Hello again, and welcome back to English for Marketing and Sales. In the opening scene for this lesson we saw some market researchers conducting surveys. These kinds of surveys are so common. I've been stopped in the shopping mall. I've gotten them by email. They come over the phone. I've even gotten them on my groceries receipts with the chance to win $5,000 if I complete the survey online. These marketing surveys have become so common because they're easy. Easy to create, easy to distribute and easy to analyze. However you only get one chance at a survey. That ease of use can be misleading. Writing a survey that gets you reliable results and actionable insights is hard work. So in this video we will review six tips for writing effective surveys. Tip number one, make sure your audience knows what you're talking about. For example in this question. How likely are you to use BioDent Toothpaste? They may not have heard of it, or they may not know the benefits. Instead of that, your survey question should be, BioDent Toothpaste is a new dental care product that incorporates probiotics to prevent tooth decay. How likely are you to purchase Biodent the next time you purchase toothpaste? Tip number two, keep it simple. Ask only one question at a time. In this question, you are asking the respondent to answer two questions at once. Instead, ask two separate questions. Is the packaging attractive? Is the packaging easy to use? Tip number 3, avoid leading questions. For example, if you ask, what do you like about your current toothpaste? It pushes for a positive response. Instead, try to give options. If you ask, what, if anything, do you like about your current toothpaste? The respondent has the option to not like something. Tip number four, questions should flow from general to specific, from easy to answer to more introspective. Use the funnel approach. Remember in El Reto, the interviewer began with a simple question. Look at this picture. Does this look like a product you would be attracted to in the store? And then ended the survey with a more complicated question. Now, what if this product prevented you from getting cavities, because it was formulated with natural probiotics? How likely would you be then? Tip number five. Answers to multiple choice questions should not overlap, and should include all the most likely answers. And offer an opt out answer, such as I don't know or not applicable. For example, you might ask how likely are you to use BioDent gum? But offer an opt-out for people who don't chew gum at all. That way you won't get a not likely answer to skew your results. You will only include answers from people who would chew gum. And finally tip number six. Use closed questions such as multiple choice, yes-no or Likert scale to get quantitative data that can be analyzed quickly. Use open-ended questions to gather testimonials, to identify case studies, or to gain information you may not have considered. In this takeaway section, I'll leave you with questions you can use to review any survey you prepare before it launches. These questions are based on the six tips from this lesson. Does the audience know what you're talking about? Are you asking only one question at a time? Are any questions pushing for only a positive or only a negative answer? Do the questions flow naturally from one to the other? Do any of the multiple choice answers overlap? And have you offered an opt out option in case none of your answer choices applies? Do you have a balance of quantitative and qualitative questions that will provide you with the information you're seeking? Remember, surveys may be easy to implement, but you only get one chance to get it right. Thanks for watching English for Marketing and Sales.