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SF Bio is the leading cinema chain in Sweden. Together with the sister company SF, distributing and producing film, they are a part of Bonnier.
SF Bio in short |
- | 33 cinemas in 20 cities all over the country |
- | 181 auditoriums with 26.824 seats |
- | Market share in Sweden 2001: 45% |
To continuously conduct various types of surveys has always been a natural part of our business, says Nils Vesterlund at SF Bio's market department.
We use most data collection methods such as phone interviews, paper based methods and on-site interviews.
Since some time we are also using the Internet.
We used to conduct a very extensive survey by distributing questionnaires in our cinemas that were to be sent to us through the mail.
By using our web site sf.se we can divide the survey into smaller parts and do it more frequently.
When we know which questions to ask, it is very easy to create an online survey using Easyresearch.
We can then choose to publish it as a clickable link on our site or send it via email.
The responses are then available in the result section of Easyresearch where we also can analyze the result and create our own reports.
Normally it takes a couple of days to collect 400 responses which we feel is enough for these types of surveys.
Of course we are aware of that we are asking the Internet population which is something that sometimes has to be taken into account when acting on the results.
We were offered to try Easyresearch for an online survey and after a couple of hours of training by Ciceronex we were up and running, says Nils.
Since no software installations are necessary in order to use the tool, the implementation process was completely focused on the user.
Collecting the desired amount of responses was very quick and the response rate was 88% of the ones that clicked on the link, something that must be considered as exceptionally high.
Nils can only see benefits from SF Bio being able to control all the steps in the online survey process themselves. -If we need outside help
concering the questions or the interpretation of the result we use external consultants for just that particular part.
We have also created a set of standard questionnaires in a question library which makes the creation of a new questionnaire even easier.
The cost for using Easyresearch varies with use which gives us freedom to select the apropriate collection method in order for us to be cost effecient.
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