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Ryan,HOW and WHEN you ask a question is just as important as the question itself. You state that you gather your survey "When someone walks in the door". You must consider that the automobile shopper is in a highly defensive mode, they are preparing for NEGOTIATION. Any probing question that may possibly compromise the shopper's leverage will be answered with a veiled response (aka white lies).IDEA:To clean up your data, consider a post sale survey. The negotiation is over and buyers have dropped their guard. You'll find your results will be far different than you have now.My Post-Sale Survey FYI: http://forum.dealerrefresh.com/f43/uncle-joes-make-over-diary-1683-13.html#post19931I have 4 years of post sale surveys and the data is produces can be jaw dropping. In my case (only), my surveys find that 20% of all sales recall shopping at either autotrader.com or cars.com and that stat alone has kept me from chopping these Classified sites.
Ryan,
HOW and WHEN you ask a question is just as important as the question itself.
You state that you gather your survey "When someone walks in the door". You must consider that the automobile shopper is in a highly defensive mode, they are preparing for NEGOTIATION. Any probing question that may possibly compromise the shopper's leverage will be answered with a veiled response (aka white lies).
IDEA:
To clean up your data, consider a post sale survey. The negotiation is over and buyers have dropped their guard. You'll find your results will be far different than you have now.
My Post-Sale Survey FYI: http://forum.dealerrefresh.com/f43/uncle-joes-make-over-diary-1683-13.html#post19931
I have 4 years of post sale surveys and the data is produces can be jaw dropping. In my case (only), my surveys find that 20% of all sales recall shopping at either autotrader.com or cars.com and that stat alone has kept me from chopping these Classified sites.
