Consumer survey questionnaires are the best way to learn about the preferences, knowledge and opinions of a certain group of people. The validity of a questionnaire’s results will most likely depend on the quality of the listed questions. When conducting market research, you need to have a well-designed questionnaire in order to get results that will be beneficial to both your business and your customers. To achieve this, you can use the following 5 steps to create a quality questionnaire;
This is also known as defining the objectives of the survey. It is where you determine the specific type of information you are trying to collect and the type of individuals to target before you begin writing down the questions. Knowing the market segment to target, means being able to ask the relevant questions which will in turn give you the relevant feedback.
Create specific multiple choice questions that engage the interest and attention of the customer. All questions should be easy to understand, have a set of possible answers and should also be relevant to the topic of interest. Ensure that the questions are kept clear and brief to avoid information overload.
At the beginning of the questionnaire, write down a brief summary to explain the reason you are conducting the survey. Include a few instructions to guide them on how to complete the questionnaire and the approximate amount of time it will take. These instructions should include capitals to attract attention.
When you have customers that fall into different categories, create branches by formulating initial questions that will help determine a customer’s category and filter collected data. While doing this, you should also include weed-out questions which will help eliminate irrelevant information when going through a data filtering process.
After creating your questionnaire, work on it’s overall look. Read and edit it using clean, simple and professional formatting and incorporate a personal or business logo if you have one. At the end of the questionnaire, thank the respondent for participating in the survey. This ensures that the respondent grasps the gravity of their input which in turn assures you of truthful and informative answers.
It’s important to ensure that a conducive environment is accorded to the respondent as this prevents distractions that may otherwise degrade the quality of the information you obtain.