The definitive guide to designing an accurate questionnaire for useful market insights

The ability of a researcher to design a desirable measurement scale does not guarantee the automatic collection of useful data. This means that there is a need for a researcher to understand the elements of creating a useful questionnaire.

A majority of problems in the marketing research field are complex. They usually require the primary collection of data. In most cases, it becomes essential for using the questionnaire as a potent technique used to collect primary data. When using a questionnaire for market research, it should have two primary objectives.

Firstly, the questionnaire should be able to convert the needed information into various question formats. Secondly, the questions should be created in a way that each response will know them and be compelled to provide useful answers.

When designing an effective questionnaire for any market research, it is important to design one that will sustain the engagement of respondents. It should eliminate all disengagement problems.

A definitive guide to designing an accurate questionnaire to get useful market insights.

If you want to know how to design a market research survey questionnaire, then you will need to consider the following points below:

1). Chosen method of interview

The interview method that users choose is very important to the designing of your questionnaire. The mode of the interview that you choose; whether online, telephone, or personal will play a part in the quality of your response that you get from the respondents.

2). Choosing the right question composition

The next process for your questionnaire is to choose the types of questions that you should be asking your respondents. Most mainstream questionnaires usually make use of two basic types of structures for their questions.

These are the structured and unstructured question types. Structured (Closed-ended)  questions are usually more suited for surveys. They are used in achieving more rates of response. Such responses can be easily statistically analysed. Unstructured questions (Open-ended) questions get used more for explanatory studies. Especially in cases where the research subject is unknown or new.

3). Choosing the content of individual content

Every question should be structured carefully to produce the right output. They are properly used to achieve overall research objectives. The words should be used properly and here. Researchers ought to ask necessary questions and avoid unsolicited ones. Then there is also the need to break up certain questions into more than one especially in cases where answers and more insights are needed.

4). The development of the order, nature and layout of questions

The order, nature, and layout of a question can directly affect the engagement of the respondent. This distinguishes between a poor and well-curated questionnaire. A poor questionnaire will lead to a minimal rate of response from the respondents. A questionnaire can easily be separated into three major divisions such as opening, generic, and specific questions.

5). Conducting a pilot test for your questionnaire

You should never proceed to use your questionnaire for a field survey if it has not been pilot tested adequately. A pilot test can be used to test all the parts of the questionnaire. You could test out its content, order, wording, and layout. The sample respondents used in the pilot test should be similar to the actual respondents in the main survey.

We are talking about a similarity in background properties, subject matter knowledge, and should be of the right behaviours/attitudes. Many researchers recommend that you use a pilot test sample that has several participants ranging from 10 to 20 respondents. For very larger studies that have multiple stages, you can use a bigger pilot test sample.