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| Principles of Questionnaire Design
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| By Susan Spaulding |
| Susan Spaulding has more than 20 years experience in consumer behavior. She founded Market Directions in 1991 where she works as a senior strategist with clients. |
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Constructing a survey begins with a thorough understanding of what questions need to be answered from the research and what decisions will be made as a result of the survey. Without that knowledge, the survey cannot be designed effectively.
Often, a research company account analyst or a corporate research analyst is responsible for designing the survey. If the survey designer has not been involved with the proposal, be sure the following information is in hand:
- What are the research objectives
- What decisions will be made
- Description of the type of respondent
- Any estimating parameters (e.g., length of survey)
- Any special analysis expected
- Any client or industry information that will provide backgrounding on the topic
There are a number of decisions required when constructing a questionnaire so that the design and implementation is as effective as possible.
Questionnaire Construction
Each component of the questionnaire is important in gaining respondent cooperation and in collecting reliable information, including:
- Introduction
- Screening
- Main Questionnaire
- Closing
- Validation
A discussion with examples of each section follows: |
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2001 MarketingPower.com Inc. Contents used by permission of the author. |
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