People can be grouped together on the basis of their similarities and can be distinguished on the basis of their differences . These similarities and differences arise due to age , gender , ethnicity , race , household income, place of living , educational qualifications and a number of other parameters that is differently present in everyone . This kind of an information is particularly useful for businesses as it allows them to group people as a community based on their commonalities . But how do these businesses get hold of this information?
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Demographic survey questions are enquiry based questions which allows the researcher to gather valuable information about their respondents. These are background related and are focused on understanding the respondent according to several parameters , which helps in grading responses . Researchers have to make sure that they gather all the relevant information about their respondents without overdoing the length of the survey , as it could lead to non-completion.
For example: A brand seeking to understand smart phone buying habits should include questions regarding age and income to cover every age group : teenager, adults, aged individuals as well as low income , middle income and high income categories . This will help them in analyzing the results with pre-determined distinctions and fine –tune products to suit every category in case of a launch.
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Market segmentation: Bifurcating and understanding target markets by using valuable personal information can help businesses by treating them as separate sects in the market and serving their needs by customizing products and services to their requirements . This increases the success rate of products as they tend to be accepted quickly and lead to increased sales and revenue for the companies. This is based on the simple strategy that people brought up in different environments and having different experiences tend to make different choices . These choices are better served when companies focus on their individual needs , instead of treating them as a group.
Competitive advantage: By understanding market composition , companies can serve needs better than any other entity and so stand to benefit gaining a greater market share . The database of demographic information allows businesses to better the quality of their customer service and thus , increase satisfaction.
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Gender related questions are the most basic that are asked in almost all the surveys . These questions should provide the option of ‘other’ , providing a space for many recognized and unrecognized communities as well as “ prefer not to say “ if the respondent wishes not to disclose. This makes the respondent feel safe and comfortable while answering the questions that follow .
The researcher can also choose to keep the question open ended and allow the respondent to mention it themselves . This is more inclusive approach and can easily be used , without running the risk of hurting anyone’s feelings
AGE
This parameter is particularly useful due to variation in buying behavior which can assists brands, while approaching them . Care should be taken to use inclusive ranges in the answer options to avoid confusing the respondent
The researcher can modify the range of age groups as per their own convenience and understanding .
PLACE
Place can be used to identify the seasonal variation, relief , lifestyle etc of the respondent . These are factors that can shape the mindset of people and can influence their interaction with the brand and its products . Drop down list type questions are the most useful for framing such questions . These drop down lists can be modified to list the appropriate places according to the scale on which the survey is being conducted . Otherwise , multiple choice questions are the best alternative to receive meaningful answers .
For example : For a South American based survey –
EDUCATION
This type of questions help you gain a hold on the knowledge base of the respondent. This can be of relevance for the researcher who then can route questions based on prior answers , and gain important data . For example: Banking companies willing to study loan requirements can understand the needs and types of education loans , if a respondent is graduating or trying to pursue post graduation , by routing them to questions relating to annual course fee , payment options , scholarship programs offered by college etc .
HOUSEHOLD INCOME
Household income gives you a brief about the financial situation of the respondent . This helps the researcher study their responses as part of an income group with specific choices . For example: A respondent with low household income is likely to compromise on features to buy a product that fits their budget . On the other hand , high income groups pay less heed to cost and focus more on what the product has to offer them . This allows companies to decide upon product features , target market , pricing strategy and incentives and offers , before launching a product in the market .
These ranges can be modified according to the income group that the researcher wishes to target .
RELATIONSHIP STATUS
A person not engaged in any sort of relationship is an independent decision maker and so consumer behavior is pretty much focused on one person and factors affecting his/her decisions as against a person engaged in any relationship, who needs to take his partners needs and wants into consideration for the same .
ETHNICITY
As each culture has its own set of traditions and values , their approach and interaction with the brands can vary . This can also be a selling point , as certain ethnicities identify themselves more with certain brands because of shared vision and mission . For example : Proctor and Gamble’s “ The Talk” advertisement which attracted a lot of attention as well as became an Emmy winning advertisement (2018) because of its boldness and the ability to raise an important social issue of racial bias . It even launched “The look” and “the pause “ as part of its ad campaign to eliminate racial bias , which attracted a large amount of viewership.
Other demographic parameters such as family composition , religion ( born into and practiced ), voting status , language : mother tongue and known languages can be questioned upon . These questions have to be incorporated into the survey based on the relevance and the purpose of the study . Including unnecessary questions which do not serve the research purpose can make questionnaires long and nudge the respondent to not answering. It’s better to stick to the strategy of keeping the questionnaire concise as well as making sure the researcher gets all the information they need .
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Survey organizations around the world have maximized their phone survey ROI with the advanced features, hosting options, seamless telephony integration, and flexible pricing of our CATI software.
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These are a few characteristics of an interval scale:
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Multiple question types to serve the multipurpose needs of the researcher . Drag and drop ranking , graphic sliders , signature capture , essay comments and a variety of other options to choose from , so that researchers can design their surveys however they feel like.
Extensive logic functions to ensure quality responses :
Add to this , the additional features that Voxco offers allowing integration and safety using data-at-rest encryption and role based access and security that keeps the valuable respondent information safe and leak proof .
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