Re: ONLINE-ADS>> Are we surveyed out?

ChemConnect - Patrick M. van der Valk (valk_at_chemconnect.com)
Mon, 04 May 1998 13:52:04 +0100

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George wrote:

>IMHO, it goes to show the power of the Net (and the
>stupidity of Net surveys).

Generalization is probably the worst thing on the Net. I have been reading
many discussion groups and mailing lists and have always wondered why so
many people think that the Net population is so homogeneous. Not everybody
has 500,000+ visitors a month, selling consumer items and catering to the
North American market.

The same goes for surveys. True, _some_ Net survey can be considered
stupid. But is this the 'Net' or the fact that we are supposed to judge who
is 'beautiful'? The Dwarf will get my vote any time. Just because I think
the question is stupid. Not the Net.

It is possible to conduct good surveys where the results are relevant.
ChemConnect has just finished two surveys. The first was a customer survey
in which we asked our users what they thought of us, how useful they think
we are, and how we could improve our service. We got a response rate of 10%
and the results (IMHO) were a very good indication of what our total user
group wants.

The second survey was aimed at either Chinese chemical companies or
companies that had dealings with Chinese manufacturers/traders. The
response rate was (expectedly) much lower (3%) but the results were as
useful to us as the first survey.

The reason that I think the surveys were effective was because we followed
the following 4 rules:

1) we offered both e-mail and web-based response forms
(most of our respondents preferred e-mail based!)

2) We made the questions multiple-choice and only incorporated
one or two questions where people needed to comment on.
(These questions were not answered most of the times)

3) We kept the survey short (7-10 questions max)

4) We chose our questions _very_ carefully. We wrote and
re-wrote each question many times and only after a week
we were satisfied with them.

Net surveys can work, they just need good preparation.

Patrick M. van der Valk
EVP - Operations

C h e m C o n n e c t, I n c.
*************************************************
$2 BILLION+ PER YEAR IN ON-LINE CHEMICAL TRADING
More info: <http://www.chemconnect.com/mediakit/>
*************************************************

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