We all know how valuable it is to survey our customers and employees. But choosing the best method of surveying can be a little bit more difficult. For one thing you need to know how you will distribute your surveys and more importantly how you will get them back. Then finally how are the surveys going to be tabulated and the results going to be communicated? Here is a quick list of the pros and cons of the different methods of surveying.

Phone Based Surveys:

Advantages:

• Moderate cost: $10 to $12 per completed survey
• Correlation between response rate and budget
• Inclusion of non-computer users
• Adjustability on the fly
• Personal touch

Disadvantages:

• Consistency of surveyor
• Accuracy of data entry
• Accuracy in interpreting responses
• Convenience for customer
• Cost: five times the cost of e-mail surveying
• Time to complete project

Paper Based Surveys

Advantages:

• Scalability
• Convenience for customer
• First-hand feedback
• Inclusion of non-computer users

Disadvantages:

• Cost: $20 to $40 per completed survey
• “Additional cost of paper, postage, data entry”
• Response rate: typically 5 to 10%
• Customer convenience
• Time to project completion project
• Accuracy of data entry

E-mailing Surveys

Advantages:

• Low cost: average of $1 to $2 per completed survey
• Higher response rates: typically 20-35%
• Customer convenience
• Speed of execution
• Minimal administration
• First-hand feedback
• Adjustability on the fly
• Scalability
• Automated report generation

Disadvantages:

• Availability of customer e-mail addresses
• Exclusion of non-computer users