Designing Effective Questionnaires
3-day training seminar, $2,595


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:

  • 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.


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

Planning a Questionnaire

  • The art and science of questionnaire design
  • A step-by-step approach to writing questionnaires that are responsive to the needs of decision makers
  • Specifying and sequencing the information needs for a study
  • Evaluating structured, unstructured, and disguised and undisguised approaches to data collection
  • Case studies and workshops

Selecting the Best Data Collection Procedure

  • Choosing the appropriate method for data collection
  • Mail, telephone, in-person, CATI, CAPI, Internet and other options
  • Criteria for selecting the best procedure for a variety of situations commonly encountered in marketing research, including the growing trend toward mixed modes
  • Case studies and workshop

Planning and Flowcharting a Questionnaire

  • Preparing a flowchart detailing the sequence of various items, callbacks, frame of reference flow, and other decisions and skip patterns/directionals
  • Common symbols used in flowcharting; example flowchart
  • Issues of question order
  • Group participation workshop to flowchart a questionnaire and examine the logical intricacies

Deciding Question Structure

  • 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
  • Administering various types of questions by internet, mail, over the telephone and in-person

Key Areas of Measurement: History Questions

  • The types of issues asked on marketing research surveys
  • 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

Using Rating Scales

  • Overview of considerations in using rating scales and variants
  • Assessment of the type of data obtained from the scales
  • Types of rating scales and such user-oriented decisions as the number of scale points, verbal descriptions, odd vs. even, balanced vs. unbalanced, etc.
  • Potential impact of words on scores
  • Administering rating scales on the internet, in person, over the telephone and by mail.

Key Areas of Measurement: Perceptions, Attitudes, and Intentions

  • Attitudes vs. perceptions
  • 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
  • Assessment of the type of data obtained from the scales
  • Scales for measuring attitudes - developing and using techniques such as the Semantic Differential, checklists, Likert, Q-sort, and other procedures
  • Asking intention (outcome, likelihood) questions

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

  • Common flaws in scales designed to measure importance of attributes
  • Confusion between importance, salience, and determinance
  • Procedures for directly and indirectly measuring importance
  • Question wording for traditional and interactive conjoint analysis

Drafting the Questionnaire

  • Introduction and screening questions
  • Asking sensitive screening questions
  • A checklist of do's and don'ts
  • Precoding questions and planning the physical layout
  • Pre-testing a questionnaire with a workshop in revising questionnaires and pre-testing

Implementing Surveys

  • Suggestions for increasing response rates -- what works and what doesn't in internet, telephone and mail surveys
  • Use of incentives and other considerations; probing and clarification of responses

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 $2,595 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
Nov 15-17, 2016 Cincinnati, OH Location to be Assigned
Jan 31-Feb 2, 2017 New York, NY Location to be Assigned
Apr 4-6, 2017 San Diego, CA Location to be Assigned
Jun 20-22, 2017 Indianapolis, IN Location to be Assigned
Sep 19-21, 2017 Chicago, IL Location to be Assigned
Nov 29-Dec 1, 2017 Philadelphia, PA Location to be Assigned

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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