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Drawing up a questionnaire when conducting a marketing research on the example of the company Magnitik LLC

Instruction

Just fill it up questionnaire hardly anyone would agree. Therefore, it is worth planning a promotion with a prize draw or discounts on purchases. Regular customers will definitely take part in it. To do this, they will need to complete questionnaire, in which you need to enter all the questions of interest.

social status buyer. This can be identified by asking the question: "How much do you spend on shopping?". In addition to this, you need to ask: "How often do you visit our store?". This will allow you to understand how wealthy buyers usually enter the trade pavilion.

Contact Information- email address or phone number. In the event that the prize draw is closed, this data is needed to notify the winners. More by email or mobile phone you can send information about, sales and other interesting for buyer events.

note

Conducting a survey of buyers of a hypermarket chain in St. Petersburg. The final questionnaire for the survey is formed on the basis of the format and objectives of the study, supplemented with questions and blocks that are important for the study. Marketing agency Life-Marketing provides services for conducting consumer surveys and studying consumer demand.

Helpful advice

The customer survey questionnaire is one of the most common ways marketing research necessary to study the demand for a particular product or a group of goods, to study the degree of customer loyalty in relation to the manufacturing company, etc. Such a questionnaire is an effective and convenient tool for studying consumer demand for new products...

Sources:

• customer survey

Instruction

Related videos

note

Helpful advice

Sources:

• "Wise advertiser", A.P. Repiev, 2007; "Techniques of advertising and Public relations", I.L. Vikentiev, 2007

Questioning is the main method of work of psychologists, sociologists, marketers and other researchers. But not only in these areas of activity, questionnaires can be used. Many people have to fill them out when entering an educational institution, when applying for a job, and in many other life situations. Compose questionnaire right is not as simple as it might seem at first glance.

Instruction

At the very beginning of the questionnaire, the questions should be easy. Further, they can be complex. At the end of the questionnaire, when the respondent is already tired, it is advisable to place a couple of questions that are interesting to him.

Questions included in any questionnaire should not be ambiguous. For example, the question "What is your income?" can mean both the income of the respondent and the income of his entire family. By the way, we can talk about both salary and additional earnings.

The questionnaire should be composed only of simple questions that do not contain complicated wording and terms unfamiliar to most people. Each question should be clear, concise, clearly formulated.

When compiling a questionnaire, one should not allow the respondent to be pushed to a certain answer to a question. Therefore, it is unacceptable to start the questions of the questionnaire with the words “Don’t you think that…?”, “Do you agree…?”, “Do you like…?”.

Should not be included in questionnaire questions beyond the memory capacity of the person answering them. For example, it is unlikely that a respondent will be able to quickly and accurately answer the question “How much money did you spend on buying toothpaste for Last year?».

Compose questionnaire follows from such questions, the answers to which the respondent knows exactly, remembers and is ready to discuss them with a stranger.

Questionnaire, the questions of which the respondent answers within 20 minutes or even longer, indicate, as a rule, insufficient professional training of the organizers of the study.

A correctly drawn up questionnaire does not raise any questions from the respondents, and also does not require any additional explanations.

Related videos

Tip 4: How to write a marketing research questionnaire

Marketing research plays big role in business development. With its help, specialists can predict the growth in the level of demand for the next period and make the company's strategy more effective.

Instruction

To create a high-quality questionnaire for marketing research and effectively apply the results in your work, first determine your goals. The structure and content of the questions depends on the goals and objectives set.

The questionnaire for marketing research consists of several blocks. First, the personal data of the respondent (gender, age, education, labor activity and etc.). This section is very important because allows specialists to determine which category of customers (to target audience or so-called "casual" buyers).

Next, move on to questions that show how and how well a person is familiar with the subject of research (product, service, trademark). Most questionnaires consist of questions and suggested answers. The presence of options makes it possible to greatly facilitate the verification process and relieves the researcher of the need to parse the not always clear handwriting of the respondent.

In the next section, place questions directly related to the purpose of the study. For example, if your task is to figure out how to increase demand for the goods of a given trademark, then formulate the question as follows: "What aspect of our company's activities would you improve?":
A) product quality;
B) Level of service;
B) range
D) Other ________;
In this block, it is important to give the consumer the opportunity to speak. This will help you get the most reliable results.

Related videos

The questionnaire is one of the most convenient and objective ways to study public opinion. This is both feedback from the consumer and acquaintance with the psychological portrait of a person. However, for the seeming simplicity of compiling questionnaire hides many subtleties and nuances.

Instruction

Give shape. Before you start compiling - questionnaire, several questions follow. First, identify exactly what information you need to get, what questions are the main ones. Based on this, it is possible to determine the target group, that is, the circle of people whose opinion will be significant. These may be already established consumers or buyers, potential customers, or, conversely, people who use the services of competing companies. Having answered this question, you need to decide which method will be most successful for working with the target audience: a personal conversation, a telephone conversation, or a faceless questionnaire posted online.

Consider filling. Responsibly, you need to approach the drafting of the questions themselves. An incorrect questionnaire will not give an objective picture, and tasks that are too complex or require detailed answers will quickly bore the respondents. The best solution would be to use several types of questions in one questionnaire. To save interviewees time, you can offer multiple answers, but be sure to leave a field for your own answer. Questions can be structured as follows:
“Which would you prefer, self-service or service?” - general question;
“What exactly did you like about a certain product?” - research question;
"Why didn't you like it? » - explanatory question type;
“What brands of similar products do you use?” - specific question;
“In what ways does product X suit you better than product Y?” - a comparative question. A good way to get information for analysis is ranking questions. Name the worst and best product in a certain price category, make a list of the most useful and most unnecessary purchases, etc.

Start small. Preliminary testing will reveal errors, inaccuracies, ambiguities at the preparation stage. The volume of testing should be 1-10% of the estimated volume of the study. Basically, 30-50 completed questionnaires are enough. Important conditions for testing are the participation in it of respondents only from the target group, as well as conducting a preliminary survey using the same method as the main study.

Sources:

• compiling a questionnaire

Before you make such a questionnaire so that people willingly answer it, you need to somehow force them to do this. For nothing, people will simply be too lazy to answer questions and waste their time.

Instruction

Let's say you are a call center specialist or a store sales assistant household appliances. Hundreds of people contact you every day, and each of them needs help in the form of advice, advice, useful information. You help, but at the same time you can get them to help you by offering to answer a few questions in order to improve the performance of your company. Believe me, 9 out of 10 will respond to your request for help with answers. Although the sales assistant does not need these questionnaires. The initiative here must come from the authorities.

Do not delay with the questionnaire. Helped a person - ask him to answer a few questions. Sending the questionnaire in a few days, you can not wait for answers at all. If you are responding to Mailbox users, just attach the questionnaire to the letter with your answer.

No need to make up many questions, it will be tiring for the . Three to five questions will be enough. And these questions should not take a lot of time and effort from a person. Try to have your employees manage the sounding of the questionnaire in five minutes. Maybe less.

Excessive formality will harm the cause. People need to be treated kindly, kindly and lively. This will give the person that he is helping the same person as he is, and not a dry and soulless legal entity. And, of course, you don’t need to be rude to people and send them to “read”. Politeness and helpfulness will increase the percentage of sales and successful transactions.

Related videos

Before you make such a questionnaire so that people are willing to take it, you need to somehow force them to do this. For nothing, people will simply be too lazy to answer questions and waste their time.

Many successful companies are interested in what their customers and product buyers think about them, they are interested in collecting data on what customers prefer, and so on. And they quite extensively use small questionnaires to collect consumer data to adjust their work.

Instruction

Let's say you are a bank call center specialist or a sales assistant in a household appliance store. Hundreds of people turn to you every day, and each of them is helped in the form of advice, advice, and useful information. You help people, but at the same time you can get them to help you by offering to answer a few questions in order to improve the performance of your company. Believe me, 9 out of 10 will respond to your request for help. Although the sales assistant does not need these questionnaires. The initiative here must come from the authorities.

Do not delay with the questionnaire. Helped - ask him to answer a few questions. Sending the questionnaire in a few days, you can not wait for answers at all. If you are answering questions in a user's mailbox, simply attach a questionnaire to the letter with your answer.

No need to make up many questions, it will be tiring for the . Three to five questions will be enough. And these questions should not take a lot of time and effort from a person. Try to have your employees manage the sounding of the questionnaire for five. Maybe less.

Excessive formality will harm the cause. People need to be treated kindly, kindly and lively. This will give the person the idea that he is helping the same person as he is, and not a dry and soulless legal entity. And, of course, you don’t need to be rude to people and send them to “read”. Politeness and helpfulness will increase the percentage of sales and successful transactions.

To conclude contracts, process loan applications, participate in tenders or register in information and reference databases, organizations need a well-written questionnaire. To present the company in a favorable light, you need to fill it out so that the user receives maximum information.

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If you are faced with the task of obtaining feedback from buyers, the most effective and popular way is a survey. Customer surveys can be conducted both on your own website and in social networks. And how to organize everything - read below.

From this article you will learn:

1. Main types of surveys
2. The most common ones
3. Step-by-step instructions for conducting online surveys correctly
4. 5 tips on how to write the right questions
5. What should the survey look like?
6. 3 free services to place them on your site

Why do companies conduct customer surveys?

Through a customer survey, a company is able to establish a strong brand connection with the audience and understand how consumers feel about it. Using the results, you can further improve the proposed product or service.

Therefore, a customer survey helps to obtain real data, on the basis of which the business strategy is further adjusted or optimal management decisions are made.

Customer surveys can be used for a variety of tasks.

Get Free and Factual Product Reviews

Obtaining customer feedback on the product offered is one of the most difficult tasks. In response to a direct request, buyers either remain silent or get off with standard replies in the spirit of “everything suits me.”

This problem can be solved through extensive marketing research, which requires a considerable budget and the involvement of specialists, or simple free customer surveys on the website or in in social networks.

The second option is the most preferred, since it does not require special efforts and high costs.

Identification of the needs and motives of customer behavior

All the information about what the audience expects from your product and what else they would like to see in it can be obtained using a customer survey. This information can become the basis for creating new products or services, as well as for adjusting business processes. Being aware of customer needs will help protect your business from mistakes.

Promotion

Customer surveys help attract new users and motivate them to participate in discussions. Such communications with the company become two-way, which increases customer loyalty, and the survey placement turns into a group for live communication not only with brand representatives, but also with each other.

With a survey, you show your customers that you care about their opinion. For further development, it is necessary to publish the results and the decisions taken as a result.

Content Creation

Conducting a customer survey allows you to generate three types of content:

• justification of the reasons for the voting and a description of its conditions;
• publication of survey results;
• discussion of the results (the so-called user-generated content).

Increase in attendance

With customer surveys, you can increase traffic to your community social media page. To do this, it is necessary to motivate users to disseminate information about voting on their pages and in other communities.

Main types of customer surveys

Exist two types of customer surveys, each of which has its own functions:

1. Interview.
2. Questioning.

In addition, the following groups of surveys are distinguished:

• personal conversations (surveys face-to-face);
• apartment (carried out directly at the place of residence of the respondents);
• street (carried out on the streets, in shopping malls);
• option with a central location (hall-test).

To obtain information remotely, there are remote polls, which can be divided into:

• Internet surveys;
• telephone conversations;
• self-filled questionnaires.

Let's take a closer look at each of these types of remote customer surveys.

telephone survey

This type of survey is used in research, as well as, if necessary, to study the opinion of the population living on a substantially remote friend from other territories.

Customer survey by phone is also divided into interviews with legal entities and interviews with individuals.

The algorithm for conducting a telephone survey is as follows. At the first stage, a base of telephone numbers of candidates for respondents is created, in which absolutely all available contacts must be included.

The next step is to select a few random numbers from the collected base. Their owners subsequently become participants in a customer survey by telephone.

The advantages of this type of research include:

• execution speed;
• relatively low selling price;
• inclusion in the database of people living in a large area;
• the possibility of attracting customers from different groups to participate in the survey;
• no need to control the quality of filling out questionnaires by interviewers.

However, this method also has disadvantages. For example, the significant limitation of the duration of each interview. In addition, conducting such a survey from the outside looks like imposing something, so people often, without listening to the end of what they are talking about, hang up.

Nevertheless, a telephone survey of customers today is the most operational. With its help, you get the opportunity to find out the opinion of different groups of the population on all issues of interest.

Such studies are primarily focused on determining the opinion of the population regarding certain brands, products or companies. They show market changes and consumer reactions.

Submit your application

With customer surveys by phone, you can find out how effective an advertising campaign was by doing research before and after it. In this case, the financial costs will be minimal.

However, the shortcomings of this method (restrictions on the degree of complexity of the questions and the time of the conversation) do not allow collecting in-depth material. Therefore, this type of survey cannot be used in the study of company income or the analysis of the work of the management team.

Internet survey

The involvement of a significant part of the world's inhabitants in the online community makes questioning via the Internet a very effective and productive type of research. It can also be attributed to operational methods of customer survey.

In addition, such a study is not costly in terms of financial and human resources. The resulting data is of high quality.

And the respondents save time, because when filling out the online questionnaire, they are not distracted from their current affairs, they can immediately view the entire questionnaire and have the opportunity to see and evaluate the intermediate test results.

After the end of the study, the developers receive individual feedback, which is the motivation of the respondent for further participation in similar customer surveys. Such loyalty makes it possible to involve in such testing people who are in the social circle of the interviewed respondent.

However, online surveys have one significant drawback. The heterogeneity of the attendance of the sites on the basis of which the study is conducted does not allow the developer to control the actions of the respondent, which ultimately has a bad effect on the final results of the survey.

Depending on the location of the online survey, several ways can be distinguished.

1. Surveys on the site.

This convenient option posting a survey. However, for greater effectiveness, it is necessary to involve other platforms, since in this case only those users who have visited the site and decided to take the test will take part in the event.

1. Polls in social networks.

This is by far the most popular way to distribute customer surveys.

1. Polls sent by e-mail.

Allows you to customize the survey for the client.

1. Polls in messengers.

Customer surveys in messengers are carried out using mass messaging.

1. SMS surveys.

With this type of survey, you can also include those who do not have an Internet connection in the list of respondents. It is recommended to make the sending of a response message by the client free of charge, otherwise, you can scare off potential respondents with paid participation. This customer survey method is not highly effective.

Most Common Customer Surveys

Customer Experience Survey

Customer service quality surveys can be conducted different ways: using a survey on the site, by phone, by sending a link to an online survey, with the involvement of interviewers.

Quite often, for such an assessment, the CSI (customer satisfaction index) methodology is used, which helps to determine the degree of customer satisfaction. The disadvantage of this type of customer service survey is the number of questions, each of which reduces the response rate. As a result, the reliability of the results of the questionnaire also decreases.

Questioning customers about the quality of service is increasingly carried out through regular monitoring using push-buttons. Similar devices can be found in the branches of many banks. The study of customer satisfaction in this way involves not only the taking of readings, but also the observance of certain rules.

Customer Marketing Survey

With customer marketing surveys, you get reliable data regarding the opinion of the audience about new products, services or features. The launch of new proposals should be accompanied by such research. This will allow you to immediately respond and correct the course if shortcomings are identified.

Such surveys can be conducted at the launch of beta versions of mobile applications, to pre-evaluate an ongoing advertising campaign, or to investigate the impact of new bundled offers. The results obtained on their basis should become the foundation of a new strategy.

Customer Satisfaction Survey

The opinion of buyers, as well as the degree of their satisfaction with your brand, are very important criteria for evaluating in a competitive market. An online social media customer loyalty survey will give you the feedback you need to adjust your business strategy and increase people's positive attitude towards your company.

The results of a customer satisfaction survey will reveal the strengths and weaknesses of your product from the consumer's point of view, as well as identify opportunities for improvement. For example, you can find out:

• how an ordinary consumer evaluates the cost of your product or service (overpriced or not);
• whether the staff effectively serves customers and copes with possible complaints;
• Is your company familiar with the growing needs of customers?
• are there gaps in the customer relationship system that can scare away, etc.

It may be worth sending a customer survey sheet to those customers who stop business relationship with your company to find out how to return them and how to prevent similar situations in the future.

Survey of potential clients

Every online store is familiar with the situation in which a customer puts a product in the cart, but does not purchase it. It is necessary to understand what is the reason that prompts the consumer not to complete the purchase in order to correct this problem and motivate the client to pay for the goods.

There may be several reasons, for example, the absence or too high price delivery to the region where the buyer lives, or a complicated money transfer system. Perhaps the customer did not complete the purchase just because he was distracted and forgot to pay. Such situations need to be analyzed and given appropriate attention.

You can send this customer a couple of emails offering a small discount on this or your next purchase. Then invite the consumer to take a survey to find out why he decided not to purchase the products of your online store.

Customer survey on the example of Alibaba

The sample of the Alibaba Group's customer survey included owners of Android gadgets - active users of the mobile Internet. The sample was quota by regions, the questionnaire was developed by the company's employees, who then distributed it on the news site.

In just 24 hours, Alibaba Group marketers determined the potential demand for a new mobile browser and the readiness of the Russian audience to install the novelty.

As it turned out, the most preferred features of applications by consumers are stability and speed. Any novelty will be favorably accepted by the audience if it is fundamentally different from other browsers.

Conducting customer surveys online correctly: step-by-step instructions

Step 1. We formulate the purpose and topic of the survey

The goal of a customer survey can be defined as the desired outcome, that is, what you are striving for, what you want to know or get. The final result formulates the subject of the questionnaire and defines the target audience.

For example, the monthly level of attendance of the Okay retail chain was chosen as the goal of the survey. Proceeding from this, the subject of the questionnaire will be an assessment of the attendance of a chain of stores, and the target audience will be its customers.

Step 2. Determine the sample of respondents

The final results depend on the target audience. If you want to get the most representative totals, you need to correctly identify the characteristics of the respondents who will participate in the customer survey. The description of the target audience can be based on 3-4 criteria from the list below.

1. Stages of interaction with the product:
   • direct consumers (those who make one-time, periodic or permanent purchases);
   • people who are in the stage of making a decision to purchase a product;
   • people who can become potential consumers, but do not yet have all the information about your product or service.
2. Relation to a specific market (for example, owners of mobile devices with iOs installed).
3. Region of residence (an important criterion for a business based in a particular region or for those with representative offices in different countries companies).
4. Socio-demographic characteristics (gender, age, income level). Necessary to determine the target audience of goods with age, sex, price restrictions.
5. Interests (for example, used for products from the Hobby category).
6. Habits, values, character traits of the respondents (used in cases where it is not enough short description typical representative of Central Asia).

Step 3. We schedule tasks, draw up a plan and questions

Customer survey objectives are a set of activities that lead to the achievement of the research goal. They answer the question: "What to do to get the desired result?" Now it is necessary to determine the stages of work, the topics of questions, their sequence in the questionnaire (in blocks or mixed).

Often, questionnaire developers think about what is better: to use a ready-made customer survey template or create it yourself in the editor. If the study involved unique product or service or it is of a specific nature, without independent work not enough. In other cases, it is allowed to use a ready-made template.

Step 4: Testing the Survey

When the draft version of the questionnaire is ready, it should be tested on yourself by filling it out yourself and inviting employees to do the same. Such testing will help to check the functionality of links, the correctness of graphical display in various browsers, etc.

By answering the questions contained in the questionnaire, you will understand how long it takes to fill it out, whether it is understandable to all categories of TA respondents, and how useful these formulations are.

Step 5. Distribute the questionnaire

Questionnaires can be sent out in several ways:

Customer surveys that are not sent through the online panel are recommended to be posted on the corporate website. You can attract respondents with a letter or promotional message, briefly describing the essence of the survey in it and offering a bonus for completing it.

5 tips for writing the right customer survey questions

When writing survey questions, avoid qualitative assessments, such as: “What do you think of the friendly customer service representatives of our company?” Answers to such a leading question will not be accurate.

The question should be reformulated to focus the customer's attention on some aspect of your service department, for example: "How quickly were you able to get a response to your request from our customer service representatives?"

Thinking about what buyers might do in a hypothetical situation confuses many people. “What if” questions should be avoided on the client survey sheet, as you cannot know if the respondent has been in a similar position.

It is necessary to consider those situations that reliably reflect the real aspects of the company. You can use the Likert scale to formulate questions to evaluate customer experiences.

During testing, check how clear the questionnaire questions are to all categories of customers. This will help in the future to avoid repeated re-reading of the questionnaire by the respondents.

You should also not use questions, the answers to which will require a detailed and detailed description in the form of a short essay. Otherwise, you run the risk of big amount incomplete surveys.

It is much easier to understand and answer the question “How responsive is our company?” than to one such as “If you have used our website, phone system, or email help system in the past, has our customer service representative contacted you in a timely manner?” ?

Sometimes the customer survey sheet designer wants to get as much information as possible, so it's not uncommon to want to add more items. This can lead to an unjustified increase in the questionnaire, as well as to disorientation (and even irritation) of the respondent, who is confused by unrelated questions.

Tip 5. Try to use questions that begin with the word “how much”

Such formulations help to determine the level of the client's attitude to this aspect of your company's work as accurately as possible. Instead of the question "Is our organization professional", which implies "yes" or "no" answers, it is better to use "How professional is our company?"

In the second case, you can use several answers that reflect the whole range of shades of meaning. For example, "very professional", "professional" and "completely unprofessional". Such a rating scale will help to most accurately identify gaps in the customer service system.

What a customer survey should look like

1. Introduction is an appeal to the respondent with a request to take part in a customer survey.
2. Screener. This section contains a block of questions, the answers to which allow you to weed out those respondents who are not included in this target audience.

If there are several groups of clients that differ in socio-demographic characteristics (gender, age, field of activity, etc.), the screener should contain clarifying questions that will help to subsequently separate the data and study them separately.

1. Main content. It contains blocks of questions, which are groups separated by meaning. The customer survey sheet should be logical and not mislead the respondent, forcing them to re-read the topics already covered in other blocks.

Key questions should be formulated at the beginning of the questionnaire, less significant - at the end. Be prepared for the fact that in the process of filling out the questionnaire, the client may lose patience or get tired, so the last questions will remain unanswered.

1. Passport is a block of personal data about the respondent (full name, contacts, place of work and position, marital status, income level). The client must agree to fill out this block. In the absence of permission, it is not worth insisting.
2. Gratitude. To fill out the survey sheet, the client spends his free time. Be sure to thank the respondent both for this and for the efforts made. If it takes a long time to complete the questionnaire, offer a small bonus, such as a discount on your next purchase or a gift, in addition to the usual thank you.

Where to post a customer survey online

There are specialized customer survey services that will help save time and effort:

3 Free Services to Place a Customer Survey on Your Website

Survey Monkey

A pretty good customer survey service that has its own free version. It offers a fairly wide range of popular functions (protection against cheating, detailed statistics, flexible settings). Owners of the paid version get the opportunity to remove the company logo from the survey window and customize the form settings.

SurveyMonkey has a dedicated app for Android or iOs smartphones that translates customer survey results to the screen of a mobile device.

To create a survey in this service, you must click the appropriate button after authorization. The next step is header generation.

Then you need to enter a question with answers, and at the bottom of the standard form, enable the option "Add an answer option "Other" or a comment field." This will allow respondents to write their own answer instead of the suggested ones. Now you need to click the "Save" button.

The next step is to choose the option of placing the customer survey on the site page or in a pop-up window, after which you need to decide on the size of the window (usually 500 x 430 pixels). If there is no need for additional settings for polling options, click "Next".

When all preparatory work is completed, the service generates an embed code to be placed on the site where the questionnaire will be located. It remains to copy and paste it into an HTML page.

Be sure to check the result by loading the page and checking for the presence and correct placement of the poll box.

Poll Service

This customer survey service is also quite effective. It does not require payment and registration (although it is desirable). After going to the main page, select the "Create a survey" button and write questions with multiple answers.

The standard set of functions allows you to add a free answer option and set additional parameters in the "Settings" and "Cheat Protection" menus.

It remains to click the "Finish" button and get the code to embed in the HTML page. After updating the web page, you need to check the correct placement of the questionnaire. By answering one of the questions, you can see the statistics for this customer survey.

Survio

This customer survey service offers to register, after which you need to click on the "Create a questionnaire" button and select the "New survey" option.

You can find customer survey templates on the menu, but finding the right one that has the questions you need can be quite difficult. Now you need to enter the name of the survey in the appropriate field and click "Continue".

The next step is to enter multiple choice questions. It remains to click the button "Complete the questionnaire". If the client survey will be posted on the website, you must select the "Survey on the site" link in the "Site" block. Copy the generated code and paste it into right place HTML pages.

If you plan to place a customer survey in a pop-up window, you must select the appropriate option. This option is available in all three services.

How to count customer survey results

How to calculate the sample

The sample is the most important item in any study and represents the number of questionnaires received as a result. Sample calculation is the basis of customer surveys and questionnaires.

The reliability of the results is justified by the laws of statistics, according to which a conclusion about the behavior of the majority can be made on the basis of an analysis of the actions of individual units from this mass. For example, you can estimate the consumer interest of a city with a population of 500,000 people based on a survey of 400 citizens.

The already selected niche, the fewer respondents will be included in the sample. For example, for 500 clients of the company, the sample will be 200 people. If less than 200, it is worth trying to interview all or most of them. The accuracy of quantitative results proportionally depends on the number of completed questionnaires.

If you have a small pool of suitable respondents, do not refuse to conduct a customer survey by reclassifying the results as qualitative rather than quantitative. In this case, it is necessary to focus on determining the needs, behavior patterns, and difficulties of the respondent, without focusing on their exact number.

Special sampling calculators available on the Internet will help you calculate the required number of customer survey sheets, saving you time and effort.

How to count indicators

This most difficult part of conducting customer surveys and questionnaires can be done manually, using many mathematical laws, or entrusted with this work. special programs statistics for data processing.

You can use Excel to calculate the indicators. Based on two key values ​​- "% of customers surveyed" and "% of those who answered a certain question", you can present the results in the form of a chart or table.

When there are difficulties with placing a customer survey on the site or you are not satisfied with the results obtained, you can turn to professionals. They will help to cope with the problems that have arisen, starting with a free website audit.

GOU DOD MO "Center for the Development of Creativity of Children and Youth"

Department of monitoring and program and methodological support

Compiled by:

Methodist

Moscow - 2010

annotation

Recommendations are devoted to questioning and the basic rules for compiling questionnaires. This development, which included a generalized positive experience of previous researchers, is intended to help professionals involved in the system of additional education for children and is designed to facilitate the process of compiling questionnaires.

Methodologist of the department of monitoring and program-methodical support.

Phone: (4

Explanatory note

An analysis of the work of the specialists of the department for monitoring and program and methodological support of the State Educational Institution of the Ministry of Education and Science of the Moscow Region for the Development of Monitoring Research Instruments, as well as advisory appeals from the specialists of the Center and the Department of Education and Science of the Moscow Region on the issues of conducting a survey and the process of developing questionnaires, necessitated the creation of these methodological recommendations. The purpose of which is to provide methodological assistance to system specialists additional education children in the development of questionnaires and the conduct of the survey procedure.

An analysis was made of the works of various authors on sociology, psychology and marketing, as a result of which the main aspects of both the questionnaire procedure itself and the process of compiling questionnaires in particular were highlighted. The compiler of these guidelines formulated the basic rules that should not be forgotten when compiling questionnaires. They are presented in this document as footnotes.

In any survey, the following factors should be considered and assessed before it is conducted:

· main question(or questions) to be answered - the purpose of the survey;

Costs that will have to be incurred to obtain results;

the technique and form of the survey;

the duration of the study;

the reliability and accuracy of the information received;

methods of processing the received information;

the form of presentation of the results.

These methodological recommendations consider methods that contribute to the practical implementation of the above factors. They are aimed at qualitative improvement methodological support for the development of monitoring research tools.

Questioning. Basic rules for compiling questionnaires

It is impossible to start a conversation about the rules for compiling questionnaires without considering what a survey is, what types of surveys and the main stages in conducting a survey exist.

1. What is a survey?

QUESTIONNAIRE(English survey; German Befragung) - a method of obtaining primary information, which consists in compiling questionnaires and conducting a survey; used in the social sciences, in population censuses, in the study of public opinion.

QUESTIONNAIRE- one of the main varieties of the sociological survey method, in which communication between the researcher and the respondent, which is the source of the desired information, is mediated by a questionnaire.

Using the method of questioning, you can get at the lowest cost high level mass research. The peculiarity of this method is its anonymity(the identity of the respondent is not recorded, only his answers are recorded). Questioning is carried out mainly in cases where it is necessary to find out the opinions of people on some issues and cover big number people in a short time.

2. Types of survey.

By number of respondents:

· Individual survey (one respondent);

· group survey (several respondents). Methodical and organizational variety of group survey - classroom survey, consisting in the simultaneous filling of questionnaires by a group of people gathered in one room in accordance with the rules of the selective procedure;

· Mass survey (from hundreds to thousands of respondents).

In terms of coverage:

continuous(survey of all representatives of the sample); selective(survey of a part of the sample).

By type of contact with the respondent:

full-time(in the presence of the researcher-questionnaire); correspondence(questionnaire missing):
Distribution of questionnaires by mail; Publication of questionnaires in the press; Publication of questionnaires on the Internet; Delivery and collection of questionnaires at the place of residence, work, etc.

3. Stages of the survey.

Step 1. Identification of the purpose of the survey.

Step 2 Selection of the target audience.

Step 3 Compiling a questionnaire.

Step 4 Questionnaire testing.

Step 5 Conducting a survey and re-checking the questionnaire.

4. And what is the QUESTIONNAIRE?

QUESTIONNAIRE- a methodological tool for obtaining primary sociological and socio-psychological information based on verbal communication - a survey tool. It is a set of questions, each of which is logically related to the central task of the study, and possible options answers, from which the respondent must choose the most suitable ones, or, according to their model, offer their own.

The questionnaire consists not only of a questionnaire and a "passport", but also of a preamble-instructive section. The importance of the latter cannot be underestimated, since in the context of correspondence communication with the respondent, the preamble is the only means of motivating the respondent to fill out the questionnaire, shaping his attitude towards the sincerity of the answers. In addition, the preamble states who conducts the survey and why, provides the necessary comments and instructions for the respondent to work with the questionnaire.

Questionnaires of small volume imply a consistent transition of the respondent from one question to another. Large questionnaires can often have a branched structure: depending on the answer to special filter questions, the respondent can skip certain groups of questions.

Questionnaires provide an opportunity to obtain information about large groups people by questioning some part of them, constituting a representative sample. Of course, reliable results are obtained only when the questions of the questionnaire are carefully designed and provided that the sample accurately reflects the population as a whole.

5. Drawing up questionnaires.

Compilation of questionnaires- the process of translating the main research hypotheses into the language of questions is a complex and time-consuming procedure. The questionnaire should provide content that is true to the respondent and relevant to the issue. Compilation of a scientifically valuable questionnaire - as a rule, collective work.

It is necessary to produce:

setting goals;

analysis of questions and hypotheses;

Formulation of questions and answers;

sampling development;

Choice of survey method.

The questionnaire usually consists of:

· introductory part containing an appeal to the respondent, explaining the objectives of the survey, an indication of the rules for filling, the addressee of the use of the data received;

As a rule, the questionnaire begins with the so-called passports, where the respondent is asked to provide some information about himself (for example, gender, age, level of education, place of work, residence, marital status, number of children, etc.);

then in the questionnaire go main questions. There should not be many of them (for the entire survey no more ). They should be worded accordingly (as discussed below).

Finally The questionnaire requires you to thank the respondent.

First stage in development- determination of the content of the questionnaire.

This may be a set of questions about the facts of the life of the respondent (his knowledge, civil status, his actions in the past and present, etc.) or about his motives, assessments, attitudes. If you also need to know the intensity of the opinion, then the appropriate rating scale is included in the wording of the question.

The second stage in the development of the questionnaire- choose the type of questions you want.

Questions may be:

1. By form:

open- allow you to build a response according to the desires of the respondent, both in content and in form (assume an arbitrary answer). In such questions, there is no desire to impose a definite answer. In this case, the information is more complete (and this is their plus), and the processing and interpretation are difficult, ambiguous, which makes it difficult to compare the answers of different subjects. In addition, such questionnaires require more time to complete.

In addition, they can be ambiguously interpreted. Therefore, they are much less frequently used in surveys.

Closed- provide ready-made answers, usually allowing only answers "yes" or "no". The respondent who has chosen the option that most closely matches the respondent's opinion marks it in the list of questions with a tick. If the fixed number of answer options is two, the question is called dichotomous. Another type of fixed-choice question is response scale. For example, the question is asked: how often do you buy ham? Answer options:

· never

occasionally

The undoubted advantage of closed questions is the uniformity of answers and the relative ease of data processing, and the disadvantage is a less accurate interpretation, an approximate answer, the absence required option response.

Semi-closed questions- contain, along with ready-made answer options, the possibility of presenting your answer option, in a wording like: State your option if there is no answer you need.

2. By function questions can be:

basic

suggestive

control

clarifying, etc.

The type of question can affect the completeness and truthfulness of the answer.

Question formulation requirements:

they must be understandable for the category of people under study;

are concise;

Eliminate ambiguity in understanding;

Do not irritate, do not humiliate dignity;

well and clearly printed.

The most common mistakes when compiling questionnaires:

1) Hidden predetermined answer;

2) Super detail;

3) Ambiguity of questions;

4) Insufficient distinctive power of questions.

The last step in the preparation of the questionnaire related to determining the number and order of questions asked. The sequence of questions is different for different types questionnaire survey.

Notes:

1. We must resist the “greed syndrome” and not raise unnecessary questions that we can do without. At the same time, the oversimplification of the problem, the formulation of a limited number of questions, makes it possible to interpret the results obtained in the desired direction.

2. The questionnaire should not be long and tedious (no more than 20-25 questions).

3. You should limit the number of open questions (where you need to enter your own answer). The explanation is simple - everyone has little time, therefore, either the answer will be logical, but meaningless (for example: "Why did you choose this particular creative association?" - "I wanted to"), or there will be no answer at all.

4. The respondent should simply read the questions and circle the appropriate answers. This will save time and get answers to most questions. When listing answer options, try to list all possible ones, but also avoid meaningless ones.

5. It is important to emphasize the need to comply with the rule of consistency of the questionnaire. This is necessary in order to use for scientific purposes information not only on individual questions, but also that which is found when comprehending all questions as interacting structures, and all answers to them as interacting elements.

6. Immediately before the start of the survey, conduct a small test of the compiled questionnaire, preferably not on your colleagues. Ten completed questionnaires will be enough and you will be able to correct several obvious shortcomings in the questionnaire.

References

1. Andreeva G. M., 1979. Lectures on the methodology of specific social research. - M.: MGUs.

2. Belyaevsky research. - M. 2001.

3. Big Dictionary in sociology, project *****sword.

4. Golovin practical psychologist.

5. Druzhinin psychology. St. Petersburg: Piter, 2002. p. 45.

6. Sociological dictionary of the Socium project, 2003

Annex 1

Questionnaire development scheme

PRELIMINARY CONSIDERATION:

1. What information is required?

2. Who are the target respondents?

3. What method of information collection will be used when interviewing respondents?

QUESTIONNAIRE DEVELOPMENT:

1. Determine the structure of the questionnaire.

2. Reduce the likelihood of errors when filling out questionnaires.

TECHNOLOGY OF FORMULATION OF QUESTIONS:

1. Determine the type of questions: "open", "semi-closed" or "closed";

2. Offer clear formats for answering a question;

3. Determine the purpose of each question;

4. Achieve the utmost accuracy of the wording of the question;

5. The proposed set of answers should not even overlap;

6. Use the current language of the study environment;

7. Do not use words and expressions that show addiction;

8. Avoid questions with double meaning;

9. Offer unambiguous answers;

10. Questions must be real and have an answer.

QUESTIONNAIRE TESTING:

1. Analyze the entire questionnaire, agree on the sequence of the survey.

2. Pre-testing of the questionnaire should be conducted in conditions and environments identical to the conduct of the main survey.

3. Conduct pre-briefing for interviewers.

Big Dictionary of Sociology (project *****sword. )

After seriously delving into the sea of ​​specialized sources for creating surveys, I decided to publish my knowledge in the form of a serious manual. But its volume with each new block of information began to pull on a full-fledged brochure. Therefore, I decided to divide it into the following three articles:

• in the first, I will explain the concept of a survey, as well as explain its importance in Internet marketing and blogging. You will learn how it is done, what questions it may contain, I will explain in detail the essence of the survey, and show my procedure for conducting a questionnaire survey.
• In the second post, I will show different ways to create a questionnaire on my site. To accomplish this task, I will use step by step instructions with original pictures.
• in the third article you will see my way of creating a questionnaire using a special script from LimeSurvey. I will tell you in detail how you can implement the knowledge of the first article in various surveys on my resource.

What is a social survey

If to speak plain language, then a social survey is a variant of communication in which specific information is collected. Here the poll creator (interviewer) asks questions to his opponent (respondent), and then processes them to perform some tasks.

If to speak scientific language, then the survey method is a psychological way of communicative interaction between the interviewer and the respondent, which allows you to get answers to the questions posed. In another way, we can say that conducting a survey is a kind of research that allows you to find out the needs of respondents. Basically, the following two survey methods are often used - laddering and questioning.

Ladder method (laddering)

This type of social survey is actively used in various marketing research. Thanks to him, a causal relationship between the properties of a product (service, brand), pluses from use and consumer values ​​is easily revealed.

The implementation of this method is as follows - the respondent is asked questions about the various properties of the product (service, brand), consumption options, etc. Usually there is such a scheme of conversation - the interviewer asks “why ...?”, The poll opponent gives a specific answer. Depending on the answer, the following questions go, the opponent answers them. Roughly speaking, this is a conversation in which questions are often formed according to the answers of the respondents.

The advantage of this method is that there is live feedback - the respondent gives exhaustive answers, the interviewer can ask more precise questions to obtain complete data for the study.

The disadvantage of laddering is that respondents may, due to a lack of practical experience on the use of the object under study to invent answers. That is, they offer the interviewer little conscious or habitual reasons as answers.

What is a survey

This research method uses a specially designed questionnaire with pre-made questions. In another way, it is called a questionnaire. Questionnaire survey does not require live communication with the respondent - the questions of the questionnaire can be answered remotely.

Therefore, this method of conducting a survey has a number of positive aspects:

• questionnaire using pre-prepared questionnaires, it is possible to conduct with a large number of respondents (mass research);
• the survey can be conducted anonymously, without requiring the respondent to provide his details (allows you to cover all segments of the population as much as possible).

The minus of the survey is significant:

• without full-fledged live feedback, a large percentage of questionnaires are unanswered.

How is a poll different from a survey?

In the first case, the interviewer can get complete answers for the study thanks to his clarifying questions. The respondent actively takes root in communication, the interviewer monitors the course of the conversation and, if necessary, carefully changes the direction of his questions. The main thing here is to ask the first questions on the topic, and then specific suggestive ones will go according to the answers of the respondent.

When questioning such a full-fledged contact can not be. Therefore, the interviewer has to think in advance the whole range of possible questions (and, accordingly, answers) that will allow him to get the maximum results for the study. Therefore, the initial preparation is very important here - the creation of a questionnaire.

Using the Survey in Internet Marketing and Blogging

Using Surveys in Internet Marketing

Social surveys have always accompanied those areas of human activity where there are goods and services. Therefore, it is not surprising that in Internet marketing this response tool is widely used in various areas. Here is an example of some:

• consumer market research (checking the popularity of the trend, assessing purchasing power, etc.);
• evaluation of the success of a particular product or service (satisfaction with a particular product, customer survey, etc.);
• study of human resources (assessment of working personnel, analysis of employee motivation, etc.);

The second most commonly used method of conducting a survey is a survey. Usually, questionnaires are filled out either before receiving the goods (services), or after the purchase.

Laddering is also used to conduct various marketing research. But in this case, full feedback from the buyer is required (often used in the form of an online consultation).

Using polls in blogging

The blogosphere mainly uses questionnaires - it is very difficult to conduct live communication on blogs. It is easier for a blogger to conduct his research by sending out a questionnaire to his subscribers. Of course, not every respondent will answer the questionnaire. But such a survey option requires an order of magnitude less cost than conducting a study using laddering.

What topics do bloggers most often do their polls on? In my opinion, the most popular research topics are the following topics of blogging life:

• assessment of the blogger's activity, research of his ability to present valuable content to readers;
• researching the functionality of your blog, identifying design errors, getting recommendations;
• testing their information products, researching their consumer significance for their customers;

Questioning is carried out in various ways, which I will discuss in more detail in the following articles of this topic. You can see an example of one such questionnaire in the last part of this post.

In the future, all information on creating a survey on your site will be based on the second method, the questionnaire.

Compiling a survey questionnaire

As I have already said, in the questionnaire method, the most important and difficult issue is the moment of creating the questionnaire. The interviewer needs not only to understand the research topic, but also to correctly compose questionnaire. Below you will see a number of recommendations and my plan for conducting a questionnaire survey.

Rules for compiling a questionnaire for a survey

1. Formation of research objectives. Before you create a questionnaire, you need to consider the objectives of the survey. To do this, it is necessary to compose only such questions, the answers to which will give an assessment of the study.
2. Brevity is not only the sister of talent, but also the success of the survey. Formulate your questions briefly and concisely - you should not add clarifying phrases when everything is clear from the question itself. They will distract the respondent.
3. Consistency of questions. Veiled and meaningless phrases will lead the opponent away from the real answer. This can confuse the answering question in a causal relationship, which will negatively affect the results of the study.
4. Question Sequence. Follow the order of the questionnaire questions. If their sequence is incorrect in the survey, the interviewer will receive distorted information on the study at the output. To prevent this, a simple technique is often used - first, simple questions are shown, and then their degree of complexity is increased.
5. One question, one topic. It is better to ask the respondent only one answer in one question. Then it will be considered the only important one. Otherwise, if there are several topics, the focus on the primary issue may go to another.
6. No clues. Questionnaire questions should not contain explicit clues. Otherwise, the study will not be natural - its answers will lead to a distortion of the results. Only an explanation of a complex question is allowed.
7. Using open questions. Giving the respondent the opportunity to give his own answer, without choosing from those offered, the study will turn out to be more accurate and complete (covers different sides).

Scheme of conducting a questionnaire survey

Having thought over the topic of the study and having compiled a list of necessary questions in your head or on paper, you can proceed to the stage of creating a questionnaire. Here is my layout for how I conduct my anchor polls:

This plan is only used for anonymous surveys. If the survey requires fixing the details of the study participants, then another item "Registration" appears. It comes right after the "Welcome" item.

Also, to create a successful questionnaire, I am guided by the following recommendations:

• The questionnaire should not contain spelling errors. Otherwise, respondents' confidence in the interviewer falls, which may affect the quality of the research results.
• For each question I give all possible answers. If necessary, I add a field for the respondent's personal response.
• Before publication, I test the created poll. Usually I read aloud everything that is written in the questionnaire. I also answer the questions of the so-called aerobatics sheet:

Classification of questions in the survey

All questions used in the questionnaire can be classified:

• questions about the facts of consciousness (show the opinion of the respondent, his wishes and plans for the future);
• questions about the facts of behavior (reveal the actions and actions of the respondent);
• questions about the personality of the respondent (show his personal characteristics - gender, age, etc.).

in form

• closed questions. In the questionnaire, there are ready-made answers for them, from which the respondent chooses his own option;
• open questions. They do not affect the response of the respondent (no suggested answers). This allows him to express his point of view on the issue. Therefore, they are more informative and complete than closed ones.
• semi-closed questions. They contain both obvious answer options and the opportunity for the respondent to write their own version.
• direct and indirect questions.

A few words about closed questions. They can be alternative (the respondent can choose only one answer from those offered) and non-alternative (several answers). Mostly used in simple questions where the choice is obvious (one or more). Otherwise, if a detailed answer is required from the respondent, open or semi-closed questions are offered.

by way of submitting a question

This type of question will be discussed with examples in the last part of this manual (3rd post about the script).

Common mistakes when compiling a survey

Illogical questions (answers). This error is often found in questionnaires - questions (or answers) contain semantic logical inconsistencies and contradictions. As a result, such questionnaires are difficult to analyze, and the results of the study will be unreliable. Here is an example of a semi-closed question with an extra answer (the last one), which can confuse the respondent for a while:

Having multiple survey topics. In order not to distract the respondent from the questions, you should not cram two topics into one question at once. Otherwise, the results may lose their information content (distortion of information). Here is an example of a survey question with several topics for discussion:

Lack of Equal Choice. It happens that the question of the questionnaire divides the opinion of the respondent into opposite halves. Not only can he not choose a normal answer, but it also makes his brain overstrain. Here is an example of such a question:

Presence of specific issues requiring special knowledge. I recently answered one questionnaire of a popular information businessman in RuNet about his mailing list. Many of the questions in his questionnaire contained specific terms. I had to climb on Yandex in search of decoding tricky phrases.

Very difficult questions. Simplicity is the key to success in any business. The rule here is simple - easier question, the better the result will be. Here is an example of one question about instant coffee, after which the desire to answer may decrease:

An example of a questionnaire to evaluate your site

In conclusion, I offer you a small template version of the survey for evaluating a personal site. The questions in this questionnaire are simple, the answers contain a little humor. You can make your own version of the questionnaire using this template and get a lot of useful and relevant information about your site. Here is a link to this survey:

This concludes the theoretical part about compiling surveys. In the next part, I will talk about how to create a questionnaire already on your site in various ways.

Sincerely, Your Maxim Dovzhenko

Research problem:

Currently, there is an irritable attitude of students of technical specialties to the presence in the list compulsory subjects courses in the humanities. Students argue that these subjects are uninteresting, and it is not necessary to study them. This attitude to the subject is the cause of poor relationships with the teacher. Often, such students have difficulties in preparing and exam or test. Some pass on an unsatisfactory assessment.

Purpose of the study:

The main goal is to identify trends in the attitude towards the humanities of BSUIR students of various faculties and specialties.

Object of study:

Students of all faculties of BSUIR.

Subject of study:

The attitude of BSUIR students to the humanities.

Research tool:

Questionnaire of 11 questions. Both closed and open questions are used.

Information collection methods:

The survey method is a formalized questionnaire.

Research objectives:

To identify and compare the attitude of students from different faculties to the humanities.

Find out the degree of need for the humanities.

To determine what role the humanities play in the life of students.

Explore their suggestions for changing the way the liberal arts are presented.

Research hypothesis:

The attitude of BSUIR students to the humanities directly depends on their specialty.

The older the course, the more negative the opinion on this issue.

Senior courses irritate the humanities.

Students will propose to introduce courses in the humanities as optional.

Questionnaire

Dear respondent! We, students of FITIU, ask you to take part in a sociological study " EDUCATION AND HUMANITIES". Please answer a number of simple questions, it will not take much time. To correctly complete the questionnaire, it is enough to tick or circle the answer option that most closely matches your opinion. Thank you for your attention.

1. Determine your attitude to the humanities: 1 - they annoy me; 2 - they do not interest me, I am indifferent to them; 3 - I study them only for a positive mark in the transcript; 4 - I like them; 5 - I can get important and interesting information from them.	6. Select a statement and complete it: 1 - humanitarian subjects should be banned, because _____________________________________________________ 2 - humanitarian subjects cannot be prohibited, since ______________________________________________________
2. How do you think the teacher influences the attitude students to the humanities? 1 - a professionally trained teacher instills great interest in the subject; and vice versa, a boring teacher discourages any interest from studying the subject; 2 - the professionalism of the teacher does not affect the personal students' attitudes towards the subject.	7. What do you think is the main reason for reluctance study the humanities? 1 - boring material; 2 is a boring teacher.
3. Choose a statement that is closer to you and complete it: 1 - I don't like the humanities because __________________ 2 - I like the humanities because ____________________ _______________________________________________________________	8. Do you study the humanities on your own using additional material? 1 - no, never; 2 - yes, because you can find something new / interesting; 3 - occasionally.
4. What liberal arts do you think should be studied? exclude in the first place? 1 – philosophy; 2 - ecology; 3 - sociology; 4 - political science; 5 - history; 6 - logic; 7 - other (specify what exactly) _______________________________________________	9. What type of study in the humanities would you prefer? 1 - mandatory passage of all courses in the humanities with a subsequent exam / test; 2 - independent choice of courses as optional classes with subsequent offset; 3 - the exclusion of courses in the humanities from the program, but the introduction of circles, additional classes without subsequent control of knowledge; 4 - other (specify what exactly) ____________________________________________________________ ____________________________________________________________________________________
5. What liberal arts do you like the most? 1 - philosophy; 2 - ecology; 3 - sociology; 4 - political science; 5 - history of Belarus; 6 - logic; 7 - do not like any humanitarian subject; 8 - likes all humanitarian subjects 9 - other (specify what exactly) _____________________________________________	10. Enter your gender 11. Indicate your course (underline as necessary)