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Survey Your Customers

Traditionally used in market research, surveys are another useful way of finding out about your customers and helping you confirm who should be your target audience. Surveys are used to gather a great deal of information from lots of people. If you are planning to revise your Web site, consider adding a survey on the existing Web site to get feedback from current customers about what they like and do not like. Use a combination of multiple-choice and free-form questions. Multiple-choice questions make your data analysis task easier and allow the respondent to move through your survey faster. Free-form responses let people write at length about what is right (and what is wrong) with the existing Web site.

Surveys can be delivered in several different ways. You can survey people in person. One especially effective technique is to approach people coming into a shopping mall and ask them whether they would like to help improve a Web site. Mailing surveys to your target audience or using a market research firm to ask survey questions over the phone are also common techniques. When mailing surveys, be careful to get responses from a representative sample of customers. This problem largely goes away with telephone sampling. All three of these techniques can be expensive and take a lot of time to get results.


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