The questionnaire is one of the most convenient and objective ways to study public opinion. This is feedback from the consumer, and familiarity with the psychological portrait of a person. However, there are many subtleties and nuances hidden behind the seeming simplicity of the questionnaire compilation.
Instructions
Step 1
Give shape. Before you start drawing up a questionnaire, you should answer a few questions. First, identify exactly what information you need to get, what are the main questions. Based on this, it is possible to determine the target group, that is, the circle of people whose opinion will be significant. These can be already established consumers or buyers, potential customers, 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: a personal conversation, a telephone conversation or a faceless questionnaire posted on the Internet.
Step 2
Consider the content. Responsibly you need to approach the preparation of the questions themselves. An incorrect questionnaire will not give an objective picture, and too complex or requiring detailed answers, tasks will quickly bore the respondents. The best solution would be to use several types of questions in one questionnaire. To save the time of the respondents, you can offer several answers, but be sure to leave the field for your own answer. 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? »- explanatory type of question;
"What brands of similar products do you use?" - specific question;
"What are the characteristics of product X more suitable for you than product Y?" - comparative question - A good way to get information for analysis is by ranking the questions. Name the worst and the best product in a certain price category, make a list of the most useful and most unnecessary purchases, etc.
Step 3
Start small. Preliminary testing will reveal errors, inaccuracies, ambiguities at the stage of preparation. The volume of testing should be 1-10% of the estimated volume of the study. Basically, 30-50 completed questionnaires are enough. An important condition for testing is the participation in it of respondents only from the target group, as well as conducting a preliminary survey using the same method as the main research.
