Todd Hollander Market Research

In a recent post, I critiqued the invitation for a Technical Support survey from Apple. Here’s my review of the online survey.

Grade: B-

Pros

• The survey is short enough that a low percentage of respondents are likely to abandon the survey (exit without completing).
• The rating scales are well balanced
• It includes an open-ended question to capture additional comments and suggestions

Cons

• It lacks an instruction for a grid rating
• There is a separate question for a rating that could have been included in the grid
• The grid columns are a little too wide
• The button that says “Next Page” should read “Submit Survey”
• The survey ends on a closed-ended question instead of the one open-end

Details

(click on image to enlarge)

Bottom Line

This survey is likely to produce actionable information for Apple but needs a little tweaking to be more user-friendly.

This entry was posted on Thursday, April 24th, 2008 at 7:58 pm and is filed under Customer Surveys. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.