The questionnaire is one of the most convenient and objective ways of studying public opinion. This is feedback from the consumer, and familiarity with the psychological portrait of a person. However, the seeming simplicity of compiling the questionnaire hides many subtleties and nuances.
Instruction manual
1
Give the form. Before you start compiling a questionnaire, you should answer a few questions. First, identify exactly what information you need to get, which questions are central. Based on this, it is possible to determine the target group, that is, the circle of people whose opinion will be significant. It can be already held consumers or buyers, potential customers, or, conversely, people who use the services of competing companies. Having answered this question, it is necessary to decide which method will be most successful for working with the target audience: face-to-face conversation, telephone conversation or a faceless profile posted on the network.
2
Consider filling. Responsibly, you need to approach the compilation of the questions themselves. An incorrect questionnaire will not give an objective picture, and tasks that are too complicated or require detailed answers will quickly bore the respondents. The best way would be to use several types of questions in one questionnaire. To save the time of the respondents, you can offer several answers, but be sure to leave a field for your own option. Questions can be structured as follows:
"Would you rather self-service or service?" - a general question;
"What exactly did you like about a particular product?" - research question;
“Why didn’t I like this?” - an explanatory type of question;
"What brand of similar products do you use?" - a specific issue;
“What are some of the best results for product X than product Y?” - a comparative question. A good way to get information for analysis is to rank questions. To name the worst and best product in a certain price category, make a list of the most useful and most unnecessary purchases, etc.
3
Start small. Preliminary testing will reveal errors, inaccuracies, ambiguities at the preparation stage. The volume of testing should be 1-10% of the estimated volume of research. Basically, 30-50 completed questionnaires are enough. Important conditions for testing is the participation of respondents only from the target group, as well as the preliminary survey by the same method as the main study.
