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Market Survey Checklist


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Market Survey Checklist Prior to entering a new market, there is a strong need to carry out a survey that intends to describe the market and provide insight into customers and competition. Read this Market Survey Checklist to find out what steps you can take to run a survey in your market.

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Define the Need.

  • Identify what outcomes you want to achieve by running a market survey
  • Describe the goals of your market survey in terms of those outcomes
  • Check if these goals can be aligned with your current business needs
  • Be sure there is a sense of what is to be learned from the survey
  • Think about what population will be affected by your survey
  • Figure out what information you will deliver through the survey

Develop Questionnaire.

  • Define variables to be measured through further analysis
  • Identify question groups which are ways to measure your survey variables
  • Keep wording of your questionnaire as simple, brief and balanced as possible
  • Be sure each question addresses no more than one variable
  • Use measurement scales to group responses into common categories
  • Be sure all questions offer respondents the option of stating that they do not want to answer the question or do not know what to answer about

Choose Delivery Method.

  • Via Telephone – use this method to interview respondents by phone and take the advantage of a personal touch and random digit dialing
  • Mailed Questionnaires – communicate with your respondents via (e)mail and benefit from significant cost reductions but be ready to suffer from fairly low response rates
  • In-person Interviews – collect survey data through arranging and conducting face-to-face conversations with your respondents
  • Online Survey – collect information from your respondents through Internet or Intranet

Analyze Survey Data.

  • Complete your survey and prepare the research data for further analysis
  • Select a type of analysis to be used, including Descriptive, Casual and Structural
  • Use the Descriptive analysis to review the research data through a range of estimates such as numbers, percentages, variances, etc.
  • Use the Casual analysis to focus on uncovering the reasons or determinants of certain variables through hypothesis testing, covariance and correlation, regression, other techniques
  • Use the Structural analysis to build market abstractions and models based on your research data

Develop a Survey Report.

  • Develop a tabular report for your survey if you primarily want to show the relationships between planned research variables and actual responses
  • Create an in-depth survey report for strategic planners if you want to cover all types of relevant analysis performed upon the research data
  • Write a summary about your survey if there is a need......

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