What Is The Right Way To Be Surveyed?

From time to time, I’m asked to provide my feedback through an online survey while browsing the online Chicago Tribune. Out of curiosity, I have taken this media related survey on the website. The amazing part is the length of the survey and how much time it takes. 

First, they ask you to take a survey but don’t provide you with additional information. How many questions? How long will it take? What type of sampling is used? How do I, as a reader, benefit by this survey?  

Chicago Tribune image from Mortgagebust.com

 Second, how many people begin the survey with good intentions – wanting to provide honest media feedback but eventually get annoyed as they realize there may be more than 10 questions. How many people quit in the middle when they realize it won’t take 3 minutes but could take 15 or so? How valuable are the data with lengthy survey?  

I have been prompted to take this survey for the last few months at the very least. How long will Chicago Tribune online readers be subjected to this survey? Have they not yet received their sample size because readers opted out because it’s too long?  

Would it be more useful to ask the readers to answer three simple questions or tell us a few things you like most (or least) about our product or service? Keep it simple, keep it brief, but capture vital consumer feedback. 

Particular survey I’m referring to: 

This survey is sponsored by Magid Media-SurveysOnline.com by Frank N. Magid Associates, Inc. 

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