Marketing Meets Methods: A Practical Guide to Survey Research
Surveys are easy to launch and easy to misuse. A few rules prevent most failures.
Survey research is popular because it feels accessible: create a form, share it, and analyze results. But the quality of your conclusions is determined long before you collect a single response.
Start with measurement. If you want to capture “brand trust,” do not rely on one vague question. Use multiple items that represent the construct—clarity, reliability, honesty—then test internal consistency.
Sampling is the second challenge. Convenience samples are common, but they must be framed honestly. If your respondents are only from one community, your claims must match that boundary.
Finally, analysis is interpretation with responsibility. Statistics can show patterns, not certainty. Report limitations clearly and keep conclusions proportional to evidence.