Definition: A questionnaire is a convenient way to collect feedback. A questionnaire can be used to measure customer satisfaction, capture employee feedback, or even conduct product research. Responses can be collected via email, web link, QR code, or using a survey panel.
The term "survey" and "questionnaire" are commonly used interchangeably. A questionnaire refers to the tool used to collect feedback. A survey relates to the entire process of conducting research, namely summarizing questionnaire data.
How to make a questionnaire: Keep questions short and focused on one topic at a time. Use multiple choice questions to fit answers into a specific category. Use an open-ended question to capture comments. A Likert scale or MaxDiff question can be used for market research. Collect responses for your questionnaire using an email collector, anonymous link, or even a QR code.
The following 6 tips will help you create the perfect questionnaire:
The shorter you keep your survey, the higher your completion rates. Longer questionnaires usually tend to have a high drop-off percentage. Keeping your surveys to 10 questions or fewer forces you to draft a study that only includes important questions; trivial questions would be dropped during the draft process.
Make sure each question only covers one topic. Don't try to include multiple topics at once. For example, in an employee survey, you would not want to ask, "Do you feel satisfied with your compensation and career advancement?". Instead, you would want to separate "compensation" and "career advancement" into two questions or use a Likert scale, putting each question on a separate row.
Suppose the survey is more than ten questions; similar questions should be grouped on separate pages. If you don't want to use more than one page add extra spacing between group of the question; extra white space can increase the readability of your questionnaire.
If you have questions that only apply to certain people, consider using skip or display logic to show those questions conditionally. This will help reduce the length of your survey and boost response rates.
For example, if you asked the question, "Are you currently looking for new employment opportunities?". If the answer were "yes," a follow-up question would be shown asking "why?"
Research questions are an excellent tool for customer or product questionnaires. Instead of asking multiple questions on which features are essential or what price is desirable, question types like MaxDiff and Conjoint will provide you with high-quality, actionable data that can be used for feature prioritization and product pricing. These question types will reduce the length of your questionnaire.
An employee questionnaire should use an anonymous link to collect responses; this will help boost trust and increase honest answers. If doing a customer study, consider adding custom data to the weblink to help identify responses. For general market research, a survey panel and current customers can help lend fresh perspectives.
Adding customer surveys to your Google review strategy will add additional data points to improve customer satisfaction. Surveys are a valuable tool to identify ways to improve, establish internal benchmarks, and conduct pricing and product research to improve the products your company offers.
While there are numerous types of questionnaires (or survey types), these are the five most common general categories:
Capturing customer feedback is one of the most common uses of questionnaires. A good customer satisfaction survey will always revolve around a Net Promoter Score question. When the Net Promoter Score question results are tallied, one number from -100 is 100 is displayed. This number is ideal for benchmarks. When combined with an open-ended text question, Net Promoter provides quick and actionable feedback.
Measuring how easily customers can complete a purchase or take a specific action is crucial for the customer experience strategy. A customer effort score question is a rating scale from 1 to 7 (disagree to agree). Results for this question are averaged; the higher the score, the easier it is for your customers to complete tasks.
Employee satisfaction and engagement are often used interchangeably but measure different things. Both types of surveys often use opinion scales to ask questions.
Employee satisfaction measures how satisfied employees are with their job and work environment. Standard measures of employee satisfaction include salary, benefits, and co-worker relationships.
Employee engagement relates to the emotional commitment employees have to an organization. It goes beyond simple satisfaction. Standard measures of engagement include belief in the company mission, opportunities for career growth, and being inspired to perform at a high level.
When employees leave for new opportunities, sending a questionnaire is a great way to understand why that employee is leaving. The feedback obtained here can be used to improve the workplace and reduce employee turnover.
MaxDiff is used to identify what is most important to your audience. For example, if building a new mobile application, asking a group of users what they think is least and most important will help guide product strategy; your team should only focus on the important areas.
For pricing a new product, Van Westendorp will give you a range of prices the market is willing to expect. You could price your product too high or too low without a question type like this, reducing your market penetration.
There are a few different ways to collect feedback for questionnaires. Depending on your needs, each one could have an advantage.
A link to your questionnaire is placed in the email body with email delivery. One advantage is sending email reminders to respondents who have not yet completed your survey. In addition, the email links are unique for each respondent, so you can track email open and click rates. As a result, email surveys are ideal for customer research.
A web link is a convenient way to collect feedback at your convenience. You can place a web link on social media, on your website, or even inside your CRM email program (instead of an email collector with a unique link to each person). Custom data can be included in the link, such as store location. This custom data can be used to segment and filter results.
When you want to keep the identities of your respondents to be protected, you use an anonymous link. Anonymous inks do not store respondent information, IP address, or email address. Because of this, anonymous survey links are perfect for employee surveys.
QR code survey can be placed on paper receipts, product packing, or even flyers. In addition, QR codes are a great way to collect feedback after or during an event or even during in-person focus groups.
If you're conducting market research and don't have access to a customer base, using a survey panel will get you the responses needed. A good survey panel will allow you to target specific demographics, job titles, or even interest levels (such as car enthusiasts). You'll want to double-check and clean your data for low-quality responses when using survey panels. People who speed through your survey or marked the first answer for all questions should be removed.
When analyzing the data from a questionnaire, consider a few advanced techniques like the ones below. These techniques will give you better insights than just simple graphs and charts.
Creating a segement or a cross-tabulation easiest way to take a deeper dive into your results. If you conducted an employee satisfaction survey, the overall scores for the company could be pretty high. But that might not tell the whole story. For example, if your company has multiple departments, you would want to create a crosstabulation for each department. You might notice that there is one dependent with low scores. or one department with high scores.
If your company conducted their first Net Promoter Score survey and the results came out to be -10, that score would be your benchmark. Each subsequent customer survey you run should be compared against that initial number to improve it each time.
This is an advanced research technique but very valuable. TURF analysis analysis stands for "Total Unduplicated Reach and Frequency" and is used to find the combination of items that would provide the highest level of reach. For example, suppose you ask the question, "Which of the following flavor of ice cream would you buy?" If you run a TURF analysis on the results, you could find the top 3 or 4 combinations of flavors that would result in the highest sales.
Creating a questionnaire can be challenging process. These three suggestions can help guide you in creating the perfect questionnaire strategy.
Some departments might want to conduct pricing research some might want to just do simple Net Promoter Score surveys. Having your organization aligned on strategy will simply the process and eliminate any possibility of re-work.
A pre-made template will give you an idea of how to format and word questions. Try multiple templates to get a feel for the various questions types.
You might notice competitors are asking certain questions - this would be a sign those questions are providing useful metrics. If you can incorporate the great things your competition does while making it more efficient for respondents, your questionnaire campaigns will have a greater chance of success.