For example, suppose that a grocery store chain conducts an online survey of customers who have signed up for shoppers' discount cards. The survey might ask customers how important they consider things such as ease of checkout, expanded store hours, and availability of special services, such as pharmacies or florists shops, in the store.
A survey like this will be valuable in itself, but it will be even more valuable if the consultant can integrate survey data with data gathered from discount cards. These cards typically provide information about where, when, and how often customers shop, what they buy, and how much they typically spend on each shopping trip.
If a consultant attempted to ask for this information as part of a survey, it would create two problems. First, respondents might not be able to provide accurate information about such things as how often they shop or how much they typically spend. Second, asking for such information would make the survey considerably longer, and the longer the survey, the less likely it is that people will complete it.
By integrating survey results with data from shopping cards, a researcher can determine answers to questions such as:
- What services are most important to the chain’s best customers?
- Which stores have the highers customer satisfaction?
- How does customer satisfaction affect purchase frequency?
In the second case, a user can upload a table for which a code or an answer must be entered to retrieve information. This could be a products table, store level table, demographic table, etc. For example, a construction company that replaces windows, siding, and gutters might have information on its products serviced by warranty number. The first question of the survey asks the respondent his warranty number. The information on the table (product category, date, service representative, price, location, etc.) is then linked to this person's responses.
Survey data integration tools, such as these, allow marketing departments to give decision makers the information they need to get the most out of their marketing efforts.