Below are results from attitudinal and awareness research, a demographic survey, and satisfaction surveys. We are providing this information so you can view and use the market research gathered by the IRS for your own needs and for the purpose of letting you know how the IRS decides where to place advertisements.
Attitudinal and Awareness Research
Attitudinal or psychographic research is obtained from information gathered from telephonic interviews gathered by IRS' market research vendor, Russell Marketing Research. Taxpayers as well as Electronic Return Originators (EROs) are interviewed. The results assist IRS in determining where to place paid advertising and public service announcements related to IRS e-file. They also aid us in determining what key IRS e-file messages should be used in our advertising campaigns.
Publication 4556, Free File Cognitive & Behavioral Research
Publication 4486, Findings From the 2004-05 Taxpayer Communication Tracking Study
Publication 4488, Findings From Practitioner Business Impact (PBI) 2 and 3
Publication 4489, Findings From the 2004-05 Practitioner Communication Tracking Study
Publication 4451, Findings From the Pre-Wave of the 2004-05 Taxpayer Communications Tracking Study
Publication 4456, Findings From the Pre-Wave of the 2004-05 Practitioner Communications Tracking Study
Publication 4431, Practitioner Business Impact Study (Sept. 2004)
Publication 4209, Findings From the 2003 Wave of the e-file Taxpayer Attitudinal Tracking Study
Publication 4208, Findings From the Pre-Wave of the e-file Advertising Tracking Study
Publication 4242, Findings from the 2002-2003 e-file Advertising Tracking Study
Demographic Research
Demographic survey results are obtained from information included on taxpayer returns. This information assists the IRS in segmenting the population into various and/or specific market segments for the purpose of knowing and understanding our customers (taxpayers as well as tax professionals).
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Tax Year 2006 Demographics Data:
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Tax Year 2005 Demographics Data:
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Tax Year 2004 Demographics Data:
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Publication 4210, Nationwide Analysis Tax Year 2003 - This survey is identified primarily by self-prepared versus paid preparer returns filed.
- Publication 4425, Nationwide Analysis, Processing Year 2005 – This is an analysis of the Business Returns.
- Fiscal Year 2008 Nationwide Analysis - This analysis includes Business Returns (Forms 1120, 1120S, 1120F, 1065, 2290 and 720).
Satisfaction Surveys
Satisfaction survey results are obtained from various surveys mailed directly from IRS or by telephone interviews by the IRS' market survey vendor Russell Marketing Research. They assist IRS in development or improvement of our IRS e-file products and services by gaining insight into what our customers need or want.
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Publication 3935, Customer Satisfaction Survey for Information Return 990/990-EZ e-file
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Publication 4350, Findings From the One-on-One e-file Research Among Taxpayers & Preparers
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Publication 4351, Findings From the 2003 e-file Practitioner Attitudinal Tracking Study
- Publication 3830, Findings from the 94X Customer Satisfaction Study (IRS Forms 940/941 XML)
- Publication 4207, Findings From the 2003 Wave of Form 1065 e-file Customer Satisfaction Survey
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