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Who should attend Designing Effective Questionnaires: A Step by Step Workshop
This 3-day hands-on workshop was designed for individuals who must write or evaluate questionnaires.
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This 3-day hands-on workshop was designed for individuals who must write or evaluate questionnaires.

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Seminar Summary:

This seminar will appeal to those individuals responsible for designing questionnaires within their own organization or working directly with MR suppliers. (see full course description)

 
 
 

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Training Course Syllabus:


Designing Effective Questionnaires: A Step by Step Workshop

In this 3-day hands-on workshop designed for individuals who must write or evaluate questionnaires, you will learn:

  • When to use mail, telephone and in-person questionnaires, whether to use paper and pencil or computerized approaches including the Internet and how to combine the various options to best meet the needs of a specific situation.
  • How to plan and flowchart a questionnaire to guide the overall logic.
  • How to phrase questions; when to use open-ended and closed-ended questions and how to choose the most appropriate rating, ranking, multiple choice, check-list or other approaches.
  • How to avoid the common pitfalls in writing questionnaires.
  • How to design questionnaires for specialized studies dealing with concept tests, segmentation, positioning and image assessment, tracking research, customer satisfaction studies, conjoint analysis, perceptual mapping and other applications.
  • How to phrase difficult questions dealing with memory, knowledge and sensitive subjects and how to measure the importance of product attributes.
    How to assess attitudes, beliefs, lifestyles, and perceptions and how to make sure that your measures are valid and reliable.
  • How to administer questionnaires to substantially improve response rates - what works and what doesn't.
  • What instructions to give interviewers to make certain that your questionnaires are properly administered, clarified and probed.

Designing Effective Questionnaires: A Step by Step Workshop Course Outline and Schedule

----- First Day -----

08:30 AM - 08:45 AM Introduction

08:45 AM - 10:00 AM Session 1 QUESTIONNAIRE CONSTRUCTION IN MARKETING RESEARCH:

Decision oriented marketing research and the role of questionnaire construction and data collection

Examples of common problems in questionnaire design

Case studies illustrating various data collection errors

The analysis planning process and how it ties into questionnaire design

Basic principles of questionnaire design

Seven steps in the design of questionnaires

10:00 AM - 10:15 AM Break

10:15 AM - 12:15 PM Session 2 PLANNING A QUESTIONNAIRE:

A step-by-step approach to writing questionnaires that are responsive to the needs of decision makers

Mail, telephone, in-person, web-based, mobile and multimode studies

Deeper dive into mobile surveys - intentional versus unintentional

Specifying and sequencing the information needs for a study

Case studies and workshops

12:15 PM - 01:30 PM Lunch Break

01:30 PM - 03:00 PM Session 3 SELECTING AND RECRUITING SURVEY RESPONDENTS:

Online samples – River versus panel sample

Online sample providers

Types of samples sends – quota and weighting issues

Respondent concerns – professional respondents

03:00 PM - 03:15 PM Break

03:15 PM - 05:00 PM Session 4 DECIDING QUESTION STRUCTURE:

Best practices for survey design do’s and don’ts

Selecting the most appropriate type of question for the various kinds of information being sought

Choosing between open-ended and closed-ended questions

Multiple choice, checklists, ratings, ranking procedures and other options

----- Second Day -----

08:30 AM - 10:15 AM Session 5 ONLINE SURVEY WORKSHOP:

Online survey mistakes

Review submitted questionnaire examples

10:15 AM - 10:30 AM Break

10:30 AM - 12:00 PM Session 6 USING RATING SCALES:

Overview of considerations in using rating scales and variants

Assessment of the type of data obtained from the scales

Best practices for number of scale points: odd vs. even, balanced vs. unbalanced, etc.

Administering rating scales for the web, mobile devices, in person, phone and mail

Scales for measuring attitudes - developing and using techniques such as the Semantic Differential, checklists, Likert, Q-sort, and other procedures

Workshop reviewing scales from submitted questionnaire examples

12:00 PM - 01:15 PM Lunch Break

01:15 PM - 02:45 PM Session 7 QUESTION WORDING AND RELATED PROBLEMS:

The art of asking questions and avoiding loaded, leading, vague, double-barreled and a multitude of other problem questions

Exercise: which quality criteria are not met

A checklist for choosing words and phrasing questions

Asking classification questions

Measuring importance

02:45 PM - 03:00 PM Break

03:00 PM - 05:00 PM Session 8 ONLINE WORKSHOP (PART ONE): CREATING A QUESTIONNAIRE:

Create a questionnaire based on the research objectives from the case

----- Third Day -----

8:30 AM - 10:00 AM Session 9 KEY AREAS OF MEASUREMENT: PERCEPTIONS, ATTITUDES, HISTORY AND INTENTION QUESTIONS:

Asking history questions (including frequency and percentages) and dealing with the problems they generate: respondent ability to remember accurately, willingness to answer truthfully, and knowledge of facts

Critical considerations in measuring attitudes for image studies, customer satisfaction surveys, concept tests and several other applications

Testing the validity and the reliability of the measures used

Asking intention (outcome, likelihood) questions

10:00 AM - 10:15 AM Break

 10:15 AM - 12:15 PM Session 10 DRAFTING THE QUESTIONNAIRE:

Introduction and screening questions

A checklist of do's and don'ts

Flowcharting a questionnaire

Precoding questions and planning the physical layout

Pre-testing a questionnaire with a workshop in revising questionnaires and pre-testing

12:15 PM - 01:30 PM Lunch Break

01:30 PM - 02:15 PM Session 11 ADVANCED SURVEY DESIGN ISSUES

Respondent attentiveness

The effect of survey length

How web survey interfaces can impact results

Online survey “intervention”

02:15 PM - 04:30 PM Session 12 ONLINE WORKSHOP (PART TWO): PULLING IT ALL TOGETHER

Team exercise to create an online survey Feedback and critique (A 15 minute break will be provided during this final session.)

04:30 PM - 04:45 PM Concluding Remarks
 

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Designing Effective Questionnaires: A Step by Step Workshop" seminar. Names of evaluators have been left out as a matter of professional courtesy.

If the wealth of information, knowledge and understanding I walked away with could be converted to money, I would be a millionaire from hereafter. I was never more impressed with an instructor and a seminar as I was with this. Workbook like none I have ever been exposed to ... somewhat similar to the Encyclopedia Britannica. Speaker dynamic, exciting, brilliant, showed tremendous interest in the subject as well as each participant.
Project Coordinator
General Foods Corp.

Excellent. Review/explanation of nuts and bolts of questionnaire design will stay with me for my entire career. A notebook I will always refer to. Reviewed all aspects completely.
Business Development Coordinator
C.R. Bard

 

One of the most valuable seminars I ever attended - got my money's worth and more. Seminar very applicable to what I do on the job and was presented in a dynamic way, information packed. Workbook extremely helpful. I appreciate (the speaker) taking extra time before and after the seminar to work with us regarding specific needs/questions.

Scientist

Kimberly-Clark

 

Thoroughly enjoyed it. Will highly recommend it. Content more than I expected. Excellent speaker

Manager, Market Research

Upjohn

 

Extremely useful and contained info that I can take back to the office and use immediately. I will recommend that others entering our department attend. Very dynamic speaker and lends experience to the subject matter without intimidating the participants. Well done.

Research Analyst

Miles, Inc.

 

This seminar was incredibly useful in the sense that it spelled out basic principles that are not explained thoroughly on the job.
Research Associate

Mathew Greenwald & Associates

 

Very good and useful, on the first day I already put some of the learnings to use. . . would definitely recommend to other colleagues.

Market Research Analyst

Sanofi-Synthelabo

 

Excellent! The information provided by the speaker and the content in the book was very informative and helpful. Just what I needed to reinforce and learn about designing questionnaires.

Research Analyst

Armstrong World Industries

Seminar Summary:

This seminar will appeal to those individuals responsible for designing questionnaires within their own organization or working directly with MR suppliers. (see full course description)

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