Questionnaire Design Goal: To design a “primary” research questionnaire aimed to

Questionnaire Design
Goal: To design a “primary” research questionnaire aimed to capture relevant, targeted,
“actionable” information.
One to two pages –> number of questions (what a participant can complete in about 5
minutes).
Each question should have a specific purpose, clearly understood and will capture
insight and provide “actionable” plans.
Keep in mind – designing a survey is not trivial – nor just intended to be just a set of
questions for respondents
Opening Paragraph: Will include the purpose and objective. This needs to be clear,
along with an easy to read and follow lay-out and the sequence of questions has a
mental and artistic flow.
A few comments regarding this assignment:
*The opening paragraph is key to gain interest, focus and motivate respondents to
participate and provide valuable input
*Each question should have a purpose that will help capture key info regarding current
buyer behavior as well as motivation for desired “new” behavior
*Aim to ask very direct (closed or open ended) questions to provide relevant input to
support the development of an effective marketing strategy. Questions that reflect
feelings, attitudes, beliefs, expected behavior, …… can provide the best feedback to
deliver perceived ‘value’ to potential and loyal users
*The purpose of any research is to capture random, targeted and segmented
information – to identify an “actionable” strategy that can be measured.
As Marketers – if we do nothing (or don’t change) we LOSE!! Even if the knowledge
gained from research findings have poor results – we have learned from it – and can
react to enhance and improve.
NOTE: Hope you have gained some insight on the challenge of designing and developing
(from scratch) an effective and impactful survey tool – as well as recognize the value of
capturing relevant (timely) data – as it relates to the development of a marketing
strategy to address a business opportunity.