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Research is a systematic method of collecting data from a population of interest. The purpose of the research is to collect quantitative information, usually using a structured and standardized questionnaire. A well-structured questionnaire is the basis of quality market research. It is an essential means of gathering data that is specific and critical to the success of your business. A carefully designed questionnaire can generate huge amounts of revenue or can dramatically change strategies.

Through market research, you can determine the likely performance of a product or service, consumer customer behavior, consumer awareness of a product or service, and the relationship of consumers to existing or proposed products and services. The effectiveness of the questions would depend on how they are structured so that your results are relevant, accurate and even compelling.

There are different methods of market research and they are categorized according to your target market or population of interest. There are so many factors to consider when conducting quality research surveys, but the most important thing is how to design a research questionnaire to help convince your respondents to answer correctly.

Composing a survey questionnaire

To have a quality survey, try to make your questionnaire as short as possible. Use only those questions that will provide the information you need. Don’t make it too wide and you will have to ask it too many questions or don’t get too big and you won’t be able to explore the subject in sufficient detail.

  • Determine your target market. This is the first thing that you need to consider when compiling your questionnaire.
  • Structure the survey in such a way that the questions follow a logical sequence and are educated from general to specific.
  • Use multiple questions whenever possible. This helps respondents understand the purpose of your question and save time by completing a questionnaire.
  • Avoid leading questions that may generate a false-positive answer. E.G. “How satisfied are you with the service our excellent waiters provide?” Instead, “How satisfied are you with the service our waiters provide?”
  • For questions that require a respondent to rate items, use the same rating scale throughout the survey. If you use a numeric rating from 0 to 5 or from 1 to 10, keep the same scale for any questions that require a rating scale.
  • Try to test the survey for at least 10 to 15 people before making it for mass distribution. After completing the survey, conduct an interview with these people to determine if your questions are easy to understand and easy to answer.

Professionally conducted surveys can definitely improve your results. Today, there are business process outsourcing or BPO industries that specialize in market research and you can be sure of a valuable result. With the advent of offshore BPO, market surveys that outsourced helped many companies evaluate evaluators, trends, and competitors.

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by Rose Brazil




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