A marketing questionnaire is the most important tool for collecting information about a product or product market. The most important thing when drawing up a questionnaire is not to "pour water", you need to keep within about ten questions that will lead you to achieve the goal of marketing research.
Instructions
Step 1
There are several guidelines to follow when developing your marketing questionnaire. First, if you ask one question, then the interviewee must perform one action. If you want him to do two or three actions, ask the appropriate number of questions, i.e. the rule is simple: one question - one action. And remember, ask easy questions first and then move on to difficult ones.
Step 2
If you ask the respondent to compare several answer options, then there should be no more than seven. It has been proven that the average person can simultaneously analyze no more than seven concepts. If you need, for example, ten options, then break them down into two questions.
Step 3
Questions of a socio-physical nature, such as gender, age, marital status, should always be placed at the end of the questionnaire. An exception is the following case: when a question on socio-demographic characteristics is moderating, then it may be the first in the list.
Step 4
Remember that moderating questions can be cut-off questions when those who do not belong to the general population are selected. These questions are always at the beginning of the questionnaire. For example, "Do you drink milk?" After the answer “Yes” the polling continues, after the answer “No” it ends. Moderating questions can also be branching questions, when the research is conducted for several segments.
Step 5
Do not include the following questions in the questionnaire: - questions with an answer. To avoid this, carefully work out the compiled questionnaire and test it, only then use it on a large scale; - questions that have no answer, i.e. the question is posed in such a way that it prohibits the answer in some cases; - questions that are difficult to answer. They usually require deliberation, and the person answering the questions usually wants to finish the survey faster; - questions that the respondents do not want to answer. Often these are questions about the exact level of income.
