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Survey Design Essentials for Effective Data Collection

Learn how to design surveys for customer satisfaction, product preferences, promotion effectiveness, price evaluation, and more. Discover best practices in questionnaire design, question writing guidelines, answer types, and electronic survey forms. Enhance your survey admin and data entry processes.

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Survey Design Essentials for Effective Data Collection

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  1. Questionnaire Design Chapter 12

  2. Purpose of Surveys • Customer • Satisfaction and new segments • Product • Preferred and desired benefits • Promotion • Awareness and effectiveness • Price • Level • Place • Location and ease Learning Objective One

  3. Survey Issues • Management • Asks the right questions • Participants • Questions that can be answered • Survey Administer • Questions that are clearly written • Data Entry Clerk • Forms that make entry simple Learning Objective One

  4. Design Process • Meet with management • Decide on topic areas • Prioritize • Write survey draft • Consider translation issues • Review draft with management • Write coding into answers • Lay out questionnaire Learning Objective Two

  5. Testing • Pre-testing • Content, wording, form • Participant testing • With people similar to participants • Methodology testing • With planned method • Data entry testing • To evaluate coding and form design Learning Objective Two

  6. Guidelines for Writing Questions • Not hypothetical • Use simple terms • Right reading level • Ask one question at a time • Avoid a passive voice • Consider translation issues Learning Objective Three

  7. Types of Answers • Fill in the blank • Dichotomous choice • Forced choice • Multiple choice • Checklist • Ranking • Rating Learning Objective Three

  8. Question Sequence • Qualifying • Demographic • Easy to answer • In-depth • Sensitive Learning Objective Four

  9. Electronic Survey Forms • Less concern for length of survey • Coding of responses not necessary • Can use drop down boxes • Routing automatic Learning Objective Five

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