Mostbusinesses have been conducting surveys that help them inestablishing the product or service range that they can deal with inan attempt to satisfy their customers. However, some companies do notsee the need of conducting these surveys since these businesses tendto have a perception that the surveys do not always represent thecorrect information that a business may be seeking to understand. Forexample, a business may have a need of knowing whether the servicesit offers are satisfactory to customers. Through conducting surveysfrom customers, the business may get a lot of vague responses, whichmay not help in understanding the information that the business maybe seeking to fathom. Therefore, whether to consider conductingsurveys or not is an issue that businesses are usually encounteredwith. In this assignment, the problem will be restated, complementthe preliminary problem analysis, compare success and failures of theissue, and analysis of the problem. In addition, proposed solutionsand recommendations will be provided.


Businesseshave been in dilemma concerning the issue of surveys. Although somebusinesses consider surveys as being exceedingly vital for the futureof business, others consider surveys as a waste of resources as itdoes not provide the true perspective concerning the issue beinginvestigated. Therefore, there are businesses that engage in surveyswhile others do not. The problem is whether businesses shouldconsider conducting surveys or not.

Successesand Failures of Survey

Surveysusually have successes and failures. When surveys are conductedappropriately, they are beneficial since they add a lot of benefitsto businesses. One of the successes that a business is likely to reapfrom surveys entails understanding the satisfaction of customers fromthe services or products that the business offers. Through surveys, abusiness is capable of understanding how the customers rate theirservices or products. In case customers indicate that the services orproducts that a certain business offers rate lowly, the business cango ahead and adjust a few things that increase the satisfaction ofcustomers. Besides, through customers’ feedbacks, a business canunderstand what items to adjust in order to enhance the satisfactionof customers. This is critical for the success of a business since ascustomers become satisfied, the business is likely to increasecustomer base and revenues because customers always seek services andpurchase products, where they feel they have full satisfaction.

Anothersuccess of surveys is that it enables businesses in planning fortheir future undertakings. When surveys are done appropriately,businesses are likely to benefit since they will be capable ofplanning for their future undertakings. Through conducting surveys, abusiness understands what services or products customers desire toidentify with in the future. This is critical in helping the businessput in its future plans, the preferences and tastes of customers. Forinstance, through surveys, a business dealing with apparels can be ina position to understand what is new in the market and what itscustomers need to be added in its designing of apparels.

Inaddition, another success of surveys is that they help businesses inretaining customers. Through conducting surveys, customers perceivethat a certain business has its interest in its customers sincecustomers are invited to express their opinions. Customers alwaysvalue businesses that appreciate their opinions, thus customers arelikely to identify with businesses that conduct surveys because theyunderstand that the surveys are usually for the purpose of enhancingtheir satisfaction (Grigoroudis&amp Siskos, 2010).

Althoughsurveys are usually identified with the above successes, they arealso associated with some problems or failures. One of the problemsentails sampling. When conducting surveys, businesses carrying outsurveys are usually encountered by the problem of choosing arepresentative sample. A business may not choose a representativesample, which may compromise the interpretation of the results. Incase the business conducting a survey does not have a representativesample, it is likely that the survey would not be successful this isbecause the results of the survey would not represent the entirepopulation (Fowler,2013).

Anotherissue that is associated with surveys is that a business may notobtain the required feedback since the answers to the survey queriesmay not provide the information required in addressing an issue athand (Gordon,2008). A business may conduct a survey using the wrong individuals,which may lead to obtaining answers that do not offer informationrequired in addressing the issues at hand. On the other hand, thereis the issue of implementation in some cases, surveys conducted bybusinesses have problems because the results presented by a surveymay be difficult for a business to implement. This may emanate fromlogistic problems that the business may be facing or unpreparednessof the business to tackle the issue (Beam,2012). In such a case, the surveys would not be helpful which impliesthat the business conducting the survey would have wasted resources.Furthermore, survey may have problems due to wrong preparations. Whena business does not appropriately prepare a survey, it is likely thatthe survey will fail.


Incurbing these problems, there are various actions that can beundertaken by the company. One of the actions that can be undertakenin curbing sampling issues, a business conducting a survey shouldensure that it selects a sample from a population that it has a lotof information from. In order to eradicate sample bias, the businessconducting surveys can include queries that are designed inidentifying sample bias. In eradicating surveys that provideambiguous answers to survey questions, a business conducting a surveyshould first of all interview a few individuals that are arepresentative of the population to be surveyed. This will aid inidentifying all the essential elements of the study topic prior todesigning the survey. It is after the pretest that the actual surveyshould be conducted (Porter,2004). On the other hand, in order for a survey to be of benefit andsuccessful, a business should ensure that it prepares surveysappropriately by asking relevant questions only. Besides, a businessshould also consider implementing the recommendations portrayed by asurvey. This will make surveys useful to the business conductingthem.

Analysisof the Problem

Althoughbusinesses argue on the issue of surveys that is, whether to engagein surveys or not, it is critical for businesses to engage in surveysdue to the vast benefits that come along with surveys. Some of thebenefits that result from businesses conducting surveys includeobtaining a feel for future business, helps in finding missingservices and products, helps in strengthening the customer bond, andaids in the measuring of quality of services and products. Despite,the problems that identify with surveys, businesses should be readyto conduct and use surveys for enhancing customer satisfaction.


Businessesshould use surveys due to the enormous benefits that they are likelyto reap from the surveys. For instance, businesses are capable ofimproving their services and products through surveys. Whenconducting surveys, businesses should ensure that they preparesurveys well in order to prevent wastage of resources in conductingsurveys. When surveys are well prepared, it is likely thatappropriate questions become part of surveys, which is a criticalaspect for any research. Besides, businesses should ensure that theyimplement the findings of surveys in order to reap benefits from thesurveys. However, surveys have to be well analyzed prior toimplementation.


Surveysare exceedingly crucial to businesses as they aid in determining thesatisfaction level of consumers, which is a valuable aspect indetermining the future success of any business. The problem that isusually present with most businesses concerns how to carry out asuccessful survey. Businesses must conduct successful surveys inorder for surveys to be of benefit. Conducting a survey is not theonly action that is crucial to a business, but analysis of the surveyis also very important as it helps in determining whether thebusiness will be capable of attaining success in the future.Therefore, it is critical for businesses to engage in surveys andtrack the utility that the surveys indicate. Businesses should notjust check at the problems associated with surveys, but should alsoanalyze the benefits that accrue from the action. This can make themutilize surveys if not mixed methods.


Beam,G. (2012).&nbspTheproblem with survey research.New Brunswick: Transaction Publishers.

Fowler,F. J. (2013).&nbspSurveyresearch methods.S.l.: Sage Publications.

Gordon,S. (2008).&nbspSupplierevaluation and performance management excellence.Boca Raton, Fla: J. Ross.

Grigoroudis,E., &amp Siskos, Y. (2010).&nbspCustomersatisfaction evaluation: Methods for measuring and implementingservice quality.New York: Springer.

Porter,S. R. (2004).&nbspOvercomingsurvey research problems.San Francisco, Calif: Jossey-Bass.