Market Research

Research what people want using FormReturn OMR software to automatically analyze and capture hand marked responses from multiple-choice survey sheets.

Using FormReturn to build results from surveys

Create your own customized, survey form templates using the FormReturn form editor. One more easy step and your forms are published and printed ready for distribution. Scan your returned forms from respondents and upload the images into FormReturn. The Data Captured process is almost instant and your response data information can then be exported to a spreadsheet.

Download a Sample Customer Satisfaction Survey Template.

Letting people answer questions in their own words would give you a wide range of information but wouldn't be very helpful as there would be too much information to process any real results. Closed end, multiple choice questions are the most popular way of preparing a questionnaire, as standard answers make interpretation of the results easier and create the most productive feed back. The choice of questions should reflect any information that would be useful in creating productivity but care should also be taken with the type of questions asked and the wording of questions. People will find it easier and therefore be more willing to answer simple, direct, unbiased questions. It is also important to be careful to not ask any unnecessary questions that wouldn't gather any useful information. Arrange questions in a logical order and keep personal or difficult questions for last.

Closed-end question Types

closed end 1

How to interpret the results from a survey

Interpretation is an important phase and the researcher should be confident that the project was properly carried out before presenting a report to company management.

  • The researcher should draw a conclusion from the results and present a report on major findings, especially those covering marketing problems which were addressed by management and research objectives which would be useful in decision making.
  • The researcher shouldn't overwhelm managers with complex statistics and numbers and make sure  any results which show what was expected are unbiased.
  • Researchers and managers share the responsibility of the decisions made using the results.
  • The researcher and managers could have a different interpretation of the results, so they should work together to make sure the project was carried out properly and to discuss the findings.
  • The manager may also have additional questions about the interpretations made by the researcher.

References:
Book:       Marketing
Authors:   Kotler, Chandler, Brown & Adam
Publisher: Prentice Hall Australia
Edition:    Australia & New Zealand Edition 3
ISBN:       0 7248 0813 2