Hi All

I have a quick question about the way of collection names for a possible client database.

I have been thinking about collecting names through going door to door to each business and running a short survey at each one which would acheive two things for me.

1. At the completion of the survey i would use all collected data to compile the results which i would then put into a press release to the local newspaper as a way to get some publicity.

2. To prequalify potential prospects for my products.

I would be collecting name and phone number and such but this information would never be sold or the likes to other parties.

Do you think that this sort of name collection would be suitable or is it bordering on being ethically or morally wrong?

Thanks i look forward to hearing your opinions on this topic.

Why not have a raffel in the area with a prize that reflects your target group. Then you will get a client database. Also put up some stuff with your name on it showing that your company is sponsoring it.

That is a great idea but the target market in this case is Business Owners/IT Managers. With the product being Computers, Laptops, Servers etc etc.

I guess i could put a prize up for everyone responding to the survey which would save me going on foot to businesses but would put up the cost of doing it.

My idea was to compile a survey which i could walk around to businesses and have the appropriate person answer the 15-20 questions in about 5 minutes so as not to waste there time. So pretty much all of the questions are 1 or 2 word answers.

I may consider a raffel though if i decide to go into selling to consumers rather then just business at some point

Couple of thoughts:

1) The main thing is not to be deceptive with your prospects about how you're going to use their information. If you survey them, and they provide contact information to you during the survey, and then you start hitting them with promotional materials--without asking for their permission--they will find this deceptive. This is not the way to build trust. Instead, as you collect their information, tell them exactly what you are going to do with it. If you want to wait until the end, and ask them then, that's fine--but I would ASK them for permission, i.e., "Thanks. As I said, I will be publicizing this information in aggregate, so your input is anonymous. However, now that I understand your needs, I may be sending you things from time to time that you might find useful. [It's always a good idea to tell them how OFTEN you'll be sending them--like, every couple of months or something. Otherwise they will be worried that you will overwhelm them.] Would that be OK with you? How would you prefer to be contacted? If they say NO, then just respect that and don't add them to your contact list.

2) I don't think offering a prize is a good idea. After all, you're contacting them at work, they're in a work mood, and you're asking work-related questions. "Prizes" don't fit well into this scenario. Also some companies have policies about accepting gifts from vendors, in whatever form. I have found that people would be interested in the results, so you can offer to send them the results of the survey--after all, you're asking them about their issues, and asking others in their field about the same issues. Most of us like to know what our peers are thinking. This could be the first thing you send them, and it would be asked for and useful--which is good.

I would also wonder what questions you're asking them. It's better to ask open-ended questions than to ask specific questions, which are often from "your" head rather than "their" head, and so you can miss important issues that could drive your sales.

It seems like Kristin has been there, done that; maybe still is. I’m still there & doing it.

Even before I started doing marketing research, I participated in surveys. I figured it helps businesses help us. But now after seeing the questions clients want me to ask, I can understand why some people refuse to participate. It’s not always the personal questions that are so bad.

Part of human nature is thinking some form of “OK, enough about you! Now what about me?”

I suggest thinking about what it’s like to be asked the questions. Some surveys are 15 minutes long & participants are ready to go longer. Other surveys are 5 minutes long & we get mid-terminates after 1-2 minutes. What’s the difference?

The subject matter is important to the participants. When we ask about their satisfaction level; what they think is important about an issue; what alternatives or improvements they’d like; etc., many people are glad to be able to express their thoughts (some are too eager).

Good conversationalists don’t just talk about themselves or only of what they‘re interested. It shouldn’t be any different in surveys respondents aren’t paid for.

It’s important for companies to know how effective their marketing is. I can understand why clients want to ask for people’s reactions to advertising (theirs & competitor’s). BUT most people want to avoid advertising, especially if they’re not interested in the products/services. Sometimes they’d be interested in the products/services, if the ads were interesting AND compelling.

Marketing messages should have a “YOU” focus, focusing on respondents. Why would anybody think marketing research should be any different?

Asking many questions about what people are trying to avoid is rude. Would you want to talk to an egocentric person whom only wanted to talk about what s/he likes & whom doesn’t seem to care what you want?

Try to avoid asking, “Why?’ or “What’s the reason for that?” This is especially true for spoken surveys. Some will feel defensive as if they or their judgment are being challenged. Example – “Which do you prefer A or B?” “What is it about B you like?”

This can even get you better, more useful answers like “It’s smoother & it’s easier to hold.”

If you ask, “Why did you pick B?” in the wrong tone of voice, it would sound like you consider the respondent to be a fool. Plus you may get answers like “It’s nice.” Try to quantify that!

If people know what the information will be used for & why it’s important TO THEM, they’re more apt to cooperate.

Whether you ask in a formal survey or as part of a transaction, you can say, “I’m asking because I can serve you better when I know the basis of your decision & how that became important to you.”

People have heard & read crap about how everything they say & do will be stored in computers & they’ll have no privacy. (Yeah, Right!) So, some won’t participate in any surveys.

Yes, with computers, it may be possible to put information together & find Jim Jimmy bought a Playboy magazine last month. But I doubt companies are going to pay for personally identifiable information about Jim & millions of other guys’ magazine choices. If anything, it would be a list of those millions of guys aggregated.

Santa Claus may know who’s been good & who’s been bad, {|8^P} (raspberries) but no other mere mortal is going to be able to track people’s actions like that.

When used correctly, database marketing is good for consumers & the businesses. Some won’t believe information about them is gathered for their own good. They probably don’t trust Santa with that info. 8^)

If you find a copy of Harvey Mackay’s “Swim With The Sharks …” you’ll the Mackay 66. Mackay says getting answers to these questions is a major reason for his success.