong!  What did I do…

Hopefully, this scenario has appeared solely in a nightmare (and yes, survey nightmares are very real and very terrifying).  But a similar, less daunting situation is common among many: You have an online web survey that will go out to two groups of respondents, the wording in the two would ideally be completely different, and you do not have the time to go into the two templates you’ve created and select the different audiences then manually send the emails.  Not to mention, this method would require using Cvent’s email survey tool's default templates and the Custom Messages.  What if I told you it was possible to create entirely separate email marketing campaigns, set the emails up to go out automatically AND keep the both default templates and custom messages for each group of respondents? 

The multiple email marketing campaigns feature allows you to do just this!  You can select the number of separate email blasts you intend on sending, you can add entirely different contact groups to each campaign, and you can set up your emails to go out automatically. 

1. This feature is perfect if you have a multilingual survey.  You can translate your message into as many languages as you like to ensure maximum comprehension. 

2. Multiple email campaigns is also great for newsletters that are tied to a generic instant survey.  Instead of copying your survey and creating a new email blast every month, you can add an email campaign for the October '09 Newsletter, November '09 Newsletter, December '09 Newsletter and so forth.  You can then get an aggregate view of the data collected across all months.

3. The nightmare scenario outlined above.  It is likely that emails sent to your senior management are not worded the same as emails sent to entry-level new hires.  The formality of the verbiage aside, your new hires might be a bit disconcerted to know that the bosses of the bosses are watching them and evaluating their decisions. 

We all know creating surveys and designing questionnaires can be a bit overwhelming.  Why put yourself through that again just so different people can receive the same questionnaire?

Partial responses are an unavoidable caveat of online surveys.  There are no moderators to ensure the survey respondent completes the web survey in its entirety and there are, generally speaking, no punishments or consequences should a respondent exit the survey early.  Add in the ever decreasing human attention span, and we have quite an obstacle to overcome to ensure your survey gets the most complete and most accurate responses. 

This was exactly the issue facing one of our clients.  Their survey was a decent length, only about 30 single choice questions, and the contacts on the target list were all product users.  So when they called in about the substantial number of partial and visited responses, I will admit I was a bit baffled.  Hey, it happens. 

I asked whether people had sent in messages about possible error messages when they tried to continue on to the next page or submit their responses; nothing. I checked their emails to ascertain whether any information in the messages was discouraging people from finishing the survey or telling them to return at a later date to complete; again, nothing.  It wasn’t until I previewed the survey to test whether there was any bug preventing the collection of responses that I noticed something: a hyperlink.  In the middle of the survey body.  It was so innocuous yet tempting, offering something new and unknown after having monotonously clicked through numerous page breaks and questions. 

I clicked the link and was immediately connected to a new, enchanting website filled with animated images, graphics, and wild colors.  Oh my!  What was this exciting new Wonderland I had discovered?  It was the distant, yet audible cough on the other end of the phone that brought my attention back to the task at hand.  And, I had discovered the cause. 

The hardest part of any online survey is to motivate survey respondents to not only open your email survey invitation, but take time out of their day to complete the survey.  With the proliferation of internet-based communication, people are becoming more desensitized to email marketing.  If you have already overcome the most difficult task of having a respondent start your survey, why lead them astray?

The solution was simple: take the hyperlink out of the survey body.  Put it in an email message or as a link on the separate Thank You page instead.  Keep this survey best practice in mind and you'll keep survey respondents focused on the project at hand.  Once they complete the survey, you can unleash the wonderful and ever intriguing world of the internet upon them.

Cvent’s online survey tool is like a treasure trove.  Every day, there are new features to discover, new ways to utilize different functionalities and, of course, a never ending feeling of adventure as you navigate your way through.  With all the excitement, it is easy to overlook some features or get stuck in a routine where you use the same survey question types, same images, etc.  for every survey.  Regardless of the purpose or goal of the internet research survey, you will find a way to make those features you are comfortable with work.  But, come on now.  What kind of Customer Support would we be if we didn’t educate you on features that may be underutilized but have enormous potential to change the way you look at surveys forever?

Cvent offers 19 different question types; that is 19 unique ways to ask a question and 15 unique ways to collect a respondent’s rejoinder (single and multiple select questions have 3 different formats each).  My recent favorite, which I have seen in very few surveys (and there are only so many formatting ways to stress VERY), is the File Upload question.  This feature allows respondents to upload additional documentation which will be stored in one, central location.  Think about the possibilities:

1. With the amount of free and easily accessible information available on the internet, online tests have become increasingly difficult to administer.  What is to stop a student or anyone for that matter from "just having a peek" at Wikipedia or "accidentally" having a Google page up with the pertinent information?  A study done by Donald McCabe and Linda Trevino found that schools that had an enforced honor code have significantly less prevalence of cheating (McCabe, D.L. & L.K. Trevino, 1993). How can this be accomplished through an online survey?  Have respondents sign your school’s/organization’s honor code then use the File Upload question to have them upload that document. 

2. When I mentioned that Cvent’s web based survey tool can do anything; I meant it.  You can use the survey tool to identify and confirm respondents eligible for rebates offered on a purchase.  I know personally I get a little perturbed when I see that an item costs $X but, when I get to the register, I find out that it actually costs $Y but I can get the appropriate rebate in 4-6 weeks if I just mail my receipt to the company.  Call me impatient, call me lazy, but I don’t like having to go through all of that.  “But, Dorian, how can we do this differently?” you must be asking...  Two words: File. Upload.  Customers can upload the receipt from their purchase which will be stored within your Cvent account instantly.  If your survey is a collect contact information survey, you can ask for their address and the only step would be to verify the receipt/purchase and then send out that rebate.

3. Respondents can upload images or graphics; photos for a high school reunion, anyone?

The possibilities are endless.  Any additional documentation can be collected and you don’t need to overwhelm your inbox with email attachments for each respondent.  So go forth, I say!  See what other survey treasures you can find, Captain Sparrow.

I have always been told that shortcuts have a negative connotation.  “You can’t take a shortcut through life,” was a common phrase in my household whenever my parents caught me scheming the best way to get the dishes unloaded.   But let’s be honest: Who actually likes to load or unload the dishwasher?  It takes time and you always feel like there must be an easier way once the task is finished.  Well, the advice bestowed upon me was seldom heeded and to this day I am a huge fan of shortcuts.  When traffic has me down, I will take a "shortcut" through back roads.   Even if that route takes me ten more minutes than had I remained in traffic, I feel a sense of jubilation; I am the road warrior.  

But, to me, shortcuts are invaluable resources in any respect.  Who coined the phrase "Time is Money?"  And doesn’t the calculation of opportunity cost, the foundation of economics, factor in the lost time you exchange to reach a separate goal?  (It does.  The all-knowing Wikipedia concurs). 

I have used this logic for years to justify shortcuts I have made; the results of those decisions beside the point.  And I do have a point which is this; if a shortcut will get you to the same end point, with the same results, just in a few less clicks, why not take full advantage?

Cvent agrees and has added 3 helpful shortcuts to our feedback software that will save you time and shield you from the dreaded hand cramp. 

The first is the Quick Links displayed on the left of your screen.  The 4 links allow you to:  
Another great shortcut is the Quick Add Respondent section link.  This is located under the Manage Respondents tab and allows you to add someone to your targeted list AND send them a survey invitation email in one click.  If you sent out your email survey and realize a few people were left off the distribution list, this is an easy way to combine 4 steps into 1.  

There is a grab bag of goodies located under the Administration tab, from Parked Reports to Account Users and everything in between.  This is also where our Customer Support tab is located.  This tab has all the important information you will ever need to know: it has our contact information, is home to the comprehensive User’s Guide, and is also where you go to register for our training classes.  However, I realize that in the midst of a panic, clicking into the Administration tab, then selecting Customer Support then clicking the appropriate Section Link is probably not the path most taken.  If only tears had directional powers… to simplify this process for you, while we work to complete the sob recognition feature that will automatically direct clients to the support page, we have added a Support hyperlink at the top right of the page.  This link will take you immediately into the Customer Support page where you are free to bask in the support glow.   

To sum it up, there are things that will be missed and things that will be overlooked when using shortcuts.  That is an inevitable consequence of the sheer purpose of shortcuts.  However, when you know what you need and the path to get there seems daunting, use one of these shortcuts.  You too will feel like a road warrior. 

Free.  Just let that word sink in for a minute.  Free.  What comes to mind?  Is it the Buy One Get One Free sale (or BOGO for all you deal enthusiasts) at Payless?  Or maybe it is the proverbial classic your mother used to recite when that new pair of shoes you knew you couldn’t afford got you down; “Sweetheart, the best things in life are free.

Now, I personally believe my good buddy Barrett put it best:

The best things in life are free,
But you can give them to the birds and bees.
I need money.
That’s what I want. 

This Motown classic put into song, and with quite a catchy tune, what so many of us have been thinking for years: What can you actually get for free?  What tangible return do you receive without first offering your life-savings to the money god?   At Payless, nothing.  At Cvent, well, where do I begin?

First, Cvent offers a FREE trial of our online survey tool.  You read that right; a completely free trial, no credit card information necessary to sign-up.  Not one of these ‘Try it 1 month free!” ads that still requires you to give them your bank accounts, children’s names, dog’s favorite snack, etc.  And to add insult to injury, in small, ineligible print at the bottom of the TV screen they have the audacity to tell you that the charge will continue per month unless an explicit cancellation notification is given.  But, I digress.  The free-trial allows you to create a survey and utilize all the functionality Cvent offers before you commit financially.  No offering of your first born child necessary.

For my second point, I have two words: Client Services.  We offer complimentary phone support 24x5, Monday through Friday as well as weekend support available 8:30am – 5:30pm US ET.  Our Client Services team will offer a complimentary survey review with some online survey best practice tips to get you the best and most accurate data possible.  You can also take advantage of the complimentary (notice a pattern?) training classes offered twice a week, not to mention our extensive recorded training session library that can be accessed at any time for no charge.  These classes walk you through every step in the survey process from inception to survey reporting and presentations.  You can have as many people take the class as many times as necessary to learn and retain the information.  And did I mention we are current finalists for the Service Excellence Award?  Enough said.

My final point is this.  Rumpelstiltskin might have required your first-born in exchange for the much sought after ability to spin twine into gold.  But the cost of spinning your paper survey questions into pure web survey gold with Cvent? Priceless.