Market Research: Designing Questionnaires

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Course Overview

Questionnaires cannot be designed in isolation. Amongst other things they need to take into account your research objectives, your target respondent and the methodology you adopt.

Audience

You should be working in a marketing or related function creating questionnaires either for your own use or for use by others.

Skills Gained

A well-designed questionnaire will enable your organisation to generate usable data from their target respondents, understanding (potential) customer needs, expectations, attitudes and requirements as well as measuring and tracking behaviour. Your organisation needs to ensure that its money is well spent and that the right questions in the correct format are asked to encourage participation and response. This workshop ensures you will create a questionnaire that delivers the type of information needed for effective decision-making.

The workshop will show you how to get started and how to structure your questionnaires. You will benefit by developing the confidence to challenge a questionnaire that is too long, too wordy, too confusing or fails to address the specific objectives of the project. You will learn how to avoid the common problems in questionnaire construction and ensure that the data generated will be sufficient, usable and meaningful.

Course Outline

• Tailor your questionnaire to the survey objectives
• Design a questionnaire that is suited to your chosen methodology
• Include different types of questions, to avoid boring the respondent
• Use open or closed questions
• Choose different types of rating question
• Use a format that facilitates analysis
• Avoid bias in question wording
• Improve response rates
• Phrase questions to encourage a response
• Effectively use self-complete, telephone and personal questionnaires
• Decide the delivery method (paper or computerised approaches) including the Internet
• Combine the various options to best meet the project objectives
• Evaluate questionnaires

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