Effective marketing surveys start with smart design and thoughtful execution. In this guide, we’re covering marketing surveys from A to Z—or in this case, from Accessibility to Zero Bias—breaking down the essential principles that ensure clear, inclusive, and accurate data collection. Whether you’re creating your first survey or refining an existing one, these key insights will help you gather meaningful feedback and drive better decision-making.
A
Accessibility
Ensuring that your survey is usable by all, including people with disabilities, is crucial for inclusivity and compliance.
B
Branching
Branching directs respondents to different questions based on their previous answers, ensuring a more relevant survey experience.
C
Closed-Ended Questions
Questions that offer respondents a set of predefined answer options to choose from.
D
Demographics
Collecting information about your respondents’ demographics can help you better understand your target audience.
E
Engagement
Engagement measures how actively respondents interact with your survey, indicating its overall effectiveness.
F
Feedback
Feedback is the information provided by respondents that helps you refine your survey and improve future campaigns.
G
Glossary or Dictionary
A glossary or dictionary compiles key terms used in your survey, ensuring clarity and consistency for both creators and respondents.
H
Hierarchal Questions
Hierarchal Questions are arranged in a tiered order to guide respondents through increasingly specific topics.
I
Intercept Surveys
Intercept Surveys are short questionnaires presented to users during their online experience to capture immediate feedback.
J
Journey
Journey refers to the overall path a respondent takes through a survey, providing insights into their experience.
K
Key Driver
A key driver is a critical factor that significantly influences respondents’ opinions or behaviors.
L
Likert scale
A rating scale used to measure attitudes and opinions.
M
Margin of Error (confidence interval)
The margin of error indicates the potential variance in survey results, helping to assess the reliability of the data.
N
Net Promoter Score (NPS)
A customer satisfaction metric that measures the likelihood of a customer recommending a company to others, classifying respondents as Detractors (0-6), Passives (7-8), or Promoters (9-10).
O
Open-Ended Questions
Questions that allow respondents to provide their own answers, offering richer insights.
P
Piping
Piping inserts respondent-specific data into subsequent survey questions to enhance personalization.
Q
Qualitative vs Quantitative
This distinction separates descriptive data that provides context from numerical data that enables measurement, both essential for comprehensive survey analysis.
R
Response Rate
The percentage of people who respond to your survey.
S
Skip Logic
Skip Logic automatically directs respondents to the most relevant questions based on their previous answers.
T
Text Analytics
Text Analytics uses software to analyze open-ended responses for sentiment and trends, turning qualitative data into actionable insights.
U
Unsubscribes
Unsubscribes refer to the process by which respondents opt out of future communications, which is essential for maintaining list quality and compliance.
V
Voice of Customer
Voice of Customer captures direct feedback from respondents to better understand their needs and improve the survey experience.
W
Weighting
Weighting adjusts survey data to better represent the target population, ensuring more accurate results.
X
XML and HTML
XML and HTML are markup languages used to structure and format content, which are essential for survey data interchange and presentation.
Y
Yield Rate
The percentage of people who complete your survey after starting it.
Z
Zero Bias
An ideal state where your survey questions and sample selection are free from bias.