Costly Surveys: How to Avoid Them

Discovering Insights, Driving Decisions: The Benefits of Understanding Region-Specific South African Surveys

Survey Gone Wrong???Avoid the High Price of Poor Survey Planning

Using an experienced survey service provider can bring numerous benefits to your organisation.?These benefits include access to expert knowledge and skills in survey design and analysis, saving you time and resources, ensuring data accuracy and reliability, and providing valuable insights and recommendations.?

By partnering with a reputable survey and research provider, you can focus on making valuable data-driven decisions based on accurate and comprehensive data, ultimately leading to improved business outcomes.

Research that provides a clear understanding of your audience's needs can often become a costly exercise to understand existing customers or reach potential new clients.?Not to mention the value of 'big data.'?Surveys can provide a wealth of information on your selected audience.?Online surveys are one of the most common and useful research tools if planned and conducted correctly.

Going Beyond the South African Surface

Conducting a survey in South Africa can present unique challenges, but with a well-thought-out approach, you can obtain valuable insights and data.

Does your survey data represent your target population in South Africa?

Gathering data from survey respondents seems a relatively straightforward task, right??Well, don't forget that there's a mind field of survey software available globally.?So, what could go wrong??

Reaching your intended population group with different needs is crucial if you want a clear, accurate reflection of what people think and want, enabling your organisation to design and develop desired products and services.

For example, a micro-census gives information on a small town or village demographics where people live within specific characteristics, such as household income, gender and education level.

Data Matters:?Ensuring Representative Data Equals Accurate Insights

Organisations are spoilt for choice when embarking on a research project. What's more, you can even target your audience to the country, state, or town they live in.?But are you confident that your survey campaign is collecting data representing the South African population?

The mind boggles when confronted with the many ways to collect data in South Africa and worldwide.?Not to mention the hefty subscription costs and expertise that are vital when conducting effective research.??

Maximize the Value of Insights Gained

Following tried and tested survey methodologies is essential to ensure the accuracy and reliability of survey data. Here are some considerations to keep in mind when writing, designing and executing effective market research in South Africa.

1.????Cultural Diversity

South Africa has a rich cultural diversity, therefore, it's essential to understand the cultural context of the region you are surveying and make sure your survey questions are culturally sensitive and appropriate.

Does your survey converse in a culturally accepted way?

Remember, it's essential to consider the cultural context of the population you are surveying. ?For example, despite being a multi-cultured society in South Africa, what may be considered polite or appropriate in one culture may not be seen in such a light in another culture.

For your research project to succeed, avoiding potential cultural misunderstandings is crucial.?Make sure you work with local partners in the population you're surveying.

2.????Language Barriers

While certain groups of the population may have high literacy in their home language, they may not be able to understand quite as well an English survey.

Have you considered translating your survey into other official languages?

Use clear and simple language that is easy for the target population to understand.

In South Africa, there are 11 official languages spoken, so it's crucial to choose the language or languages you will use carefully.?Conduct your survey in the most common language spoken by your target audience, which is commonly understood to ensure accurate responses and a high participation rate.

?3.????Illiteracy

Have you considered the literacy rate of your target audience?

A significant proportion of the South African population is illiterate, so it's a great idea to consider using visual aids or oral surveys in such cases.

Often this critical element of conducting a survey is overlooked.?Amongst many population groups in South Africa, illiteracy remains a problem.?While certain groups of the population may have high literacy in their home language, they may not be able to understand quite as well an English survey.

Is your questionnaire designed to accommodate people with low literacy levels to help them understand the questions?

4.????Lack of Technology

Although 2023 is here, not everyone in South Africa has access to computers or the internet, so consider an alternative measure of collecting data, such as in-person interviews or paper-based surveys for this portion of the population.

?5.??Partnerships

Partnering with local organisations and communities can help you overcome some of the challenges mentioned in this article to ensure you obtain accurate and fully representative data.

?6.??Pilot Testing

Don't waste resources – get your survey data right by first with a survey pilot testing.?Before conducting a survey, it's good practice to pilot test the survey questions to ensure they are understandable and culturally appropriate.

Before going full steam ahead with your survey, it's advisable to sample a population group to give accurate results to your research.?To gather accurate responses, a general representative sample is a great idea to reduce bias, misunderstanding and the margin for error.?

There are three types of representative samples: a representative sample, as we've discussed, a random sample, and a biased sample.

Conclusion:

By taking these considerations into account, you can increase the likelihood of conducting a successful survey in South Africa while ensuring the results and data accurately reflect the perspectives and experiences of the people you are surveying.