Running Head: SURVEY DESIGN Survey Design Survey designs Hybrid Survey Hybrid Survey technique as used byWal-Mart, is the most recent survey design, which combines two or more survey methods. The intention is to maximize response and measurement legitimacy. The hybrid survey design by Wal-Mart comprises mail or otherwise phone request to online surveys. This involves using of online surveys accompanied by a phone follow-up. The objective is to allow insightful probing of major market research enquiries without repetitions (Ritter, 2007). They also include a number of quantitative surveys, whereby participants are chosen based on the individual answers, after which they proceed to a follow-up qualitative level.
For the most part, the participants are grouped together under a focus group, after having been selected from a previous quantitative survey. The major shortcoming of hybrid survey compared to mail surveys is that, it is more expensive. This is manly due to the fact that, hybrid survey involves a lot of coordination and organization, and hence requires quite a considerable amount of resources to administer. Furthermore, hybrid surveys require extensive time period for implementation. However, this form of survey is able to enhance quality than mail survey design, since it has a higher response rate, coupled with a superior response quality and validity (Ritter, 2007).
For instance Wal-Mart conducts an initial online survey for most of its customers who log in to their survey portal. Subsequently, based on the answers they obtain from the participants, the company sends email and phone requests for them to participate in another structured survey. The initial survey is deliberated to obtain the participants feedback, concerning their latest shopping experience. The goal for Wal-Mart is to avoid repetition (Wal-Mart, 2011).
Mail survey is a data collection technique, whereby respondents fill questionnaires in paper format and return them through mail (Zikmund &. Babin, 2006). Mail surveys unlike hybrid online surveys, are not that expensive to manage. Furthermore, the same questionnaires are able to be sent to a wide number of individuals, and they are able to complete at their own expediency. However, it has the shortcoming whereby the response rates are regularly very low, especially when it comes to asking for comprehensive written responses. Notably, all entries are postmarked, and added to subsequent monthly entries (UPS, 2012).
Use of Information
Then information and answers provided in the online surveys is used by Wal-Mart to assess and come up with possible changes that are conducive to its clients in their transactions, and customer functions. The company will be able to use the information to offer it customers with the product and services they need and want, in addition to conveying information concerning their latest products, or services. On the other hand, UPS can use the information provided in the mail survey, to acquire information concerning regional as well as its global consumer trends. Furthermore, UPS can use the results to advice its suppliers and manufacturers to make changes, in order to improve the products preference with its customers (Zikmund &. Babin, 2006).
The following survey questions are based on Wal-Mart quest to find out their customers shopping experience and preference concerning a new fragrance for the product market test at its store.
1. How significant is convenience when selecting the fragrance?
2. How probable would you be to use the fragrance instead of competing products at present existing from other brands?
3. What do you like most regarding the new fragrance?
4. On the whole, are you contented with your experience using the new fragrance, neither satisfied or dissatisfied with it, or dissatisfied with it?
5. What changes would mostly like in order to improve the fragrance?
6. If you like the new fragrance, how likely would you be to recommend it to others?
The following questionnaire is party of a survey of a new service offered by UPS delivery overhaul
1. What do you like most concerning our new service?
2. What changes would most get better our new service?
3. If you are not likely to use our new service, why not?
4. What would make you more likely to use our new service?
5. How important is convenience when choosing this type of service?
6. Overall, are you satisfied with your experience using our new service, neither satisfied or dissatisfied with it, or dissatisfied with it?
7. If our new service were available today, how likely would you be to recommend it to others?
Ritter, L. A. (2007). Conducting Online Surveys. New York: Sage Publications.
UPS. (2012). Customer Experience Survey. Retrieved January 28, 2012, from http://www.theupsstore.com/survey/pages/endoffer.aspx
Wal-Mart. (2011). www.survey.walmart.com. . Retrieved January 28, 2012, from https://survey.walmart.com/StoreTrak/Processor?PIN=29912028079743
Zikmund, W. G., &. Babin, B. J. (2006). Exploring marketing research. Boston: Cengage Learning.