How to ask questions in the market survey questionnaire

Questionnaire, also known as questionnaire or inquiry form, is an important tool for market research, which is used to record and reflect the content and form of investigation items. 1. Components of the questionnaire A formal questionnaire generally includes the following three parts: Part I: Preface. Mainly explain the theme, purpose and significance of the survey, and express gratitude to the respondents. Part II: Text. This is the main part of the questionnaire, and some questions are generally designed for respondents to answer. Part III: Appendix. This part can register the relevant information of the respondents and collect information for further statistical analysis. 2. The function of the questionnaire ① can correctly reflect the purpose of the investigation, specific problems, highlight key points, make the respondents willing to cooperate, and contribute to the realization of the purpose of the investigation. (2) Being able to correctly record and reflect the facts answered by the respondents and provide correct information. ③ A unified questionnaire is also convenient for statistics and collation of data. Questionnaire design is an important part of market research. In order to get useful information, you need to ask accurate questions. It is best to determine the value of the question by asking questions: how will you use the survey results? Doing so can prevent you from wasting your time on useless or inappropriate questions. To design a perfect questionnaire, we should do some interviews in advance, draw up the first draft, and then modify it into a formal questionnaire after experimental investigation in advance. 3. Principles of questionnaire design The following principles should be paid attention to when designing the questionnaire: ① All questions listed in the questionnaire should be necessary, and unnecessary questions should not be included. The question asked is what the customer knows. The questions asked should not be questions that the respondents do not understand or are difficult to answer. Confused questions will give you an "unknown" answer. Should there be a "why" after a "yes" or "no" answer? Answer questions for no more than half an hour. (3) Don't beat around the bush when asking questions. To know why customers choose your store to buy things, don't ask "why don't you go to Zhang San's store to buy things?" The answer you get now is why they don't like Zhang San's shop, and what you want to know is why they like yours. Understanding why customers like your store according to their views on Zhang San's store may lead to wrong guess. (4) Pay attention to the wording and tone of the inquiry sentence. In terms of sentence wording and tone, we should generally pay attention to the following points: ① Ask questions clearly, clearly and specifically. ② The boundary and scope of the question should be clearly defined, and the meaning (meaning) of the question should be clear, otherwise it will be easily misunderstood and affect the survey results. ③ Avoid leading or suggestive questions. Induce people to answer questions in a certain way, so that you can get your own answers. ④ Avoid asking awkward questions. (5) The purpose of the investigation should be true, don't lie. You need to understand everything they say. When doing face-to-face interviews with questionnaires, we should pay attention to giving people enough time to answer questions and let them finish what they have to say. In order to ensure the accuracy of the answer, repeat the answer to the respondent. ⑦ Don't react negatively to any answer. If the answer makes you unhappy, don't show it. If others say they haven't heard of your product, it means they certainly haven't. So you want to do research. 4. Questionnaires: Questionnaires can be divided into the following two forms: (1) closed questions, that is, several alternative answers are given at the back of each question, and respondents can only choose their own answers from these selected answers. (2) Open-ended questioning is to let respondents answer questions in their own words. Because such questions will get different answers, which is not conducive to statistical analysis of data, it is not appropriate to use them too much in questionnaires. 5. Questionnaire design requirements When designing a questionnaire, the designer should pay attention to the following basic requirements: ① The questionnaire should not be too long and the questions should not be too many. The general answer should be controlled in about 20 minutes. (2) Get close cooperation from the interviewee, give full consideration to the interviewee's identity background, and don't ask questions that are not of interest to the other party. (3) Help the respondent to make a real choice, so the answer should not be ambiguous, making it difficult for the other party to choose. (4) can't use technical terms, can't put the two questions into one, so you can't get a clear answer. ⑤ Ask questions in a reasonable order. Generally, ask general questions first and enlighten the respondents step by step. ⑥ Put the difficult questions and questions concerning the personal privacy of the interviewee at the end. ⑦ Ask questions without any hint, and the wording should be appropriate. In order to facilitate data statistics and processing, it is best to read the questionnaire directly by computer, which can save time and improve the accuracy of statistics.