How to design a questionnaire

The most common research instrument is the questionnaire. Poorly designed questionnaires do not uncover the information you are seeking. Pretest any question with a few people to see which questions are being misunderstood or are not effective in drawing out the type of response you are interested in.

Keep these tips in mind when designing your market research questionnaire.

• Keep it simple.
• Include instructions for answering all questions included on the survey.
• Begin the survey with general questions and move towards more specific questions.
• Keep each question brief.
• If the questionnaire is completed by the respondent and not by an interviewer or survey staff member, remember to design a questionnaire that is graphically pleasing and easy to read.

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