Survey techniques

Surveys can elicit community attitudes, beliefs, behaviours and suggestions, in response to specific questions. This article shares some survey techniques and provides two sample consumer surveys based on tracking behaviours in relation to consumer use of local businesses.

In terms of assessing needs and attitudes surveys are a medium, apart from talking to every resident, that have the potential of capturing community opinion. If a survey is well designed and implemented, its results can be generalised for the whole community.

Commonly used survey methods include person to person interviews, drop off and pick up questionnaires and telephone interviews. While each approach differs, the format is very similar. Questions focus on eliciting attitudes, beliefs, behaviours and suggestions, in response to specific questions.

Surveys related to economic development could be used in the following areas:

• Suggestions and solutions in specific areas, e.g. retail improvements
• Priorities, in terms of specific projects
• Attitudes to current and future developments
• Identification of community concerns and problems
• Identification of skills and knowledge in the community
• Awareness raising.

Key Principles regarding surveys include:

• Make the questionnaire as attractive, friendly and as personal as possible
• Keep the survey brief and as easy as possible to complete (No convoluted questions and limit it to four pages)
• Use multiple choice or other techniques that do not take more than 10-15 minutes of a respondent's time.
• Publicise the survey. People need to know why they are being surveyed and how the results will be used. They must feel confident their responses will assist the community. Above all, publicise the findings, use the release of findings as a means of building interest in community economic development.

Typical Consumer/ Shopper Surveys

Shopper or consumer surveys are very useful tools in determining local attitudes and identifying possible causes for dollar leakage and potential gaps in the business community. Below, are two examples from small towns which could be modified for use in your community.

Example A: Survey Administered by Interviewer - Customer Survey of Residents

The following questionnaire has been instigated by (interviewer), to gain a better understanding of the shopping expectations of people living in (community name). Your house has been randomly selected, and your co-operation in answering a few questions would be greatly appreciated. All responses will remain completely anonymous and answers will carry no names.

1. Do you mainly shop locally?

YES/NO

(YES implies visiting local businesses regularly and spending at least $100 on average per week).

2. If NO, can you give your reason(s) for buying elsewhere? ________________________________________________________ ________________________________________________________

3. For each item or service below, can you indicate where you normally shop (locally or elsewhere) and your reason(s).(Choose from Atmosphere,Range, Quality, astore Hours, Attitude of staff, Quick service, Convenience of location, Atmosphere)

Most of my weekly shopping
Groceries
Meat
Clothing
Hardware
Petrol
Appliances
Giftware

4. From your interaction with retail staff, can you make any comments about their:
Helpfulness __________________________________________________________
Knowledge __________________________________________________________
Friendliness __________________________________________________________

5. Regarding shopping in (community name) what changes are necessary by local shops to get more of your business? Choose up to five and note them according to your priority, and 5 to indicate your lowest priority.

(a) More competitive pricing
(b) Better quality goods
(c) Better quality goods
(d) Longer opening hours
(e) Improved parking
(f) Better customer service
(g) All day/ weekend training
(h) Better atmosphere
(i) More special events
(j) More advertising

6. Any final comments about shopping locally? _________________________________________________________ _________________________________________________________

Example B: Survey requiring consumer to fill in and return to a central collection point.

Shopper Survey (Cover Sheet):

This Shopper Survey is part of our Local Job Creation Project. It aims to discover your attitudes as a consumer, particularly your views on the range and standard of local retail services. It will also help us to identify what services are missing from our business community.

The questions attached are very important for our community. Any additional comments you would like to make would be most appreciated.

When you complete the survey, could you please drop it into the box provided at the Post Office.

You need not include your name.

Thank you very much for your time and ideas.

1. Are you happy with the variety of shops and services in (Name of centre)?

YES/NO

2. Do You patronise the following businesses?

List all key businesses in town with options Never, Rarely, Sometimes, Often, Always

3. Do You purchase the following goods or use the following services in (Name of centre)
Eg Hardware, Groceries, Butcher etc. List with the options Never, Rarely, Sometimes, Often, Always

4. Of the above businesses that you NEVER, RARELY or only SOMETIMES support, which of the following are the main causes?

Price
Service
Goods available
Do not need
Other (please specify)

5. Do you enjoy living in (Name of centre)
YES/NO

6. Do you believe your support of local business is beneficial to the whole community?
YES/NO

7. How often do you shop out of town in the following places? (List nearby towns or regular shopping centres)

8. Of the existing services in (community) are there any you would utilise more if some things were changed?
YES/NO

If you answered YES, what would you like changed? ________________________________________________________ ________________________________________________________

9. If you are out of town for a reason other than shopping, (eg. dentist, business, sport, school, etc.), do you use this trip to shop?
Never, Rarely, Sometimes, Often, Always

10. What other facilities would you like to see in (community), (e.g. squash' courts, drive-in, restaurant, etc,)

Finally please tell us about yourself:

Male/female
Married/single
Occupation
Age - Under 20, 20-29, 30-45, 46-60, over 60
Where you live - in town, on a farm, other

OPTIONAL Name:
Address:
Thankyou for your help with this survey.