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 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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10 point checklist for questionnaire design

  1. 1. 10 Point Checklist for Questionnaire Design<br />Practical tips for in-house researchers<br />
  2. 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.<br />For licensing or customization please contact sales@ResearchRockstar.com.<br />© Copyright 2009. Research Rockstar LLC. All rights reserved.<br />
  3. 3. So, Planning to Write a Questionnaire?<br /><ul><li>Are you in any of these situations?
  4. 4. These are all common experiences—you are not alone!</li></ul>My company doesn't normally do formal market research but we have a need, <br />and no budget.<br />I normally work with <br />outside market research agencies, but I've been asked to do a project myself using SurveyMonkey/<br />Zoomerang/Wufoo<br />We’d hire a market <br />research agency to design <br />a questionnaire, but we <br />don't have the time.<br />So Now What?<br />
  5. 5. 10 Tips for Questionnaire Success<br />In an ideal world, you’d have time for weeks of training, but in the real-world, that may not be the case.<br />Use these 10 tips to maximize your chances of a successful, stress-free process.<br />
  6. 6. Attributes of a Good Questionnaire<br />Short<br />Logical<br />Respectful<br />Relevant<br />Gets completed<br />Enforces qualifications<br />Meets goals<br />Supports needed analysis<br />Precise enough to be useful<br />Participant’s View<br />Researcher’s View<br />
  7. 7. Why is a Great Questionnaire so Important?<br />
  8. 8. 1. Start with Clarity & Buy-in<br />
  9. 9. 2. Select Your Methodology<br />Data<br />Collection<br />THINK about your target <br />population. What is the <br />best way to reach them? <br />Phone? Email? Social networking? <br />Movie theaters? Malls?<br />
  10. 10. 3. Identify Your Sample Source<br />Need tips on where to acquire sample? Check out Panel Companies, List brokers, and some of the online survey companies for options.<br />
  11. 11. 4. Plan Your Real Estate<br />Questionnaires typically consist of 4 parts:<br />
  12. 12. 5. Gather Background Sources<br />
  13. 13. 6. Start writing!<br />
  14. 14. 7. Review For Flow & Readability<br />
  15. 15. 8. Review for Alignment with Population<br />
  16. 16. 9. Pre-Test<br />Pre-testing is a critical part of the process.<br />Before you start full data collection, collect 20 to 50 responses from your actual sample source, and review the answers carefully.<br />Were there unexpected results?<br />Do you need to add new answer options?<br />Do you need to create some skip pattern logic?<br />How long is it taking respondents? Too long?<br />
  17. 17. 10. Revise!<br />Revise the questionnaire based on pre-test results.<br />Be vigilant about:<br />Length: is the timing over 15 minutes on average? If so, response rates will suffer<br />Focus: remove any content that is not aligned with project objectives. Muddy surveys are a big turn-off!<br />Actionability: are the answers going to be actionable? Will they be specific enough?<br />Ethics: Market research is research—not lead generation. Be sure your questionnaire in no way is, or appears to be, a lead generation mechanism<br />
  18. 18. Want help?<br />Crafting GOOD questionnaires is not easy<br />Whenever possible, work with a professional market researcher who can help you with the process<br />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<br />Not sure what to do next? Send in your question, we can make suggestions for your specific needs: info@ResearchRockstar.com <br />
  19. 19. Thank you.<br />To send feedback: click here<br />To ask questions: click here<br />www.ResearchRockstar.com<br />
  20. 20. Want more? Check out our other courses<br />Embracing Rogue Research<br />How to Hire a Market Research Agency<br />How to Package and Deliver Market Research Results<br />Rise Above the Noise: 3 DIY Exercises for Discovering Distinctive Marketing Message Opportunities<br /> <br />These and More Available in our Store!<br />