How To Design Questionnaire For Marketing Research

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Designing questionnaire is among the foundations associated with researching the market. The particular questionnaire is simply not an end alone but it is just an effective marketing research and marketing analysis tool where individuals are questioned and responses are recorded in a well organized way.

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Without using questionnaires typically the interview or survey will not have any organized framework and structure. So it offers the marketing analysts and researchers a well prepared document to gather and report responses.

Marketing analysts use the data and process the data to create a good evaluation of exactly what people have stated during the process. It is a great tool to help marketers gather information within a survey or an interview from the target respondents or audience.

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The purpose of your questionnaire

There are a few main purposes:

  1. Take the correct information from the surveys takers. The analyst is attempting to acquire information about what is going on out there within the target market. Precise data will be acquired simply by asking the target questions from the target individuals.
  2. It is crucial in a market research with hundreds of respondents to ask exactly the same questions within identical approach. Without having this specific framework there will be disorder and it will be difficult to create the correct feedback from the market. Well organized questions are critical in any market research study.
  3. Standardization – use standardized approach with a standard questions form where all the data and information, feedback and additional perceptions may be easily documented by the analysts. Having effective track of a discussion is important because without it, details might be overlooked or lost.
  4. Proactively plan and help processing the data. The particular answers coming from each person are usually documented in a way in which the data analysts can see them. With no set of questions the survey involving a hundred individuals might create a hundred ways to organize the feedback which means it is hard or even impossible to process the information in an effective way.

Type of Questions: The 3 major types of questions you can use

Analysts identify 3 kinds of interview circumstances that might need 3 various kinds of forms:

  1. Structured questions – they use the same structure and exactly the same terminology from the questions and the same order to be questioned. For example, these types of questions will have predetermined responses and additionally you will see small opportunity to get survey takers to avoid those planned responses. They use limitations in a way people can respond.
  2. Semi structured questions – a combination of questions with predetermined responses along with the ones in which the surveys takers are able to state any information they need. Within every interview the particular questions happen to be questioned in the same manner but there could be other numerous interviews as a part of the marketing study
  3. Unstructured questions – this is more of a collection of a number of potential questions instead of developing and using an official questionnaire where the responses are usually gathered.

The 6 important issues you need to consider

  1. Consider the goals of the marketing study: what is the single most important goal of your study?
  2. Consider the way the interview is going to be executed: How do you plan to implement the interviewing or surveying?
  3. Consider the understanding and attention from the surveys takers: How motivated they are to invest time in your study and what is the level of their expertise?
  4. Take into account the sequence of your questions: Organize your questions in a logical and easy way for the survey takers.
  5. Consider the kind of questions and also the feasible responses to these questions simultaneously while you are working on developing the questions.
  6. Finally proactively plan the data processing: Take into consideration the way the information is going to be processed and used by data analysts.


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