The following document is a Modular Questionnaire Template. The

purpose of this document is to aid you in structuring your own

feedback questionnaire for your clients.

How to Use:

1. Select your survey medium. For example, and online survey,

postal survey or point-of-sale survey.

Consider your choice carefully, an online survey is

easy to conduct but may have a lower response

rate. A postal survey costs more but postage-paid

envelopes may increase response rate – especially

with older customers. A point-of-sale survey may

have a higher response rate but consumers may

feel pressured to respond nicely.

2. Choose which of the suggested questions you wish to insert

into your questionnaire. Try to have around 13 questions in your

questionnaire. The questions you use should be determined by

what you want to learn from your survey.

3. Make sure you insert your business name in the areas

designated with an “X”.

4. Insert your business logo and contact details. Then distribute

the questionnaire to the target you wish to survey and collect the

results.

Tips:

Insert questions regarding you client's personal details such as

age and location at the end of the questionnaire.

Ask for testimonials if the questionnaire is for existing customers or

clients. The client must give permission if you wish to use any

responses for testimonials.

Always thank your clients for participation in the survey.

Sample Research Questionnaire for Business X

(copy and paste relevant questions and adjust to your business)

CATEGORY QUESTION

The Market Describe in your own words what type of products/ service does

business X produce?

Where would you find out information about these types of product or

services? Internet, friends, consultants, books, (list specifically)

What makes an outstanding product/service around product/service

X?

Product/Service

Usage

How often would you/do you use the product or service X?

How much would you spend a year on product or service X?

What triggers your need for the product or service? Ie: when or where

do you start thinking about the product?

What MUST the product or service deliver on for you to be good value?

What are some “nice to haves” that the product/service could/should

deliver on?

What do you think is a fair price range for Product X? (high/low)

Competitors Who offers similar products/services to Business x?

Who is the leading provider of x products/services and why?

How many competitive businesses would you/do you look prior to

making a decision?

Who do you normally recommend if people ask you about Product X

and why?

Do you remember seeing any marketing for any of Business x’s

competitors? If yes, what did you see, where and when?

Business X How would you describe to a friend what Business X does?

What words do you associate with Business X?

What makes Business X special/different?

How did you initially find out about Business X?

List the full range of product/services Business X provides:

What products/services SHOULD Business X provide

Why did you choose to try Business X’s product/service?

What really annoys you about Business X that you would change?

Target

Audience

What business do you run (for B2B)?

What newspapers do you read? What sections are of interest?

What are your favourite magazines?

What relevant shows, events or conferences do you like to attend

related to Product X?

What are your favourite websites?

Miscellaneous What could Business X do to improve its product/service?

What marketing activities might/would really help Business X?

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