A few months ago, I posted an article entitled “Successful Surveys: Ask the Right Questions” which offers a focused approach to developing a successful research project. Here I’d like to discuss the fourth concept listed in the original article; considering time restraints associated with the research project.
A predictive study intended to determine customer preference for future product development can have a longer run-time and feature detailed research questions. Here the data collected may not be intended for immediate use, so the project timeline can be flexible or drawn out. However a study to determine the current state of customer satisfaction to assist with immediate decision making within that quarter should offer respondents a succinct survey instrument to help expedite the data collection and analysis process. Considering potential time restraints will help establish a realistic project schedule, which will keep the research efforts focused and organized. To examine this concept further, consider the following:
The Oklahoma City Thunder (NBA) touts one of the top fan-friendly atmospheres in all of sports; partly because they have some of the most satisfied fans. Since its inception in 2008, the OKC Thunder organization has communicated its intent to offer a fan-friendly experience through:
– “T.E.S.T US” Campaign
- Suggestion Box
– Two (2) Independent Companies Running Fan-Intercept Survey Research Programs [on-site, fan-intercept surveys]
- Prior to home games
- During home games
- After home games (online)
These research efforts provide current, relevant fan-feedback to the Thunder organization allowing for immediate action to be taken. A problem can be recognized AND addressed before the season is over. If they wait until next season, it could be too late. The Thunder organization uses fan-feedback to immediately influence internal decision making, therefore the research project must adhere to a strict predetermined timeline in order to maximize the effectiveness of the research.