Types of Surveys: All You Need to Know About Survey Research Methods

If you find your questions are going unheard, consider employing surveys as a strategic listening tool.

Designed for anyone collecting data, this article simplifies the choice of survey research methods to align with specific goals and secure trustworthy findings.

We will explore different survey types, their intended purposes, and practical advice for their use. After reading, you'll clearly understand how to apply survey methods to gather and interpret valuable feedback effectively.

What is survey research?

Survey research is a systematic method of collecting data from individuals to gather information and insights. A survey itself is a tool consisting of a series of questions aimed at extracting specific data from a particular group of people. This technique is widely used across various fields, such as marketing, social science, and public health, to uncover trends, attitudes, and behaviors.

Surveys are characterized by their capacity to provide quantitative data—numerical information that can be analyzed statistically—as well as qualitative insights, which delve into the reasoning behind certain trends or opinions.

The process involves selecting a sample that represents a larger population, formulating questions designed to elicit clear responses, and administering the survey through one of several methods, including online, by mail, or in person.

10 benefits of survey research

Survey research offers a range of benefits, making it a popular method in various fields such as social sciences, marketing, health, and public policy. Here are some of the key potential benefits:

1. Cost-effective

Surveys can be relatively inexpensive, especially when conducted online or via email. They allow you to collect data from large samples without the high costs associated with other methods, like user research interviews.

Modern survey tools make it easy for anyone, including those with limited research experience, to design and distribute surveys, democratizing the research process.

2. Large sample sizes = more reliable results

As your research sample sizes increase, the reliability and accuracy of the data also improve, leading to more trustworthy results and stronger conclusions.

Surveys can reach large numbers of respondents, increasing the generalizability of the results. It is particularly important for studies aiming to make inferences about larger audiences.

When drawing conclusions based on Survicate data, the sample size is usually in the thousands, which gives us confidence in the positive impact these changes will have on our customers.

Glen Hamilton, Senior Director of Digital Growth at Fortive

3. Flexibility

You can distribute surveys in many different ways. Online surveys alone can be distributed via email or link, as a website pops up, as an in-product, or as a mobile app. This flexibility allows you to choose the best method for your target audience and research objectives.

We use almost all available channels. We don't send letters with NPS yet, but maybe we'll get there one day 😅

Krzysztof Szymański, Head of CRM at Taxfix

4. Quantifiable data and trend analysis

Surveys often produce quantitative data, which can be easily analyzed using analytics tools. It allows you to create objective comparisons, establish metrics and KPIs, and build trendlines.

By conducting surveys at different points in time, you can track changes in opinions, behaviors, or other variables, allowing for trend analysis over time.

💡A recurrent NPS survey is a great tool to build a sentiment trendline.

You need to start somewhere and then see the baseline. Our business depends on the weather, so our users are probably less satisfied on rainy days. It’s quite the opposite when it’s sunny. We can see this in the surveys, but we needed a year or two to establish a baseline. User satisfaction went up in summer and down a bit in winter. Now we know it’s a normal trend.

Falco Kübler, Senior Product Owner at wetter.com

5. Time-efficient

Surveys can be designed to be quick to complete, minimizing the time burden on respondents. They also allow researchers to gather data in a relatively short time frame compared to other methods like longitudinal studies.

There’s a sports brand for which we can get enough responses with very high statistical significance within just three or four hours. People respond because they want to and because it's something they really are involved in.

Patricia Caldas, UXR Manager at Medialivre

6. Wide geographic reach

Surveys, especially online ones, can be distributed across different regions and even globally, making it possible to collect data from diverse populations.

💡If your audience is international, consider using multilingual surveys that get translated automatically depending on the language your respondents set for their browser.

7. Versatility in question design

Surveys can include a mix of question types, such as multiple-choice, Likert scales, open-ended questions, and more. This way, you can explore different aspects of a topic and collect a rich data set.

Additionally, they can be tailored to specific research needs for targeted data collection on particular issues, demographics, or sectors.

We have implemented Survicate [surveys] to get user feedback in a given context. So, as opposed to the more standard way of fielding surveys, sending an email to invite users to answer several questions, Survicate allows us to get feedback on the particular experience of the site or the app as the user is experiencing it, which makes the answers much more contextual and accurate.

Sandrine Veillet, VP of Global Product at Medscape

8. Anonymity

You can design anonymous surveys, encouraging more honest and accurate responses, especially for sensitive topics. 

💡Although in Survicate, we usually advise identifying your respondents, there are cases in which anonymity can work better. It can, for example, reduce social desirability bias, where respondents might otherwise provide answers they think are more socially acceptable.

9. Capability to handle complex questions

Surveys can include complex question designs, for example, by using question logic, which can help delve deeper into the respondents' reasoning.

💡For example, Medscape used email surveys to test its hypothesis regarding a potential development in the brand’s content base. It was complex research, but it was managed with an unmoderated survey and specially designed survey logic that first tested whether the participants were properly prepared to take part in the survey research.

10. Ease of analysis

Customer feedback software easily processes and analyzes survey data, enabling you to gain insights quickly and efficiently.

Survicate's built-in analytics dashboard shows survey results in real-time, automatically measuring net promoter, customer satisfaction, or customer effort scores.

Moreover, you can categorize your qualitative feedback with Insights Hub and ask additional questions to a conversational chat-based Research Assistant that will draw answers from the available feedback.

How to choose the right survey method

When deciding on the best survey method for your needs, take into account the following factors:

• Research Objectives: Clearly define what you want to achieve with your survey. Different goals require different survey approaches.
• Target Audience: Identify where your audience is most likely to be reached and consider their preferred mode of communication.
• Budget Constraints: Match the survey method to the financial resources available. Online surveys can be less costly compared to in-person methods.
• Time Availability: Choose a method that fits within your timeline. Online surveys provide quicker results than traditional mail surveys.
• Data Type Required: Decide if you need quantitative data, which is easily obtained through structured surveys, or qualitative data, which may necessitate more open-ended questions and discussions.

What formats can research surveys take?

Surveys can be distributed through various channels, each with its own set of advantages. Understanding the different types of survey methods based on distribution can help you select the most effective approach for your research needs. Let's explore the types of surveys based on how you distribute them.

Email surveys

Email surveys are sent directly to participants' inboxes. This method is highly targeted, reaching individuals who have already engaged with your brand or service. It is convenient for recipients, allowing them to respond at their leisure.

➡️ To improve response rates, ensure your survey tool collects partial responses. With this feature, surveys embedded in emails will collect every single answer, even if your respondent doesn't continue to fill out the survey.

In-product surveys

In-product surveys are embedded directly within your service or application. They capture feedback at the moment of user interaction, which can lead to more accurate and actionable insights.

➡️ This method is less intrusive and benefits from high engagement rates as it is part of the natural user experience.

Website surveys

Website surveys are a type of online surveys that can take the form of pop-ups, sidebar forms, or embedded questionnaires on a webpage. They are useful for capturing the opinions of site visitors in real-time, providing insights into user experience and satisfaction.

➡️ They should be easy to complete to ensure effectiveness and not disrupt the browsing experience.

Link surveys

Surveys distributed via a link can be shared across multiple platforms, including social media, SMS, or digital workspaces. This online survey method offers flexibility in reaching a wider audience and can be used to gather a diverse range of responses.

➡️ It's important to track which platforms yield the best response rates to optimize future survey distributions.

Mobile surveys

With mobile surveys, you can easily collect in-app feedback. They should be brief and optimized for mobile interfaces to fit smaller screens and on-the-go lifestyles.

➡️ Design mobile surveys with concise content and straightforward navigation to maximize engagement.

Phone surveys

You can achieve a more personal touch with a telephone survey and clarify any ambiguities in real-time. However, they require trained interviewers and may not reach respondents who favor communication via text or email.

➡️ Ensure questions are direct and the call script is standardized to maintain consistency across telephone surveys.

In-person interviews

Face-to-face interviews or in-person surveys can yield comprehensive and nuanced information, as body language and tone provide additional context. They are highly interactive but can be costly and time-consuming.

➡️ Prepare a structured interview guide to keep the face-to-face interviews focused and efficient.

Paper surveys

Paper surveys are traditional tools useful in environments lacking digital access. They do not require internet connectivity, but data entry and analysis for a paper survey research can be labor-intensive.

➡️ To manage this, create questions that are easy to process and analyze from collected paper surveys.

Kiosk surveys

Kiosk surveys are interactive, often touch-screen questionnaires placed in high-traffic areas in a survey kiosk, allowing for immediate feedback.

➡️ They are ideal for capturing real-time customer reactions or satisfaction levels at the point of experience, such as in retail stores or service centers.

Focus groups

Focus groups are small, diverse groups of people whose reactions to specific topics are studied. Moderators lead discussions to gain deep insights into participant attitudes and perceptions, making it a qualitative method valuable for exploring complex issues.

Panel surveys

A panel survey involves a pre-recruited group of individuals who agree to participate in multiple surveys over a period. This method ensures a reliable sample for longitudinal studies, tracking changes in opinions or behaviors among the same set of respondents.

Types of survey questions

When designing a survey, your questions can make or break the data you collect. It is vital to understand the different question types and when to use them to gather meaningful insights effectively.

Closed-ended questions

Closed-ended questions are designed to receive a specific response, such as "yes" or "no," a numerical rating, or a choice from a set list of options. These types of questions are quantifiable, making them straightforward to analyze. Examples include multiple-choice questions and rating scales.

➡️ Best for: quick, concise data collection.

Open-ended questions

Open-ended questions allow respondents to answer in their own words, providing richer, more nuanced information. This format is less restrictive and can yield insights that closed-ended questions might miss. Utilizing open-ended questions can be invaluable for understanding the reasons behind behaviors or opinions, though the data can be more challenging to analyze due to its qualitative nature.

➡️ Best for: understanding the reasons behind behaviors or opinions

Mixed-format questions

Mixed-format questions combine elements of both open and closed-ended questions. They might start with a closed-ended question and then offer an "Other" option where respondents can elaborate. This hybrid approach provides the structured data of closed-ended questions with the depth of open-ended ones, making it a versatile choice for complex topics.

➡️ Best for: Mixed-format questions enable you to gather a wide range of data without limiting respondent expression.

Types of surveys based on frequency

Surveys can be categorized by how often they are conducted. This frequency affects the type of data collected and the insights that can be drawn.

Cross-Sectional Surveys: These are one-time snapshots of a population at a specific point in time. They help in understanding current attitudes or behaviors but do not track changes over time.

Longitudinal Surveys: In contrast, longitudinal surveys are conducted repeatedly over an extended period. They can be further broken down into:

• Trend Surveys: measure changes over time within a population, where different individuals may be surveyed in each wave.
• Cohort Surveys: Cohort surveys follow a specific sub-group or cohort over time, observing how their responses change.
• Panel Surveys: Similar to cohort surveys, panel surveys involve repeatedly surveying the same individuals over time, allowing for detailed tracking of individual changes.

The choice between cross-sectional and longitudinal surveys depends on whether your research aims to capture a momentary picture or observe trends and developments. Each type offers unique benefits and should align with your specific research objectives.

What can businesses do with these types of surveys?

Surveys are powerful tools for businesses seeking to understand their market, customers, and products. They can inform a range of strategic decisions and drive growth when used effectively.

Customer experience

Customer experience surveys are essential for gauging satisfaction and identifying areas for service improvement to enhance customer loyalty.

Net Promoter Score® (NPS) Survey: Measure customer loyalty and predict business growth.

Customer Satisfaction (CSAT) Survey: Obtain immediate feedback on customer satisfaction with a product, service, or interaction.

Product surveys

Product surveys allow businesses to collect user feedback on their offerings, guiding product development and feature optimization.

Product Development Feedback Survey: Gain insights into customers' desired features or improvements.

Product Use and Satisfaction Survey: Understand how customers use your product and their satisfaction levels.

Market research survey

Market research surveys help businesses understand their audience and market landscape. They provide critical insights for informed decision-making and strategic planning.

Customer Demographics Survey: Gather data on age, gender, income, and more to tailor marketing strategies.

Competitor Analysis Survey: Assess how your business stacks up against competitors to identify areas for improvement.

Exit intent surveys

Exit intent surveys reveal the reasons behind user departures, providing actionable insights to reduce churn rates.

Website Exit Survey: Discover why visitors leave without converting to address potential issues.

Brand surveys

Brand surveys measure public perception and awareness, offering valuable data to shape branding and marketing initiatives.

Brand Awareness Survey: Determine how well customers recognize and recall your brand.

Brand Perception Survey: Learn how customers perceive your brand values and positioning.

Lead generation survey

Lead generation surveys assist in identifying potential customers and understanding their needs, optimizing the sales funnel.

Lead Qualification Survey: Identify and understand potential leads to increase conversion rates.

Pre-Sales Survey: Collect information from prospects to personalize sales approaches and improve close rates.

Content evaluation survey

Content evaluation surveys assess the impact and effectiveness of marketing content, helping to refine content strategy and audience engagement.

Blog Feedback Survey: Obtain reader feedback to enhance content relevance and engagement.

Content Effectiveness Survey: Measure how well your content meets audience needs and supports your marketing goals.

Each survey type serves a specific purpose and, when utilized correctly, can provide valuable insights to inform business decisions and strategies. Whether you're looking to delve into market trends, evaluate customer satisfaction, or refine your content strategy, there's a survey designed to meet your needs.

Run online surveys with Survicate

Choosing the correct survey method is crucial for gathering useful data. Survicate offers a user-friendly survey platform that allows you to create and distribute surveys through email, on your website, in your product, and even on mobile devices.

With Survicate, you can easily collect feedback and turn it into insights that can help improve your business. Using our AI survey builder you can launch your first survey in seconds. Whether gauging customer satisfaction or adjusting product features, this tool assists you in making informed decisions and analyzing the insights you collect. It's straightforward to use and designed to provide valuable information efficiently.

So, why not give it a try? Sign up now, and take advantage of Survicate's 10-day free trial that unlocks all the Business Plan features. It's time to uncover the insights to steer your strategies toward success.