How To Use TURF Analysis Report in Survey Builder Software

by Paddu on August 26, 2010

The Survey Builder software tool from Leadpro 24|7 includes an advanced TURF analysis report. This report will be useful for market researchers and companies using the online survey builder solution.

What is TURF Analysis?

Total Unduplicated Reach and Frequency (TURF) analysis is a type of statistical analysis used for providing estimates of media or market potential. In market research field, TURF is frequently used to identify and explore the optimal size of a product line offering and to show which items should be included in the product line offering.

Essentially, TURF analysis is a tool to maximize the number of people (i.e., Reach) who would be interested in purchasing different concepts within a product line. By analyzing the overlap between the different concepts, those with the lowest percent of overlap are identified. By comparing the number of non-duplicated people (i.e., Total Unduplicated) to the cost of producing different concepts, the most economical method of reaching the largest number of people can be computed.

How to Use TURF Analysis?

As definition of TURF analysis indicates, it is a statistical technique used for identifying a specific set of respondents from the same based on the survey results. Hence, the researchers should use and identify the right questions to get the right results.

For example, in the Survey Builder system any multiple choice questions can be selected and TURF analysis performed. Selecting wrong questions as columns or rows will obviously product meaningless results. Hence, as a researcher you should first plan the questions and design the questionnaire accordingly.

The survey analytics module of the Survey Builder also includes a TURF analysis in simulation mode, so that the survey results for various (suitable) questions can be simulated.

Real Time Results and Analysis

Note that the LeadPro 24|7 survey design, deployment and analysis tool uses the survey response data in real time. Hence you need not wait until all the survey responses are collected. The results can be viewed online once the web based survey is deployed and the results start coming in.

Please note that this advanced Total Unduplicated Reach and Frequency (TURF) analysis tool is not available for the free online survey software users. It is only available for the users of professional and enterprise survey editions.

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