8 Tips for Designing Better

Research QuestionnairesThe Right Approach to Measurements

Is the Key to Your Success

“In the course of my long career in the market research industry I have seen a lot of questionnaires.  They can range widely from the sublime and elegant, to the just hideous and illogical. Some flow effortlessly, while others stumble along blindly.

The major difference between questionnaires that work and ones that fail comes down to approach.”Scott Worthge, Vice President,

Mobile Solutions at Instantly

1. To design a clear and effective questionnaire, start at the end. Start with the answers, not the questions.

2. Know your goals and objectives for creating the questionnaire.

2. Know your goals and objectives for creating the questionnaire.

Answer these questions before proceeding:What is the critical research that

the questionnaire should yield?What kinds of decisions will be made

from the results delivered?

3. Create a priority list of the information you need and what insight you hope to gain.

3. Create a priority list of the information you need and what insight you hope to gain.

Examples of categories to include:• pricing

• competitive info • market trends

4. Identify the concepts you wish to measure and define them.

5. Break concepts down into two categories: black & white and color.

5. Break concepts down into two categories: black & white and color.

Black & White concepts : state of being (demographics)

state of behavior (previous/current actions and experiences)

Color concepts:state of mind (perceptions, emotions)

state of intention (likelihood to do something)

6. Save the black & white concepts for later and do the heavy lifting first.

7. Choose one color concept and compile an exhaustive list of the different ways to measure it.

7. Choose one color concept and compile an exhaustive list of the different ways to measure it.

For example, “customer service” may be measured by any of the following:

• Time to respond to inquiry• Satisfaction with solution to problem

• Length of time on hold• Number of transfers to other departments

8. Evaluate your list against client goals, then cut down measurements accordingly.

8. Evaluate your list against client goals, then cut down measurements accordingly.

To help narrow your measurements, also think about how much of the questionnaire should be dedicated to

that concept—4 questions or 14?

The foundation for your questionnaire is based on good measurements.

The foundation for your questionnaire is based on good measurements.

With the right measurements, you can start asking the right questions. 

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