10 point checklist for questionnaire design

4,997 views

Published on

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.

Published in: Business
1 Comment
3 Likes
Statistics
Notes
No Downloads
Views
Total views
4,997
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
129
Comments
1
Likes
3
Embeds 0
No embeds

No notes for slide

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 />

×