Compare the Difference Between Similar Terms
Difference Between Case Study and Survey
January 25, 2016 Posted by Admin
Key Difference – Case Study vs Survey
When conducting research case studies and surveys are two research methods that are employed by researchers. Although both methods are used to gather information, there is a key difference between a case study and a survey. A case study refers to research in which an individual, group or a particular situation is studied. The duration of the study tends to be relatively long. A survey refers to research where data is gathered from an entire population or a very large sample in order to comprehend the opinions on a particular matter. The key difference between the two methods is that while case studies produce rich descriptive data, surveys do not . Instead, the data is collected from surveys are more statistically significant.
What is a Case Study?
A case study refers to an in-depth study in which an individual, group or a particular situation is studied. This is used in both in natural and social sciences . In the natural sciences, a case study can be used to validate a theory or even a hypothesis . In the social sciences, case studies are used extensively to study human behavior and comprehend various social aspects. For example, in psychology, case studies are conducted to comprehend the individual behavior. In such an instance, the researcher records the entire history of the individual so that it enables him to identify various patterns of behavior. One of the classic examples for a case study is Sigmund Freud ’s study of Anna O.
When speaking of case studies, it must be highlighted that they usually produce rich descriptive data. However, case studies cannot be used to provide generalizations on an entire population since the sample of a case study is usually limited to a single individual or a few individuals. For a case study, various research techniques such as interviews, direct and participatory observation, and documents can be used.
What is a Survey?
A survey refers to research where data is gathered from an entire population or a very large sample in order to comprehend the opinions on a particular matter. In the modern society, surveys are often used in politics and marketing. For example, imagine a situation where an organization wishes to understand the opinions of consumers on their latest product. Naturally the organization would conduct a survey to comprehend the opinions of the consumer.
One of the most powerful research techniques used for surveys is the questionnaire . For this, the researcher creates a set of questions on the topic for which he will gather information from the participants. Unlike case studies, the data gathered from surveys are not very descriptive. Instead, they are statistically significant.
What is the difference between Case Study and Survey?
Definitions of case study and survey:.
Case Study: A case study refers to an in-depth study in which an individual, group, or a particular situation is studied.
Survey: A survey refers to research where data is gathered from an entire population or a very large sample in order to comprehend the opinions on a particular matter.
Characteristics of Case Study and Survey:
Case Study: Case studies are used in qualitative research .
Survey: Surveys are mostly used in quantitative research.
Case Study: Case studies produce rich in depth data.
Survey: Surveys produce numerical data.
Case Study: For a case study, a relatively small population is chosen. This can vary from a few individuals to groups.
Survey: For a survey, a large population can be used as the sample.
1. “ Microscopy lab ” by Idaho National Laboratory – Flickr: Microscopy lab. [CC BY 2.0] via Commons
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February 1, 2018 at 3:36 pm
thanks for your clear definition.
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Survey Research Methodology and Case Study Methodology
Executive summary, introduction, advantages and disadvantages of using case study methodology, survey methodology, advantages and disadvantages of survey method.
Case study and survey research are methodologies used in research. This paper explains the use of survey research methodology and case study methodology. It also explains the application of these types of methodologies and their suitability in different types of research e.g. micro-finance and women empowerment. It further looks at the disadvantages and advantages of using these methods.
A case study is frequently used in social science-based on an examination of single persons, events, or clusters. Case studies are used to investigate the cause of events and find the reasons behind these causes (Patton, 1980). The use of case studies in testing theories has grown only in the current decades. Case study method has gained fame especially in education.
Case study methodology stands out in making us understand a compound issue and can add meaning to a fact proved by initial research (Paris, 1988). Case studies highlight elements of events and situations and their associations (Chang, 1974). They respond to questions that start with “why” or “how”. These questions are aimed at a few conditions. In the case of women empowerment, case studies can be used to answer various questions: “Is there a need for women empowerment and why women should be empowered?” It may also be used to find out the role of women empowerment in society.
Those who do not approve of the case study method claim that studying cases in minute quantities does not provide grounds for determining the consistency or generality of results (Swisher & McClure, 1984).Some researchers feel that extreme display of the case studies may prejudice the results of the results( DuMont, 1975). They reject case study as a research instrument and claim that it is only important while used as an exploratory instrument.
The types of case studies used are Descriptive; which needs a descriptive hypothesis to be built before conducting the research, Explanatory; which is used for conducting fundamental investigations and Exploratory; which is at times regarded as a prologue to social research (Eisenhardt, 1989). Methods used in Case studies entail studying events over a long time (Yin, 1984). Case studies offer an efficient way of event examination, data collection data, analysis of information, and reporting of outcomes (Weiss & Bucuvala, 1980). The researcher may now be in a better position to tell what is needed in future research of the same kind. This is because case studies help the researcher have a clear understanding of the turn of events (Simons, 1980). While conducting case studies, the researcher is expected to use information-oriented sampling rather than random sampling.
Case study exploits skills in solving problems (Lawson, 1971). This is an important aspect as problems are encountered every day; problems cannot be avoided and must therefore be dealt with. Case studies also permit the examination of solutions to these problems and the application of the skills acquired. They offer detailed reports of definite or rare circumstances and present a proper basis of hypotheses.
The disadvantages that come along with case-studies include the fact that case studies sometimes provide inadequate information which leads to results that are not suitable to the study (Goldhor, 1972). Case studies may result in the alteration of behavior by the specimen since the researcher comes to close contact with them. When the researcher goes to the field to conduct research using case study methodology, he has to interact with the respondents to get information. This might cause the respondents to alter their way of life thus not providing the adequate answers needed.
Case studies cannot obtain cause and effect associations or test theories. It is also impossible to simplify the results to large populations of people when using case studies. The researcher may be selective on whom to interview which may give inaccurate answers unlike in cases of survey methodology.
Survey methodology consists of measurement practices that entail asking respondents questions. This is especially used when the researcher needs to do a study on incidences that cannot be observed directly. Survey method is therefore the best method to be used when conducting research in microfinance. Various approaches and characteristics of different subjects of micro-finance can be surveyed. Surveys are either cross-sectional or longitudinal. Cross-sectional surveys collect information on different phenomena over a short period of time. They attempt to assess the association between the two aspects. Longitudinal surveys collect data over a long period of time. The researcher then evaluates the changes that have occurred over time and try to come up with a conclusion or explanation.
Surveys are further divided into questionnaires and interviews. Questionnaires are usually answered by the respondents on paper (Taylor, 1967). It consists of questions that may be open-ended or closed. Questionnaires are not expensive instruments. They are duplicated into many copies and given to the respondents to fill them at their convenient time. However, all the questionnaires administered may not be answered and this may affect the results of the research. Questionnaires can also be administered in groups where respondents are gathered and react to the questions constructed. This is mainly done for convenience purposes. Clarification is often sought after in cases of uncertainty by the respondents. This method is often preferable in organizations as it is easy to bring together the various employees and administer the questionnaires. Micro-finance research is best done by use of the survey method.
Interviews on the other hand are answered by the researcher according to the answers provided by the respondent (Powell, 1985). The researcher works hand-in-hand with the respondent. Unlike with the questionnaires, the researcher can ask questions from the questions he intends to interview with. This leaves the researcher even more satisfied with the answers (Emory & Cooper, 1991). A lot of training is required for the interviewer especially on how to react to emergencies during the research. Interviews unlike questionnaires are very expensive and require a lot of dedication in terms of time.
Surveys are however criticized to be badly designed and governed. This results in inaccurate data which may not be reliably used. Surveys are always a success when constant methods of response are used. The questions should not be personal as this may provoke bad feelings and misunderstanding by the respondents (McClure & Hernon, 1991).
Surveys can be able to extract information from large numbers. They include the forms and quantity of variables that may be studied. They are also very easy to formulate and administer. Surveys can provide information about different attitudes of people that cannot be presented using observation methods (Miles & Huberman, 1984). Surveys method also saves time and money when a few elements are to be studied.
In cases where an explanation of historical frameworks of the population is required, survey methods may not be the best method to be used. Cases of biasness may be evident in survey methods in cases where sufficient response is not provided by the respondent (Miller, 1986). The respondents may also choose to hide some information from the researcher which may result in inaccuracies. They may not be in a position to give full information about the events that occurred in the past. They may also not be in a position to rate their individual behaviors as expected by the respondent.
The case study and survey methods have been seen to have both advantages and disadvantages. It is where they are applicable in research that matters most (Stake, 1995). The case study has been identified to be the appropriate method for research on women empowerment while the survey method is appropriate in micro-finance studies.
The methodology of the case study has been inspected and criticized severally (Busha & Harter, 1980). The case study is only consistent when implemented with a lot of attention. Procedures to augment the reliability and validity of the case study as a methodology in research should be carried out.
Case studies are very important because they apply to real-life situations. They help us to solve our problems in society and help us understand the turn of events in our day-to-day life (Wholey, Hatry & Newcomer, 1994). This includes the experiences we encounter while running our daily activities. Women empowerment solutions for example can be well provided using case studies.
When the case study approach is handled well, it can be very beneficial in the preparations of various careers in management and also provides a platform to build skills in decision making to be able to counter challenges in the various occupations in the future. Survey methods are however accurate when it is accurate and there is a definite ratio representation of the phenomena under study. Randomization is therefore vital during sampling. Randomization provides an equal opportunity for participation by the respondents. Equal participation by the respondents will give accurate results. Stratification is also important to further ascertain that study is a definite representation of the phenomenon. Surveys only provide approximately for the existent population and not accurate measurements.
Busha, C. H., & Harter, S. P. (1980). Research methods in librarianship, techniques, and interpretation. New York: Academic Press.
Chang, H. C. (1974). Library goals as responses to structural milieu requirements: A comparative case study. Unpublished doctoral dissertation. Massachusetts: University of Massachusetts, Amherst.
DuMont, R. R. (1975). The large urban public library as an agency of social reform, 1890-1915. Unpublished doctoral dissertation . Pennsylvania: University of Pittsburgh.
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14 (4), 352-550.
Emory, C. W., & Cooper, D. R. (1991). Business research methods. (4th ed.). Boston, MA: Irvin.
Goldhor, H. (1972). An introduction to scientific research in librarianship. Urbana, IL: University of Illinois.
Lawson, V. (1971). Reference service in university libraries, two case studies. Unpublished doctoral dissertation . New York: Columbia University,
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Stake, R. E. (1995). The art of case study research. Thousand Oaks, CA: Sage.
Swisher, R., & McClure, C. R. (1984). Research for decision making, methods for librarians. Chicago: American Library Association.
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Weiss, C.H., & Bucuvala, M. J. (1980). Social science research and decision-making. New York: Columbia University Press.
Wholey, J. S., Hatry, H. P., & Newcomer, K. E. (Eds.). (1994). Handbook of practical program evaluation. San Francisco: Jossey-Bass.
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- Original Article
- Published: 01 January 1994
Integrating case study and survey research methods: an example in information systems
- G.G. Gable 1
European Journal of Information Systems volume 3 , pages 112–126 ( 1994 ) Cite this article
The case for combining research methods generally, and more specifically that for combining qualitative and quantitative methods, is strong. Yet, research designs that extensively integrate both fieldwork (e.g. case studies) and survey research are rare. Moreover, some journals tend tacitly to specialise by methodology thereby encouraging purity of method. The multi-method model of research, while not new, has not been appreciated. In this respect it is useful to describe its usage through example. By reference to a recently completed study of IS consultant engagement success factors this paper presents an analysis of the benefits of integrating case study and survey research methods. The emphasis is on the qualitative case study method and how it can complement more quantitative survey research. Benefits are demonstrated through specific examples from the reference study.
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Gable, G. Integrating case study and survey research methods: an example in information systems. Eur J Inf Syst 3 , 112–126 (1994). https://doi.org/10.1057/ejis.1994.12
Published : 01 January 1994
Issue Date : 01 January 1994
DOI : https://doi.org/10.1057/ejis.1994.12
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Home Market Research
Survey Research: Definition, Examples and Methods
Survey Research is a quantitative research method used for collecting data from a set of respondents. It has been perhaps one of the most used methodologies in the industry for several years due to the multiple benefits and advantages that it has when collecting and analyzing data.
LEARN ABOUT: Behavioral Research
In this article, you will learn everything about survey research, such as types, methods, and examples.
Survey Research Definition
Survey Research is defined as the process of conducting research using surveys that researchers send to survey respondents. The data collected from surveys is then statistically analyzed to draw meaningful research conclusions. In the 21st century, every organization’s eager to understand what their customers think about their products or services and make better business decisions. Researchers can conduct research in multiple ways, but surveys are proven to be one of the most effective and trustworthy research methods. An online survey is a method for extracting information about a significant business matter from an individual or a group of individuals. It consists of structured survey questions that motivate the participants to respond. Creditable survey research can give these businesses access to a vast information bank. Organizations in media, other companies, and even governments rely on survey research to obtain accurate data.
The traditional definition of survey research is a quantitative method for collecting information from a pool of respondents by asking multiple survey questions. This research type includes the recruitment of individuals collection, and analysis of data. It’s useful for researchers who aim to communicate new features or trends to their respondents.
LEARN ABOUT: Level of Analysis Generally, it’s the primary step towards obtaining quick information about mainstream topics and conducting more rigorous and detailed quantitative research methods like surveys/polls or qualitative research methods like focus groups/on-call interviews can follow. There are many situations where researchers can conduct research using a blend of both qualitative and quantitative strategies.
LEARN ABOUT: Survey Sampling
Survey Research Methods
Survey research methods can be derived based on two critical factors: Survey research tool and time involved in conducting research. There are three main survey research methods, divided based on the medium of conducting survey research:
- Online/ Email: Online survey research is one of the most popular survey research methods today. The survey cost involved in online survey research is extremely minimal, and the responses gathered are highly accurate.
- Phone: Survey research conducted over the telephone ( CATI survey ) can be useful in collecting data from a more extensive section of the target population. There are chances that the money invested in phone surveys will be higher than other mediums, and the time required will be higher.
- Face-to-face: Researchers conduct face-to-face in-depth interviews in situations where there is a complicated problem to solve. The response rate for this method is the highest, but it can be costly.
Further, based on the time taken, survey research can be classified into two methods:
- Longitudinal survey research: Longitudinal survey research involves conducting survey research over a continuum of time and spread across years and decades. The data collected using this survey research method from one time period to another is qualitative or quantitative. Respondent behavior, preferences, and attitudes are continuously observed over time to analyze reasons for a change in behavior or preferences. For example, suppose a researcher intends to learn about the eating habits of teenagers. In that case, he/she will follow a sample of teenagers over a considerable period to ensure that the collected information is reliable. Often, cross-sectional survey research follows a longitudinal study .
- Cross-sectional survey research: Researchers conduct a cross-sectional survey to collect insights from a target audience at a particular time interval. This survey research method is implemented in various sectors such as retail, education, healthcare, SME businesses, etc. Cross-sectional studies can either be descriptive or analytical. It is quick and helps researchers collect information in a brief period. Researchers rely on the cross-sectional survey research method in situations where descriptive analysis of a subject is required.
Survey research also is bifurcated according to the sampling methods used to form samples for research: Probability and Non-probability sampling. Every individual in a population should be considered equally to be a part of the survey research sample. Probability sampling is a sampling method in which the researcher chooses the elements based on probability theory. The are various probability research methods, such as simple random sampling, systematic sampling, cluster sampling, stratified random sampling, etc. Non-probability sampling is a sampling method where the researcher uses his/her knowledge and experience to form samples.
LEARN ABOUT: Survey Sample Sizes
The various non-probability sampling techniques are :
- Convenience sampling
- Snowball sampling
- Consecutive sampling
- Judgemental sampling
- Quota sampling
Process of implementing survey research methods:
- Decide survey questions: Brainstorm and put together valid survey questions that are grammatically and logically appropriate. Understanding the objective and expected outcomes of the survey helps a lot. There are many surveys where details of responses are not as important as gaining insights about what customers prefer from the provided options. In such situations, a researcher can include multiple-choice questions or closed-ended questions . Whereas, if researchers need to obtain details about specific issues, they can consist of open-ended questions in the questionnaire. Ideally, the surveys should include a smart balance of open-ended and closed-ended questions. Use survey questions like Likert Scale , Semantic Scale, Net Promoter Score question, etc., to avoid fence-sitting.
LEARN ABOUT: System Usability Scale
- Finalize a target audience: Send out relevant surveys as per the target audience and filter out irrelevant questions as per the requirement. The survey research will be instrumental in case the target population decides on a sample. This way, results can be according to the desired market and be generalized to the entire population.
LEARN ABOUT: Testimonial Questions
- Send out surveys via decided mediums: Distribute the surveys to the target audience and patiently wait for the feedback and comments- this is the most crucial step of the survey research. The survey needs to be scheduled, keeping in mind the nature of the target audience and its regions. Surveys can be conducted via email, embedded in a website, shared via social media, etc., to gain maximum responses.
- Analyze survey results: Analyze the feedback in real-time and identify patterns in the responses which might lead to a much-needed breakthrough for your organization. GAP, TURF Analysis , Conjoint analysis, Cross tabulation, and many such survey feedback analysis methods can be used to spot and shed light on respondent behavior. Researchers can use the results to implement corrective measures to improve customer/employee satisfaction.
Reasons to conduct survey research
The most crucial and integral reason for conducting market research using surveys is that you can collect answers regarding specific, essential questions. You can ask these questions in multiple survey formats as per the target audience and the intent of the survey. Before designing a study, every organization must figure out the objective of carrying this out so that the study can be structured, planned, and executed to perfection.
LEARN ABOUT: Research Process Steps
Questions that need to be on your mind while designing a survey are:
- What is the primary aim of conducting the survey?
- How do you plan to utilize the collected survey data?
- What type of decisions do you plan to take based on the points mentioned above?
There are three critical reasons why an organization must conduct survey research.
- Understand respondent behavior to get solutions to your queries: If you’ve carefully curated a survey, the respondents will provide insights about what they like about your organization as well as suggestions for improvement. To motivate them to respond, you must be very vocal about how secure their responses will be and how you will utilize the answers. This will push them to be 100% honest about their feedback, opinions, and comments. Online surveys or mobile surveys have proved their privacy, and due to this, more and more respondents feel free to put forth their feedback through these mediums.
- Present a medium for discussion: A survey can be the perfect platform for respondents to provide criticism or applause for an organization. Important topics like product quality or quality of customer service etc., can be put on the table for discussion. A way you can do it is by including open-ended questions where the respondents can write their thoughts. This will make it easy for you to correlate your survey to what you intend to do with your product or service.
- Strategy for never-ending improvements: An organization can establish the target audience’s attributes from the pilot phase of survey research . Researchers can use the criticism and feedback received from this survey to improve the product/services. Once the company successfully makes the improvements, it can send out another survey to measure the change in feedback keeping the pilot phase the benchmark. By doing this activity, the organization can track what was effectively improved and what still needs improvement.
Survey Research Scales
There are four main scales for the measurement of variables:
- Nominal Scale: A nominal scale associates numbers with variables for mere naming or labeling, and the numbers usually have no other relevance. It is the most basic of the four levels of measurement.
- Ordinal Scale: The ordinal scale has an innate order within the variables along with labels. It establishes the rank between the variables of a scale but not the difference value between the variables.
- Interval Scale: The interval scale is a step ahead in comparison to the other two scales. Along with establishing a rank and name of variables, the scale also makes known the difference between the two variables. The only drawback is that there is no fixed start point of the scale, i.e., the actual zero value is absent.
- Ratio Scale: The ratio scale is the most advanced measurement scale, which has variables that are labeled in order and have a calculated difference between variables. In addition to what interval scale orders, this scale has a fixed starting point, i.e., the actual zero value is present.
Benefits of survey research
In case survey research is used for all the right purposes and is implemented properly, marketers can benefit by gaining useful, trustworthy data that they can use to better the ROI of the organization.
Other benefits of survey research are:
- Minimum investment: Mobile surveys and online surveys have minimal finance invested per respondent. Even with the gifts and other incentives provided to the people who participate in the study, online surveys are extremely economical compared to paper-based surveys.
- Versatile sources for response collection: You can conduct surveys via various mediums like online and mobile surveys. You can further classify them into qualitative mediums like focus groups , and interviews and quantitative mediums like customer-centric surveys. Due to the offline survey response collection option, researchers can conduct surveys in remote areas with limited internet connectivity. This can make data collection and analysis more convenient and extensive.
- Reliable for respondents: Surveys are extremely secure as the respondent details and responses are kept safeguarded. This anonymity makes respondents answer the survey questions candidly and with absolute honesty. An organization seeking to receive explicit responses for its survey research must mention that it will be confidential.
Survey research design
Researchers implement a survey research design in cases where there is a limited cost involved and there is a need to access details easily. This method is often used by small and large organizations to understand and analyze new trends, market demands, and opinions. Collecting information through tactfully designed survey research can be much more effective and productive than a casually conducted survey.
There are five stages of survey research design:
- Decide an aim of the research: There can be multiple reasons for a researcher to conduct a survey, but they need to decide a purpose for the research. This is the primary stage of survey research as it can mold the entire path of a survey, impacting its results.
- Filter the sample from target population: Who to target? is an essential question that a researcher should answer and keep in mind while conducting research. The precision of the results is driven by who the members of a sample are and how useful their opinions are. The quality of respondents in a sample is essential for the results received for research and not the quantity. If a researcher seeks to understand whether a product feature will work well with their target market, he/she can conduct survey research with a group of market experts for that product or technology.
- Zero-in on a survey method: Many qualitative and quantitative research methods can be discussed and decided. Focus groups, online interviews, surveys, polls, questionnaires, etc. can be carried out with a pre-decided sample of individuals.
- Design the questionnaire: What will the content of the survey be? A researcher is required to answer this question to be able to design it effectively. What will the content of the cover letter be? Or what are the survey questions of this questionnaire? Understand the target market thoroughly to create a questionnaire that targets a sample to gain insights about a survey research topic.
- Send out surveys and analyze results: Once the researcher decides on which questions to include in a study, they can send it across to the selected sample . Answers obtained from this survey can be analyzed to make product-related or marketing-related decisions.
Survey examples: 10 tips to design the perfect research survey
Picking the right survey design can be the key to gaining the information you need to make crucial decisions for all your research. It is essential to choose the right topic, choose the right question types, and pick a corresponding design. If this is your first time creating a survey, it can seem like an intimidating task. But with QuestionPro, each step of the process is made simple and easy.
Below are 10 Tips To Design The Perfect Research Survey:
- Set your SMART goals: Before conducting any market research or creating a particular plan, set your SMART Goals . What is that you want to achieve with the survey? How will you measure it promptly, and what are the results you are expecting?
- Choose the right questions: Designing a survey can be a tricky task. Asking the right questions may help you get the answers you are looking for and ease the task of analyzing. So, always choose those specific questions – relevant to your research.
- Begin your survey with a generalized question: Preferably, start your survey with a general question to understand whether the respondent uses the product or not. That also provides an excellent base and intro for your survey.
- Enhance your survey: Choose the best, most relevant, 15-20 questions. Frame each question as a different question type based on the kind of answer you would like to gather from each. Create a survey using different types of questions such as multiple-choice, rating scale, open-ended, etc. Look at more survey examples and four measurement scales every researcher should remember.
- Prepare yes/no questions: You may also want to use yes/no questions to separate people or branch them into groups of those who “have purchased” and those who “have not yet purchased” your products or services. Once you separate them, you can ask them different questions.
- Test all electronic devices: It becomes effortless to distribute your surveys if respondents can answer them on different electronic devices like mobiles, tablets, etc. Once you have created your survey, it’s time to TEST. You can also make any corrections if needed at this stage.
- Distribute your survey: Once your survey is ready, it is time to share and distribute it to the right audience. You can share handouts and share them via email, social media, and other industry-related offline/online communities.
- Collect and analyze responses: After distributing your survey, it is time to gather all responses. Make sure you store your results in a particular document or an Excel sheet with all the necessary categories mentioned so that you don’t lose your data. Remember, this is the most crucial stage. Segregate your responses based on demographics, psychographics, and behavior. This is because, as a researcher, you must know where your responses are coming from. It will help you to analyze, predict decisions, and help write the summary report.
- Prepare your summary report: Now is the time to share your analysis. At this stage, you should mention all the responses gathered from a survey in a fixed format. Also, the reader/customer must get clarity about your goal, which you were trying to gain from the study. Questions such as – whether the product or service has been used/preferred or not. Do respondents prefer some other product to another? Any recommendations?
Having a tool that helps you carry out all the necessary steps to carry out this type of study is a vital part of any project. At QuestionPro, we have helped more than 10,000 clients around the world to carry out data collection in a simple and effective way, in addition to offering a wide range of solutions to take advantage of this data in the best possible way.
From dashboards, advanced analysis tools, automation, and dedicated functions, in QuestionPro, you will find everything you need to execute your research projects effectively. Uncover insights that matter the most!
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