Market Research: Questionnaire Design Principles

Market research is the first step in product development and customer needs and is very important. We are doing design research, the need for customer feedback through the sale of existing customers, the initial design of the questionnaire. I think designers need to follow the following six principles when designing a questionnaire:

Correlation

Relevance Designer-designed questions related to the subject of the questionnaire. Different products to meet different needs, the same product, pay attention to the point is different. This requires enterprises to have a clear product positioning, a clear customer needs. For example, if my job is new media marketing, then I need to know how much my customers need, how much attention my knowledge is about about new media marketing, what is my customer base and how much of their earnings … then For example, mobile phones, customers like what kind of shape, what kind of color, what kind of system and so on. It also calls for not adding meaningless questions to it.

general

General Questionnaire questions are in line with common sense. If the questionnaire problems common sense errors, not only does not help the data analysis of the questionnaire, will also make the respondents contempt of the level of investigators, reducing the quality of the survey. For example, in a survey conducted at a Chinese university to investigate monthly student spending, some designers once designed the option “A.3000 B.3000 to 4000 C.4000 to 5000 D.5000.” This is obviously unreasonable because I have conducted a preliminary survey and the living expenses of students have been between 800 and 1000. This option obviously does not meet the requirements of the time of wealth management.

Logical

3. Logic. The overall design of the questionnaire should have a sense of the whole, that is, there should be a logical problem between the problems and the problem of independence can not be itself a logical fallacy. The problem settings are closely related, so you can get more complete information. Subjects will also feel the focus of the problem, there are questions asked. Conversely, if the problem is divergent and has traces of consciousness, the questionnaire gives the impression of being casual rather than rigorous. Then, companies that use market research as a scientific process of business decision-making lose confidence in the survey. Therefore, the logical requirement is inseparable from the structured and procedural aspects of the questionnaire. It has been observed that in a comprehensive questionnaire, the investigators set the questionnaire with larger differences in different blocks so as to ensure that the problems of each “block” are closely related.

Clearness

4. Clarity, that is, the question of the questionnaire should be clear and definite. This is the issue alone. First, ask the question itself can not be ambiguous, no language disease; the other hand asked for easy answer. Note: General questionnaire filled in within 20 minutes, the problem is complex, the respondents experience impact.

Non-inducible

5. Non-inducible. That is, the problem can not carry personal feelings, but can not induce customers through psychological effects. These situations are to be resolutely avoided, which can lead to destructive errors in data analysis, which in turn affect product design. Another problem, but also the problem that can not be avoided, is the questionnaire designer’s personal values. This is caused by innate and acquired personal experiences, no matter how individuals control, can not get rid of. This requires teamwork and problem modification.

Easy to organize analysis

6. Easy to organize and analyze. Enterprise or individual self-media questionnaire, its ultimate goal is through questionnaires, data analysis, and then understand the needs of customers. If the design of the questionnaire finishing difficult, it will lose its meaning. This requires that the data can be accumulated, and the relative numbers after the accumulation are significant, while the relative numbers can provide reference for practical problems. Take the phone, the color is a good survey, the first choice of a color number can be accumulated, the second can be drawn as a percentage of each color, the third you can know which color is the most popular. This can provide a reference for designing the color of the phone.