Developing Quality Questionnaires for Market Research
Designing a good-quality questionnaire is crucial for any successful market research project. A questionnaire not only ensures accurate, actionable insights but makes for a better experience for the respondents
Here is a comprehensive guide on developing questionnaires for market research:
- Avoid Ambiguous Questions
Unclear or vague questions can confuse respondents, leading to inconsistent or inaccurate answers. For example, when asking about the speed and quality of customer service, ensure each question is specific and easy to understand. . Use straightforward language and avoid jargon or technical terms
- Avoid Leading Questions
Leading questions steer respondents toward a specific answer resulting in biased data. For example, asking, “How much did you enjoy our fantastic event?” suggests a positive response. So, it is better to frame neutral questions. Consider asking “How would you rate the quality of our service?” instead of “How much do you enjoy our excellent service?”
- Avoid Double-Barreled Questions
Combining two issues in one question can confuse respondents. Break down complex queries into single, clear questions. For example, “How satisfied are you with the customer service and product quality?” should be split into two distinct questions.
- Avoid Too Many or Too Few Responses Options
Few response options can restrict the depth of data collected while too many can overwhelm respondents or cause confusion. It is important to provide a balanced range of answers. When using multiple-choice questions, consider a variation of responses and include an “Other” option when applicable to capture any additional insights.
- Use Mutually Exclusive Response Options
Ensure response categories don’t overlap. For instance, avoid age ranges like “20–30” and “30–40.” Respondents shouldn’t have to guess which option applies.
- Questionnaire Length
Lengthy questionnaires can cause respondent fatigue, leading to compromised quality of responses or leading to survey abandonment. Aim to keep the questionnaire as brief as possible while still gathering the essential information. Focus on key questions and incorporate a variety of question types—such as multiple-choice, Likert scales, and short answers to keep respondents engaged.
- Keep Consistent Scales
Use consistent rating scales (such as 1 to 5 or 1 to 7) throughout the questionnaire. This avoids confusion and simplifies data analysis
- Skipping Logic and Flow
Without proper skip logic or smooth flow, the respondents may have to respond to irrelevant questions leading to frustration and potentially affecting the accuracy of their responses. Implementing skipping logic to guide respondents through the questionnaire based on their earlier answers, can ensure that each individual only answers questions relevant to themselves.
- Lack of a Clear Objective
A questionnaire without a clear purpose leads to scattered data. It is essential to define the objective of the survey with clarity before drafting the questions. Each question should be designed to contribute directly towards achieving that objective.
- Do Pilot Testing
Pilot Testing is essential in understanding how the questionnaire will perform in practice. Conducting a pilot test with a small representative sample of the target audience will help identify potential problems and refine the questions before launching on a larger scale.
- Address Sensitive Topics Carefully
Questions on sensitive topics can make respondents uncomfortable resulting in incomplete or dishonest answers. When addressing sensitive issues (such as income, health or personal beliefs), frame the questions thoughtfully and ensure anonymity.
- Limit Open-Ended Questions
Open-ended questions can yield valuable insights but they may be time-consuming for respondents and difficult to analyze. For the majority of the questionnaire, opt for structured questions easier for respondents to answer and simplify the analysis process.
- Do not ignore Data Analysis Needs
Design your questionnaire with data analysis in mind. Choose question types and answer formats that support easy interpretation. Planning the analysis strategy before finalizing the questionnaire will be helpful to ensure easy interpretation of the data.
- Allowing for “Don’t Know” or “Not Applicable” Responses
Forcing respondents to answer irrelevant questions can produce inaccurate data and can lead to frustration. To mitigate this, provide response options such as “I don’t know” or “Not applicable” where necessary.
- Neglecting Ethical Considerations
Inform respondents about the purpose of the survey, and how their data will be used and include an informed consent statement. Neglecting to inform the respondents can undermine trust and violate ethical standards.
Designing a questionnaire is both art and science, at iris, we specialise in developing research tools that deliver actionable insights.
Have tips or experiences to share about developing surveys?
Let us know in the comments!
