Designing Effective Questionnaires
3-day training seminar, $2,925


This hands-on training course is ideal for individuals charged with the task of creating an effective survey instrument for gathering respondent data, including customer satisfaction data. In this 3-day training seminar participants will learn:

  • How to avoid the common pitfalls in writing questionnaires for in-person, phone, web and mobile surveys.
  • How to plan and flowchart a questionnaire to guide the overall logic and enhance the survy taking experience.
  • 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 phrase difficult questions dealing with memory, knowledge and sensitive subjects and how to measure the importance of product attributes.
  • How to administer questionnaires to substantially improve response rates and improve the quality of your results by incorporating some of the industry's best practices and learnings based on R&D examples and case studies.
  • How to bring all the learning together in a team based workshop designing an online questionnaire.


Questionnaire Construction in Marketing Research

  • The role of questionnaires in marketing research
  • A workshop on survey writing
  • Common problems in questionnaire construction and administration
  • Basic principles of questionnaire design
  • Understanding your role in the pro
  • Questionnaire construction framework
  • Determining data needs

Selecting and Recruiting Survey Respondents

  • Decisions in selecting a sample
  • Online panels
  • Achieving a balanced panel
  • Professional panelists
  • Non-response error
  • A comparison of panel quality
  • Inviting sample participants
  • Using incentives

Methods of Survey Administration

  • Data collection methods
  • Multimode data collection
  • Mobile data colection and micro surveys
  • Chunking surveys
  • Intentional quantitative mobile
  • Mobile research case studies
  • Intentional vs. unintentional mobile research

Organizing a Survey

  • Questionnaire construction framework
  • Flowcharting a survey
  • Determining question order
  • Writing screener questions
  • Writing survey instructions
  • Workshop on survey instructions
  • Checking the questionnaire
  • Pretesting the questionnaire

Content of Marketing Research Survey Questions

  • History questions:  What can consumers remember?
  • Asking knowledge questions
  • Asking sensitive questions
  • Measuring perceptions and attitudes
  • Asking about future intentions
  • Asking importance: direct and indirect methods

Types of Questions

  • Online research best practices do's and don'ts
  • Deciding on the best type of questions to use
  • Open-ended vs.closed ended questions
  • Online questions types
  • Issues when writing dichotomous questions
  • Issues when writing multiple choice questions
  • Prohibiting backward navigation on surveys

Issues With Wording Questions

  • Checklist for quality questions
  • Mini workshop on improving question wording
  • Checklist for choosing words
  • Checklist for phrasing questions
  • Asking demographic questions
  • A review of participants' surveys

Workshops on Writing Surveys

  • A workshop on improving clarity and usefulness of survey questions
  • A workshop on cleaning up a flawed survey
  • A workshop on rewriting and pretesting a flawed question

Nature of Data

  • Understanding different levels of measurement
  • Key considerations in scale selection
  • Types of scales
  • Single-item vs. multple-item scales
  • Psychographics
  • Key decisions in using rating scales
  • Checklists for choosing the right scales
  • What is binary imputation?
  • Changing rating scales

Advanced Survey Design

  • How much attention do respondents pay to survey questions?
  • A comparison of data quality from 21 different panel providers
  • Does the type of question used impact the attention paid to surveys?
  • Can survey takers be influenced to pay more attention?
  • Do obvious trap questions improve data quality?
  • Online survey length effects
  • How to keep people engaged in long surveys
  • Gamification of research
  • Prediction markets in marketing research

Workshop:  Creating a Questionnaire

Concluding Remarks

Dates, Locations and Registration

Recommended Follow-on Courses:

Customer Satisfaction and Loyalty Research

Related Courses:

Survey Design Workshop

What some past attendees say...

"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

"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

"This was an excellent seminar. I learned a lot and enjoyed it very much. The (seminar leader) is a great instructor- it's always a pleasure learning from someone who clearly loves to teach. He made everything so understandable. I will definitely be able to use what I learned to enhance my performance on the job." --Senior Analyst, The Home Depot

"I was amazed at the amount of material that was able to be covered in a three day period. It was covered thoroughly without feeling rushed."
--Consumer Research Associate, Miller Brewing Company


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Registration Fees

The per student registration fee for this seminar is $2,925 and includes the seminar, course materials, refreshments, and continental breakfast. Class begins at 8:30 a.m. and ends at 5:00 p.m. on the first two days and 8:30 to 4:30 p.m. on the last day.

Register securely online with confidence or please call (708) 246-0320.

Seminar Schedule
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Terms & Conditions

Seminar provider is not responsible for losses due to cancellation. In all circumstances, seminar provider's liability shall be limited to fees received.

Seminar agenda and assigned instructors are subject to change.

Public Training Terms & Conditions

Payment is due prior to the seminar.

Public seminar cancellation policy.  Registrants may cancel up to fourteen days in advance of the seminar start date for a full refund, less administrative fees of $500.  Or, you may transfer your registration to another member of your company at no additional charge.  Registrants canceling within fourteen days of the seminar will receive training credit, less administrative fees of $500 toward any other Resource Center seminar.

In the unlikely event that a seminar must be cancelled by seminar provider due to unavoidable circumstances, you will be notified at least two weeks prior to the seminar date, and your payment will be refunded.  Seminar provider is not responsible for losses due to cancellation including losses on advanced purchase airfares.  We strongly recommend that attendees traveling by air to attend the seminar purchase only refundable tickets.Become a certified callcenter manager