The essence and objectives of marketing surveys


When you need to get the opinions of subscribers, collect feedback, or conduct large-scale market research, a survey maker helps out well.

The concept of a survey

A survey is one of the marketing research methods. If you want to know how to create a survey, form a list of questions that are asked to a specific group of people in order to find out their opinion on a topic of interest to the company. Marketing research uses:

  • surveys “in the field”;
  • telephone interviews;
  • internet surveys.

In the article, we will dwell in detail on the last method – electronic. The company can hold it on its website, for example, on a separate page, which leads to a banner from the main one. In addition, mailing lists are used for this purpose – email, Viber, SMS, push notifications, and pop-ups. The purpose of marketing research is to identify the problem and see the real situation from the outside, without relying on the opinion of the business owner.

The main directions of marketing research

With the help of marketing analysis, you can solve several problems:

  • Get to know your competitors and identify their strengths and weaknesses.
  • Timely adjust the strategy if the market changes and launch more effective advertising.
  • Identify the best channels for product promotion. So, if the analysis shows that more buyers come from advertising on the Internet, then it makes no sense to spend a lot of money on printing advertising booklets.
  • Schedule new product launches. For example, to expand or supplement the assortment.

It is rational to set prices for your product so that they are not higher than those of competitors, but at the same time, they are not dumping – do not forget about your profit. To solve each problem, you need to conduct separate marketing research.