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6 mins

6 Reasons to screen survey respondents for global B2B surveys

In this article, we’ll explore why it is a good idea to screen respondents for global B2B surveys

Jun 7, 2022
B2B market research

Meaning of screening for a survey

In this article, we’ll explore why it is a good idea to screen respondents for global B2B surveys. But first, let’s start with the meaning of screening for a survey. Screening questions are typically used in surveys to separate a group of respondents from another. These are used to focus on only a few respondents that fit a certain profile. In this manner, inputs can be drawn from these specific respondents. There are four types of screening questions most popular with respondents.

First, there are the demographic questions which are the most common.  Questions of this type can include a wide range of topics. Some of which include: age, gender, marital status, occupation, location, economic background, race, annual income and many more.  Second, we have industry-specific questions. Sometimes, people who work in or are close to a certain industry may be biased in their answers. For example, say that you are trying to capture consumer sentiment about air conditioners. So, you will eliminate those who work in or are close to the air conditioner industry.

Third, there are the product specific questions. In a similar vein to industry specific questions, these are used to eliminate those respondents for whom the product or service is not intended. For instance, you want to run a survey about computer repairs. For this, you would need to eliminate those respondents who do not have a computer.

Lastly, there are behavioural questions which are used to capture insights about the respondents’ day to day lifestyle. Question types could be: what does your everyday diet look like?

Reasons to screen respondents for global B2B surveys

Although respondents are typically screened for many reasons, the number one reason is time and money savings.

1. Cost and time savings

The more people you survey, the more money you spend. So it is advisable to only choose those respondents that are relevant for the purpose of your survey. Be sure to include screening questions right at the beginning of your survey so that the non relevant respondents are disqualified right away and you save that money.

2. Increased Data Quality

If you do not screen your respondents at the beginning, you would have to do this at some point later. Or you may forget to do it entirely. This will then reduce the quality of your data and may even defeat the purpose of your survey. Sometimes, clients do give very specific instructions on what kind of profile they are looking for. Not following these instructions may even result in client disappointment. Not screening will result in a waste of time for both respondents and researchers.

3. Reduced Bias

Respondents that are not relevant to your survey may answer questions in a way that they deem fit or even randomly. This will then result in the responses being skewed and will again compromise the quality of your data. Therefore it is a good idea to screen them from the beginning to reduce respondent bias.

4. Reliable and accurate data

Screening respondents helps improve the reliability and accuracy of your global B2B survey. Since the respondents already fit the profile that you want, they are the ones who can provide the most relevant answers. This also makes the data analysis process more smooth.

5. Improved Experience for both respondents and researchers

Respondents tend to get frustrated when the global B2B survey is not relevant to them. They might lose interest in future projects also, thereby resulting in a loss of respondents. Therefore, it is imperative that screening be done at the first step of the survey to filter people. In addition, we have prepared another guide for your convenience to better understand how to execute a B2B survey for due diligence correctly,

6. Approach your target audience

Screening your respondents right at the beginning of your global B2B survey ensures that you reach your target audience directly and quickly. You reach the right people right away thereby massively increasing the efficiency of your global B2B survey.

How to best screen your respondents for your global B2B surveys

Below, we share some of the best practices for screening respondents for a global B2B survey.

1. Ask screening questions right at the beginning

It is vital to ask screening questions at the start of your survey because in this way the respondents who are not relevant will be eliminated right away. This will save you the cost of surveying these respondents.

2. Include a page break right after the screening questions

Be sure to include a page break after your screening questions in your survey. This will make your survey more organised and visually appealing.

3. Do not use Yes or No screening questions

Doing this will make sure that your respondents put a little more thought into answering the questions. This will also help eliminate acquiescence bias which is the tendency of people to say yes so as to appear more agreeable.

4. Include enough screening questions and be specific

Make sure to include as many screening questions as you need. Including fewer screening questions may result in more respondents than you need. Also make sure to be specific when you ask screening questions. Being too generic might result in the wrong kind of respondents being included in your survey.

5.  Do not include complex or open-ended questions

Complex questions that require respondents to think too hard will only discourage them to answer the questions. Similarly, having open ended questions as screening questions can lead to vague answers. This in turn can result in the researcher being unable to decide whether to include the respondents.

6. Do not include industry-specific jargon

Design your global B2B survey such that it can be answered by a layman. Including jargon will make the respondents confused and will result in incorrect answers. 

Now that we have covered everything from why to use screening questions to how to use them correctly, it is now time for you to implement these! Still confused and need more help? Not to worry!  You can access our screening services through GrapeData. We have an amazing team of professionals willing to respond to your survey to optimise your results. We generally get answers from 250,000+ contributors from 90 countries. 

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