Before you analyze that online survey data from the responses, you need to be familiar with the data you are about to analyze. The success of a survey depends on how accurately you conduct the online survey. If the survey was not conducted properly, there will be inconsistency in the data. For those who are doing the marketing survey, your data orientation needs to be more qualitative than quantitative. Quantitative data is useful during comparison and Excel analysis. That said, here are the metrics to look out for in your collected data. Ordinal data If you want to collect and analyze ordinal data, you should know that the order of the answers is very crucial. The responses from the respondents will only make sense if the particular order is followed. A good example; how often have you used our brand? You can give the respondents answers like; · Never · Often · Always · Sometimes · Rarely For a better perspective, you can make the answers random for each respondent. Categorical data This type of data is easy to analyze and collect. The respondents are provided with a list of answers that reflect their opinions on the question asked. However, for this data to be accurate, you need prior research before fielding the questions. A good question, in this case, will be; why did you purchase our brand? The answers can be limited to; · Availability · Customer service · Price If you don’t understand the measurable dimensions, you should field open-ended questions first. After analyzing the data, you can come up with the right answers that match the initial response from the open-ended questions. Interval data Interval data is collected from a predetermined range of values. The range needs to suit the different respondents. A question like; choose your monthly budget? You give them a list of values like <$100, $200 and $300. In this case, you can target a specific segment of the respondents and the summary will be easy to organize. Response rate The response rate is the number of people who took part in the online survey. For your online survey to be successful, you need a high response rate. If your survey website registered 1000 visitors, and only 500 of them answered the survey questions, then the response rate is 50%. This percentage is a good percentage in the survey process. Conclusion These metrics are meant to help you analyze the data and field the relevant questions. Some metrics like the response rate are critical in gauging the success of an online survey process. These metrics will help a researcher maintain the objectivity of the online survey.