Instructions
Just fill it out questionnaire hardly anyone will agree. Therefore, it is worth planning a promotion with a prize draw or discounts on purchases. Regular customers will definitely take part in it. To do this they will have to fill out questionnaire, in which you need to enter all the questions of interest.
Social status buyer. This can be identified by asking the question: “How much do you spend on shopping?” In addition to this, you need to ask: “How often do you visit our store?” This will allow you to understand how wealthy buyers usually enter the shopping pavilion.
Contact information - email or phone. In the event that the prize draw is closed, this data is needed to notify the winners. You can also send information about sales, sales and other interesting things to your email or mobile phone. buyer events.
note
Conducting a survey of customers of a hypermarket chain in St. Petersburg. The final questionnaire for the survey is formed on the basis of the format and objectives of the study, supplemented by questions and blocks important for the study. Marketing agency Life-Marketing provides services for conducting consumer surveys and studying consumer demand.
A customer survey questionnaire is one of the most common methods of marketing research necessary to study the demand for an individual product or a group of products, to study the degree of customer loyalty to the manufacturing company, etc. Such a questionnaire is an effective and convenient tool for studying consumer demand for new products...
Sources:
- customer survey
Instructions
Video on the topic
note
Helpful advice
Sources:
- “Wise Advertiser”, A.P. Repev, 2007; “Advertising Techniques and Public Relations”, I.L. Vikentyev, 2007
The main method of work of psychologists, sociologists, marketers and other researchers is questionnaires. But questionnaires can be used not only in these areas of activity. Many people have to fill them out when entering an educational institution, when applying for a job, and in many others. life situations. Compose questionnaire getting it right is not at all as simple as it might seem at first glance.
Instructions
At the very beginning of the questionnaire, the questions should be easy. Further they can be complex. At the end of the questionnaire, when the respondent is already tired, it is advisable to place a couple of questions that are interesting to him.
The questions included in any questionnaire should not be ambiguous. For example, the question “What is your income?” may imply both the income of the respondent and the income of his entire family. By the way, we can talk about both salary and additional income.
The questionnaire should be composed only of simple questions that do not contain complicated formulations and terms unfamiliar to most people. Each question should be clear, concise, and clearly stated.
When compiling a questionnaire, it is impossible to push the respondent to a certain answer to the question. Therefore, it is unacceptable to begin survey questions with the words “Don’t you think that...?”, “Do you agree...?”, “Do you like...?”
Should not be included in questionnaire questions that exceed the memory capabilities of the person answering them. For example, it is unlikely that a respondent will be able to quickly and accurately answer the question “How much money did you spend on buying toothpaste for Last year?».
Compose questionnaire follows from such questions, the answers to which the respondent knows exactly, remembers and is ready to discuss them with stranger.
A questionnaire, the questions of which the respondent answers within 20 minutes or even longer, indicates, as a rule, insufficient vocational training organizers of the research.
A correctly compiled questionnaire does not raise any questions for respondents and does not require any additional explanations.
Video on the topic
Tip 4: How to write a marketing research questionnaire
Marketing research plays a big role in business development. With its help, specialists can predict the growth in demand for the coming period and make the company's strategy more effective.
Instructions
To create a high-quality marketing research questionnaire and effectively apply the results in your work, first define your goals. The structure and content of the questions depends on the goals and objectives set.
The marketing research questionnaire consists of several blocks. First comes the personal data of the respondent (gender, age, education, work activity and etc.). This section is very important because... allows specialists to determine which category of clients (to target audience or so-called “random” buyers).
Next, move on to questions that show how and how well the person is familiar with the subject of the study (product, service, brand). Most questionnaires consist of questions and suggested answers. The presence of options can significantly simplify the verification process and relieve the researcher from the need to parse the respondent’s handwriting, which is not always clear.
In the next section, arrange questions directly related to the purpose of the study. For example, if your task is to figure out how to increase demand for products of a given brand, then formulate the question like this: “What aspect of our company’s activities would you improve?”:
A) Product quality;
B) Level of service;
B) Assortment;
D) Other ________;
In this block it is important to give the consumer the opportunity to speak out. This will help you get the most reliable results.
Video on the topic
A questionnaire is one of the most convenient and objective ways to study public opinion. This includes feedback from the consumer and familiarity with psychological portrait person. However, behind the apparent simplicity of compilation questionnaire There are many subtleties and nuances hidden.
Instructions
Give shape. Before you start compiling - questionnaire, a few questions follow. First, identify exactly what information you need to obtain and what questions are the most important. Based on this, it is possible to determine the target group, that is, the circle of people whose opinion will be significant. These may be already established consumers or buyers, potential clients, or, conversely, people who use the services of competing companies. Having answered this question, you need to decide which method will be most successful for working with the target audience: personal conversation, phone conversation or a faceless profile posted online.
Consider the content. You also need to take a responsible approach to composing the questions themselves. An incorrect questionnaire will not give an objective picture, and tasks that are too complex or require detailed answers will quickly bore respondents. The best solution would be to use several types of questions in one questionnaire. To save time for respondents, you can offer several answer options, but be sure to leave a field for own version. Questions can be structured as follows:
“Which would you prefer, self-service or service?” - general question;
“What exactly did you like about a certain product?” - research question;
“Why didn’t you like this particular one? » - explanatory type of question;
“Which brands of similar products do you use?” - specific question;
“In what ways is product X better suited to you than product Y?” - comparative question. A good way to obtain information for analysis is to rank questions. Name the worst and the most best product in a certain price category, make a list of the most useful and most unnecessary purchases, etc.
Start small. Preliminary testing will allow you to identify errors, inaccuracies, and ambiguities at the preparation stage. The volume of testing should be 1-10% of the expected volume of the study. Basically, 30-50 completed questionnaires are enough. Important conditions for testing are the participation of respondents only from the target group, as well as conducting a preliminary survey using the same method as the main study.
Sources:
- drawing up a questionnaire
Before you make such a questionnaire so that people willingly answer it, you need to somehow force them to do so. For nothing, people will simply be too lazy to answer questions and waste their time.
Instructions
Let's say you are a call center specialist or a store sales assistant. household appliances. Hundreds of people contact you every day, and each of them needs help in the form of consultation, advice, and useful information. You help, but at the same time you can force them to help you by offering to answer a few questions in order to improve the work of your company. Believe me, 9 out of 10 will respond to your request for help with answers. Although the sales consultant has no need for these questionnaires. The initiative here must come from the authorities.
Don't delay with the questionnaire. If you helped a person, ask him to answer a few questions. If you send a questionnaire a few days later, you may not receive any answers at all. If you respond to a user's mailbox, simply attach a questionnaire to the letter with your response.
There is no need to make up a lot of questions, it will be tiring for you. Three to five questions will be enough. And these questions should not take a lot of effort and time from a person. Try to let your employees complete the voicing of the questionnaire in five minutes. Possibly less.
Excessive formality will harm the business. People need to be treated kindly, kindly and lively. This will let the person know that he is helping a person like himself, and not a dry and soulless one. legal entity. And, of course, there is no need to be rude to people and send them away to “read”. Politeness and helpfulness will increase the percentage of sales and successful transactions.
Video on the topic
Before you make such a questionnaire so that people are willing to answer it, you need to somehow force them to do so. For nothing, people will simply be too lazy to answer questions and waste their time.
Many successful companies are interested in what their customers and product buyers think about them, they are interested in collecting data about what customers prefer, and so on. And they make fairly extensive use of small questionnaires to collect consumer data to tailor their performance.
Instructions
Let's say you are a bank call center specialist or a sales consultant at a household appliances store. Hundreds of people contact you every day, and each of them gets help in the form of consultation, advice, and useful information. You help people, but at the same time you can force them to help you by offering to answer a few questions in order to improve the work of your company. Believe me, 9 out of 10 will respond to your request for help. Although the sales consultant has no need for these questionnaires. The initiative here must come from the authorities.
Don't delay with the questionnaire. Helped - ask him to answer a few questions. If you send a questionnaire a few days later, you may not receive any answers at all. If you answer questions to users' mailboxes, simply attach the questionnaire to the letter with your answer.
There is no need to make up a lot of questions, it will be tiring for you. Three to five questions will be enough. And these questions should not take a lot of effort and time from a person. Try to let your employees manage the voicing of the questionnaire for five. Possibly less.
Excessive formality will harm the business. People need to be treated kindly, kindly and lively. This will give the person the idea that he is helping a person like himself, and not a dry and soulless legal entity. And, of course, there is no need to be rude to people and send them away to “read”. Politeness and helpfulness will increase the percentage of sales and successful transactions.
To conclude contracts, fill out loan applications, participate in tenders or register in information and reference databases, organizations need a well-written questionnaire. To present the company in a favorable light, you need to fill it out so that the user receives maximum information.
SOCIOLOGY.NET
Many novice sociologists and marketers are wondering how to create a survey questionnaire? We offer you for your reference an example of a questionnaire (questionnaire) for conducting a consumer survey mobile phones.
A sociological survey involves both closed and semi-closed questions, as well as open questions - questions where the respondent is asked to write his own answer to the question. Our sample questionnaire contains all these types of questions. you can use this example questionnaires for creating your own questionnaire to survey visitors to a store, cafe or restaurant, to survey clients, employees, customers or students.
HELLO!
My name is _____________, I represent a sociological center for the study of public opinion in Moscow, which conducts a customer survey in the interests of a mobile phone manufacturer.
The purpose of the survey is to study customer preferences regarding various technical characteristics phones.
We ask you to take part in the survey and answer the questions in the proposed questionnaire. We guarantee complete confidentiality of your answers, which will subsequently be used only in conjunction with the answers of other respondents.
1) Yes 2) NO (finish the interview)
Question No. 2 (substantive question of the questionnaire). What brand is your cell phone? (if you have more than one cell phone, underline several brands or write)
Nokia, model_________________
Philips, model________________
Samsung, model______________
HTC, model _________________
Other brand (please write make and model)_______
Question No. 3 (filter question). When was your last cell phone purchase?
1) 2012 2) 2010
3) 2011 4) 2009
5) (if in 2008 or earlier, then in combination with the choice of answer option No. 2 “no” to the next question - the interview is terminated.)
Question No. 5 (an example of a half-closed survey question). Indicate which of the listed brands of telephones you owned?
Survey templates designed by experts
Save time with custom survey templates and sample questions!
Don't have time to create a survey? Or don't know where to start? Do not worry! We have nearly 200 survey templates on almost any topic. Our survey templates are designed by experts and come ready to submit. They are fully customizable, meaning you can edit the suggested questions or add your own to suit your needs. When you use any of our survey templates, you'll get truly useful data that you can trust.
Opinion polls and political polls
Get reliable survey results and save time with these survey templates that let you send surveys to anyone, anytime. Our team of survey scientists created these templates so you can be sure to send thoughtful and accurate questions to your clients, students, patients or employees. If you need a little inspiration, check out full list survey and questionnaire templates.
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How to create a questionnaire for conducting a marketing survey?
If you have a large or small enterprise, then perhaps you have thought about:
Who are your consumers? Why do they buy (or not buy) products from you?
If you offer them a new product, will they buy it? and at what price?
How do your consumers make purchasing decisions?
and many others. Answers to these questions can be obtained from your consumers by conducting a marketing survey. To make sure your survey is actually effective, here are a few practical examples. We do marketing research since 2007, both for large companies such as VTsIOM and FOM, and for private enterprises in the cities of Volgodonsk and Rostov.
Your research should start with the question:
1. What business problem do you want to solve with this research? (Formation of assortment, development advertising campaign or advertising message, demand study, etc.).
2. Once the results are received, how will you use them? This is the key question. It often happens that the customer, having received the research results in his hands, looks at the numbers and has absolutely no idea how he can apply them in his business. Or, to make a decision, he needs a few more indicators that were not included in the questionnaire.
What options can there be: selection of advertising channels for advertising, selection of an advertising message for use in an advertising campaign, work plan of the sales department depending on the client’s decision-making pattern, identifying a list of competitors and their advantages in the eyes of the client, identifying one’s own advantages and disadvantages in customer service, etc.
Depending on what problem you are solving and how you will use the results, the number and wording of questions in the questionnaire will differ.
What questions can be in the questionnaire and what can they reveal?
1. Open questions. They are used to collect information about decision-making methods, the market, and the quality of services when there is very little information about the consumer.
What drinks do you drink most often in the morning?
What is important to you when choosing a product?
What shortcomings would make you not buy the product?
2. Questions about methods of decision making. This can also include questions to evaluate competitors.
Who makes the purchasing decision?
What sources of information do you use to select a product?
Which 5 companies would you contact first if you want to purchase a product?
3. Questions about the quality and shortcomings of the product. Scales or comparisons can be used.
This product is for you: very expensive expensive regular price rather cheap cheap.
4. Questions about the consumption of goods.
When was the last time you purchased an item? (more than 1 year ago from 1 year to 6 months, from 3 to 6 months less than 3 months ago)
What TV channels do you watch? (list of TV channels)
What product properties are you guided by when choosing a product (price, description, famous brand, etc.)
In the next 6 months you plan to purchase: list of products.
In addition to questions about the product, each questionnaire includes a block of questions about the consumer himself. Most often this is:
Gender of the respondent
Age
Education
Monthly income (or information about having a car, holidays abroad, major purchases)
Number of family members, children in the family
Experience in purchasing certain products
Habits of the respondent (do you smoke? Drive a car?)
It is a mistake to include questions in a questionnaire to which the respondent may not know the answer. An example from a survey of residents within a 30-kilometer zone of a nuclear power plant.
What type of nuclear reactor do you consider the safest?
Thermal neutron reactor
Intermediate Neutron Reactor
Fast neutron reactor.
If the survey were conducted among nuclear scientists or engineers nuclear power plants, such questions would be justified. But the survey was conducted among ordinary residents, you can imagine what they could know about neutrons.
It is also a mistake to ask questions about the future in the format What product would you buy? . One construction company wanted to conduct a survey among residents, how many room apartments It is better to place it in a new building complex.
If a construction company, which has been engaged in construction for 15 years and has studied the issue far and wide, doubts the quantity one-room apartments on the floor, then what answer do they want to get from the person on the street who first thought about it.
It is also a mistake to think that the buyer knows your product thoroughly and remembers all its characteristics. If you ask to compare Model A and Model B, you should first find out whether he has experience using these models.
The questionnaire can have from 5 to 200 questions grouped into blocks.
The questionnaire should have a header that indicates the number and date of the questionnaire, the full name of the interviewer, the city in which the survey was conducted, the name or full name of the respondent, and his phone number (to check whether this person was surveyed at all).
The number of questionnaires is determined by the numerical sample of the target audience.
Need to create a questionnaire or conduct marketing research? Contact by mail [email protected] or by phone 8-8639-25-76-34 (from 9 to 18 Moscow time).
Posts: "/%Registration date: 03/30/2004
for: Genius©
I'm afraid that when approached from the side of standard analysis, it is unlikely that anything can be extracted from such questions. The point is not who conducts the survey - their managers or sociologists; first of all, these should be people who have the skill of working with open-ended questions. And it's not even a matter of sampling. Impressions from the clinic immediately at the reception after the visit are the same, but in the evening at home they can already be different (or a week later).
I will try to explain in what version these questions, in my opinion, would be useful, since a lot of the nuances of your situation still remain unclear (starting with what goals were set in the study, what other questions were in the questionnaire and which ones stood nearby - even from The order of the questions depends a lot)
the first question: “what you don’t like” - allows you to catch negative stereotypes if introduced permanently, i.e. Each (ideally) visitor has the opportunity to anonymously say/write what he didn’t like about the company. But you can catch it precisely by analyzing literal wording. For example, they often complain about a slippery floor, which means something needs to be done with the coating, or that the cloakroom attendant has to wait a long time.
In your specific example When people were interviewed, were their responses recorded verbatim? Try to raise the primary level and see when people said that they were dissatisfied with the specialists or the service, what exactly they said. The same goes for positive answers, although the question “what do you like” very often provokes people to blurt out, so it rarely reflects reality to any extent.
And it’s even more difficult to work out open questions in general, and in medical topics in particular over the phone - you just need to have a lot of experience in conducting telephone calls, especially 3-1 “why didn’t you go to competitors” - if you mess up a little in the preparation of the questionnaire and people can really be provoked for this care
about customer focus
Feedback: how to create a questionnaire to survey Clients?
For any company, feedback is a valuable source of information. Have you ever filled out questionnaires asking for the Client’s opinion? If the questionnaire is poorly designed, the feedback received may not be complete. Today we will look at the pros and cons of questionnaires on real examples, and then we summarize everything into a list of useful tips.
This can be a rating expressed in points or emoticons. If you are introducing a scale, explain what the extreme values mean, for example, “1 point is bad, 5 is excellent”
Feedback is most valuable if you can understand exactly what Customers like and what they don't. Therefore, give Clients the opportunity to write a detailed comment.
At first glance, surveys provide superficial information that can tell little. It's a delusion. Well-written survey questions will help you collect valuable data about users, their requirements for the product/service and their attitude towards the brand. We tell you how to create a questionnaire for surveying clients.
Before compiling a questionnaire, preparation is needed: analysis of the audience, competitors and information about the company.
As a rule, preparation for compiling a questionnaire depends on the type, goals and objectives of the study, customer requirements and other factors. Usually, before compiling a survey, an analysis of materials from printed and electronic specialized publications, reports on the researched and related topics is carried out. In addition, there is an option to compose a questionnaire using a template.
Service representative « »
When conducting a personal interview, you see the respondent’s reaction, and you can change the order and number of questions during the survey. For a questionnaire, it is more difficult to create questions that respondents will want to answer. You need to be a specialist in many fields: psychology, marketing, sociology and others.
The main thing is to talk to a person like a person, and not like a robot. Build a conversation, not just go through the list. In large-scale studies, 1 person should interview no more than 5-7 respondents. This will help maintain interest in each interviewee.
Yuri Belkanov,
project coordinator at a strategic marketing agency « »
Types of questions
Let's consider what types of questions are used when compiling a questionnaire. There are only 4 types.
Open
Imply a detailed answer. For example, why did you choose this particular service? When answering, the respondent can name not only positive traits, but also point out any deficiencies found. Customers do not always talk about minor but unpleasant defects in a product/service. This is reflected in repeat purchases and evaluation of the company’s service as a whole. Questionnaires with open-ended questions will help you find out such details. The disadvantages of this type of question include the reluctance of people to spend time thinking about the answer and writing it.
|Read also:
Closed
For such questions, several answer options are offered, from which the respondent chooses the closest or most acceptable one. “Did you find the information on the site useful? - Not really". In this case, even if the user has a great desire to make a complaint or note what he liked and found most useful, he will not be able to do this. Alternatively, you can supplement the survey with an invitation to leave a detailed review.
Clarifying
Used as auxiliary to open questions. Designed to obtain more information from users. These include the questions “what exactly?”, “why?” etc.
Mixed
The questionnaire contains 2 or 3 types of questions. Alternating types of questions will help the client fill out the entire questionnaire: it is easier to answer open questions after several closed ones.
Choose the type of questions based on your goal. If the analysis of questionnaires shows that at a certain stage Some respondents “fall off”, come up with an incentive to complete the survey. For example, the international community offers respondents financial incentives.
When designing questions, there are not many ways to influence respondent interest. But here are some of them: personal appeal to the respondent, the use of a certain logic and sequence of questions. Gamification also helps – we invite respondents to imagine a certain situation and their actions. The relevance of the research being carried out, the presence of controversial and discussed issues and visualization are important .
Service representative « »
How to ask questions
“I’ll soon go crazy,” Morran couldn’t stand it.
– Before us are the clues to the entire Universe, but they will be revealed only with the right question.
- Where do we get these questions from?!
“The Right Question” by R. Sheckley
In order not to go crazy, you need to remember simple principles for formulating questions.
Brevity is the soul of wit
The questionnaire should not cause an association with the work of L. N. Tolstoy “War and Peace”. Simple and short questions with a minimum of unclear terms are the key to a successful survey. If you cannot avoid terms, be sure to decipher them.
Our company conducts its own research and also carries out expert assessment customer questionnaires. We have identified common mistakes when composing questions: violation of the logic and sequence of questions, failure to take into account the awareness of respondents. There are too “direct” questions that indicate the expected answer. Respondents are put off a large number of questions that require a lot of time to answer.
Service representative « »
Let the client choose their own answer
Do not include the desired answer in the question: “How often do you buy XXX cookies?” Research using a questionnaire will only be reliable if you start asking from afar. Ask whether consumers actually buy confectionery products. Then gradually narrow it down, leaving a few items to choose from.
Use a neutral presentation style. “How do you rate our company’s new service?” - acceptable. “Rate our new wonderful service” - a categorical no.
|Read also:
Special approach to sensitive topics
Such topics include politics, socially disapproved behavior, health, finance and others. To get a sincere answer you will have to use psychological techniques. It helps to move beyond disapproved behavior with the phrases “it happens to everyone,” “everyone has flaws.” The human factor “I am no worse than others” operates, which helps the respondent to open up.
There is no universal composing technique for sensitive topics. questionnaire and wording of questions. Carefully study the target audience with whom you will work, and be creative in filling out the questionnaire.
Keep in mind that the respondent will either not answer questions asked directly or will give a socially approved answer. Only in the case of an anonymous survey does the likelihood of receiving truthful answers to most questions increase, which is confirmed by .
Don't break the logic of questions
Make a plan of questions, make sure that there are no jumps from topic to topic. All this will help the respondent to concentrate and respond, moving from one topic to another.
More complex questions that require attention and stopping to think should be asked at the beginning of the survey. Remember, a tired user will not give an objective and thoughtful answer to important questions, if they are at the end of the questionnaire.
To the question: “What is an elephant?” you can get dozens of different answers. It all depends on what angle you look from...
You think that everything in the questionnaire is clear and accessible, the questions are written competently and clearly. We are confident in good results surveys? Slow down. Do a pilot test of the questionnaire on a group of uninterested people.
Perhaps you didn’t even suspect that the question “How did you choose your new job?” You can get two answers. Some respondents will answer in what ways they searched, while others will describe the emotional component: they liked it, it met some criteria.
|Read also:
In conclusion
At the beginning of each questionnaire, place information about your company, the purpose of the survey, and detailed instructions for filling it out. Do not forget about the details for respondents, in which you specify gender, age, profession and other data.
To check the veracity of the answers, write evenly in the questionnaire Control questions: paraphrased main ones. For example, the main question is “Are you satisfied with the quality of the service?”, the control question is “Do you want to change the service to another?” or “Suppose you were offered a similar service, would you refuse the main one in favor of an alternative?” This approach will make it possible to verify what the respondent claims.
A correctly compiled questionnaire and competent analysis of the target audience is half the battle. The most important moment comes after collecting the questionnaires. This is an analysis of the results. Involve specialists by indicating to them the purpose of the survey so as not to make a mistake one step away from completing the study.
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We always try to make shopping in our stores even more comfortable for you and therefore offer an additional 10% discount on your purchase.
We invite you to fill out the form and receive a one-time 10% discount on your purchase!
The discount is valid at any time in any of our stores in the Mitino shopping center and the Ladya shopping center.
After filling out the form, you will receive a copy of the form by email, which you can print and present at the checkout when using a 10% discount.
- Your first name (required) Your last name (required) Date of birth (required) contact number Email (correct email) Send a copy of the application form by email
Survey questions
- 1. How often do you visit our stores in the Mitino shopping center and the Ladya shopping center? Once a year Once a month
Every week Never been 2. Do you always find suitable clothes for yourself? yes no 3. What do you like/dislike (not suitable) from the range? 4. What do you like/dislike about our store? 5. What do you like/dislike about the service? 6. Are the prices in our stores suitable for you? The prices are great! A bit expensive
I buy only on promotions I can afford even more expensive ones 7. Would you like to receive information about promotions and sales from our store by email? yes no 8. What social networks do you use (livejournal, facebook, VKontakte, etc.)? Livejournal FacebookVkontakte Other 9. What is missing in your opinion in Mister clothing stores? (required) 10. Perhaps you would like to wish our store something additional for better work. Write it here: (required)
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An example of a questionnaire for conducting a survey of consumers, buyers
The final questionnaire for the survey is formed on the basis of the format and objectives of the study, supplemented by questions and blocks important for the study.
Example of a questionnaire form: Consumer preferences of residents of city N on the product market.
Record the recognition of the company and product brand in the markets being studied.
Determination of the circle of main competitors.
Identification of the main sources of information about products.
Preparation of a plan for a set of measures to increase awareness and loyalty to the company and brand (marketing and advertising plan).
Key questions studied (draft face-to-tace survey questionnaire):
Consumer survey: example of a survey questionnaire
Customer questionnaire sample
Questionnaire to study demand
I. Data about the consumer (underline as necessary).
1. Gender (male, female).
2. Age (under 18 years old, from 18 to 30 years old, from 30 to 50 years old, over 50 years old).
3. Social status (worker, employee, entrepreneur, student, housewife, pensioner)
II. Questions to study demand.
B) once a month, D) once every six months, E) once a year,
E) one purchase.
5. What price suits you? (Indicate price_rub.)
6. How many goods do you want to purchase at your price? (Indicate quantity_pieces or kg).
7. How often will you purchase goods at your price (underline as appropriate):
A) daily, B) once a week,
B) once a month, D) once every six months, D) once a year, E) one purchase.
8. Why are you refusing to purchase (underline as appropriate):
A) already exists, B) is not needed,
B) the quality is not satisfactory. D) don’t like the color, D) don’t like the style, E) don’t like the shape,
G) I don’t like the design, 3) I’m not happy with the size, I) I don’t have extra money, J) I can do it myself, JI) other.
In Fig. the survey scheme is shown, i.e. The order in which questions should be asked depending on the answers to the previous question
Rice. Survey scheme
The advantage of the survey method is that conducting one survey allows you to obtain a whole range of information: buyer requirements for the consumer properties of goods, the average size purchases, the frequency of shopping for a given product, the average price level that meets customer expectations, as well as the expected number and demographic characteristics of potential customers. It is only important to choose the right number and composition of people interviewed in order to have a representative group reflecting the contingent of buyers.
The data obtained should be considered as initial data when determining possible sales volumes. However, in conditions of great interchangeability of most goods, a general excess of supply over demand, and in the presence of competition, the results obtained will not accurately reflect the actual needs of the population for a particular product. Therefore, to increase the accuracy of calculations, it is necessary to adjust them taking into account data on the actual sales volumes of goods.
Questionnaire for discount card holders
Our printing house offers printing of forms - a questionnaire for discount cards on paper or carbon copy. Your company may need a questionnaire for holders of discount cards with your branding to obtain information about your clients. A survey when issuing a discount card can provide a lot of useful information for analyzing your customer base. In addition, the contact information provided by the client can be used for further interaction with your client, for example, to send information about new promotions or sales of your company.
You can order any edition at a low price. One of the types of our work is the printing of specialized forms of enterprises, including self-copying and with company logos. We will be happy to advise you in our office and show you various sample forms and types of paper on which we can print your personal application form.
Sample application forms for issuing discount cards
You can download sample application forms for issuing discount cards in .doc format for review. The archive contains a large number ready-made examples questionnaires:
In most cases, the application form for obtaining a discount card contains the following questions:
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We always try to make shopping in our stores even more comfortable for you, and therefore we offer you an additional 10% discount on your purchase.
We invite you to fill out the form and receive a one-time 10% discount on your purchase!
The discount is valid at any time in any of our stores in the Mitino and SEC "Ladya" shopping centers.
After completing the questionnaire, you will receive an electronic copy of the questionnaire, which can be printed and presented at the checkout if you use the 10% discount.
- Your first name (required) Your last name (required) Date of birth (required) Contact number E-mail (correct e-mail address) Send a copy of the questionnaire by e-mail
Questions for questions
- first
- Samples and examples of rejection letters (14 opinions)
- Visit to a sample of a dysfunctional family (10 Avenue)
- Certificate of transfer of a sample construction site (see 10)
- Explanation of injury pattern (Pros.10)
- Negative characteristics of the sample of employees (see 8)
- The payment letter was not a sample (see 7)
- Letter of thanks to partners for cooperation
- Heritage and its design
- Mother did not inherit after her father's death
- The inheritance protection measure is
- The legal fact of the discovery of the heritage is recognized
- How much does a notary cost for an inheritance certificate?
- How to renounce your heritage in favor of your son
- The share of the spouse and children in the inheritance according to the law
- Definition and description of the brand's target audience.
- Who is the brand's regular buyer?
- Who is the brand's potential buyer?
- Who will never buy a brand?
- Assessing the current position of the brand in the market and its development prospects.
- What is the brand awareness? What is the brand's competitive environment?
- What is brand loyalty?
- Is the brand able to retain its customers?
- What are the conditions for switching to another brand?
- Search for an effective brand promotion channel.
- Where does the search and selection of products begin, and where does it end?
- What sources of information about products do you use most often?
- What sources of product information are most trusted?
- Characteristics of the brand image.
- What is the brand's reputation?
- What does the brand tell customers?
- Negative and positive images associated with the brand.
- Determination of price sensitivity.
- Above what price will buyers abandon the brand?
- What is optimal price for products?
- Are buyers willing to pay extra for additional services?
- Testing brand positioning concepts.
How often do you visit our stores in the Mitino shopping center and Ladya shopping and entertainment center? Once a year Once a month
Every week I have never been 2. Do you always find the right clothes for yourself?
yes no 3. What do you like/dislike (inappropriate) from the sentence? 4. What do you like/don't care about our store?
5. What do you like/dislike about the service? sixth
Questionnaire for surveying customers in a supermarket (No. 1)
Are you satisfied with the prices in our stores? The prices are great! Expensive
I only buy stocks that I can afford and hold. 7. Do you want to receive information about promotions and sales in our store by email?
Yes No 8. Which social media do you use (livejournal, facebook, vkontakte, etc.)? LiveJournal FacebookContact Other 9. What is missing from the Lord clothing store? (Required) 10. You may want something else in our store for better performance. Write here: (required)
Thank you very much for your cooperation!
News from the company
N on the commodity market.
Consumer survey: sample questionnaire
Half my job is to make estimates, and I completely trust SurveyMonkey to do that. To this day, I can say that I am completely satisfied with the user-friendliness of Survio. Suggest a product or try it. To add a SURVEYMONKEY email list and send a unique survey link in messages sent by the SurveyMonkey mail server.
The questionnaire model can be changed and processed. Anyone can form a shape. What they think about quality and value. Look deeper to understand how customers use your site. Customers love our shipping and return policy. Conduct a user survey to evaluate and improve the shopping experience in your online store.
Take advantage of SurveyMonkey's free profile samples to collect customer feedback today. I was looking for a program to work at Maza Park to collect data on the quality of work of all departments of this institution.
Do some comparison shopping. Questionnaire models for consumer questions about the contents of online stores are available in English only in some forms. They have a desire to buy a certain product online regularly. Use this tactic to encourage respondents.
Reliable and experienced, SurveyMonkey's tools have helped more than 20 million customers gather information online. Launch a survey to get customer feedback.
Use surveys to get customers to share their ideas about your business, the quality of online store services, and products. SurveyMonkey systems enhance the ability to collect and interpret information with advanced analytics tools and many other features.
Use this survey to find out if the arrest is happening to you and whether the parties are willing to recommend other people to you. You can then keep track of individual responses, who didn't, who responded, and who rejected the survey, including getting information about it.
You just have to decide for yourself. Understand the purpose of your behavior and ask only what is needed. This is an opportunity to get to the client’s place and not lose it.
How to ensure customer satisfaction and return rather than offering a shopping session that falls short of expectations. Dedicate buyers to communicate with customer service representatives, or a critical situation saved a happy scenario to find out.
In real time, which you save or share with others, you can see the data as it arrives. Identify your strengths and areas and use this information for improvement in private equity.
Customer form
Demand Research Questionnaire
User information (underscore).
1. Sex (man, woman).
2. Age (under 18 years old, 18-30 years old, from 30 to 50 years old, over 50 years old).
3. Social status (employee, employee, entrepreneur, student, housewife, pensioner)
II. Demand Research Issues.
B) once a month, D) once every six months, D) once a year,
E) one purchase.
5. What's your price? (Enter price_ru.)
6. How many items do you want to buy at your price?
(Indicate number of units or kg).
7. How often do you buy goods at your price (underlining):
A) daily, B) once a week,
B) once a month, D) once every six months, D) once a year, E) one purchase.
8. Why would you decline a purchase (highlight):
A) already exists, B) not necessary,
B) does not meet the quality. D) don’t like the color, D) don’t like the style, E) don’t like the shape,
G) I don't like the design, 3) I don't like the size, In) No extra money, K) I can make it, II) different.
Study design, i.e. The order in which you need to ask questions based on the answers to the previous question
Rice. Survey scheme
The advantage of the research method is that conducting research provides a full range of information: customer requirements for the quality of goods, the average purchase size, the trade exchange rate for that product, the average price level that meets customer expectations, and the expected quantity and demographic characteristics of potential clients,
It is only important to choose the right size and composition of people interviewed in order to have a representative group reflecting the client population.
The information obtained should be considered as initial data when determining possible sales volumes. However, with the high interchangeability of most products, the general excess of supply over demand and the availability of competition results will not accurately reflect the actual needs of the population for a specific product.
Therefore, in order to increase the accuracy of the calculations, they must be adjusted taking into account the actual sales volume of goods.
Questionnaire for discount card holders
Our printing house offers printed forms— application form for discount cards on paper or photocopied. To get information about your customers, your business may require a discount owner survey with your company logo on it.
Issuing a discount card can provide a lot of useful information to analyze your customer. Additionally, customer contact information can be used to further communicate with your customer, such as sending information about new promotions or sales to your company.
You can order a print at a low price.
One of the types of our work is the printing of specialized forms of business, including self-copying and corporate symbols. We are happy to inform you at our office and show you various examples of the types and shapes of paper that we can print on customized forms applications.
Questionnaire models for issuing discount cards
You can download sample forms for issuing discount cards in .doc format for your reference.
The archive contains a large number of already prepared questionnaires:
In most cases, the questionnaire for obtaining a discount card includes the following questions:
following:
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Customer Satisfaction Study in the Bundes Food Trade
— Encourage your consumers to receive feedback;
— Make your own unofficial channel feedback organized in such a way that the consumer can express his desire or opinion (even if it is a complaint);
- Do not create, unnecessarily, complex questionnaires and surveys.
Large and complex interviews have very low response rates. But most importantly, they often have the opposite effect, your visitor is unresponsive and unsatisfied!
— Facilitate the provision of information to the consumer;
— Don’t leave just one complaint unanswered; a quick response can often completely eliminate the problem;
“Introducing surveys and questionnaires alone is not a one-size-fits-all approach that will allow us to fully see the potential problem;
— Surveys and surveys should be conducted on on a regular basis, ideally on a daily basis, only by comparing the results can we understand the dynamics of growth or decline in the quality of service;
— Review — Results — Analysis — Improvement! Everything is designed to improve the quality of products or services.
What problems do consumer surveys solve? How to create the right survey and get useful information for your online store
Any consumer research begins with a clear statement of objectives. For research results to be truly useful, it is essential to identify the problem and objectives to be solved through surveys. The most popular tasks solved through consumer surveys:
How do we conduct consumer surveys?
The next important step after setting the objectives is the development of research tools.
At this stage, the following questions need to be answered:
- How will we interview?
- Who will we interview?
- Where will we interview?
- How many people will we interview?
- When will we interview?
- What are we going to ask?
These questions primarily mean choosing a method for conducting a consumer survey and determining the sample population.
The effectiveness of the survey depends on which respondents are included in the sample population. If a non-target audience is surveyed, the survey results will be irrelevant and the research itself will be ineffective. To prevent this from happening, it is important to choose an appropriate survey method that allows you to reach the appropriate audience.
The most popular are personal surveys and surveys via an online panel. In the first case, surveys are conducted in places of sale of the products under study and concentration of the target audience - in certain stores, institutions, etc.
In the second case, the survey is carried out remotely, via the Internet.
Personal consumer surveys and hall tests
Over the course of many years of work in the field of consumer behavior research, IndexBox specialists have developed a special personal interview technique that allows one to obtain both quantitative and qualitative information. Surveys are conducted in the form of a conversation and require responses with a high degree of detail.
About 20% of the questionnaire consists of open-ended questions. The answers to most questions should form a detailed story that allows you to penetrate into inner world respondent, explain the motivation for his desires and actions.
The method involves conducting interviews in a specially designated space point of sale to provide more comfortable conditions communication that leads to a detailed and consistent study of the diversity and nuances of consumer behavior.
Quality control of the data obtained is carried out during the survey itself ( visual control), as well as by checking at least 35% of the selected questionnaires randomly, specialists - supervisors of the field department.
The check consists of a telephone call to the respondent and assessment of the quality of filling out the questionnaire.
Additional verification is carried out using statistical methods analyzing data and determining the degree of deviation of the indicators presented in the questionnaires of each interviewer.
Online consumer surveys
The selection of respondents who meet the criteria of the sample population is carried out on the basis of contacts from the corresponding online panel. Online panels are communities of people who have agreed to regularly participate in market research. Each participant deliberately registers in the panel on a special Internet portal, providing various socio-demographic and consumer data about himself, and also receives compensation for participation in the form of monetary rewards or prizes.
Each respondent receives an invitation to participate in the survey and case by email. successful completion filter questions begins to fill out the questionnaire.
- The reliability of the information provided by panelists is verified by the following methods:
- Measuring the time required to answer each question;
- Analysis of answers to open questions;
- Dynamic comparison of responses to survey questions with the panelist’s profile;
- “Black list” and dynamic screening of questionnaires with questionable reliability;
- Repeated survey of study participants (control);
- Rejection of questionnaires containing a large number of “don’t know/difficult to answer” answers;
- Rejection of questionnaires with stereotypical answers (for example, one column or zigzags in tabular questions);
- Logical matching questions for filtering questionnaires filled out “blindly”;
- A question-task to check attentiveness (for example, in a table question, among the statements, a task is added - “check the answer “completely agree”);
- Filtering “flat” questionnaires with stereotypical answers to questions (for example, the respondent always answers “completely agree” to a large number of statements).
What resources allow us to conduct qualitative consumer surveys?
- A team of specialists with significant experience in implementing successful and notable projects in the field of consumer research.
- Research standards in accordance with the regulations of the American Marketing Association and the Alliance of International Marketing Research Institutes.
- A work methodology that combines desk and field research, as well as our own developments, taking into account the specifics of the Russian market.
- Using the best software to conduct the Kinesis Survey.
- Own field department IndexBox (150 interviewers, 8 supervisors).
In what format do we provide consumer survey results?
Upon completion of the survey, the data array, checked for quality, enters the desk stage of the study - information analysis.
Based on the results of the analysis, the results and conclusions of the study are presented in the format of a MS PowerPoint presentation report; MS Excel tables are additionally attached to the report.
The report contains:
- Description of trends in abstracts;
- Visualization of data on charts and diagrams;
- Conclusions and recommendations consistent with the goals and objectives of the study.
The convenient presentation format allows you to quickly understand the research results and immediately use them in your work. Depending on the scope of the tasks, the presentation on average includes 50-60 slides.
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Example of a survey for consumers, clients
The final survey questionnaire is based on the design and objectives of the study, supplemented by questions and blocks that are relevant to the study.
Marketing agency Life-Marketing provides services for conducting consumer hearings and studying consumer demand.
Example of a questionnaire form: wishes of the city consumer N on the commodity market.
Research objectives:
Determine brand awareness of companies and products in the markets being studied.
Determination of consumer preferences and decision-making factors.
Determine the size of your main competitors.
Identify the main sources of information about the product.
Preparation of a plan of measures to increase visibility and loyalty to the company and brand (marketing and advertising plan).
Key questions to consider (draft personal study questionnaire):
Information about the defendant:
up to 15 years (less than 12 years were not surveyed). Determine your age with your eyes.
16-25 - students, students, active young people
26-35 - independent audience for work, young families
36-45 - middle-aged people
46-60 - independent group, characterized by older children (in case of marital status) and the possible presence of grandchildren
from 61 to retirement and retirement
Responsible person's gender
You have a family, children/grandchildren (up to 12 years old).
The question concerns elderly and elderly people.
Family Yes / No
Children. Yes. What age? _____
Study the frequency of purchases, the principle of expenses:
Enter multiple answers.
Purchase frequency
Product research and product preference:
Settings according to product type (there may be more than one answer)
product 1
product 2
product N
What brands are you familiar with?
Recognized trademarks (by name/brand). This is not the producer's name. It is recommended to fill this block with 7-9 brands, including yours, that are really actively present in the place where the analysis is being carried out, and which are direct competitors for your brands.
What _____________________ did you buy/your family's last purchase?
This could be a type or a brand.
What would you like to buy _____________________ in the near future / now? This could be a type or a brand.
Brand knowledge:
The manufacturers whose name is given by the respondent know (without prompting). Open question.
If the answer is no, then the next point.
Do you know the manufacturers, the names of the above companies? The manufacturers whose company appoints the defendant have heard. The list has been read. Select from 5-7 companies whose products are present in the region under study, including your company name.
manufacturer 1
manufacturer 2
manufacturer N
Manufacturers whose products are trusted by investors.
Place of purchase and purchasing decision factors
Where does the customer most often buy groceries? There may be more than one answer.
supermarket / online store
shop _______
specialized __________
Price sensitivity
the product is selected ___________________________.
The price doesn't matter.
the product is selected by ________________. The price is studied and considered.
When choosing a product, the main consideration is price.
Product selection criterion. What is the main focus?
a brand I know/trust
by appearance
for the whole set
before _______________
To ________________
Depends on product type
type of product.
complex product with ______________________. Which?
buy ______________________________-
Purchasing principle
I buy quickly and impulsively (on the go) what I like
I buy fast and impulsive (on the go) because
Buyers Question
I know exactly what I want
I am making a careful decision and I am currently looking for a suitable option
Attitude to news
I buy the same famous product
I want to experiment and buy new products
Sources of product information
Sources of information about new products on the commodity market
in stores when I see a new unknown product on sale
What brand names do you remember and can name? Do you remember?
This example of a questionnaire for consumer surveys used in the work of the marketing agency Life-Marketing is for informational purposes (template), and not final version.
PRACTICAL WORK
A survey in any form involves the development of a questionnaire - a form for collecting data, prepared in advance and structured using oral or written questions that respondents need to answer. The process of preliminary compilation of a questionnaire greatly simplifies the subsequent procedure for conducting and processing data obtained during marketing research.
Paired comparison and group testing used in marketing research are similar in many ways, but when conducting them there are several nuances that should be taken into account in order to avoid annoying mistakes.
It should be noted that the questions we are considering and the recommendations we propose will relate not only to questionnaires, but also to the so-called “questionnaires” that serve auxiliary material or a supporting tool for the interviewer when conducting an oral interview.
QUESTIONNAIRE: BEGINNING
First of all, let's consider the basic requirements for drawing up questionnaires.
1. The questionnaire should tailor the research questions into questions to be answered by the respondent. That is, the researcher cannot ask questions in the questionnaire in the form in which he formulated them for himself. For example, it is unlikely that all respondents will understand the question “How aware are you of the listed brands?” It would be more correct to formulate it like this: “Tick those trade marks, which you have heard something about” and offer possible answers.
2. The questionnaire should not cause a feeling of boredom in the respondent or be uninteresting. These circumstances may result in refusal to complete it or in not answering all questions.
3. The questionnaire must be understandable and designed in such a way that the respondent fills it out correctly. This will minimize errors and increase the percentage of adequate answers that can be taken into account when calculating the results.
4. When developing a questionnaire, it is necessary to clearly imagine how the results will be processed, prepare tables for this in advance, and assess whether the questions posed in the questionnaire will allow you to test the hypotheses put forward and achieve your goals. This is one of the most important points drawing up a questionnaire, as it allows you to compare goals and planned results.
5. When compiling a questionnaire, it is necessary to take into account the portrait of the respondents and the “language” spoken by the respondents. What is meant here is not Russian or English language, but the fact that students, entrepreneurs or retirees speak “different” languages, use different terminology. It is especially necessary to carefully draft questions for mass surveys in which respondents will participate. different levels education, income, social status, etc. In this case, it is necessary to simplify the terminology used as much as possible so that it is understandable to all respondents.
6. When developing a questionnaire, it is necessary to determine the type of survey method that will be conducted. We reviewed the main types of surveys earlier (“Marketing: ideas of technology,” No. 9, 2012). This determines the complexity of the questions used and the need for instructions to complete them. For example, face-to-face interviews may use complex questions because the field worker may provide explanations; For postal surveys, questions should be simpler and contain detailed instructions; in telephone surveys it is better to use short, simple questions, since respondents are more difficult to perceive information by ear, etc.
WRITING QUESTIONS: It’s not that simple!
There are some general rules writing questions to implement the survey method.
1.Assessing the need for the issue. Initially, each proposed issue must be assessed from the point of view of its necessity and feasibility. Only at the beginning of the questionnaire can questions that are not significant for the stated purpose be asked. Here they are appropriate for establishing contact with the respondent, his disposition to answer further questions. In other cases, unimportant questions should be excluded from the questionnaire so as not to tire the respondents.
2. Assessing the sufficiency of one question. When compiling a questionnaire, given that it should be as simple as possible, it is still necessary to assess whether one question is enough to cover a certain problem. The desire to simplify the questionnaire may lead to certain errors in its preparation, and most importantly, distortion of the results obtained. In table 1 presents an example that demonstrates the incorrect formulation of the question and the option of replacing it with two correct questions.
Table 1 – Correct and incorrect wording of questions
3. Use the so-called “The six W-s” rule when drawing up survey questions, that is, ask questions who (who), what (what), when (when), where (where), why, why (why) and how (way). Using this rule will allow you to specifically formulate a question that will not cause different interpretations among respondents, thereby distorting the results. In table 2 shows an example of correct and incorrect wording of the question.
Table 2 – Correct and incorrect wording of questions
Doubt may arise: what better than the second one question, because it’s so long! But when answering the question in the first column, the respondent may have even more questions, and if this is a survey without the participation of a field worker (for example, a mail survey), incorrect answers will be obtained. Possible answers from different respondents could be: “ABV” shampoo, for oily hair, anti-dandruff shampoo, Belarusian, children’s, etc. In addition, respondents may perceive the pronoun “You” as a reference to their family, and since their family members (for example, husband and son) use different shampoos, they will answer “different.” The wording of the question in the second column helps avoid these discrepancies.
4. Take into account that respondents may not know or remember something. When composing survey questions, it is necessary to formulate them in such a way that they do not cause difficulties in answering. For example, instead of an open question, offer a list of suggested answers (Table 3).
Table 3 – Correct and incorrect wording of questions
In addition, respondents' desire to appear knowledgeable about certain issues may lead them to respond inaccurately. They may make something up instead of answering “I don’t know,” which will distort the final results of the survey. In order to “weed out” such respondents, the following rule is effectively used.
5. Apply filter questions. These are a kind of trap questions that allow you to pass respondents through a filter in order to identify those who are ignorant in the survey topic, whose answers do not need to be taken into account. For example, the ABVG company is conducting a survey related to the consumption of natural juices by the population of the city of Minsk. In this case, the filter question could be the question “Which of the ABVG brand juice flavors have you tried?” Moreover, among the existing tastes of pineapple, orange, apple-carrot and others, insert the answer of the non-existent taste “blackcurrant”. However, the results of respondents who marked this answer do not need to be taken into account. Also in the questionnaires you can mention non-existent stores, retail chains, governmental and non-governmental organizations (ministries, departments, unions, associations, concerns), etc. Filter questions can also be asked in a simpler form, that is, they directly ask whether the respondent is aware of the subject of the study, whether he has encountered it in his activities.
6. Use “simple” language when writing questions. It must be taken into account that respondents have different lexicon and level of education. Usage unclear words may cause irritation and reluctance to answer among respondents. Therefore, in order for questions to be clear to everyone, they should be formulated using as simple terms as possible.
7. Avoid having to count anything. Since it is necessary to simplify the survey process for the respondent as much as possible, the questions need to be formulated in such a way that everything that can be calculated is done by the researchers, not the respondents. For example, instead of asking about the average per capita family income of the respondent, you can ask two questions with answer options: the first about the total family income, the second about the family size, and then divide one indicator by the other.
8. Use only unambiguous language. When composing questions, it is necessary to avoid vague wording, which may be interpreted differently by respondents. For example, the words “rarely”, “often”, “regularly” have their own meaning for everyone. For one, “regularly” means once a month, for another – once a week, for a third – three times a week. Instead of such words, it is better to offer specific unambiguous answer options (Table 4).
Table 4 – Correct and incorrect wording of questions
9. Do not use leading questions. When composing questions, it is necessary to avoid wording that pushes respondents to certain answers. Such questions will not be reliable, will distort the results obtained and will not allow the research topic to be fully revealed. For example, you ask the question “Do you agree with International Association, which recommends AEM washing powder as the most economical?” This wording of the question assumes that if the respondent answers “no,” then he does not agree with the International Association. But not every respondent, based on their personal characteristics, will decide to do this; the majority will answer “yes,” which will distort the final results. Or the question may be asked: “Do you agree, as a patriot of your country, that it is necessary to buy foreign washing powders, thereby worsening the economic situation of your native state?” When answering “yes,” the respondent actually admits that he is not a patriot and agrees to worsen the state of the country’s economy, therefore, most likely, the majority of respondents will answer “no.” When formulating questions, to make the survey more effective, you must try to avoid such “pushing” to an answer.
10.Finally evaluate the questions posed from the point of view of the possibility of their simplification, clarity and unambiguity of the words and formulations used. Only after this can the process of drawing up questions for the survey be considered complete.
DRAFTING A QUESTIONNAIRE: beginning, climax, denouement and ending!
Compiling a questionnaire involves the sequential implementation of several interrelated stages (Fig. 1). Let us consider in more detail the content of these stages.
Rice. 1 – Main stages of the questionnaire preparation process
On first At this stage, the main goals of the study, the expected time frame for its implementation, the necessary characteristics of the respondents, the nature and amount of necessary information, etc. are determined.
Second This stage involves identifying the topics that need to be considered and the content of those questions that will help to reveal them fully and sufficiently.
On third At this stage, the format of each question expected to be included in the questionnaire is selected. It should be noted that the form of the question can be different: open, when the respondent must write down the answer to the question himself; closed, which involves either many answer options, or two (“yes” and “no”), etc. This topic requires a separate approach and will be considered by us another time.
The same questions can be formulated in different ways. On fourth stage it is assumed to determine from alternative options wording of the final form of the question that will be presented in the questionnaire.
Fifth The stage is to determine the sequence of formulated questions. Here it is appropriate to talk about the structure that any questionnaire has. Of course, it may vary depending on the goals set, the type of respondents, the type of survey, etc. Let's consider some typical structure, which, as a rule, is used in questionnaire surveys (Table 5).
Table 5 - Structural elements survey questionnaires and their contents
| INTRODUCTORY PART Contains a greeting, an address to the respondent, an explanation of the objectives of the study, brief description the object of research and the organization conducting it, etc. |
| CONTACT QUESTIONS Questions are used that allow you to establish contact with the respondent, attract him to further filling out the questionnaire, and encourage him to give frank answers. Filter questions can also be used here to filter out ignorant, incompetent respondents whose opinions should not be taken into account when processing the results. |
| MAIN PART Contains questions aimed at revealing the main topic of the study and points significant for the survey. As a rule, it consists of three blocks: 1. Basic information that allows you to reveal the main topic of the study. 2. Classification information reflecting socio-demographic, psychological and other characteristics. 3. Identification information containing the respondent’s last name, first name, address, telephone number, etc. |
| CONTROL QUESTIONS Questions are posted to determine the reliability of the answers, their sincerity and accuracy. These are questions that repeat the meaning of those already asked earlier in the questionnaire, but formulated in a different way. |
| FINAL PART Contains words of gratitude addressed to the respondent, contact information for the researcher, etc. |
On sixth At the stage of compiling the questionnaire, the so-called coding of questions and answer options is carried out. That is, they are assigned letter and/or digital values, which will simplify both filling out questionnaires and their subsequent processing.
Seventh the stage involves proposing alternatives for the physical design of the questionnaire (paper, fonts, size, colors, etc.) and selecting the final version from them.
Eighth the stage has different names - pretest (preliminary test) of the questionnaire, testing, approbation, pilotage. In any case, it involves preliminary filling out the questionnaire by several dozen respondents. Of course, this stage can be skipped, but its implementation will improve the quality of the research being conducted. The pretest of the questionnaire allows you to identify the main errors that lead to distortion of the survey results and are associated with the layout of the questionnaire, content, wording, clarity of instructions, unambiguity of the process of filling out and interpretation, etc.
Initially, you can conduct in-depth interviews using a questionnaire, and then conduct a survey in the same way that it will be conducted in the future. Respondents from the intended target area participate in testing the questionnaire. population, that is, those who can participate in the main survey. The pretest should be carried out by the same field workers who will carry out the main study. That is, a “mini-survey” is being conducted, which will allow you to correct erroneous points before conducting the main survey. In this case, various techniques can be used. For example, when filling out a questionnaire, a respondent is asked to comment out loud on his thoughts about the answer options; all this is recorded in a protocol and/or an audio recording is made, which is then analyzed. Or the respondent is asked to explain how he understands the meaning of each question and answer, and to describe the difficulties that arise.
On ninth At this stage, the questionnaire is finalized based on the testing. The wording and format of any questions may be changed, answer options may be excluded or added, the design, colors and fonts used may be adjusted. After this, the final version of the revised questionnaire is replicated in required quantity and the main survey is conducted.
Thus, there are several basic rules for forming a questionnaire and formulating the questions included in it. Compliance with these rules, a clear structure of the questionnaire and going through successive stages according to the proposed procedure for its compilation will allow you to effectively conduct marketing research using the survey method.
