FAQ

I am considering conducting market research, but I'm concerned that survey results will reflect negatively on my performance. How should I approach this?

The ability to use survey results in advertising or to use surveys to verify what you think is good about your company is incidental to the real purpose of the tool. Some argue that these are actually misuses. Survey research is a diagnostic tool and often provides impetus for effective change - even when things are indeed going well. Objective research rarely elicits 100% positive, glowing testimony no matter how good a job an individual, a department or a company is doing. Assuming that a company does not intend to use survey results for validation purposes only, positive and negative feedback are welcomed by those who want to make truly informed business decisions.