Surveys and Questionnaire

Need to assess customer needs and preferences effectively? Here is a Strategy Analysis technique to achieve that. This blog will look at a technique called Surveys and Questionnaires with examples.


History of Surveys and Questionnaires as a strategy analysis technique 

Surveys and questionnaires have been used as a strategy analysis technique for centuries. In the mid-19th century, surveys began to be used for the purpose of gathering data for research and analysis. The first survey was conducted in 1838 when the British government sought to understand the living and working conditions of the working class. By the late 19th century, survey research had become increasingly popular and was used to assess a variety of topics, such as public opinion and voting behavior. check out more information about cbap training at adaptiveus elearning.


In the early 20th century, survey research became more sophisticated, and the development of standardized questionnaires allowed researchers to collect data more accurately and quickly. In the 1920s and 1930s, survey research was used to measure public opinion and assess the efficacy of advertising campaigns.


During World War II, the use of surveys and questionnaires became more widespread as the military used them to assess troop morale, training, and effectiveness. In the 1950s and 1960s, surveys and questionnaires were used in the social sciences, including sociology, psychology, and anthropology, to assess attitudes and beliefs.

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In the 1970s and 1980s, surveys and questionnaires were used increasingly in the business world as companies sought to understand customer preferences and behaviors. Today, surveys and questionnaires are used in a variety of industries, from healthcare to marketing, to assess customer needs and preferences. They are also used extensively in market research to measure customer satisfaction and track customer trends.


Used to elicit information from many people, sometimes anonymously, in a structured way and in a relatively short period of time


A set of questions are administered to stakeholders and SMEs, whose responses are then collected and analyzed to obtain insights into the subject matter of interest.

Steps for survey

  • Define the purpose and objective of the
  • Identify target groups.
  • Minimize respondent’s time, maximum of 10 minutes.
  • Select a sample group. Be aware of the group’s characteristics.
  • Use information about the background of the target group to develop questions.
  • Divide significantly diverse groups into smaller and homogeneous groups.
  • Identify distribution and collection methods.
  • Define the target level and the timeline for responses.
  • Determine whether surveys should be followed up with individual interviews.
  • Write survey questions.
  • Perform usability tests on surveys.
  • All questions must be directed toward stated objectives.
  • Arrange questions in an order which tells a story.
  • Ensure questions are clear and concise and use familiar terminologies.
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Avoid following:

  • Double questions in a single question.
  • Negative phrasing.
  • Complex branching structures.
  • Uncomfortable questions.
  • Information is restricted by regulations.

Distribute survey or questionnaire

  • Communicate survey objectives, use of results, and arrangements for confidentiality or anonymity.
  • Select distribution means according to organizational policies, the urgency of obtaining results, the level of security required, and the geographic distribution of respondents.

Document survey results

  • Collate responses.
  • Analyze and summarize results.
  • Report findings to the sponsor.

Usage considerations

This is a quick and relatively inexpensive way to collect information from a large and geographically dispersed audience.

Advantages of Surveys and Questionnaires as a strategy analysis technique 


  1. Low cost: Surveys and questionnaires are relatively low-cost methods of gathering data and information.


  1. Flexibility: Surveys and questionnaires can be structured or unstructured, allowing for different types of questions and answers.


  1. Speed: Surveys and questionnaires can be sent out quickly, and responses can be gathered quickly.


  1. Anonymity: Respondents have the option of remaining anonymous, which can lead to more honest answers.


  1. Accuracy: Surveys and questionnaires are designed to be accurate and reliable.


  1. Customization: Surveys and questionnaires can be tailored to the target audience and specific research questions.


  1. Efficiency: Surveys and questionnaires are efficient methods of collecting large amounts of data.
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  1. Accessibility: Surveys and questionnaires can be distributed online, making them easily accessible to a wide range of people.


Weaknesses of Surveys and Questionnaires as a strategy analysis technique 


  1. Limited scope: Surveys and questionnaires provide limited insight into customer behavior and product/service usage. They can provide a snapshot of customer opinion, but they cannot provide a complete picture of customer needs and preferences.


  1. Time-Consuming: Creating a survey or questionnaire and administering it can take a lot of time and resources.


  1. Low Response Rate: Response rates to surveys and questionnaires are typically low, making it difficult to draw conclusions from the data.


  1. Bias: It is difficult to avoid bias when creating surveys and questionnaires. The survey or questionnaire may be designed to favor certain responses, which can lead to inaccurate results.


  1. Expense: Surveys and questionnaires can be expensive to create and administer.


Relationship of Surveys and Questionnaires with other strategy analysis techniques 


Surveys and questionnaires are often used as a complement to other strategy analysis techniques such as SWOT analysis and PEST analysis. Surveys and questionnaires can provide additional insights and data to inform decision-making and strategic planning. Surveys and questionnaires can be used to gather information from stakeholders, customers, and employees to identify trends, areas of improvement, and potential opportunities. This data can then be used to assess the current strategy and develop a more informed and effective strategy. Surveys and questionnaires can also be used to collect feedback on existing strategies, measure customer satisfaction, or create market research reports.

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Future of Surveys and Questionnaires as a strategy analysis technique 


The future of surveys and questionnaires as a strategy analysis technique is quite bright. As technology advances and more people become comfortable with using digital tools, surveys and questionnaires will become increasingly more efficient and effective. Companies will be able to collect more data quickly and accurately and will be able to track and analyze trends in customer behavior and feedback. This data can be used to inform strategic decisions, improve customer service, and optimize marketing efforts. Additionally, companies can use surveys and questionnaires to better understand consumer preferences and needs, allowing them to develop better products and services tailored to their customers’ needs. As such, surveys and questionnaires will remain valuable tools for strategic analysis for the foreseeable future.