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Preparing your survey for multi-market analysis

How to draft your survey and key considerations so that the results are comparable with surveys run in multiple markets.

Parm Bansil avatar
Written by Parm Bansil
Updated over a week ago

When looking to run the same survey in multiple markets, there are a number of things to consider before you launch the survey, with the aim of making it easier to collate your results and view all responses in one place.

The aim is to set up your surveys so that each data export aligns with the others.

Considerations

Different markets have different demographics

This is a given any time you access more than one market, and as such, your demographic fields for each survey will not be in the same order, and will have different headings. For example, state exists for USA surveys, but not for the UK. You can accommodate for this by moving all or your demographic columns to the end of the survey export instead of the beginning - this will mean your responses in all survey exports will begin in the same column.

Does the same question in each survey have 'None', 'N/A' and 'Other' enabled or disabled consistently?

All three of these responses are optional and can be toggled on or off. When one is enabled, a column will appear in your export, regardless of whether or not any respondents have selected the that answer option.

Ensuring that 'None', 'N/A' and 'Other' options are consistent across surveys will keep the same number of response columns for each question.

Are your questions in the same order?

Questions should be asked in the same order for two reasons:

  1. You can refer to one data map which is in your preferred language.

  2. The question responses will appear in the same columns for each survey export.

Are your responses in the same order?

This becomes especially important when you deal with languages that you don't speak. For example, consider a question asking about words to describe a brand or product, like 'reputable', 'high quality' and 'great value'. When combining data exports, response 1 should hold the same sentiment in each market even if written in different languages.

Do you have the same number of answer options for each question?

Using the above example, asking about the same descriptors in each market makes your results directly comparable - this is the ideal scenario.

Sometimes using different descriptors, or a different number of responses is unavoidable, for example if asking about direct competitors. In this case, we would recommend creating 'dummy' columns for each response, which is best illustrated by the example below.

So that when combined, this could look like:

For any more help drafting your survey to make results analysis easier, don't hesitate to contact our Attest Customer Expertise team using the in-platform live chat.

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