1. Questionnaire design steps
The purpose of designing the questionnaire is to better collect market information. Therefore, in the process of designing the questionnaire, we must first grasp the purpose and requirements of the survey, and strive to make the questionnaire fully cooperate with the respondents to ensure accurate and effective information. Specifically, it can be divided into the following steps: the first step is to determine the required information according to the purpose of the investigation. Then design the topic on this basis. The second step is to determine the order of the questions. Generally, the simple and easy answers are put in front, and gradually move to the more difficult ones. The arrangement of questions should be relevant and logical, so as to facilitate the cooperation and interest of the person filling out the form. The third step is to test and modify the questionnaire. Before the questionnaire is used in the field investigation, some respondents are selected for testing and revised, supplemented and improved according to the problems found.
2. The procedure of questionnaire design
Design is composed of a series of related work processes. In order to make the questionnaire scientific, standardized and operable, the following procedures can be generally referred to:
1. Determine the purpose, source and limitations of the study.
2. Determine data collection methods
3. Determine the answer form of the question
4. Decide on the wording of the question
5. Determine the process and arrangement of the questionnaire.
6. Evaluation questionnaire and arrangement
7. Get approval from all relevant parties.
8. Pre-test and revision
9. Prepare the final questionnaire
10. performance
Third step
Step 1: Determine the purpose, source and limitations of the study.
When a marketing manager, a brand manager or a new product development expert feels that the required information is insufficient when making a decision, they usually start the research process. In some companies, it is the manager's responsibility to evaluate all second-hand materials to confirm whether the required information is collected completely. In other companies, managers hand over all market research activities, including collecting first-hand and second-hand materials, to the market research department.
Although the brand manager may have initiated the market research, everyone affected by this project, such as assistant brand manager, product manager and even production and marketing manager, should discuss what data is needed together. The objective of the investigation should be as precise and clear as possible. This step is done, and the following steps will be smoother and more effective.
Step 2: Determine the data collection method
There are many ways to obtain inquiry data, mainly including personal interviews, telephone surveys, mail surveys and self-administered interviews. Each method has an impact on questionnaire design. In fact, street interception has more restrictions than eight-door interception, and there is a time limit for street interception; Self-management interview requires that the questionnaire be designed very clearly and relatively briefly, because the interviewer is not present and there is no chance to clarify the question; Telephone surveys usually need rich vocabulary to describe a concept, so as to ensure that the interviewees understand the issues under discussion. In contrast, in a personal interview, the interviewer can show the interviewee pictures to explain or prove concepts.
Step 3: Determine the answer form of the question.
Open questions, closed questions and scale response questions.
(l) Open questions.
Open-ended questions are questions in which respondents can freely answer and explain their opinions in their own language. In other words, the researchers did not impose any restrictions on the choice of respondents.
(2) Closed questions.
Closed-ended questions are questions that require respondents to choose from a series of answers.
(3) scale response problem.
This is a question set in the form of a scale.
Step 4: Decide the wording of the question.
(l) Words must be clear.
(2) Avoid induced language.
(3) Consider the answering ability of the respondents.
(4) Consider the respondents' willingness to answer questions.
Step 5: Determine the process and arrangement of the questionnaire.
The questionnaire cannot be arranged at will, and the position arrangement of each part of the questionnaire has certain logic. Its logical description is listed in Table 6 1. Experienced market researchers know very well that questionnaire making is the key to contact and interview both parties. The closer the contact, the more likely the visitor will get a complete and thorough interview. At the same time, the more carefully the respondent thinks about his answer, the more carefully he answers it.
Step 6: Evaluate the questionnaire and arrangement
Once the draft questionnaire is designed, the questionnaire designer should come back and make some important evaluations. If every problem is the result of careful consideration, this stage is redundant. However, considering the key role played by the questionnaire, this step is still crucial. In the process of questionnaire evaluation, the following principles should be considered.
(1) Asking questions is necessary.
(2) Whether the questionnaire is too long.
(3) Whether the questionnaire answers the information needed for the research objectives.
(4) Design of mailing questionnaire and self-filling questionnaire.
(5) Whether there is enough space for the open questions.
(6) The questionnaire indicates whether obvious fonts are used, and so on.
Step 7: Get recognition from all sides.
At this stage of questionnaire design, the draft questionnaire has been completed. Copies of the draft should be distributed to all departments with direct authority to manage the project. In fact, the marketing manager may add new information, needs or concerns many times during the design process. Every time managers put forward new requirements, frequent revisions are necessary. Even though managers have participated in the questionnaire design process many times, it is still important for the draft to be recognized by all parties.
The manager's approval indicates that the manager wants to get information through a specific questionnaire. If no questions are asked, no data will be collected. Therefore, the approval of the questionnaire reconfirms the information needed for decision-making and how to obtain it. For example, suppose a questionnaire for a new product asks about shape, material, end use and packaging. Once passed, it means that the new product development manager already knows that "what color is used for the product" or "what color is decided this time" is not important.
Step 8: pretest and review
When the questionnaire is finally approved by the management, it must be pretested. There should be no formal inquiry and investigation before the test. Through interviews, we can find wrong explanations, incoherent places and incorrect jump patterns in the questionnaire. Find additional options for closed questions and respondents' general answers. The pre-test should also be conducted in the same way as the final visit. If the interview is a household survey, it should be pre-tested by household survey.
After the pre-test is completed, any changes that need to be made should be actually revised. Before the field investigation, it should be recognized by all parties again. If the pre-test results in great changes in the questionnaire, a second test should be conducted.
Step 9: Prepare the final questionnaire.
It is necessary to arrange, supervise and proofread accurate printed instructions, spaces, numbers and pre-codes, and the questionnaire can be specially folded and bound.
Step 10: Implement
After the questionnaire is completed, it provides a basis for obtaining the necessary decision-making information from the market. Questionnaires can be based on different data collection methods and a series of tables and processes to ensure that data can be collected correctly and efficiently at a reasonable cost. These processes include manager's instructions, interviewer's instructions, filtering questions, recording paper and visual AIDS.