Demand is completely focused on the consumer. But to conduct a dialogue with buyers is in most cases a very difficult and rather costly task in terms of money and time. However, there are many alternatives one of which is a survey. In this article, I would like to give an example of questionnaires for surveys that can be used to study consumer interest in a particular product or even a company.

What it is?

First of all, it is necessary to understand what a questionnaire is and, in fact, a survey. This is one of the most convenient and frequently used methods. The questionnaire itself is a set of questions, the answers to which can give important information to the customer of the survey itself.

The main thing

Considering the example of questionnaires for surveys, we can draw several necessary conclusions. Thus, it is very important to consider the size of the questionnaire itself. If you need to interview as many respondents as possible, there should not be many questions. This is necessary so that almost every buyer does not find it difficult to answer them, allocating only a few minutes. The questionnaire can also be quite massive and contain various questions, not only listed, but also expanded. However, in this case, you need to focus on a smaller number of people who agree to participate in the survey (most likely, in this option, you will have to think over the place where a person can conveniently answer them). Also, before creating a questionnaire, you need to think over a research program that clearly spells out the goals and objectives that the customer sets for himself, as well as hypotheses that will either be confirmed or refuted in the end. It is also important to say that only professional sociologists should draw up a questionnaire and create a program, this is not as easy a matter as it might seem at first glance.

Introduction

It is very important to know how to conduct a survey correctly. A sample survey questionnaire can be a great help in creating one. So, it must be said that the questionnaire should begin with an appeal to the client and quick guide to action. First, a few words can be written about the fact that all answers are very important for the customer. Next, you need to conduct a short briefing of the respondent on how to correctly fill out the questionnaire. It is necessary to indicate how many answers to one question can be (often customers are asked to get by with one answer to one question, choosing the most important, and sometimes they are allowed to choose several answers).

Start

What does an example survey questionnaire look like? It has several subsections. The first of them is most often the so-called "anatomist". I.e brief information about the client. There you may be asked to indicate in full or in part your full name, gender, address or place of residence, phone number. They also often ask the type of employment, sometimes the amount of family income. However, it should be said that this is the least important part of the questionnaire. Information may be necessary solely to control the work of those who conduct surveys (it is not uncommon for surveys to be conducted poorly or simply dishonestly, and the customer receives incorrect information about their products or the work of the company).

Main part

Looking at the example of questionnaires for surveys, you can see that questions of a different nature are often used. So, they can be open, that is, those where a person writes everything with his own hand, without choosing the right items. Closed questions are a list of answers from which the consumer needs to choose one or more. There are also semi-closed questions, which consist of a list, as well as a line in which you can enter your answer if one was not found. As for the subject, it is in this part of the questionnaire that you need to find out all the most important things about the product or company that you are talking about.

The ending

Looking at the example of a customer survey questionnaire, you can see that the final part is also a very important part. After all, it is here that the consumer is ready to express his opinion and give some recommendations to the customer. There must be similar items, which will consist of open questions. Very often, they become the main goal of such questionnaires. At the same time, it is important to share wishes and suggestions. After all, these are quite different things. In the first variant, the respondent can fantasize and assume somewhat impossible things. And proposals are already specific actions that the customer can perform for the convenience of consumers in the very near future.

The final

Looking at examples of questionnaires for consumer surveys, you can see that almost all of them end with words of thanks. And this should not be forgotten. After all, a person needs to be thanked for taking a few minutes of his time to help the customer, and also expressing his opinion. A new line, which may also appear at the end of the questionnaire, is a request to write your e-mail in order to receive timely information about new products or the work of the company.

Instruction

Just fill it up questionnaire hardly anyone would agree. Therefore, it is worth planning a promotion with a prize draw or discounts on purchases. Regular customers will definitely take part in it. To do this, they will need to complete questionnaire, in which you need to enter all the questions of interest.

social status buyer. This can be identified by asking the question: "How much do you spend on shopping?". In addition to this, you need to ask: "How often do you visit our store?". This will allow you to understand how wealthy buyers usually enter the trade pavilion.

Contact information - email address or phone number. In the event that the prize draw is closed, this data is needed to notify the winners. More by email or mobile phone you can send information about, sales and other interesting for buyer events.

note

Conducting a survey of buyers of a hypermarket chain in St. Petersburg. The final questionnaire for the survey is formed on the basis of the format and objectives of the study, supplemented with questions and blocks that are important for the study. Marketing agency Life-Marketing provides services for conducting consumer surveys and studying consumer demand.

Helpful advice

The customer survey questionnaire is one of the common methods of marketing research needed to study the demand for separate item or on a group of goods, to study the degree of customer loyalty in relation to the manufacturing company, etc. Such a questionnaire is an effective and convenient tool for studying consumer demand for new products...

Sources:

• customer survey

Instruction

Related videos

note

Helpful advice

Sources:

• "Wise advertiser", A.P. Repiev, 2007; "Techniques of advertising and Public relations", I.L. Vikentiev, 2007

Questioning is the main method of work of psychologists, sociologists, marketers and other researchers. But not only in these areas of activity, questionnaires can be used. Many people have to fill them out when they enter educational institution, when applying for a job and in many other life situations. Compose questionnaire right is not as simple as it might seem at first glance.

Instruction

At the very beginning of the questionnaire, the questions should be easy. Further, they can be complex. At the end of the questionnaire, when the respondent is already tired, it is advisable to place a couple of questions that are interesting to him.

Questions included in any questionnaire should not be ambiguous. For example, the question "What is your income?" can mean both the income of the respondent and the income of his entire family. By the way, we can talk about both salary and additional earnings.

The questionnaire should only be simple questions, not containing complicated formulations and terms unfamiliar to most people. Each question should be clear, concise, clearly formulated.

When compiling a questionnaire, one should not allow the respondent to be pushed to a certain answer to a question. Therefore, it is unacceptable to start the questions of the questionnaire with the words “Don’t you think that…?”, “Do you agree…?”, “Do you like…?”.

Should not be included in questionnaire questions beyond the memory capacity of the person answering them. For example, it is unlikely that a respondent will be able to quickly and accurately answer the question “How much money did you spend on buying toothpaste for Last year?».

Compose questionnaire follows from such questions, the answers to which the respondent knows exactly, remembers and is ready to discuss them with a stranger.

Questionnaire, the questions of which the respondent answers within 20 minutes or even longer, indicate, as a rule, insufficient vocational training the organizers of the study.

A correctly drawn up questionnaire does not raise any questions from the respondents, and also does not require any additional explanations.

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Tip 4: How to write a marketing research questionnaire

Marketing research plays a big role in business development. With its help, specialists can predict the growth in the level of demand for the next period and make the company's strategy more effective.

Instruction

To create a high-quality questionnaire for marketing research and effectively apply the results in your work, first determine your goals. The structure and content of the questions depends on the goals and objectives set.

The questionnaire for marketing research consists of several blocks. First, the personal data of the respondent (gender, age, education, labor activity and etc.). This section is very important because allows specialists to determine which category of customers (to the target audience or the so-called "casual" buyers).

Next, move on to questions that show how and how well a person is familiar with the subject of research (product, service, trademark). Most questionnaires consist of questions and suggested answers. The presence of options makes it possible to greatly facilitate the verification process and relieves the researcher of the need to parse the not always clear handwriting of the respondent.

In the next section, place questions directly related to the purpose of the study. For example, if your task is to figure out how to increase demand for the goods of a given trademark, then formulate the question as follows: "What aspect of our company's activities would you improve?":
A) product quality;
B) Level of service;
B) range
D) Other ________;
In this block, it is important to give the consumer the opportunity to speak. This will help you get the most reliable results.

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The questionnaire is one of the most convenient and objective ways to study public opinion. This and Feedback with the consumer, and acquaintance with the psychological portrait of a person. However, for the seeming simplicity of compiling questionnaire hides many subtleties and nuances.

Instruction

Give shape. Before you start compiling - questionnaire, several questions follow. First, identify exactly what information you need to get, what questions are the main ones. Based on this, it is possible to determine the target group, that is, the circle of people whose opinion will be significant. These may be already established consumers or buyers, potential customers, or, conversely, people who use the services of competing companies. Having answered this question, you need to decide which method will be most successful for working with target audience: personal conversation, telephone conversation or a faceless profile posted online.

Consider filling. Responsibly, you need to approach the drafting of the questions themselves. An incorrect questionnaire will not give an objective picture, and tasks that are too complex or require detailed answers will quickly bore the respondents. The best solution would be to use several types of questions in one questionnaire. To save interviewees time, you can offer multiple answers, but be sure to leave a field for your own answer. Questions can be structured as follows:
“Which would you prefer, self-service or service?” - general question;
“What exactly did you like about a certain product?” - research question;
"Why didn't you like it? » - explanatory question type;
“What brands of similar products do you use?” - specific question;
“In what ways does product X suit you better than product Y?” - a comparative question. A good way to get information for analysis is ranking questions. Name the worst and most best product in a certain price category, make a list of the most useful and most unnecessary purchases, etc.

Start small. Preliminary testing will reveal errors, inaccuracies, ambiguities at the preparation stage. The volume of testing should be 1-10% of the estimated volume of the study. Basically, 30-50 completed questionnaires are enough. Important conditions testing is the participation in it of respondents only from the target group, as well as conducting a preliminary survey using the same method as the main study.

Sources:

• compiling a questionnaire

Before you make such a questionnaire so that people willingly answer it, you need to somehow force them to do this. For nothing, people will simply be too lazy to answer questions and waste their time.

Instruction

Let's say you are a call center specialist or a store sales assistant household appliances. Hundreds of people contact you every day, and each of them needs help in the form of advice, advice, useful information. You help, but at the same time you can get them to help you by offering to answer a few questions in order to improve the performance of your company. Believe me, 9 out of 10 will respond to your request for help with answers. Although the sales assistant does not need these questionnaires. The initiative here must come from the authorities.

Do not delay with the questionnaire. Helped a person - ask him to answer a few questions. Sending the questionnaire in a few days, you can not wait for answers at all. If you are responding to a user's mailbox, simply attach a questionnaire to the letter with your answer.

No need to make up many questions, it will be tedious for . Three to five questions will be enough. And these questions should not take a lot of time and effort from a person. Try to have your employees manage the sounding of the questionnaire in five minutes. Maybe less.

Excessive formality will harm the cause. People need to be treated kindly, kindly and lively. This will give a person that he is helping the same person as he is, and not a dry and soulless one. legal entity. And, of course, you don’t need to be rude to people and send them to “read”. Politeness and helpfulness will increase the percentage of sales and successful transactions.

Related videos

Before you make such a questionnaire so that people are willing to take it, you need to somehow force them to do this. For nothing, people will simply be too lazy to answer questions and waste their time.

Many successful companies are interested in what their customers and product buyers think of them, they are interested in collecting data on what customers prefer, and so on. And they quite extensively use small questionnaires to collect consumer data to adjust their work.

Instruction

Let's say you are a bank call center specialist or a sales assistant in a household appliance store. Hundreds of people turn to you every day, and each of them is helped in the form of advice, advice, and useful information. You help people, but at the same time you can get them to help you by offering to answer a few questions in order to improve the performance of your company. Believe me, 9 out of 10 will respond to your request for help. Although the sales assistant does not need these questionnaires. The initiative here must come from the authorities.

Do not delay with the questionnaire. Helped - ask him to answer a few questions. Sending the questionnaire in a few days, you can not wait for answers at all. If you are answering questions in a user's mailbox, simply attach a questionnaire to the letter with your answer.

No need to make up many questions, it will be tedious for . Three to five questions will be enough. And these questions should not take a lot of time and effort from a person. Try to have your employees manage the sounding of the questionnaire for five. Maybe less.

Excessive formality will harm the cause. People need to be treated kindly, kindly and lively. This will give the person the idea that he is helping the same person as he is, and not a dry and soulless legal entity. And, of course, you don’t need to be rude to people and send them to “read”. Politeness and helpfulness will increase the percentage of sales and successful transactions.

To conclude contracts, process loan applications, participate in tenders or register in information and reference databases, organizations need a well-written questionnaire. To present the company in a favorable light, you need to fill it out so that the user receives maximum information.

How to write customer feedback and suggestion questionnaires so you always get the most accurate data

All of us have gone through them. And all of us could not reach the end. Poorly designed, incomprehensible, overly specific, or overly general quality of service surveys. We opened the survey with good intentions willing to transfer our knowledge to an organization that we thought was interested in our opinion, only to discover leading questions aimed at gaining only positive feedback. Surveys of this kind are annoyedly abandoned by respondents halfway through or pass thoughtlessly, providing meaningless data. Make sure this doesn't happen to you. Consider the right (and wrong) ways to write customer feedback and suggestion questionnaires that will provide you with the valuable information you need.

5 ways to compose wrong service quality survey

1. Limited set of answer options. If among the options for answering a question there is no option that the respondent needs, this puts him in an unpleasant position. Now the respondent has a choice: to answer inaccurately, skip the question, or stop taking the survey altogether. This does not provide the desired results. Consider adding “Don't know” or “Other” options to multiple-choice questions, or provide a way for the respondent to add their own response options.
2. Two-part answers with only one choice. “Did you like our service and assortment? Yes or no?" What if your service was impeccable, but the assortment was incomplete? If the respondent does not have the ability to accurately answer this question, be prepared to receive missed questions or, worse, inaccurate answers. Make sure you ask for one separate answer for each question. See our blog post on getting the most value from multiple choice questions or follow-up questions.
3. Requiring an answer to every question. Yes, it would be great if every single question in the quality of service survey was given a thoughtful and complete answer. However, this simply does not happen in real life; people are too busy and unable to concentrate. Sometimes questions are skipped by accident, sometimes the respondent does not want to provide relevant data, and sometimes the question is simply confusing. If you require an answer to every single question (even the most minor), be prepared for a high percentage of incomplete surveys. Keep the number of required questions to a minimum and allow respondents to skip what they see fit.
4. Too many questions. Please don't annoy your kind respondents with endless pages of very detailed questions about every aspect of your business. Keep your customer feedback and suggestion survey as concise as possible and your chances of getting useful information will increase significantly. Sometimes a simple one-question survey is sufficient, as is the case with the Net Promoter® Score questionnaire. Remember that you can conduct clarifying polls at any time and learn more with each opinion poll you conduct.
5. Forgetting the goal. It is very easy to ask a lot of questions to get as much information as possible. However, each survey should have a specific purpose, to which each individual question should contribute. Keep your goal in mind and you will gain valuable information.

Easily access your business data

Find out how we can tailor the right surveys for your business and automate your surveys across all customer touchpoints.

5 Ways to Build Great Surveys to Get Customer Feedback and Suggestions

1. Keep an open mind. It's hard to be objective if you think your customer service is excellent. Forget about what you know for a while and let the buyers express their opinion. Avoid embellishing questions qualitative assessments, for example: "What do you think of our friendly customer service representatives?" This is a leading question and is unlikely to yield accurate results. Instead, ask a focused question about some aspect of your customer service, such as "How quickly did our customer service representatives help you?"
2. Avoid hypothetical questions. Most people find it difficult to pinpoint exactly what they can and cannot do in a hypothetical situation. Don't make up "what if" situations in customer service that the respondent may never have experienced. Focus on situations that accurately represent the real world of customer service. Use Likert questions to help clients rate their experience.
3. Use clear questions. If respondents have to re-read questions several times to understand them, or if they are required to give extended essay-sized answers several times, this can lead to a large number of incomplete surveys. Write questions that are easy to understand and that don't take a lot of thought to answer. A question like “How responsive is our company?” much easier to read (and answer) than the question “If you have used our website, phone system, or help system on e-mail, did our customer service representative contact you in time?”
4. Don't ask unnecessary questions. You may want to get the most a large number of information from each survey, but don't be tempted. Customer service surveys that go off course and contain seemingly unrelated questions can annoy or confuse respondents, and in some cases can even arouse suspicion.
5. Try to use questions that begin with the word "how much". You can ask questions like "Is our company professional?" that require a "yes" or "no" answer. However, positive and negative answers have a whole range of shades of meaning. To make your data even more accurate, try to ask questions that begin with the word "how", for example: "How professional is our company?" with response options such as "very professional", "professional" and "totally unprofessional". This will give you a better idea of ​​what aspects of your customer service need to be improved.

Examples of Online Quality of Service Survey Templates

SurveyMonkey has developed a set of methodologist-approved quality of service survey templates to help you get started quickly and easily. Naturally, you can adapt the questions at any time to tailor the survey to your needs.

• Customer Satisfaction Survey Template
  This customer satisfaction survey template measures customer satisfaction with your company, products and services. Thanks to the skip logic, your customers will answer questions about the products or services they have actually used, and you will be able to gain insight into your potential for improvement.

Victoria Kravchenko

Online survey - The best way communication with the market modern conditions. It allows you to quickly identify the needs of a potential client, determine his expectations, attitude towards the product and the brand.

Online surveys are easy to set up. They are informative and accessible. You will be able to conduct them 5-6 times faster than on paper or over the phone. On the basis of online constructors, you can create a questionnaire for any business area, send it to respondents and collect answers in the shortest possible time.

General Director of the Institute of Public Opinion "Anketologist" Valery Parygin tells how to get reliable results of an online survey.

What are online surveys and why are they useful?

For example, you planned to interview 1000 respondents, but received answers from only 500, that is, your goal was achieved by 50%. Try to determine the reasons for the low response of respondents, what if your profile just seemed uninteresting? Original methods help to increase engagement.

Unusual in the ordinary: accelerating response

Making the survey fun, giving an incentive to fill it out helps gamification . This is a game method of questioning using engaging techniques. The key method is personalization of the question using the pronoun "You", stimulating the imagination and fictitious terms.

“Imagine you are the director shoe store. What brand of products would you put on display?

“You need to urgently buy shoes. Which store in your city will you go to first of all?

Increase survey completion time by 20% or more. Do not forget that the questions must remain valid - meet the research objectives.

To do this, you need to introduce restrictions:

1. indicate the options or the allowed number of answers. For example, choose option A, B, C, name 3 positive properties of the product or 5 quality features.
2. set the time for filling out the questionnaire and set the countdown timer.

Another original way organization of the questionnaire matrix 3D . You get the opportunity to evaluate several products from the same product group according to different criteria and display overall score in points.

An example is an assessment of performance, screen quality and connectivity of three different brands of smartphones. The "3D matrix" method is suitable for studying all types of demand, customer service before and after the sale. It saves time for you and the respondents, arouses more interest and desire to answer than regular questionnaires.

Close communication with the audience - the growth of trust in the brand

Regular organization of surveys helps to demonstrate openness, concern for the product and the interests of its customers. It is important that your entire team has a marketing mindset and a focus on the overall result.

This is not just a passion for research, but an understanding of how market information works, what value it brings to business.

Then you will increase the trust of customers and lay a powerful foundation for brand development.

For example, if a company wants to issue shares (as we did), then it will have a better chance of attracting loyal investors in the first stage. Your regular respondents will gladly take an equity stake and become word of mouth brand advocates.

Create surveys and open up your business!