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How to Conduct a Market Research Survey

Market research surveys help businesses understand marketing preferences and trends by gathering data from potential customers.


  • Step 1: Decide on your research approach Decide whether you will ask quantitative or qualitative questions. Quantitative research yields hard numbers, while qualitative research looks for open-ended responses to research questions.
  • Step 2: Decide who to survey Decide who to include in your marketing survey.
  • TIP: Select a random sample of respondents and optimize your sample size for survey accuracy
  • Step 3: Decide what questions to ask Decide what questions you will ask.
  • TIP: Questions asked in quantitative studies should be clear and should not lead respondents toward a particular response. The order in which questions are asked can also be important.
  • Step 4: Recruit interviewers Recruit your interviewers. Make sure they have relevant skills.
  • Step 5: Analyze your results Conduct your survey and analyze the results.
  • FACT: Marketing survey research positions have increased in the past decade due to an increase in the number of customer databases and greater global competition.

You Will Need

  • A research approach
  • Survey respondents
  • Survey questions
  • Interviewers
  • Data analysis methods

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