I conducted customer survey through email and walk-in 3 weeks ago and as of this date we have had few responses. The return rate is very poor (20 responses) considering that we have 8,000 active accounts/customers. The recommended sample size is 300. If I surveyed 300 customers, should I stop there though I have had 20 responses only? Or do I have to go on with the survey until I reached 300 responses?
I'd be interested to hear any advices you may have. Thank you very much.
In general, survey response rates are pretty low. In the academic arena, if you get more than 20% response back, you're doing pretty well.
The problem is non-response bias. The only time someone bothers responding is when they "have something to say" so to speak. Sometimes if it went really well; but more times to complain something went really bad. So for both of those cases, the answers are then skewed on everything else. You don't know how representative the samples are that you received.
Another consideration is the survey itself. Your survey is short (good). However, it needs to be something they can complete quickly. Also, you ask for some product-specific information on there. They may be reluctant to give that to you.
Do you have the opportunity to talk to customers? You can learn an awful lot simply by asking them a question at the proper time.
Consider.... the best time to ask me about a service, a dining experience, the process while buying a product, etc. is right after I did it. All it would take is a manager asking a sincere question. "
Sir... if you would suggest three things we could improve upon, what would it be?" and have a clipboard to write it down.
My suggestion is to consider improving the quality of the information you receive. Then, the quantity is not as relevant.