Factor 1: Type of survey
- Online surveys:
These are often the most cost-effective option. With tools such as easyfeedback, you can create surveys relatively cheaply and easily. The costs can vary depending on the number of respondents and the desired functions. - Telephone surveys:
This method is more labor intensive and therefore more expensive. It requires trained interviewers and can incur additional costs for telephone calls and data collection. - Face-to-face surveys:
This is a very precise, but also more expensive, method that often takes the form of face-to-face interviews or focus groups. The costs for implementation and analysis can increase considerably.
Factor 2: Size of the survey
- Sample size:
The larger the number of respondents, the higher the costs. The costs can increase in proportion to the size of the sample, especially in the case of telephone or face-to-face surveys. - Target group specifications:
If your survey addresses a specific target group, additional costs may be incurred for recruiting participants or applying special filters.
Factor 3: Questionnaire design and analysis
- Questionnaire design:
Creating a detailed and well-designed questionnaire can be costly, especially if you hire a survey research expert or market research service provider. - Data analysis:
Analyzing the collected data can also incur costs, especially if you need complex analysis or detailed reports. Again, specialized software or professionals may be required.
Factor 4: Additional costs
- Recruitment costs:
Special target groups or large samples may incur additional costs for recruiting participants. - Incentives:
Incentives such as vouchers or small gifts may be necessary to increase willingness to participate.
Cost range of a customer survey
The cost range of a customer survey can vary considerably depending on the type and scope of the survey.
Here are the typical price ranges for different methods:
1. Online surveys:
- Costs: 0 to 10,000 euros
- Details: Simple surveys with free tools are almost free of charge. Professional surveys with extended functions, a larger sample and specialized analysis can cost up to 10,000 euros, especially if external service providers are involved.
Tip:
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2. Telephone surveys:
- Costs: 5,000 to 30,000 euros
- Details: The costs depend on the duration of the survey, the number of calls and the salary costs of the interviewers. More complex studies with larger samples and more questions lead to higher costs.
3. Face-to-face surveys (interviews, focus groups):
- Costs: 10,000 to 50,000 euros
- Details: This method is the most expensive, as it includes personnel and travel costs as well as any incentives for the participants. The costs increase with larger samples and if special moderators or analysis experts are called in.
4. Postal surveys:
- Costs: 2,000 to 15,000 euros
- Details: This method is less common, but still relevant in certain sectors. Costs vary depending on postage, printing costs and the size of the sample.
5. Recruitment and incentives:
- Additional costs: 500 to 5,000 euros
- Details: Recruitment costs and incentives, such as vouchers or bonuses, can be added for target groups that are difficult to reach or to increase the willingness to participate.
To summarize:
The total cost of a customer survey can range from a few hundred to over 50,000 euros, depending on the method chosen, the scope and the desired level of detail of the analysis.
Conclusion
The cost of a customer survey varies greatly depending on the method, the size of the survey and the scope of the analysis.
While online surveys are relatively inexpensive, telephone and face-to-face surveys can be more expensive.
To find the best investment for your company, you should clearly define your goals and thoroughly weigh up the different methods and their costs.
A well-executed customer survey provides valuable insights and can be instrumental in optimizing your business strategies.
Ultimately, investing in a thorough survey is often worthwhile as it helps you to better understand your customers and strengthen your market position in the long term.
