What should an excellent questionnaire include?

Each questionnaire has a research topic. The researcher should set a theme at the beginning to reflect the research theme, make people clear at a glance, and enhance the interest and sense of responsibility of the respondents. For example, the title of the questionnaire reflects the investigation content and scope of the factory personnel department.

For another example, the topic "Survey on the Status Quo and Trend of Internet Development in China" shows the survey objects and survey centers at a glance. It is not unnecessary for us to ask this common-sense question here. In practical work, some comrades do not pay attention to the title of the questionnaire, either without a title or with a general title.

Step 2 describe

There should be instructions in front of the questionnaire. This description can be a letter to the respondent, or it can be a guide, explaining the purpose and significance of the survey, filling in the requirements and precautions of the questionnaire, and filling in the name and month and date of the survey unit. The explanation of the questionnaire is:

The beginning of the questionnaire mainly includes introduction and notes, which is a description of the questionnaire.

The introduction should include the purpose, significance, main contents, organizational units, users of survey results, confidentiality measures, etc. Its purpose is to arouse the attention and interest of the respondents in answering the questionnaire, so that they can give active support and cooperation to the investigation.

The introduction is generally placed at the beginning of the questionnaire, and the length should be small rather than large. The beginning of the interview questionnaire is generally very short; The beginning of the self-filled questionnaire can be longer, but generally it is better not to exceed two or three hundred words.

3, the main body

This is the concretization of the research topic and the core part of the questionnaire. Questions and answers are the main body of the questionnaire. Formally, problems can be divided into two types: open and closed. From the content, it can be divided into factual issues, opinion issues, conclusive issues, hypothetical issues and sensitive issues.

4. Area code

Not all questionnaires require items. In the large-scale investigation that needs computer statistical analysis, it is required to quantify all the data and add a code number to the corresponding questionnaire. That is to say, leave a unified blank sequence on the right side of the title content of the middle volume, numbered 1, 2, 3 ... (separated by vertical lines) to fill in the answer code.

There must be many code numbers in the answers in the whole questionnaire. If a question has an answer, it will occupy a code number; If a question has three answers, it will take up three code numbers. The code of the answer is checked by the researcher and filled in on the horizontal line to the right of the code number.

5. Words of thanks

In order to thank the respondents for their sincere cooperation, researchers should write a thank-you note at the end of the questionnaire. If there is already a thank you in the previous explanation, the ending is not needed.

6. Experimental records

Its function is to record the completion of the investigation and the problems that need to be reviewed and revised. The format and requirements are flexible, and both the interviewer and the proofreader sign their own names and dates.

Extended data

evaluation criterion

1. Can the questionnaire provide decision-making information?

The main function of any questionnaire is to provide information needed for management decision-making. Any questionnaire that cannot provide important information for management or decision-making should be abandoned or modified, which means that managers who will use data are satisfied with the questionnaire, which means that "this tool will provide us with the data needed for decision-making." If the manager is not satisfied with the questionnaire, the market researcher will continue to modify the questionnaire.

Step 2 consider the interviewee

The questionnaire should be concise, interesting, logical and clear. Although the questionnaire survey can be conducted in the office or conference room, it should be implemented in various scenarios and environmental conditions; Respondents who are busy with housework or embarrassed in advance will end meaningless interviews; Some interviews are conducted before the interviewee is eager to return to TV;

Other interviews were conducted with a buyer who was busy shopping; There are also some interviews that are pestered by the interviewer's children. After a long time, a person will make the interview boring.

When designing the questionnaire, researchers should not only consider the topic and the type of respondents, but also consider the interview environment and the length of the questionnaire. A recent study found that the length of the questionnaire is not important when the respondents are not interested or concerned about the topic of the survey.

In other words, no matter whether the questionnaire is long or short, people will not participate in the survey. At the same time, the study found that when consumers are interested in the topic or feel that it is not too difficult to answer questions, they will answer some longer questionnaires.

Another requirement of questionnaire design is to make the questionnaire suitable for the tone of the answer. A questionnaire should be clearly designed for prospective respondents. Although parents are typical buyers of frozen cereals *, children often directly or indirectly influence the choice of brands. In this way, the questionnaire of children's taste test should be expressed in children's language. On the other hand, the questionnaire about adult purchase should use adult language.

One of the most important tasks in questionnaire design is to adapt the question to the potential answer tone. Questionnaire designers must avoid using marketing technical terms and terms that may be misunderstood by respondents. In fact, as long as there is no insult or belittle, it is best to use simple everyday language.

3. Editing and data processing requirements

Once the information is collected, it should be edited. Editing refers to checking the questionnaire to ensure that it is done in the form of skipping table, and the questions to be filled in have been filled out. "Skipping the topic" is the order of asking questions. This table shows whether the respondent answered question 4a, and jumps from 4a to 5a. All the "open-ended questions" are recorded word by word, and the answers given are determined by post-coding the completed papers.

4. This questionnaire is suitable for many managers.

In short, a questionnaire must have the following functions: first, it must complete all the research objectives to meet the information needs of managers; Secondly, it must communicate with the respondents with understandable language and appropriate intelligence level, and obtain the cooperation of the respondents; Thirdly, for the interviewer, it must be easy to manage and record the respondents' answers;

At the same time, it must be convenient for editing and checking the completed intermediate volume, and it is convenient for coding and data input; Finally, the questionnaire must be able to turn into effective information and answer the manager's initial questions.

Baidu Encyclopedia-Questionnaire Survey