How long is the typical survey that the Loyalty Research Center recommends?
Excessive survey length will not only frustrate respondents, causing them to terminate or drop out early before completion (driving up project costs), but is also likely to produce invalid results. Respondents will rush through their answers, not giving carefully ‘thought through’ responses, in order to ‘get done.’ So length is an important consideration in survey design. However, length is more a factor of perception than actual length of time it takes. Factors impacting respondent perceptions include: interest level, ease of understanding and responding, as well as incentives for effort and time. In B to B, an upfront understanding of why the survey is important and likely usage of results is the incentive for taking time to provide feedback. LRC strongly recommends that sponsors alert their business customers to an upcoming survey as well as provide reasons for why input is needed. This will address the ‘what’s in it for me?’ question that business customers are sure to have. It’s v
