In Brief
When it comes to lean market research, gathering data and information is key for preparing an actionable and insightful strategic study. In this framework, forms and questionnaires are a key asset. This is The Ultimate Guide to Lean Questionnaire Preparation.
This post focuses on the practical side of preparing a questionnaire. It embeds a hands-on video about how to concretely make this preparation.
What are questionnaires
Questionnaires stand for a list of questions or multiple choices asked to the respondents aiming at gathering mainly quantitative data.
Questionnaires are very efficient for gathering semi quantitative / qualitative data.
For instance Closed questions serve for quantitative analysis.
And Open questions serve for quantitative analysis.
Types of questions
The constitutive questions of a questionnaire can have numerous targets and types like:
- Screening or classification questions: aiming at profiling the respondent wrt age, gender, location etc. Screening questionnaires are key for leveraging the answers as much as possible
- Open or closed questions s seen previously
- Behavioral or attitudinal questions that aim at analyzing the respondent psychologically wrt to a given concept, market or product
Keys for a successful questionnaire
In order to build a successful questionnaire, one has to follow some rules of good practice like:
- Covering all the points of interest
- Preparing the questionnaire through some preliminary studies
- Unveil all the important subjects through the designed questions
Pros tips
- The very first step for designing a questionnaire is to review the Step1 (Define) of the conducted study
- This aims at making sure to cover all the targeted main objectives of the study
- The questions are fine tuned during desk research and during the primary research of Step3 especially through focus groups and experts depth interviews
- Screening questions are vital for the consistency, usefulness and quality of the gathered data
- Preparing the questionnaire is not a static endeavor, it’s a fully dynamic process
- A questionnaire can be used as the final step among primary data gathering in Step3
- This can be done in the framework of verifying / validating the main outcomes of the research
- It can also be used for unveiling facts and new trends that were not covered by the study and that can open further questions for upcoming researches
- A good balance between complexity and completeness should be found when preparing the questionnaire
Video tutorial for preparing a successful questionnaire
Here is a step by step practical video about The Ultimate Guide to Lean Questionnaire Preparation, enjoy!
