A survey can be a great quantitative Marketing Research tool. You can reach a wide audience to give you directional feedback to some research questions that you have.
However, making the survey itself in a platform like Qualtrics can be a bit tricky.
One of the biggest things with writing a survey is you have to ensure every detail is perfect prior to publishing. There are a number of things that can go wrong. One example that I encountered was using Qualtrics’ “automatic choices” feature for ethnicity. I was programming several demographic questions and ethnicity was one of the last ones. I selected the “automatic choices” and it populated the question with multiple choice answer options. It seemed fine, but it wasn’t.
I was about to make a big mistake – totally unintentionally – that was going to get me in trouble with friends, family…and my wife!
What went wrong? See the screenshot below. Hint: my wife is from Nicaragua.
Moral of the story: make sure you double check and verify every detail before you publish. You can upset survey takers and it doesn’t provide for great results when so many people are having to select “other” on a critical survey question. Please learn from my mistake so you don’t have to spend time in the dog house!