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When conducting research you should make use of both primary research (research conducted by you for your own purposes) and secondary research (research conducted by an external source for another purpose which is relevant to you).
This section aims to give you details about how to go about conducting primary research.
Below is a list of options available to you:
Comment Cards
Benefits
Comments cards are easy to administer and have low running costs associated with them. High responses rates can be achieved if comment cards are promoted by staff. Overall it is a quick and easy way to collect customer feedback.
Your commitment
You will require to design and print a suitable comment cards and proactively encourage guests to complete the comment cards. Due to the limited amount of space available on the comment card you should choose questions carefully.
Functional surveys
These surveys usually take the form of comment cards and can be used on an ad-hoc basis to allow you to gather information about one particular area of you business. For example you may wish to create a comment card specifically relating to your restaurant, bedroom or any other activity for which you wish to gather specific information.
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Postal Surveys
Benefits
Postal surveys are easy to send out and have relatively low running costs. They allow you to have a more detailed questionnaire than a comment card.
Your commitment
You will require to have an accurate list of your customer’s names and addresses and to send the survey to a large number of these customers in order to maximise the number of responses that are returned to you.
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Telephone Survey
Benefits
This research collection technique provides you with a higher response rate than a postal survey and allows you to ask for further clarification from respondents where appropriate. You can ask fairly detailed questions and will be provided with instant information.
Your commitment
You will require to train your staff to conduct the survey and ensure that you have an up-to-date list of customer phone numbers to allow you to conduct the survey. Calls may need to be made in the evenings to allow for a higher response rate.
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Email Surveys
Benefits
These surveys are easy to send out to recipients and can include a variety of questions.
Your commitment
You will require to be competent with email and have an up-to-date list of email addresses for your customers.
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Externally Managed Surveys
Each of the above types of surveys can be developed for you by an external organisation.
Benefits
The design, organisation, administering and analysis of the survey will be done for you. Surveys will be tailored to your individual needs and you can be involved in the process from start to finish.
Ongoing customer feedback can also be provided with trends being identified, allowing you to concentrate on how to improve the quality of your business.
Your commitment
There will be a cost associated with the research conducted by an external organisation.
For more information about where you can find an organisation to help your business see the useful contacts.
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