Designing an effective market research questionnaire is all about approach--a backwards one.

1. 8 Tips for Designing
Better Research
Questionnaires
The Right Approach to Measurements Is the
Key to Your Success

2. “In the course of my long career in the market
research industry I have seen a lot of
questionnaires.
They can range widely from the sublime and
elegant, to the just hideous and illogical. Some flow
effortlessly, while others stumble along blindly.
The major difference between questionnaires that
work and ones that fail comes down to approach.”
Scott Worthge, Vice President,
Mobile Solutions at Instantly

3. 1. To design a clear and effective
questionnaire, start at the end.
Start with the answers, not the
questions.

4. 2. Know your goals and objectives
for creating the questionnaire.

5. 2. Know your goals and objectives
for creating the questionnaire.
Answer these questions before proceeding:
What is the critical research that
the questionnaire should yield?
What kinds of decisions will be made
from the results delivered?

6. 3. Create a priority list of the
information you need and what
insight you hope to gain.

7. 3. Create a priority list of the
information you need and what
insight you hope to gain.
Examples of categories to include:
• pricing
• competitive info
• market trends

8. 4. Identify the concepts you wish
to measure and define them.

9. 5. Break concepts down into two
categories: black & white and
color.

10. 5. Break concepts down into two
categories: black & white and
color.
Black & White concepts :
state of being (demographics)
state of behavior (previous/current actions and
experiences)
Color concepts:
state of mind (perceptions, emotions)
state of intention (likelihood to do something)

11. 6. Save the black & white concepts
for later and do the heavy lifting
first.

12. 7. Choose one color concept and
compile an exhaustive list of the
different ways to measure it.

13. 7. Choose one color concept and
compile an exhaustive list of the
different ways to measure it.
For example, “customer service” may be measured by
any of the following:
• Time to respond to inquiry
• Satisfaction with solution to problem
• Length of time on hold
• Number of transfers to other departments

14. 8. Evaluate your list against client
goals, then cut down
measurements accordingly.

15. 8. Evaluate your list against client
goals, then cut down
measurements accordingly.
To help narrow your measurements, also think about
how much of the questionnaire should be dedicated to
that concept—4 questions or 14?

16. The foundation for your
questionnaire is based on good
measurements.

17. The foundation for your
questionnaire is based on good
measurements.
With the right measurements, you
can start asking the right
questions.
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