We are hoping to send out email surveys to some of our customers (w/a coupon reward) in the hopes of getting some task analysis-type feedback returned.
This is a large B2B website with tens of thousands of products. If I ask something like like "What are your most frequent tasks on xxx.com", unless I have MANY very specific multiple choice options to choose from, it seems like what I get back is going to be pretty uninformative (i.e., 'I'm here to place an order' which doesn't tell us much).
However, I've read that if you leave surveys with open textareas, you won't get a good return either.
What would a suggested approach for questions/format to try to learn more about what tasks the users are doing on our website?
Can I just ask the equivalent of "What are the the most frequent tasks you do on xxx.com?" with an open textarea and expect informative responses?
Any suggestions appreciated--