Nothing is impossible

Survey Generator™ is Alstra’s survey tool. It is web based and helps you to quickly carry out various forms of cost-effective surveys among colleagues, panels, customers or “the general public”.

User-friendly, powerful and flexible

Our tool is recognised as being easy and effective to work with. Our customers include Demoskop and SACO. You can easily administer your survey from start to end, and choose the level of complexity in the reports you generate. It does not matter if there are just a few, or hundreds of respondents. Please have a look at our Survey Generator by following the instructions on the right.

Survey Generator is of course being constantly improved. You will always have access to the latest technology and functionality. Your ideas, suggestions and requirements are important for us when we develop the survey tool, so please give us your comments. Contact Alstra.

Help and self-help

Our survey tools are easy to understand, but all possible support is available to help you get started. If you need help, our quick, personal support is available. We can also assist you, by doing everything from setup and design of your survey, to handling the administration and reports. Read more about our services.

The simplest version of Survey Generator gives you everything you need to do a quick and simple survey.

You can put your questions in yourself, choose different types of response choices and distribute the survey to your respondents. The reports are both easy to read and are available in several formats.

Survey Generator Small is perfect if you do simple surveys and want quick, clear answers, without having to do advanced design or generate comprehensive reports. Support via e-mail.

What does it cost?

Survey Generator Medium is for people who need their survey tool to do a bit more – the most popular version.

There are functions for generating advanced surveys, HTML emails, up to 5 people can use the tool at the same time on the same license etc. This version offers you everything you need to create more comprehensive surveys and razor sharp reports.

Survey Generator Medium is for people who do somewhat larger surveys, where you want to display your trademark in addition to doing a survey. You can use it to configure the design of a survey the way you want it, and extract easily understandable reports in HTML, Excel, Word or SPSS.

Survey Generator Medium also includes access to our telephone support, all the questions you might conceivably have about the technical solution.

What does it cost?

In Survey Generator Large, there are no limitations to what you can do with our survey tool. It contains the most advanced functions for doing large and complex surveys.

Survey Generator Large is frequently used by market research companies and other professional researchers who need all the available functions. Surveys which are done are often complex, using several languages and randomised questions etc. Survey Generator Large also has the advantage that up to 10 people can use the tool on the same licence.

Reports also become more comprehensive when you do advanced surveys. These are, of course, available in several formats such as HTML, Excel, Word or SPSS. Telephone support is of course included in Survey Generator Large.

What does it cost?

Do you think that the ordinary versions have almost everything – but are still not quite all there? Then we can tailor the tool to suit you and your requirements exactly.

It can include creating unique login pages with your own design, integrating the tool into an intranet, creating a new function or combine the web survey with a postal survey. You can also configure the number of users and add more users as necessary. Quite simply, we can design your surveys so that they look and function just the way you want them.

Please contact us for a quotation.

To the demo

Survey demo

To display how a survey can look and what features there are in the tool we have created a survey demonstration that shows the different question types in the tool. Of course it is possible to change the look and layout to fit your preferences.
To the demo

Options in our survey tool

Your own panel

You can use the Panel Module option to create and handle your own panels. This is where you can easily assemble your respondents in a database which is linked to your account in Survey Generator. This is useful to have if you plan to use the same respondents on several occasions. The Panel module also makes it easier to recruit respondents and to select different background variables so that you can make your selections.
Read more about panel

The speech-enabled survey

Access to Survey Generator can be configured to allow people with reading difficulties or reduced vision to answer web surveys as well. The Readspeaker option makes it possible to answer questions with a simple click and to have answer alternatives read out.
Read more about accessibility

Support and help

Technical support

We like to talk to customers and are happy that we always get good marks for our customer service. If you need personal help from us at Alstra, you are always welcome to contact our support department. The dialogue will also help us to develop our tools and our services.

Support via e-mail
When our online help doesn’t provide the support you need, rapid support is always available via e-mail:

Telephone support
Support is always included in our larger packages (Survey Generator Medium and Large), and in our special packages. Please call us: +46 (0)8-22 22 65.

Getting started and help online

There is a quick start guide under the “Home” tab, when you log into the survey tool, to help you get started. There is also a searchable online help function in the survey tool.

Tips before you start to do a web survey

1. Start from the end
When you create a survey, it is a good idea to think about how you want to present the results, and what you are going to use them for. This will help you to decide what sort of questions you want to ask – such as open questions, ranking, single or multiple choice questions.

2. Ask a bit more
Background questions such as sex, age, geographic location, income, occupation etc can make the results of the survey more interesting, because you can do break-downs.

3. Test your neighbour
Show the questions to somebody who is not involved. If he or she understands what you mean, you are probably on the right track.

4. Be generous
It is a good idea to share results of the survey with the respondents when it is finished. This increases the response frequency.

5. Use plain speech
Start off by being very clear when you write the heading for the e-mail letter, so that people understand at once what the survey is about. This also increases the response frequency. Inform the respondents about how the result is going to be used.

6. Respect anonymity
In sensitive surveys, such as employee surveys, it is important that respondents feel secure that their answers will not be linked to them as individuals.

7. More than 1000 words
It is a good idea to work with images, especially in attitude and brand surveys. One example is to have a series of happy and unhappy people, instead of a row of numbers.

8. Your imagination set the limits
Surveys are excellent input material for more or less “everything”. Employee, panel and customer surveys, websites and usability surveys, PR surveys among the general public, pilot surveys, evaluations, competitions, applications and lots more.

Only pay for what you need

You can either purchase a single Survey Generator survey, or a subscription that gives you an unlimited number of surveys. The choice that suits you best depends on the number of investigations, evaluations or other types of surveys that you plan to do. Either way, you only pay to use our tool, and avoid the costs of operations and support.

Individual surveys

Using an individual survey, you are not tied up to a long-term contract, you just pay for each survey by itself. The price depends on the number of mail shots you want to do, the number of responses you want, depending on whether you e-mail surveys or post a link that respondents visit. If you choose individual surveys, you always get the most advanced version, Survey Generator Large.


If you have a subscription, you can set up as many surveys as you want to, while your subscription is valid. You decide the version of Survey Generator you want to have, the number of respondents during the period, and the price is then calculated.

Survey Generator Special

Please contact us for a quotation.

Background question

You can subsequently break down the result of a survey, using background questions such as age, sex, income, education, geographic location etc., which enables you to find correlations, understand a result etc.


Dropout refers to the respondents who do not answer, because they do not want to, are not at home etc. Dropout is often specified as a percentage. The larger the dropout, the lower is the reliability of the survey.

Filter question/conditions

Filter questions are used to leave the respondent forwards in the questionnaire, such as “if you answered yes, please go to question 10″. Filter questions are used to guide some respondents (depending on background questions or the way they have answered) to a question which only refers to that group of respondents. This means that you get better answers, since the question is relevant to the people who answer, and other people don’t have to bother answering it.

Cross tabulation

Cross tabulation means that you can analyse individual groups, depending on how they have answered – or not answered. For example, you could take a closer look at the results of people who live in a large town, are women or watch a certain TV channel. Cross tabulation makes it easier to see correlations and analyse things at a micro level.

Quantitative surveys

A quantitative method includes surveys, usually via the web, post or telephone. In a quantitative survey, you can postulate hypotheses and do a wide-ranging survey to chart a target group, questions etc.

Qualitative surveys

The difference between a quantitative survey and a qualitative survey is that the qualitative survey frequently uses in-depth interviews and case studies. This creates a deeper understanding of a phenomenon.


The arithmetic average, the sum of all numbers divided by the number of participants, observations etc.


The “middle value”, the number in an ordered series, which divides the series in two equal parts. If the series has an even number of observations, the median is the average of two values on either side of the centre.


A group of people have something in common, such as all the people in Sweden or all the people who have a certain profession. In the wider statistical definition, a population is a number of units or phenomena which is being investigated such as visitors to a shop, or manufactured products.


Randomization can mean two things:

  1. Random allocation of participants between groups in a survey. Randomisation is necessary, so you can use statistical methods to assess the probability that the result of a survey has been obtained through the action of chance. Randomisation can be done by allowing a computer to generate a random sequence (randomisation code) which decides the group into which each new participant will be allocated.
  2. Random order of questions, response alternatives etc. The order of questions and response alternatives in a questionnaire can sometimes guide the respondent to answer in a certain manner. Randomisation avoids this.


Reliability describes how trustworthy an investigation/survey is. If you measure the height of children in a school class, the measurement instrument affects the reliability. If you measure the distance between Gothenburg and Stockholm with a ruler, reliability is low.


A respondent is a participant in a survey. People who have finished the survey and answered all the questions are called “complete respondents”.

Raw data

Raw data is data which has been acquired from a source and which has not been processed or been subjected to any manipulation, such as un-processed statistics from a survey. The data can then be processed by a computer program or by manual analysis. A distinction is made between data and information; information is the end product from data processing.


Significance is a concept which specifies that an observed value in a survey deviates from a hypothetical value, or other comparable value, so much that it is not caused by statistical uncertainty (chance).

Significance is classified in the form of confidence interval, where 95% (5%) indicating that the observed deviation in 19 causes of 20 is not due to chance and 99% (1%) in 99 causes out of 100.


By exporting your data to the statistical program SPSS, you can make a broader and deeper examination of the results. Are you using Survey Generator Medium or Large, you can get the data in this format.

Response rate

Response rate refers to the number of completed respondents in relation to the number of possible answers. No response is called dropout.


Validity means that you have investigated what you were supposed to investigate and nothing else. It may seem obvious but it is not always easy to achieve high validity. If you measure the feet of a large number of individuals, to measure how fast they run, the survey may have an excellent reliability. If the instruments are perfect you have in the end a proper disposition of all lengths of the feet. The investigation however, completely lacks validity because there is no correlation between size of feet and how quickly we can run. An investigation can thus have a high reliability but still no validity.

About web surveys

How can I find representative addresses for various groups in society?

We collaborate with the CINT company, which has a panel system that contains a number of different types of panels, containing people who have said that they are willing to answer surveys. You can make a selection, using a number of different parameters such as where people live, age, sex and income, but also using softer background data such as interests, family membership or living conditions. If you want to create your own panel, you can use our Panel Module, where you can easily administer this.

Which is better – HTML or plain text distributions?

Briefly, you can say that the choice is between very secure text format or inspiring, attractive HTML format.

  • Plain text is simpler (lacks images, colours, fonts etc.) and can be received by everybody. A plain text distribution runs a lower risk of ending up in the trash can.
  • Using HTML, you can design your distribution to conform with the company’s profile, and make it more easy to read, which can increase the response frequency. There is a greater risk of ending up in the e-mail trash can, than if you use text format.

How many responses can I expect?

This is almost an impossible question to answer, somewhere between 10 – 90 percent. The response frequency depends on things like the type of survey, your target group, the relationship you have with the target group and any incentives (lotteries etc.). For example, you will get a higher response frequency from a survey of your colleagues than from a customer survey.

How can I increase the response frequency?

You can increase the response frequency by being clear about the purpose of the survey, sending some pleasant reminder mails and of course, mentioning if the respondents will get something to thank them for answering the survey.

How long should a survey be open?

The survey time depends on the number of responses you want to receive. You will commonly get most responses during the first day, but about three weeks is a good “open time”, which gives everybody time to answer. You can generate reports during the time that the survey is open, to see the tendencies in the responses.

How many times should you remind respondents to answer?

This depends on how long you want to have your survey open, but one or two reminders should normally be enough. It’s important that you don’t start nagging. This could get people to answer irresponsibly, just for the sake of answering, or feel so hunted that they actually refuse to answer.

About the Survey Generator tool

What can I use Survey Generator for?

You can more or less use Survey Generator for all types of email distributions or questions that you want to ask via the web. Among other things, we help our customers with: employee surveys, attitude and brand surveys, customer and member communication, panels, web competitions, course and project evaluations, applications and invitations, news shots and many other things.

Why should I use Survey Generator, in particular?

  • User-friendly: Survey Generator is recognised as being intuitive.
  • Functionality: It is suitable for both simple, internal surveys and for complex, professional surveys.
  • Adaptable: Alstra is happy to do configurations, provide extra functionality or integration with your intranet etc.
  • Cost-effective: You only pay for what you need.

How quickly can I start working in Survey Generator?

You can easily start at once, without special training. It is quick and easy to put in questions and respondents, and then distribute the survey. A wizard in the tool helps you to create your questionnaire, step-by-step. We also offer training courses, if you need extra support or want to learn more.

Some of the people who will answer the questionnaire don’t speak Swedish. How do I solve that?

You can set up questionnaires in almost 30 languages in Survey Generator, and the list of languages is extended all the time. Languages can be handled in two ways:

  1. Configured: You ask the respondent at the beginning of the questionnaire about the language he/she wants to answer in. The questionnaire language is then configured to suit his/her choice.
  2. Pre-selected: If you know in what language the respondents want to answer you can choose language in the survey.

Some of the people who will answer the questionnaire may have reading or writing disabilities or sight loss. How can I reach them better?

Survey Generator can be adapted to people with reading or writing disabilities or visual impairment so that they can answer online surveys. The optional ReadSpeaker allows the respondent with a simple click to get questions and answers read out loud.

I need help with my survey, what do I do?

If you need technical support, you can always send e-mail (Survey Generator Small) or call +46 (0)8-22 22 65 (Survey Generator Medium and Large).

If you do not have time to create your survey or manage the entire investigation, we can help you. Please contact us for discussion of the approach and quote.

I do not have e-mail addresses to some of my respondents in the survey, how can I solve it?

  1. You create your survey in Survey Generator.
  2. We create a login page to the survey.
  3. You send a postcard to those without e-mail, with information about the link to the login page, or alternatively, a postal questionnaire containing information about the login page (you can use the Survey Generator and register the answers from the postal questionnaires that you receive).

Feature summary

Summary of the functions in the different versions of Survey Generator.

Small Medium Large
Max number of users 1 5 10
Question type
Single questions Yes Yes Yes
Matrix questions Yes Yes Yes
Grouped questions Yes Yes
Conditions and display
Simple conditions for displaying pages and questions Yes Yes Yes
Advanced conditions for displaying pages, questions and answer alternatives Yes Yes
Simple validation of responses Yes Yes Yes
Advanced validation of responses Yes Yes
Prefilled values Yes Yes
Image upload Yes Yes
Randomization of pages, questions and answer alternatives Yes
Multilingual surveys Yes
Folder structure Yes
Template design
Predefined question templates Yes Yes Yes
Custom designed questionnaires Yes Yes
Predefined page templates Yes Yes Yes
Owner defined page templates Yes Yes Yes
Import of respondents with custom properties Yes Yes
Import of custom properties afterwards Yes Yes
Conditional colour marking of respondents Yes
E-mail in text format Yes Yes Yes
E-mail in HTML format Yes Yes
Secure survey link (https) Yes Yes Yes
Distribution without survey link Yes Yes Yes
Scheduled distribution Yes Yes Yes
Advanced selection functionality Yes Yes
Attached files Yes
Bounce handling Yes Yes Yes
Types of raw data report
Text Yes Yes Yes
Excel Yes Yes Yes
SPSS Yes Yes
Types of summarized report
HTML simple Yes Yes Yes
HTML advanced Yes Yes
Excel Yes Yes
Detailed response statistics Yes Yes Yes
Publication of the report and detailed response statistics Yes Yes
Other advanced functionality
SML – programming for advanced functionality Yes Yes
SSO – Single Sign On Yes
Regular expressions Yes
Readspeaker Option Option Option
Panel module Option Option Option
E-post Yes Yes Yes
Telephone Yes Yes