Create constant sum question type in your online surveys
Collect constant sum data from your respondents
Analyze the collected constant sum survey data
Gather rich insights about customer preferences
Constant Sum is a technique that is used in market research surveys. In this technique, respondents are required to allocate a constant sum of points or units on specified criteria or features. All these points add up to a constant total which remains unchanged. Constant sum question type helps to get a better understanding of how respondents give value to specific attributes. When customers feel like certain features are more important to them than others, they tend to provide a higher score for that particular feature. Therefore, constant sum is similar to rank order, but it carries value or points which helps analysts to translate the data into reliable information. Constant comes handy while computing percentages, handling finances, understanding customer preferences for specific criteria, or for any calculation which totals to a predetermined value, for that matter. For instance, a respondent is asked to set 100 points for various features of a smartphone. He can assign a score of his choice for a feature he considers important while he can hit a null value for any attribute which is not charming enough. Constant sum technique is where all the allocated scores add up to a total of 100. The score which a respondent gives reflects on the value they give for the said feature.
Consider a question that’s part of your survey which involves asking respondents they preference while opting for a restaurant to dine out. The question and the responses go as,
“What factors do you consider while dining out on a Friday night?” with the options “Cost, location, ambiance, customer service.”
Most likely, you will receive a mix of different responses with each option getting a share from the total percentage. Say the results are: location(20%), price (40%), ambiance(25%), customer service(15%). You sure do get an idea that people consider price as a strong deciding factor. However, do you know by how much, compared to other factors? For some, price is the deciding factor while for others it is merely a contributor. So how exactly can you analyze the situation? Constant sum is the answer to your dilemma.
With constant sum, the question would be like:
“On 100 points, score points on the factors that mean the most to you; be sure to divide your score so that the total adds to 100!” and the responses you receive from a respondent would be; Price-60, location-10, ambiance-5, customer service-25. When you analyze the answers, the data gives you a clear picture of not just the deciding factors, but also by how much a factor supersedes another one.
Therefore, by placing respondents in this budgeting loop, instead of tagging every feature as important or randomly picking a feature, they give a more systematic response. Consequently, you get profound insights into their expectations & behaviors. Therefore, we can say that constant sum scaling can be used to analyze the comparative significance customers place on various factors of a subject.
Implementing constant sum and getting responses can be quickly accomplished in two steps. The first is setting up the question while the second involves analyzing the results.
The first step is to formulate the question, provide the options to your respondents, and set the total score. Avoid listing too many options; this would make the respondents turn to a calculator or become a frustrated one themselves. Consequently, survey abandonment happens. Ensure that you set randomize answers feature to prevent order bias. In addition, while you set the total, keep a value that’s easy to calculate- 100, for instance.
Once you collect the online survey data from your respondents, the next step is to analyze the survey results. Based on the points allocated by respondents for each feature, the various attributes are scaled and divided by the total number of respondents. This gives rich insights about how much a value respondents give for one attribute over the other. Constant sum makes the audience to think through carefully before picking a feature over the other. Hence, you can avoid getting responses which mark all features as ‘important.’
Constant sum derives data from respondents by making them distribute points to various options provided which adds up to a predetermined total score. Constant sum offers the following advantages.
Constant sum enables an analyst to establish clear demarcation regarding the various attributes associated with the subject under study- if it’s a product, the features offered by it, for instance. While the normal rank order question type only gives an idea of respondent’s preference, constant sum gives a ‘preference by how much’ idea.
Constant sum prompts respondents to allocate scores to various attributes based on their preference. And, the sum of all the points must add up to a value that’s predetermined. This gentle constraint makes respondents weigh their options carefully before picking a choice. Instead of randomly answering all features as essential or important, they would take a moment to reflect on the factors matters to them. Consequently, you get better results for your online surveys.
Constant sum question type is easy to implement and gives profound insights into customer preferences. You can not only understand which option is customer-favorite but also understand by what factor. To get this data, all you need to do is add the constant sum question type in your online surveys.
Even though constant sum enables you to get a metric data for customer preferences, there are some challenges associated with it.
Gone are the days of sending out postal surveys and paper questionnaires; online survey software has taken over the world of feedback collection. And, rightly so! Online survey tools adeptly avoid all the drawbacks of the traditional methods and take customer feedback collection to a new level. With diverse question types, recurring surveys to schedule & send automated online surveys, survey themes to design stunning surveys, SurveySparrow tops the list of the best survey software. While you are here, have a look at our free survey templates that has the most popular templates from different domains- be it market research, customer feedback, or employee engagement.
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