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If your task is to get feedback from customers, the most effective and popular way is a survey. Customer survey can be carried out both on your own website and in social networks. And how to organize everything - read below.

In this article, you will learn:

1. The main types of surveys
2. The most common ones
3. Step-by-step instructions on how to conduct online surveys correctly
4. 5 tips on how to formulate questions correctly
5. What the questionnaire should look like
6. 3 free services to post them on your website

Why do companies conduct customer surveys

With the help of customer surveys, the company gets the opportunity to establish a strong connection between the brand and the audience and understand how consumers feel about it. Using the results, you can further improve the proposed product or service.

Consequently, a customer survey helps to obtain real data, on the basis of which the business strategy is adjusted in the future or optimal management decisions are made.

Customer survey can be used to accomplish a variety of tasks.

Get free and factual product reviews

Obtaining customer feedback on the proposed product is one of the difficult tasks. In response to a direct request, buyers are either silent or get off with standard replies in the spirit of "I'm happy with everything."

This problem can be solved through voluminous marketing research, which requires a considerable budget and the involvement of specialists, or simple free customer surveys on the website or in social networks.

The second option is the most preferred, since it does not require much effort and cost.

Identifying the needs and motives of customers' behavior

All information about what the audience expects from your product and what else they would like to see in it can be obtained through customer survey. This information can become the basis for the creation of new products or services, as well as for adjusting business processes. Being aware of customer needs will help protect your business from mistakes.

Promotion

Customer surveys help attract new users and motivate them to participate in discussions. Such communications with the company become two-way, thanks to which customers increase loyalty, and the survey placement turns into a group for live communication not only with brand representatives, but also with each other.

By using a survey, you show your customers that you are interested in their opinion. For further development, it is necessary to publish the results and the decisions taken as a result.

Content creation

Conducting a customer survey generates three types of content:

• justification of the reasons for the voting and a description of its conditions;
• publication of survey results;
• discussion of the results (the so-called user-generated content).

Increase in attendance

By using customer surveys, you can increase the traffic to your community page on social networks. To do this, you need to motivate users to disseminate information about voting on their pages and in other communities.

Main types of customer surveys

Exist two types of customer surveys, each of which has its own functions:

1. Interview.
2. Questioning.

In addition, the following groups of surveys are distinguished:

• personal conversations (face-to-face polls);
• apartment (conducted directly at the place of residence of the respondents);
• street (carried out on the streets, in shopping centers);
• variant with a central location (hall-test).

To obtain information remotely, there are remote polls, which can be divided into:

• internet polls;
• telephone conversations;
• self-filled questionnaires.

Let's take a closer look at each of these types of remote customer surveys.

Telephone survey

This type of survey is used in research, as well as, if necessary, to study the opinion of the population living in areas significantly distant from each other.

The customer survey by telephone is also divided into interviews with legal entities and interviews with individuals.

The algorithm for conducting a telephone survey is as follows. At the first stage, a database of telephone numbers of candidates for respondents is created, in which it is necessary to include absolutely all available contacts.

The next step is to select several random numbers from the collected database. Their owners subsequently become participants in a customer survey by phone.

The advantages of this type of research include:

• execution speed;
• relatively low selling price;
• inclusion in the database of people living in a large area;
• the ability to attract customers from different groups to participate in the survey;
• no need for quality control of filling out questionnaires by interviewers.

However, this method also has its drawbacks. For example, there is a significant limitation in the duration of each interview. In addition, conducting such a survey from the outside looks like an imposition of something, so people often, without listening to the end of what they are talking about, hang up.

Nevertheless, a telephone survey of customers today is the most operational. With its help, you get the opportunity to find out the opinion of different groups of the population on all issues of interest.

Such studies are focused primarily on determining the opinion of the population regarding certain brands, goods or companies. They demonstrate market changes and consumer responses.

Submit your application

With a customer phone survey, you can find out how effective an ad campaign has been by conducting research before and after it. The financial costs will be minimal.

However, the disadvantages of this method (restrictions on the degree of complexity of the questions and the time of the conversation) do not allow collecting in-depth material. Therefore, this type of survey should not be used when researching company revenues or analyzing the work of management personnel.

Internet survey

The involvement of a significant part of the world's inhabitants in the network community makes questionnaires through the Internet a very effective and effective type of research. It can also be classified as an operational customer survey method.

In addition, such a study is not costly in terms of financial and human resources. The resulting data are of high quality.

And the respondents save time, because when filling out the Internet questionnaire, they are not distracted from their current affairs, they can immediately view the entire questionnaire and have the opportunity to see and evaluate the intermediate test results.

After the end of the study, the developers receive individual feedback, which motivates the respondent to further participate in similar customer surveys. Such loyalty allows attracting people who are in the circle of communication of the interviewed respondent to participate in such tests.

However, Internet polling has one major drawback. The heterogeneity of the attendance of the sites on the basis of which the research is conducted does not allow the developer to control the respondent's actions, which ultimately has a negative effect on the final results of the survey.

Depending on the location of the Internet survey, several paths can be distinguished.

1. Polls on the site.

This is a convenient option for posting a survey. However, for greater efficiency, it is necessary to use other sites as well, since in this case only those users who have visited the site and have decided to be tested will take part in the event.

1. Social media polls.

This is by far the most popular way to distribute customer surveys.

1. Polls sent by email.

Allows you to customize the survey for the client.

1. Polls in messengers.

Customer surveys in messengers are carried out using mass messaging.

1. SMS polls.

Using this type of survey, you can also include those who do not have an Internet connection in the list of respondents. It is recommended that the customer send a response message free of charge, otherwise you can scare off potential respondents with paid participation. This customer survey method is not highly effective.

Most common customer surveys

Customer service quality survey

A customer survey on the quality of service can be carried out in various ways: using a questionnaire on the website, by phone, by sending a link to an online survey, with the involvement of interviewers.

Quite often, the CSI (customer satisfaction index) methodology is used for such an assessment, which helps to determine the degree of customer satisfaction. The downside to this customer service survey is the number of questions, each of which reduces the response rate. As a result, the reliability of the results of the questionnaire also falls.

Customer service quality surveys are increasingly conducted through regular monitoring using keypads. Such devices can be found in the branches of many banks. Researching customer satisfaction in this way involves not only taking readings, but also following certain rules.

Customer marketing survey

With customer marketing surveys, you get reliable data about how your audience thinks about new products, services or features. The launch of new proposals must be accompanied by such research. This will allow you to immediately respond and adjust the course if deficiencies are identified.

Such surveys can be conducted when launching beta versions of mobile applications, to preliminary assess the ongoing advertising campaign, or to study the impact of new bundled offers. The results obtained on their basis should become the foundation of a new strategy.

Customer Satisfaction Survey

Customers' opinions, as well as their degree of satisfaction with your brand, are very important criteria for evaluating in a competitive market. An online social media customer loyalty survey will give you the feedback you need to help you adjust your business strategy and increase people's positive attitudes towards the company.

The results of the customer satisfaction survey will help you identify the strengths and weaknesses of your product from a consumer point of view, as well as find opportunities for improvement. For example, you can find out:

• how an ordinary consumer estimates the cost of your product or service (overpriced or not);
• whether the staff effectively serves customers and cope with possible complaints;
• Whether your company is familiar with the growing needs of customers;
• are there any gaps in the customer relationship system that could scare away, etc.

It may be worth sending a customer survey sheet to those who end their business relationship with your company to find out how to get them back and how to prevent similar situations in the future.

Potential customer survey

Every online store is familiar with a situation in which a customer puts an item in the cart, but does not purchase it. It is necessary to understand what is the reason that prompts the consumer not to complete the purchase in order to correct this problem and motivate the client to pay for the product.

There may be several reasons, for example, the absence or too high cost of delivery to the region where the buyer lives, or a complicated money transfer system. Perhaps the customer didn't complete the purchase just because they were distracted and forgot to pay. Such situations need to be analyzed and given appropriate attention.

You can send this customer a couple of emails suggesting a small discount on this or next purchase. Then invite the consumer to take a survey to find out why he decided not to purchase the products of your online store.

Customer survey on the example of "Alibaba"

A sample of Alibaba Group's customer survey included owners of Android gadgets - active mobile Internet users. The sample was quota by region, the development of the questionnaire was carried out by the company's employees, who then circulated it on the news site.

In just 24 hours, marketers of the Alibaba Group determined the presence of potential demand for a new mobile browser and the willingness of the Russian audience to install the new product.

As it turned out, the most preferred features of applications by consumers are stability and speed. Any novelty will be favorably accepted by the audience if it is fundamentally different from other browsers.

Conducting online customer surveys correctly: step-by-step instructions

Step 1. We formulate the purpose and topic of the survey

The goal of a customer survey can be defined as the desired outcome, that is, what you strive for, what you want to know or get. The end result formulates the topic of the questionnaire and defines the target audience.

For example, the monthly level of attendance of the Okay retail chain was chosen as the goal of the survey. Based on this, the topic of the questionnaire will be the assessment of traffic in a chain of stores, and the target audience will be its customers.

Step 2. Determine the sample of respondents

The final results depend on the target audience. If you are trying to get the most representative results, you need to correctly define the characteristics of the respondents who will participate in the customer survey. The description of the target audience can be based on 3-4 criteria from the list below.

1. Stages of interaction with the product:
   • direct consumers (those who make one-time, periodic or permanent purchases);
   • people who are in the stage of making a decision to purchase a product;
   • people who can become potential consumers, but do not yet have complete information about your product or service.
2. Relation to a specific market (for example, owners of mobile devices with iOs installed).
3. Region of residence (an important criterion for a business based in a specific region or for companies with representative offices in different countries).
4. Socio-demographic characteristics (gender, age, income level). Needed to determine the target audience of goods with age and sex, price restrictions.
5. Interests (for example, used for products from the "Hobby" category).
6. Habits, values, character traits of the respondents (used in cases where a brief description of a typical representative of the target audience is not enough).

Step 3. Schedule tasks, draw up a plan and questions

Customer survey objectives are defined as the set of actions that lead to the achievement of the research goal. They answer the question: "What to do to get the desired result?" Now it is necessary to determine the stages of work, topics of questions, their sequence in the questionnaire (in blocks or mixed).

Often, survey developers think about what is better: use a ready-made customer survey template or create it yourself in the editor. If a unique product or service is involved in the research, or if it is of a specific nature, you cannot do without independent work. In other cases, it is allowed to use a ready-made template.

Step 4. Testing the survey

When the draft version of the questionnaire is ready, you should try it on yourself, filling it out yourself and inviting employees to do the same. Such testing will help to check the functionality of the links, the correctness of the graphic display in different browsers, etc.

Answering the questions contained in the questionnaire, you will understand how long it takes to fill it out, whether it is clear to all categories of target audience respondents and how useful these formulations are.

Step 5. Distribute the questionnaire

Questionnaires can be sent in several ways:

Customer surveys that are not sent through the online panel are recommended to be posted on the corporate website. You can attract respondents using a letter or advertising message, briefly describing the essence of the survey and offering a bonus for completing it.

5 tips on how to write the right customer survey questions

When drafting the questionnaire, avoid qualitative assessments, for example, "What do you think of our friendly customer service representatives?" Answers to such a leading question will not be accurate.

The question needs to be refreshed, focusing the customer's attention on some aspect of your customer service, for example, "How quickly were you able to get an answer to your request from our customer service representatives?"

Thinking about what buyers might do in a hypothetical situation baffles many people. Avoid “what if” questions on your customer survey sheet, as you cannot know if the respondent has been in a similar position.

Situations should be considered that faithfully reflect the real aspects of the company. You can use the Likert scale to formulate questions to measure customer experience.

During testing, check how clear the questionnaire questions are for all categories of customers. This will help in the future to avoid repeated re-reading of the questionnaire by respondents.

You should also not use questions, the answers to which will require a detailed and detailed description in the form of a short essay. Otherwise, you run the risk of facing a large number of unfinished questionnaires.

It is much easier to understand and answer the question “How responsive is our company?” Rather than this one: “If you have used our website, phone system or email help system in the past, did our customer service representative get in touch with you on time? ? "

Sometimes the designer of the customer survey sheet wants to get as much information as possible, so there is often a desire to add additional items. This can lead to unnecessary enlargement of the questionnaire, as well as disorientation (and even annoyance) of the respondent, who is confused by unrelated questions.

Tip 5. Try to use questions starting with the word "how much"

Such formulations help to determine as accurately as possible the level of client's attitude to this aspect of your firm's work. Instead of asking “Is our organization professional” with “yes” or “no” answers, it is better to use “How professional is our company?”

In the second case, several answers can be used, reflecting the entire spectrum of shades of meaning. For example, "very professional", "professional" and "completely unprofessional." Such a rating scale will help you most accurately identify gaps in the customer service system.

What a customer survey questionnaire should look like

1. Introduction is a request to a respondent to take part in a customer survey.
2. Screener. This section contains a block of questions, the answers to which allow you to weed out those respondents who are not included in this target audience.

If there are several groups of clients differing in socio-demographic characteristics (gender, age, field of activity, etc.), the screener should contain clarifying questions that will help to subsequently divide the data and study them separately.

1. The main content. It contains blocks of questions, which are divided according to the meaning of the group. The customer survey sheet should be logical and not mislead the respondent, forcing them to re-read the topics already covered in other blocks.

Key questions should be formulated at the beginning of the questionnaire, less significant - at the end. Be prepared that in the process of completing the questionnaire, the client may become impatient or tired, so the last questions will remain unanswered.

1. Passport is a block of personal data about the respondent (full name, contacts, place of work and position, marital status, income level). The client must agree to fill out this block. If you do not have permission, do not insist.
2. Thanks... The client spends his free time on filling out the survey sheet. Be sure to thank the respondent for both this and the effort. If filling out the questionnaire takes a long time, in addition to the usual thanks, offer a small bonus, such as a discount on your next purchase or gift.

Where to place a customer survey on the web

There are specialized customer survey services that can help you save time and effort:

3 free services to post a customer survey on your site

SurveyMonkey

Quite a good customer survey service, which has its own free version. It offers a fairly wide range of popular functions (anti-cheat protection, detailed statistics, flexible settings). Owners of the paid version get the opportunity to remove the company logo from the survey window and customize the form parameters.

SurveyMonkey has a dedicated Android or iOs smartphone app that broadcasts customer survey results to the mobile screen.

To create a survey in this service, you must click the appropriate button after passing the authorization. The next step is header generation.

Then you need to enter a question with answers, and at the bottom of the standard form enable the option "Add" Other "answer option or comment field". This will allow respondents to write their own answer instead of the suggested ones. Now you need to click the "Save" button.

The next step is to choose an option for placing a customer survey on a website page or in a pop-up window, after which you need to decide on the size of the window (usually 500 x 430 pixels). If there is no need for additional settings of the polling parameters, click "Next".

When all the preparatory work is completed, the service generates an embed code to be placed on the site where the questionnaire will be located. All that remains is to copy and paste it into the HTML page.

It is imperative to check the result by loading the page and checking the presence and correct placement of the survey window.

Poll Service

This customer survey service is also quite effective. It does not require payment or registration (although it is desirable). After going to the main page, select the "Create a survey" button and fill in the questions with multiple answers.

The standard set of functions allows you to add a free answer option and set additional parameters in the "Settings" and "Anti-cheat" menus.

It remains to click the "Finish" button and get the code for embedding into the HTML page. After updating the web page, you need to check the correct placement of the questionnaire. By answering one of the questions, you can see the statistics for this customer survey.

Survio

This customer survey service offers to register, after which you need to click on the "Create a profile" button and select the "New survey" option.

You can find customer survey templates in the menu, but it can be difficult to find the right one that has the questions you need. Now you need to enter the name of the survey in the appropriate field and click "Continue".

The next step is to enter multiple choice questions. It remains to press the button "Complete the questionnaire". If a customer survey will be posted on a website, you must select the “Site survey” link in the “Site” block. Copy the generated code and paste in the desired place in the HTML pages.

If you plan to place a customer survey in a pop-up window, you must select the appropriate option. This option is available on all three services.

How to calculate customer survey results

How to calculate the sample

Sampling is the most important item in any survey and is the number of questionnaires that are received. Sample calculation forms the basis of customer surveys and questionnaires.

The reliability of the results is substantiated by the laws of statistics, according to which a conclusion about the behavior of the majority can be made on the basis of an analysis of the actions of individual units from this mass. For example, the consumer interest of a city with a population of 500,000 can be estimated based on a survey of 400 citizens.

The narrower the chosen niche, the smaller the number of respondents will be included in the sample. For example, for 500 clients of a company, the sample will be 200 people. If less than 200, it is worth trying to interview all or most of them. The accuracy of quantitative results is proportional to the number of completed questionnaires.

If you have a small pool of eligible respondents, do not abandon the customer survey by reclassifying the results obtained as qualitative rather than quantitative. In this case, emphasis should be placed on identifying the needs, behavior patterns, and difficulties of the respondent, without focusing on their exact number.

Special sample calculators available on the Internet will help you calculate the required number of customer survey sheets, saving you time and effort.

How to count indicators

This most difficult part of conducting customer surveys and questionnaires can be done manually using a variety of mathematical laws, or you can entrust the job to special statistics programs to process the data.

You can use Excel to calculate indicators. Based on two key metrics, “% of customers surveyed” and “% of respondents to a specific question,” you can present your results in a chart or table.

When you have difficulties with placing a customer survey on the site or you are not satisfied with the results obtained, you can turn to the professionals. They will help you cope with the problems that have arisen, starting with a free site audit.

Research problem:

At present, there is an irritable attitude of students of technical specialties to the presence in the list of compulsory subjects of courses in the humanities. Students argue that these subjects are uninteresting and do not need to be studied. This attitude towards the subject is the reason for the poor relationship with the teacher. Often, such students have difficulties in preparation and examinations or tests. Some pass for an unsatisfactory grade.

Purpose of the study:

The main goal is to identify trends in attitudes towards the humanities of BSUIR students of various faculties and specialties.

Object of study:

Students of all faculties of BSUIR.

Subject of study:

Attitude of BSUIR students to humanitarian disciplines.

Research tool:

A questionnaire of 11 questions. Both closed and open questions are used.

Information collection methods:

The survey method is a formalized questionnaire.

Research objectives:

Identify and compare the attitude of students of different faculties to the humanities.

Find out the degree of need for the humanities.

Determine what role the humanities play in the lives of students.

Explore their suggestions for changing the way the humanities are presented.

Research hypothesis:

The attitude of BSUIR students to the humanities directly depends on their specialty.

The older the course, the more negative the opinion on this issue.

Senior courses are annoying humanitarian subjects.

Students will be prompted to introduce Humanities courses as optional.

Application form

Dear respondent! We, students of FITiU, ask you to take part in the sociological research " EDUCATION AND HUMAN SCIENCES". Please answer a number of simple questions, it will not take much time. To fill out the questionnaire correctly, it is enough to tick or circle the answer option that most closely matches your opinion. Thank you for your attention.

Constantly growing competition, the appearance on the market of many similar products of a similar price category and quality, significantly complicate the conduct and planning of business. In such conditions, it is important not only competent timely advertising and a non-standard approach to organizing advertising promotions, but also a clear marketing program to study the preferences, capabilities and needs of the consumer audience. Periodic surveys among buyers help to achieve excellent results in this area.

Consumer survey is the most effective method of marketing research that allows a company to obtain the most complete and reliable information about the attitude of consumers towards it. In addition, the questioning of buyers is a "probing" of the consumer market in order to identify all possible shortcomings and omissions associated with the market promotion of goods and services.

When questioning consumers, a questionnaire is used that contains a number of questions that directly or indirectly relate to the research topic. This form of feedback, as well as tasting, makes it possible to quickly and reliably determine the tastes of consumers, assess their purchasing potential, establish the degree of loyalty to the company and its activities, etc.

Competent compilation of questions is the key to a successful survey and greatly simplifies the systematization and final analysis of the information received. The wording of the questions should be clear, clear, extremely objective and avoid ambiguity. It should be borne in mind that the questioning of buyers is an exclusively voluntary action and any coercion to it can be regarded negatively.

Marketing questionnaires can be easily used not only to collect analytical information, but also as a means of additional advertising impact. In this case, the "fill in the form and get a discount (bonus, gift, coupon, etc.)" scheme is often used. Thus, marketing research takes the form of a promotion that stimulates the consumer, both to fill out a questionnaire and to purchase the product itself.

Often, such incentives for the buyer are not only desirable, but also necessary. After all, he spends his personal time on marketing questionnaires, and the bonus offer will be regarded by him as a natural gesture of gratitude from the company.

In each case, the development of the questionnaire and the method of questioning are carried out based on the specifics of the company's activities and taking into account the goals set by it. But there are also common points that are typical for most events of this kind. Here are the main tasks that a customer survey solves:

• - prompt receipt of information about the consumer audience.
• - determination of the most effective measures to stimulate sales.
• - determination of the potential of the product, and the search for optimal ways for its successful implementation.
• - strengthening the company's image by actively working with customers and providing them with bonus offers.

Of course, it is necessary to involve professional performers with sufficient experience in marketing research to develop a questionnaire, conduct a survey and systematize the information received.

A sample questionnaire is presented in (Appendix 2).

Closed questions are presented in (Appendix 3).

Open questions are presented in (Appendix 4).

APPENDIX 2

Sample questionnaire

BUYER QUESTIONNAIRE

Dear buyers of Bars-Retail Trade House!

My name is Marina, I am a representative of Bars Retail Group, I would like to conduct a survey among our customers.

This questionnaire will not take much of your time.

Thank you in advance for your participation!

1. Indicate where you prefer to buy food:

hypermarket

supermarket

weekend fair

minimarket (convenience store)

2. What influences your choice of outlet:

price level location

breadth of assortment product quality

opening hours parking availability

service level experience / feedback from friends of colleagues

i convenience of store layout

other (specify) ___________________________________________

3. How often do you buy food products at Bars-Retail Trade House?

Once a week more than 3 times a week

2-3 times a week daily

other (specify)

4. Indicate the average amount of your regular food purchases at Bars-Retail Trade House:

less than 100 rubles 101 - 400 rubles 401 - 700 rubles

701 - 1000 rubles over 1000 rubles

5. Indicate the source from which you usually receive information about food products in TD "Bars-Retail":

personal experience from relatives, friends, colleagues

other (specify) _______________________________________________

6. Are you satisfied with the food quality of local producers?

yes, it doesn’t quite suit it no, it doesn’t suit it

7. What, in your opinion, allows the products to be recognizable and in steady demand:

presence of a regional brand

improving the design and quality of packaging

production of organic products, without preservatives

holding exhibitions, fairs, tastings

creation of a chain of stores of branded trade

other (specify )______________________________________________

8. Indicate how often you purchase the following food items:

9. Enter your gender:

10. Indicate which age group you belong to:

up to 20 years old 41-50 years old

20-30 years more than 50 years

11. Indicate your occupation:

housewife

pensioner

civil servant / soldier

student / learner

business owner, entrepreneur

unemployed / temporarily unemployed

service worker

other (specify):_________ _____________________

12. Indicate the number of family members living with you:

Total people, Of which working people,

Non-working people

13. Indicate the share of food costs in your family's monetary income:

up to 25% up to 30% 30 - 40% 40 -50%

APPENDIX 3

Closed questions

APPENDIX 4

Open questions

GOU DOD MO "Center for the Development of Creativity of Children and Youth"

Department of monitoring and program and methodological support

Compiled by:

Methodist

Moscow - 2010

annotation

Recommendations are devoted to the questionnaire survey and the basic rules for drawing up the questionnaire. This development, which includes the generalized positive experience of previous researchers, is intended to help specialists employed in the system of additional education for children and is designed to facilitate the process of compiling questionnaires.

Methodist of the department of monitoring and program-methodical support.

Phone: (4

Explanatory note

Analysis of the work of the specialists of the monitoring department and program and methodological support of the State Educational Institution of the Ministry of Education and Science of the Center for the Development of Monitoring Research Tools, as well as consultative requests from the specialists of the Center and UDOD of the Moscow Region on the questionnaire survey and the process of developing questionnaires made it necessary to create these guidelines. The purpose of which is to provide methodological assistance to specialists of the system of additional education for children in the development of questionnaires and conducting the questionnaire procedure.

An analysis of the works of various authors on sociology, psychology and marketing was carried out, as a result of which the main aspects of both the questionnaire procedure itself and the process of drawing up questionnaires in particular were highlighted. The compiler of these guidelines formulated the basic rules that should not be forgotten when drawing up the questionnaires. They are presented in this document in the form of notes.

In any survey, the following factors need to be considered and evaluated before starting the survey:

· The main question (or questions) to which you need to get an answer - the purpose of the survey;

· Costs that will have to be incurred to obtain results;

· Technique and form of the survey;

· Duration of the study;

· Reliability and accuracy of the information received;

· Methods of processing the received information;

· Form of presentation of results.

These guidelines consider methods that contribute to the practical implementation of the above factors. They are aimed at a qualitative improvement of the methodological support for the development of monitoring research tools.

Questioning. Basic rules for compiling questionnaires

You cannot start a conversation about the rules for drawing up questionnaires without considering what a questionnaire is, what types of questioning and the main stages in conducting a questionnaire exist.

1. What is a questionnaire?

QUESTIONNAIRE(English survey; German Befragung) - a method of obtaining primary information, which consists in drawing up questionnaires and conducting a survey; it is used in social sciences, in population censuses, in the study of public opinion.

QUESTIONNAIRE- one of the main varieties of the sociological survey method, in which communication between the researcher and the respondent, which is the source of the desired information, is mediated by a questionnaire.

With the help of the questionnaire method, it is possible to obtain a high level of mass research at the lowest cost. A feature of this method can be called it anonymity(the identity of the respondent is not recorded, only his answers are recorded). The survey is carried out mainly in cases when it is necessary to find out the opinions of people on some issues and to reach a large number of people in a short time.

2. Types of questionnaires.

By the number of respondents:

· Individual questionnaire survey (one respondent);

· Group questionnaire survey (several respondents). Methodical and organizational type of group questionnaire - classroom survey, consisting in the simultaneous filling out of questionnaires by a group of people gathered in one room in accordance with the rules of the selective procedure;

· Massive questioning (from hundreds to thousands of respondents).

By the completeness of coverage:

Solid(survey of all representatives of the sample); Selective(interrogation of a part of the sample).

By type of contact with the respondent:

Full-time(in the presence of a surveyor); Correspondence(no questioner):
Sending questionnaires by mail; Publication of questionnaires in the press; Publishing questionnaires on the Internet; Delivery and collection of questionnaires at the place of residence, work, etc.

3. Stages of the survey.

Step 1. Identifying the purpose of the survey.

Step 2. Selection of the target audience.

Step 3. Drawing up a questionnaire.

Step 4. Testing the questionnaire.

Step 5. Conducting a questionnaire and re-checking the questionnaire.

4. What is the QUESTIONNAIRE?

QUESTIONNAIRE- a methodological tool for obtaining primary sociological and socio-psychological information on the basis of verbal communication - a survey tool. It is a set of questions, each of which is logically related to the central task of the study, and possible answer options, from which the respondent must choose the most suitable ones, or, according to their sample, suggest their own.

The questionnaire consists not only of a questionnaire and a "passport", but also of a preamble-instructive section. The importance of the latter should not be underestimated, since in the conditions of correspondence with the respondent, the preamble is the only means of motivating the respondent to fill out the questionnaire, forming his attitude towards the sincerity of answers. In addition, the preamble states who is conducting the survey and why, provides the necessary comments and instructions for the respondent's work with the questionnaire.

Small-volume questionnaires imply a sequential transition of the respondent from one question to another. Large questionnaires can often have a ramified structure: depending on the answer to special filter questions, the respondent can skip certain groups of questions.

Questionnaires provide an opportunity to obtain information about large groups of people by interviewing some part of them making up a representative sample. Of course, reliable results are obtained only with careful design of the questionnaire questions and provided that the sample accurately reflects the population as a whole.

5. Drawing up questionnaires.

Drawing up questionnaires- the process of translating the main hypotheses of the research into the language of questions is a complex and time-consuming procedure. The questionnaire should ensure that it receives content that is truthful to the interviewee and meaningful in relation to the issue. Drawing up a scientifically valuable questionnaire - as a rule, teamwork.

It is necessary to produce:

· Setting goals;

· Analysis of questions and hypotheses;

· Formulation of questions and answer options;

· Development of the sample;

· The choice of the method of questioning.

The questionnaire usually consists of:

· introductory part containing an appeal to the respondent explaining the purpose of the survey, an indication of the rules for filling out, the addressee of the use of the data obtained;

As a rule, the questionnaire begins with the so-called passports where the respondent is asked to provide some information about himself (for example, gender, age, educational level, place of work, residence, marital status, number of children, etc.);

Then go to the questionnaire main questions... There should not be many of them (for the entire survey no more ). They must be worded accordingly (as discussed below).

Finally the questionnaire is required to thank the respondent.

The first stage in development- determination of the content of the questionnaire.

This can be a set of questions about the facts of the respondent's life (his knowledge, civil status, his actions in the past and present, etc.) or about his motives, assessments, relationships. If it is also necessary to know the intensity of the opinion, then the corresponding rating scale is included in the wording of the question.

The second stage in the development of the questionnaire- selection of the required type of questions.

Questions can be:

1. By form:

Open- allow you to build an answer according to the desires of the respondent, both in content and in form (suggest an arbitrary answer). In such questions, there is no desire to impose a definite answer. In this case, information is obtained more complete (and this is their plus), and processing and interpretation are difficult, ambiguous, which makes it difficult to compare the responses of different subjects. In addition, such questionnaires take longer to complete.

In addition, they can be interpreted ambiguously. Therefore, when questioning them, they are much less frequently used.

Closed- provide ready-made answer options, usually allowing only "yes" or "no" answers. The respondent who chose the option that most closely matches the respondent's opinion marks it in the list of questions with a tick. If the fixed number of answer options is two, such a question is called dichotomous. Another type of fixed choice questions is scale of answers... For example, the question is asked: how often do you buy ham? Answer options:

Never

· Occasionally

The undoubted advantage of closed-ended questions is the uniformity of answers and the relative ease of data processing, and the disadvantage is less accurate interpretation, an approximate answer, and the absence of the required answer.

Semi-closed questions- contain, along with ready-made answer options, the possibility of presenting your answer option, in a formulation like: State your option if there is no answer option you need.

2. By function questions can be:

Main

· Suggestive

Control

Clarifying, etc.

The type of question can affect the completeness and truthfulness of the answer.

Requirements for the formulation of questions:

· They must be understandable for the studied category of people;

· Laconic;

· Eliminate ambiguity in understanding;

· Do not irritate, do not demean;

· Well and clearly printed.

The most common mistakes when compiling questionnaires:

1) Hidden predestination of the answer;

2) Super detail;

3) The ambiguity of the questions;

4) Insufficient distinctive power of questions.

The last stage in the preparation of the questionnaire associated with determining the number and order of the questions asked. The sequence of questions is different for different types of questionnaires.

Notes:

1. It is necessary to resist the "greed syndrome" and not to raise unnecessary questions that can be dispensed with. At the same time, the oversimplification of the problem, the formulation of a limited number of questions makes it possible to interpret the results obtained in the desired direction.

2. The questionnaire should not be long and tedious (no more than 20-25 questions).

3. You should limit the number of open questions (where you need to write your own answer). The explanation is simple - everyone has little time, therefore, either the answer will be logical, but meaningless (for example: "Why did you choose this particular creative association?" - "Wanted"), or there will be no answer at all.

4. The interviewee should simply read the questions and circle the appropriate answer options. This will save time and get most questions answered. When listing the answer options, try to list all possible ones, but also avoid meaningless ones.

5. It is important to emphasize the need to comply with the rule of consistency of the questionnaire. This is necessary in order to use for scientific purposes information not only on individual issues, but also that which is found when understanding all questions as interacting structures, and all answers to them as interacting elements.

6. Immediately before starting the survey, conduct a small test of the completed questionnaire, preferably not on your colleagues. Ten completed questionnaires will be enough and you will be able to correct several obvious shortcomings in the questionnaire.

References

1. Andreeva GM, 1979. Lectures on the methodology of specific social research. - M .: MGus.

2. Belyaevsky research. - M. 2001.

3. Big Dictionary of Sociology, project ***** sword.

4. Golovin as a practical psychologist.

5. Druzhinin psychology. SPb .: Peter, 2002. p. 45.

6. Sociological Dictionary of the Socium Project, 2003

Attachment 1

Questionnaire development scheme

PRELIMINARY CONSIDERATION:

1. What information is required?

2. Who are the target respondents?

3. What method of collecting information will be used when interviewing respondents?

DEVELOPMENT OF THE QUESTIONNAIRE:

1. Determine the structure of the questionnaire.

2. Reduce the likelihood of errors when filling out questionnaires.

QUESTION FORMULATION TECHNOLOGY:

1. Determine the type of questions: "open", "semi-closed" or "closed";

2. Offer clear formats for answering the question;

3. Determine what purpose each question pursues;

4. To achieve the utmost accuracy of the question formulation;

5. The proposed set of answers should not even partially overlap;

6. Use the current language of the research environment;

7. Do not use words and expressions that show addiction;

8. Avoid questions with double meanings;

9. Offer unambiguous answer options;

10. Questions must be real and have an answer.

QUESTIONNAIRE TESTING:

1. Analyze the entire questionnaire, agree on the sequence of the survey.

2. The pretesting of the questionnaire should be carried out in the same conditions and environment as the main interview.

3. Provide preliminary briefing for interviewers.

The Comprehensive Dictionary of Sociology (project ***** sword. )

Instructions

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 have to fill in questionnaire, in which you need to enter all the questions of interest.

Social status buyer... This can be revealed by asking the question: "How much do you spend on purchases?" In addition to this, you need to ask: "How often do you visit our store?" This will allow you to understand how well-to-do customers usually enter the shopping pavilion.

Contact information - email address or phone number. In the event that the prize drawing is closed, this data is needed to notify the winners. You can also 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

A customer survey questionnaire is one of the common methods of marketing research required to study the demand for a particular product or for a group of products, to study the degree of customer loyalty to the manufacturing company, etc. Such a questionnaire is an effective and convenient tool for studying consumer demand for new products ...

Sources:

• customer survey

Instructions

Related Videos

note

Helpful advice

Sources:

• "Wise advertiser", A.P. Repyev, 2007; "Methods of advertising and public relations", I.L. Vikentiev, 2007

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

Instructions

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

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

The questionnaire should be composed only of simple questions that do not contain complicated wording and terms unfamiliar to most people. Each question should be clear, concise, articulated.

When drawing up the questionnaire, one should not allow the respondent to be nudged towards a definite answer to the question. Therefore, it is unacceptable to start the questionnaire questions with the words "Do you think that ...?", "Do you agree ...?", "Do you like ...?".

Not worth including in questionnaire questions that exceed the memory capacity of the person answering them. For example, the respondent is unlikely to be able to quickly and accurately answer the question "How much money did you spend on buying toothpaste in the last year?"

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

The questionnaire, to which the respondent answers within 20 minutes or even longer, usually testifies to the lack of professional training of 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 of the level of demand for the next period and make the company's strategy more effective.

Instructions

In order to create a high-quality questionnaire for marketing research and effectively apply the results obtained in your work, initially define your goals. The structure and content of the questions depends on the set goals and objectives.

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

Next, go to the questions showing how and how well a person is familiar with the subject of research (product, service, brand). Most of the questionnaires consist of questions and suggested answers. The availability of options makes the verification process much easier and saves the researcher from the need to disassemble the respondent's not always clear handwriting.

In the next section, arrange questions directly related to the purpose of the research. For example, if your task is to find out how to increase the demand for goods of this brand, then formulate the question like this: "What aspect of our company would you improve?":
A) Product quality;
B) Service level;
C) Assortment;
D) Other ________;
In this block, it is important to give the consumer the opportunity to speak out. This will help you get the most reliable results possible.

Related Videos

The questionnaire is one of the most convenient and objective ways to study public opinion. This is feedback from the consumer, and familiarity with the psychological portrait of a person. However, for the seeming simplicity of drawing up questionnaire many subtleties and nuances are hidden.

Instructions

Give shape. Before starting to compile - questionnaire, a few questions follow. First, identify exactly what information you need to get, what are the main questions. Based on this, it is possible to determine the target group, that is, the circle of people whose opinion will be significant. These can 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 the target audience: a personal conversation, a telephone conversation or a faceless questionnaire posted on the Internet.

Consider the content. Responsibly you need to approach the preparation 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 respondents' time, you can offer multiple answers, but be sure to leave the 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 this? »- explanatory type of question;
"What brands of similar products do you use?" - a specific question;
"What are the characteristics of product X more suitable for you than product Y?" - comparative question - A good way to get information for analysis is by ranking the questions. Name the worst and the 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 stage of preparation. The volume of testing should be 1-10% of the estimated volume of the study. Basically, 30-50 completed questionnaires are enough. An important condition for 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 research.

Sources:

• compilation of a questionnaire

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

Instructions

Let's say you are a call center specialist or a sales assistant at a home appliance store. Hundreds turn to 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 work 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. Having sent the questionnaire in a few days, you can not wait for answers at all. If you answer to a user's mailbox, just attach a questionnaire to the letter with your answer.

There is no need to fill in many questions, it will be tedious for. Three or five questions will be enough. And these questions should not take a lot of time and energy from a person. Try to have your employees manage the voice-over of the questionnaire in five minutes. Less is possible.

Excessive formality will harm the business. People need to be treated kindly, kindly and lively. This will give the person 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 “read”. Politeness and helpfulness will increase the percentage of sales and successful deals.

Related Videos

Before making such a questionnaire so that people are willing to accept it, you need to force them to do this in some way. 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 use small questionnaires to collect consumer data quite widely to adjust their work.

Instructions

Let's say you are a bank call-center specialist or a sales consultant of a household appliance store. Hundreds of people turn to you every day, and each of them receives help 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 work 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. Have helped - ask him to answer a few questions. Having sent the questionnaire in a few days, you can not wait for answers at all. If you are answering questions on the user's mailbox, just attach a questionnaire to the letter with your answer.

There is no need to fill in many questions, it will be tedious for. Three or five questions will be enough. And these questions should not take a lot of time and energy from a person. Try to have your employees manage the voice-over of the questionnaire for five. Less is possible.

Excessive formality will harm the business. 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 deals.

To conclude contracts, register 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 the maximum information.