Survey Response Trend Analysis

Trend Analysis can be extremely valuable as an early warning indicator of potential problems and issues with product line and service level changes that impact customers. If you see a dip in the “mean” for a Continuous Variable satisfaction question after a particular “marketing event” you can immediately start investigating the dip and explore causes of the decrease in satisfaction levels. It can also be used to gauge response rates over time.

Marketing events can be anything from product or service enhancements and upgrades to general communications to your customers. A good example is a “website usability upgrade” – many organizations go to great lengths to make their website more usable, but fail to asses impacts before and after the upgrades. A “Customer Pulse” survey that asks visitors to rate the website on a 7pt scale should have a mean that is flat before the upgrade. After the upgrade, Trend Analysis can reveal the “jump” or “decline” in satisfaction levels of your customers. This can also be used to simulate, by using focus groups or a representative sample, the potential increase or decrease in satisfaction levels. This data can be further used for various cost/benefit analyses.

Trend Analysis can only be performed on “Quantitative” question types like Multiple Choice, Rank order and Constant Sum. Questions that have textual input (Qualitative) cannot be used for trend analysis.

Example Illustration:

As part of our effort to collect and present relevant information to users who browse our site, QuestionPro has a “Popup Survey” that asks a few questions about the users who visit the website. One such question is:

trend01

Now, basic frequency analysis gives us information about the “mean” responses that most of our users are looking for. But what we want is to analyze how that mean changes and varies over time. We use the Trend Analysis module for this. The following figure gives us information about how the mean varied over time.

trend02

From here we can find out that the mean remained consistent between January and June except for in June where it moved down to – (1.65) whereas otherwise it was between 1.9 and 2.0 for the other months. This merits some investigation into why the mean changed in June! We investigated this “dip” further and co-related it to a “Marketing Event” – Our advertisements, on Search Engine Sites like Google and Yahoo, were not running at their optimized settings in June!

Final Thoughts

Pro-Active data analysis can help your organization be “in touch” with your customers and business partners. Trend Analysis provides you with an easy mechanism to monitor the aggregate response data filtering out the noise, for you to make informed decisions.

About QuestionPro.com

QuestionPro.com is one of the few Online Survey Engines that allows for Trend Analysis as part of the integrated analysis tools. QuestionPro.com employs an easy to use Wizard interface to author and deploy Web Based and Email Surveys. A comprehensive suite of analysis tools, ranging from Simple Frequency to TURF to Conjoint, are also provided for data analysis.

In addition, QuestionPro.com provides seamless integration with SPSS and Microsoft Office products.

Analytics Trends
Survey Response Trend Analysis
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About the Author

vivekb
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About / Bio
Vivek Bhaskaran is the founding member and Executive Chairman of Survey Analytics, one of the industry's leading providers of web-based research technologies. As a Chief Executive Officer, he plays a key role in defining the company strategy and using technology and innovation continuously to maintain its leadership in the industry.
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SurveyAnalytics, Inc
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