Evaluative survey

Since we started the Marketing and Strategy class in January, we have learned a lot of different way to get information from our clients. In chapter nine we studied a different way to gather information from our customers, through evaluative surveys. The evaluative surveys are considered to be more efficient and precise than a regular survey because it describes a customer’s stance toward the brand, or positive and negative experiences with product ownership. While on the other hand a regular survey focuses more on simply describing customer’s characteristics and behaviors.

When companies or someone who is doing a research creates a survey, it is usually with the objective of gathering the biggest amount of information possible. It is a simple and complex enough system to get information that can be important for your company. This means that if I am taking a survey for a big company, I might be the person 40 out of 30,000 surveys they gathered. That is one of the reasons why I have never been a fan of taking surveys, because I don’t’ see how my survey is going to influence on anything.

From my point of view, I usually give more importance to a survey if I know that it is a smaller one, or not open to everyone. For instance, every semester we are asked to do a course evaluation that is basically about the class and how the we think the professor has taught it. I usually take it serious because most of the professors personally ask us to do it and they use it as a guide for improvement. A personal favor is another reason why I answer surveys, like a for friend doing a survey for a project. And finally, one of the biggest reasons why I would answer a survey is if there is an incentive. For example, there are a lot of companies like fast food chains that ask you to answer a survey and in exchange they take a % off of your next purchase or maybe they give you something for free.

From the point of view of the marketer conducting the research on what you are trying to obtain after the survey. If your goal is to market a product, use the customer behavior and characteristics to influence them on buying your product the best option would be to go for the second survey. But if your objective as a marketer is to get to know the opinion of your customers about your product and how you can make it more appealing to theme, than you should have to go with the evaluative surveys.

Overall surveys are very useful to gather a lot of information about ideas that you would like to clarify about your product or service. But that is only going to give you an overall idea about the situation, something that you can later on use as a guide for a deeper study of your product image in the market.


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