How to design a good survey

Today, surveys are the primary tool in your market research arsenal. In this article, we will explore the principles of designing a good survey so that you can create effective surveys.

Define clear objectives

Start by defining the purpose of your survey. What specific problems are you trying to solve? Define clear research objectives, whether understanding customer preferences, evaluating product packaging, or understanding competition. Clear goals will guide your survey design process and ensure you collect relevant and actionable data.

Keep it simple and short

Use straightforward, concise questions and answers your respondents can easily understand. Keep your questions clear, avoiding double negatives or ambiguous phrasing. Limit the number of options for an answer to a maximum of ten and the number of questions to around a maximum of 15.

Avoid using leading questions

When phrasing your questions, make sure you ask them neutrally. For example, instead of asking “Did you purchase this product? (yes/no)”, ask “Select the products you purchased in the past” with a list of products as answers.

Use the optimal question types

Closed-ended questions, like multi-punch or rating scales, allow for easy data analysis. Open-ended questions, where respondents can provide detailed responses, offer valuable qualitative insights. Use a combination of closed and open questions while considering that open-ended questions require more time investment from respondents.

Consider question order

Start with questions that can disqualify respondents from the survey. Then use easy and non-sensitive questions to build rapport and engage respondents. Group related questions together, ensuring a logical flow for respondents to answer the survey.

Provide clear instructions

Ensure that respondents understand how to complete the survey. Provide clear and concise instructions at the beginning, explaining the purpose of the study and any specific guidelines they need to follow. If you have media formats like video, provide clear explanations so respondents are able to view the questions.

Designing an effective survey is crucial in gathering valuable market research data.

Stay tuned to “Market Research for Beginners” for more insights on navigating the world of market research.