The analysis that you do on the data collected is as good as the specific questions that you have asked and covered in a survey. It is therefore pertinent that the survey examples be crafted in a manner that covers all details that are required to analyze the data once all the responses are in. Survey examples help, but each research has its unique properties.
There are various newcomers in the area of market research that realize after the survey has been completed and closed that a certain piece of information has not been covered in the questionnaire. With no data on the parameter, certain kinds of analysis may not be possible. Simplistically speaking, if you have not asked the importance of a specific product feature understanding how importance varies by customer segment may not be possible.
It is therefore pertinent that the objective of the study be internalized completely. Most seasoned market research professionals decide on the specific analysis that they will perform to confirm or negate the marketing hypothesis before the launch of the survey. This allows for modifications to me made of required at a stage where no harm has been done. A what-if scenario, therefore, needs to be built in.
Key Steps in Preparing a Survey Questionnaire
- Go through the specific market research objectives
- Understand the broad areas of information that need to be asked like usage behavior, purchase details etc.
- Detail these further and jot down specific information points under each of the areas
- Make a rough analysis plan detailing the kind of analysis that you will want to carry out.
This includes simple univariate analysis of the frequencies and averages of the variable distributions along with the cross tabs and multivariate analysis that you may want to look at.
- Make sure that the format of the data that is being gathered is conducive to the kind of analysis that you envisage. This involves an understanding of the kind of data (ordinal, nominal, interval or ratio) that is required to run some specific analysis.
- Revisit the information areas and ascertain that you have covered everything.
- Move on to devise a questionnaire flowchart to ensure that the right respondent is answering the right question. This can help you in formulating the filters and the skip instructions better.
- Word each question in the questionnaire.
- Test the questionnaire on a dummy respondent and script it for an online study.
- Make sure that you test the link before launching the survey.
While there are a large number of studies that can be covered in the market research area and each survey will almost always have some unique survey specific questions, there are some areas of information that are common to specific survey examples.
Four of the most common market research studies that are conducted in the industry include a customer satisfaction survey, product evaluation studies, brand awareness studies and new concept evaluation studies. Here again, the questions may differ based on the kind of product test or concept test that one carrying out. For example, a sequential monadic product test will have a different flow to the questions asked as compared to a monadic design.
Stay tuned as we will deep dive into each of these four survey examples and provide you with specific and key questions to have in each of these survey examples.