Collect Real Survey Data - Sometimes, Somewhat... Seriously?!

Collect Meaningful and Useful Survey Answers - NOT just Sometimes, Occasionally, or Often...

Thanks to the wide-spread availability and ease of many survey applications (we review some free applications on our Free Internet Apps site), more companies and organizations are utilizing to TRY and gauge customer satisfaction.
Maybe it is a quick survey you completed while in line, on the phone or while on a company website. Maybe you receive the survey in the mail or by email after you have been serviced or purchased a product.
Despite the accessibility of survey applications, the availability of templates to assist with creating, and the many methods of delivery, it is unfortunate that too often the data collected is "useless".

We will often discuss different aspects of developing proper Surveys but here we focus on collecting REAL answers from your respondents that can be used to make meaningful change and improvements.

But first, we want to be clear, we are not evaluating or discussing the various 'types' or design tools (such as Scaling "Likert", Response "dichotomous", Rating, etc) but more focused on improving the answers (information) you receive.

Let's look at some typical survey questions utilizing response scales:
Please select the best answer that best describes your recent visit...
1 = strongly unfavorable
2 = somewhat unfavorable
3 = undecided
4 = somewhat favorable
5 = strongly favorable

or maybe the survey asks respondents to 'select the best answer' -here is a typical question:
I am satisfied with the service I received during my last visit-
1 = strongly disagree
2 = occasionally disagree
3 = somewhat disagree
4 = undecided/unsure
5 = somewhat agree
6 = occasionally agree
7 = strongly agree

Although there are 'few' good arguments for offering respondents MANY choices and including the "safe" middle value (Neutral, Unsure, Undecided, etc) we recommend utilizing this approach as little as possible.

Instead, your answers should try to "force" respondents to select a value that is either more towards agreeing/favoring or towards disagreeing/unfavorably. After all, you're really trying to find out if they are satisfied or not, agree or disagree.  If you wanted to to know "how" they felt (varying degrees) then you should ask them to write 'comments' and not simple select from a one or two-word answer.

Aside from the 'beating around the bush' approach by using words (somewhat, occasionally, often, most, many, etc), and placing the respondents in the position to subjectively decipher differences (between 'often', 'somewhat' and 'occasionally'), the business is faced with trying to assign some meaningful and valued measurement from the responses to gauge customer feedback.

The improved survey approach would look more similar to the following: 
Please select the best answer that best describes your recent visit... 

1 = strongly unfavorable

2 = unfavorable

3 = favorable

4 = strongly favorable

or please select the best answer-

I am satisfied with the service I received during my last visit-

1 = strongly disagree

2 = disagree

3 = agree

4 = strongly agree

This improved design makes it easier for your respondents to select from and identify with clearer and less subjective choices, your questions are more to the point and the business can begin to group the collected data and evaluate the REAL customer experience.

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