Designing Effective Questionnaires
Virtual training seminar 2023 pricing, $3,225


This virtual 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 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 Framework

  • Pre-work exercise review
  • The role of questionnaires in marketing research
  • Common problems in questionnaire construction and administration
  • Understanding your role in the process
  • Questionnaire construction framework
  • Determining data needs and developing an analysis plan

Selecting and Recruiting Survey Respondents

  • Decisions in selecting a sample
  • Online panels
  • Non-response error
  • A comparison of panel quality
  • Inviting sample participants
  • Impact of sample size

Organizing a Survey

  • Questionnaire construction framework
  • Determining question order
  • Writing screener questions
  • Writing survey instructions
  • Pretesting the questionnaire
  • Best practices do's and dont's

Questioning Skills

  • 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
  • Exercise fixing flawed questions

Specialized 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 Scales

  • Understanding different levels of measurement
  • Key considerations in scale selection
  • Single-item vs. multple-item scales
  • Checklists for choosing the right scales
  • Changing rating scales
  • Exercise evaluating rating scales

Advanced Questionnaire Design Issues

  • How much attention do respondents pay to survey questions?
  • Do obvious trap questions improve data quality?
  • Online survey length effects
  • Multimode data collection and micro surveys
  • Gamification of surveys

Workshop:  Creating a Questionnaire

  • A workshop to create a survey from scratch applying everything learned during the program
  • Review of workshop
  • Final Q&A

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 $3,225 . Class begins at 1:00 p.m. and ends at 5:00 p.m. EST.

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

Seminar Schedule
Feb 27-Mar 1, 2024 4 virtual sessions
Feb 27-Mar 1
1:00 PM - 5:00 PM ET
May 14-17, 2024 4 virtual sessions
May 14-17
1:00 PM - 5:00 PM ET

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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