Questionnaire

Posted in Marketing and Strategy Terms, Total Reads: 528
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Definition: Questionnaire

A questionnaire is a kind of survey which is used as an instrument for primary research. It consists of a series of questions and other prompts with the aim of collecting valuable information from respondents. Devising a questionnaire involves three basic steps – deciding the survey objectives, writing the content and piloting the questionnaire.


ADVANTAGES

LIMITATIONS

  • Are relatively cheap
  • Require less effort than verbal/telephone surveys
  • Provide ease in data compilation due to standardised answers
  • Used for creating new theories and testing existing hypotheses

  • Question construction and wording is tricky
  • Low return rates
  • Inadequate to understand behaviour, emotions, etc.
  • Respondents may interpret questions differently


Market research questionnaires play a very important role in the growth of a business, as they give insights into what the customers really want. They constitute the best tool owned by businessmen and marketers for collecting information about their target market.


They can be used for the following purposes:

- to understand the customers' buying habits

- to find out what they think of the brand and its products

- to check the level of brand awareness in the market

- to increase the customer base by adding new segments into the target market.


These days, online questionnaires are becoming a widely used tool for primary surveys. In order to garner a high number of responses, the marketers should identify the target well and make the questionnaire short and concise. Help can be taken from professionals to ensure a high level of legitimacy and transparency of the questionnaire.


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