How to Gather Customer Data through a questionnaire?
Let us learn how to gather customer data. A well-defined goals are the best way to assure a good questionnaire design. When the goals of a study can be expressed in a few clear and concise sentences, the design of the questionnaire becomes considerably easier.
To effectively conduct a customer survey through a questionnaire, follow these guidelines:
Keep your questionnaire short because long questionnaires get fewer responses when compared to short questionnaires.
Include experts and relevant decision makers in the questionnaire design process.
Formulate a plan for doing the statistical analysis during the design stage of the project.
Questionnaires reflect first impressions. The respondents first impressions come from the cover letter. Provide a well-written cover letter.
Give your questionnaire a title that is short and meaningful to the respondents.
Include clear and concise instructions on how to complete the questionnaire.
Use short sentences and basic vocabulary.
Begin with a few interesting items. If the first items are too boring, there is little chance that the questionnaire will be completed.
Use simple and direct language in the questions so they are clearly understood by the respondents.
Leave adequate space for respondents to make comments. One criticism of questionnaires is their inability to retain the connotation of responses.
Place the most important items in the first half of the questionnaire.
Hold the respondents’ interest. One way to keep a questionnaire interesting is to use a variety of questions.
Provide incentives as a motivation for a properly completed questionnaire.
Make it convenient. The easier the questionnaire, the better the response.
Use professional production methods for the questionnaire, such as desktop publishing.
The final test of a questionnaire is to try it on representatives of the target audience to identify any problem areas.