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10 point checklist for questionnaire design


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Regardless of whether your planning your first market research questionnaire or your 10,000th, this webinar is for you if you ever see yourself considering a customer survey again. The 10 steps for a …

Regardless of whether your planning your first market research questionnaire or your 10,000th, this webinar is for you if you ever see yourself considering a customer survey again. The 10 steps for a stress-free customer survey process will contain bits of information that is a result of decades of practice. Esther and Kathryn will be discussing a simple process to write a successful survey, and basic tips when using an online survey tool to ensure data reliability.

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  • 1. 10 Point Checklist for Questionnaire Design
    Practical tips for in-house researchers
  • 2. This material is solely for non-commercial use. No part of it may be circulated or reproduced without the written consent of Research Rockstar LLC.
    For licensing or customization please contact
    © Copyright 2009. Research Rockstar LLC. All rights reserved.
  • 3. So, Planning to Write a Questionnaire?
    • Are you in any of these situations?
    • 4. These are all common experiences—you are not alone!
    My company doesn't normally do formal market research but we have a need,
    and no budget.
    I normally work with
    outside market research agencies, but I've been asked to do a project myself using SurveyMonkey/
    We’d hire a market
    research agency to design
    a questionnaire, but we
    don't have the time.
    So Now What?
  • 5. 10 Tips for Questionnaire Success
    In an ideal world, you’d have time for weeks of training, but in the real-world, that may not be the case.
    Use these 10 tips to maximize your chances of a successful, stress-free process.
  • 6. Attributes of a Good Questionnaire
    Gets completed
    Enforces qualifications
    Meets goals
    Supports needed analysis
    Precise enough to be useful
    Participant’s View
    Researcher’s View
  • 7. Why is a Great Questionnaire so Important?
  • 8. 1. Start with Clarity & Buy-in
  • 9. 2. Select Your Methodology
    THINK about your target
    population. What is the
    best way to reach them?
    Phone? Email? Social networking?
    Movie theaters? Malls?
  • 10. 3. Identify Your Sample Source
    Need tips on where to acquire sample? Check out Panel Companies, List brokers, and some of the online survey companies for options.
  • 11. 4. Plan Your Real Estate
    Questionnaires typically consist of 4 parts:
  • 12. 5. Gather Background Sources
  • 13. 6. Start writing!
  • 14. 7. Review For Flow & Readability
  • 15. 8. Review for Alignment with Population
  • 16. 9. Pre-Test
    Pre-testing is a critical part of the process.
    Before you start full data collection, collect 20 to 50 responses from your actual sample source, and review the answers carefully.
    Were there unexpected results?
    Do you need to add new answer options?
    Do you need to create some skip pattern logic?
    How long is it taking respondents? Too long?
  • 17. 10. Revise!
    Revise the questionnaire based on pre-test results.
    Be vigilant about:
    Length: is the timing over 15 minutes on average? If so, response rates will suffer
    Focus: remove any content that is not aligned with project objectives. Muddy surveys are a big turn-off!
    Actionability: are the answers going to be actionable? Will they be specific enough?
    Ethics: Market research is research—not lead generation. Be sure your questionnaire in no way is, or appears to be, a lead generation mechanism
  • 18. Want help?
    Crafting GOOD questionnaires is not easy
    Whenever possible, work with a professional market researcher who can help you with the process
    No budget? No worries. There are lots of great market research freelancers and small agencies that will be happy to help for a very reasonable fee
    Not sure what to do next? Send in your question, we can make suggestions for your specific needs:
  • 19. Thank you.
    To send feedback: click here
    To ask questions: click here
  • 20. Want more? Check out our other courses
    Embracing Rogue Research
    How to Hire a Market Research Agency
    How to Package and Deliver Market Research Results
    Rise Above the Noise: 3 DIY Exercises for Discovering Distinctive Marketing Message Opportunities
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