How to Create an Online Survey for Marketing Research

In a previous article, we discussed how to build a landing page to conduct an online survey. But what if you’re looking for a more qualitative approach? You might want to consider taking an online survey in person. Luckily, Google recently made it easier than ever to do this. As part of the Google Surveys for Marketing platform, you can create an online survey and have it distributed to your audience. In this article, we will review how to get started with Google Surveys for Marketing.

Set The Stage

Before you get started, you need to choose the right platform for your survey. This is a key step, as you don’t want to waste your time and effort if the survey doesn’t fit on your chosen platform. You also need to make sure that your chosen platform is compatible with the digital devices (laptops, tablets, and cell phones) that your audience uses. Finally, make sure that the platform you choose offers the features that you need for your survey (for example, you might need to create a poll with a focus group).

Choose The Right Questionnaire

Once you have your platform chosen, it’s time to figure out which questionnaire to use. You have two options here: you can either use a pre-made questionnaire or you can build your own. We’ll cover below why you might want to go with a pre-made one versus building your own survey.

Built-in Questionnaires

One advantage that Google offers with its survey platform is the option to use pre-made questionnaires. These questionnaires are already programmed into the system and can be accessed directly from your survey. This makes it easy for you to launch your survey and begin collecting data without having to go through the entire survey development process (which takes a lot of time) just to capture one set of data. It also means that you don’t have to worry about compatibility with digital devices or the design of the questionnaire itself—the system handles all of that for you.

Why Pre-made Questionnaires?

There are a few reasons why you might want to go with pre-made questionnaires. First, you might want to use a set of questionnaires that are tested and proven to work well with your specific target audience. Second, you might want to avoid possible legal trouble by using a legitimate and verified questionnaire. Finally, you might want to save time by using a tool that was designed to be used in a similar manner to what you are doing. If any of these situations apply to you, then using pre-made questionnaires is the way to go.

Avoid Duplicative Questionnaires

One of the things that can slow down the data collection process is if every question is asked during different parts of the survey. You don’t want to end up with a bunch of duplicative data, which can lead to errors in the process. To avoid this problem, you should try to keep all of your questions in one section of the survey.

Focus On A Single Question At A Time

When you build your own survey from scratch, you have complete control over how the questions are asked and in which order they appear. This is a major advantage, as you can ensure that all of the questions are relevant to your target audience and that none are mis-leading or confusing. You can also go back and change the order of the questions or reword them as necessary.

Survey-Taking Time

One of the biggest drawbacks to creating your own survey is the time it takes to do so. Especially if you want to get real results and aren’t just looking for a simple count of how many respondents there are, you will need to spend a lot of time preparing the survey. And once it’s done, the time it takes to distribute it and get the results is also long, due to the large amount of people you need to send it to.


As you can see, there are a few things to consider before you create an online survey for marketing research. First, make sure that the platform you choose is compatible with the digital devices your audience uses. Second, make sure that you choose the right questionnaire (pre-made or built yourself). Third, make sure to create only one section of the survey for all of your questions (duplicative questions are a pain to clean up after!). Fourth, make sure you take your time and do everything correctly the first time around. It’s a pain to go back and redo things that were already done manually. Finally, once you’ve launched your survey, make sure to collect as much data as you can in the shortest amount of time possible. Trying to rush through data collection can lead to errors and incorrect data being recorded.