1. 10 Point Checklist for Questionnaire Design
Practical tips for in-house researchers

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3. So, Planning to Write a Questionnaire?

Are you in any of these situations?

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

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