Primeline Infotech

Marketing Questionnaire Design

The questionnaire is a structured technique for collecting primary data in a marketing survey. It is a series of written or verbal questions for which the respondent provides answers. A well-designed questionnaire motivates the respondent to provide complete and accurate information.

The survey questionnaire should not be viewed as a stand-alone tool. Along with the questionnaire there is field work, rewards for the respondents, and communication aids, all of which are important components of the questionnaire process.

Steps to Developing a Questionnaire

Determine which information is being sought.
Choose a question type (structure and amount of disguise) and method of administration (for example, written form, email or web form, telephone interview, verbal interview).
Determine the general question content needed to obtain the desired information.
Determine the form of response.
Choose the exact question wording.
Arrange the questions into an effective sequence.
Specify the physical characteristics of the questionnaire (paper type, number of questions per page, etc.)
Test the questionnaire and revise it as needed.