Decide whether you will conduct the survey ‘inhouse’ or use consultants for some or all of the market research.

• You may use specialists to administer your survey and collate the results, in its entirety.
• You may use specialists to deliver your survey by mail, telephone, email, personal interview etc and collate the results yourselves.

Personal interviews allow the greatest scope and depth but are time and cost intensive. They are best reserved for opinions that are extremely valuable, like those of your top customers.

Mail surveys may be cost effective but response rates are often quite low. 30% response may be anticipated if posted to irregular customers.

You may also consider the following methods of surveying customers.

• Fax your surveys.
• Email - an excellent means of surveying customers. It is quick and convenient for both parties.
• Telephone surveys - cost effective to survey a wider range of respondents.
• Telephone follow-ups of surveys, especially mail and fax, are most effective.