Examples of interactive survey forms at an event. How to write a questionnaire correctly. What resources allow us to conduct high-quality consumer surveys?

Drawing up a questionnaire when conducting marketing research using the example of the company Magnitik LLC

The Magnitik LLC company is quite well-known in its service sector, and known like any other organization, it needs marketing research aimed at identifying overall customer satisfaction, customer satisfaction with the product, and identifying customer impressions of the purchase.

The study, the results of which will be presented below, was aimed specifically at identifying the overall satisfaction of customers, at identifying which factors cause a positive and which negative attitude towards this company. The study was carried out using a survey method, the form of which is a questionnaire. The research tool used is a questionnaire. The results of the study can be used to improve the efficiency of the company by eliminating those shortcomings that are revealed after the study.

To conduct the study, a questionnaire with the following content was developed and used:

Dear respondent!

We conduct research, the ultimate goal of which is to determine your overall satisfaction with our product. I would like to know your point of view on some issues within the framework of our research, since it is very important for us to know what you think about the work of Magnitik LLC. It will take no more than 5 minutes.

1. Your gender:

2. Your age:

a) under 18;

e) over 60.

3. Your occupation:

a) student;

b) worker/employee;

c) pensioner;

d) unemployed;

e) other (specify) ___________________________________.

4. From what sources did you learn about our company?

a) from the Internet;

b) on the advice of friends;

c) from other sources.

5. Have you placed an order with our company before?

6. Have you placed an order with companies like ours?

a) Flat magnets;

b) Magnets with a recording block;

c) Calendar magnets;

d) Magnet with thermometer;

e) Magnetic puzzles.

8. How would you rate the products of this company in comparison with similar offerings on the market?

a) much better;

b) better in some way;

c) approximately the same;

e) much worse;

f) I find it difficult to answer.

9. On a five-point scale, how would you rate our company’s service?

10. What do you think is the quality of our products?

a) high;

b) average;

c) low.

11. Are there any problems with the delivery time of our goods?

b) possible;

c) unlikely;

13. If not, why not?

____________________________________________________ .

14. Would you recommend our company's products to your friends and acquaintances?

b) possible;

c) unlikely;

15. What can our company do, in your opinion, to increase your level of satisfaction?

_____________________________________________________ .

“Thank you for participating in the survey!”

During the study, 100 respondents were interviewed. Of these, 50% are male, 50% are female.

35% are respondents aged from 35 to 44 years old, 29% - from 25 to 34 years old, 8% - from 18 to 24 years old, 28-45-60 years old.

89% of respondents are workers, 7% are students, and 4% have another occupation.

From the questionnaire, we learned that most of the clients surveyed are our regular customers, because... This is not the first time they order products - 84%.

22% of respondents ordered from companies like ours.

The majority of respondents learned about our company from the Internet - 79%, 12% of respondents contacted our company on the advice of friends, and 9% learned about us from other sources.

When asked which type of our product you like best, respondents answered as follows:

11% of respondents like a magnet with a thermometer, 14% prefer a magnet with a block, 16% prefer puzzle magnets, 20% prefer a magnet in the form of a photo frame, 22% prefer a regular flat magnet.

And as 12% of respondents who placed orders from companies like ours believe that our products are much better, or better in some way - 11%, the remaining 77% did not order from similar companies, so they find it difficult to answer.

To the question, “What do you think is the quality of our products?” The following responses were received:

81% - high, 16% - average and 3% - dissatisfied, and explain this by the fact that there are problems with the quality of product delivery.

78% of respondents believe that the service in our company is 5, i.e. excellent.

Unfortunately, out of 100% of respondents, as many as 29% gave a negative answer to the question about the supply of our products.

As for the further purchase of goods from us, 22% of respondents answered positively, 66% answered “possibly”, 12% answered negatively due to the lack of desire to purchase anything.

94% of respondents would recommend the products of this company to their friends and acquaintances, 6% would hardly recommend them.

And finally, to the last and most important question, “What can Magnitik LLC do, in your opinion, to increase your level of satisfaction?”, respondents gave the following recommendations: improve the quality of delivery, improve delivery times, they also recommended giving extended advertising.

Thus, based on the results of the study, we can conclude that customers are satisfied with the products of Magnitik LLC. The majority of respondents will continue to place orders with our company and will also recommend it to their friends. If we improve the quality and delivery time of our products and provide more extensive advertising, then perhaps our company will have more customers.

Having seriously delved into the sea of specialized sources on creating surveys, I decided to publish my knowledge in the form of a serious manual. But with each new block of information its volume began to resemble a full-fledged brochure. Therefore, I decided to divide it into the following three articles:

In the first one, I will explain the concept of a survey and also explain its importance in internet marketing and blogging. You will learn how it is done, what questions it may contain, I will explain in detail the essence of the questionnaire, and I will show you my procedure for conducting a questionnaire survey.
In the second post, I'll show you different ways to create a questionnaire on your website. To implement this task, I will use step-by-step instructions with original pictures.
in the third article you will see my method of creating a questionnaire survey using a special script from the LimeSurvey company. I will tell you in detail how you can implement the knowledge of the first article in various surveys on your resource.

What is a social survey

In simple terms, a social survey is a type of communication in which specific information is collected. Here the creator of the survey (interviewer) asks questions to his opponent (respondent), and then processes them to perform some tasks.

In scientific terms, the survey method is a psychological method of communicative interaction between the interviewer and the respondent, which allows you to get answers to the questions posed. In other words, we can say that conducting a survey is a kind of research that allows you to find out the needs of respondents. Basically, the following two survey methods are often used - laddering and questionnaires.

Ladder method

This type of social survey is actively used in various marketing research. Thanks to it, the cause-and-effect relationship between the properties of a product (service, brand), the benefits of use and consumer values is easily revealed.

The implementation of this method is as follows: the respondent is asked questions about various properties of the product (service, brand), consumption options, etc. Usually the conversation goes like this - the interviewer asks “why...?”, the opponent of the survey gives a specific answer. Depending on the answer, the following questions follow, and the opponent answers them. Roughly speaking, this is a conversation in which questions are often formed based on the answers of the respondents.

The advantage of this method is that there is live feedback - the respondent gives comprehensive answers, the interviewer can ask more precise questions to obtain complete data for the study.

The disadvantage of laddering is that respondents may, due to a lack of practical experience in using the object under study, invent answers. That is, they offer the interviewer little conscious or familiar reasons as answers.

What is a survey

This research method uses a specially created questionnaire with pre-prepared questions. In another way it is called a questionnaire. A questionnaire survey does not require live communication with the respondent—questionnaire questions can be answered remotely.

Therefore, this method of conducting a survey has a number of positive aspects:

a questionnaire survey using pre-prepared questionnaires can be carried out with a large number of respondents (massive research);
the survey can be carried out anonymously, without requiring the respondent to provide his/her details (allows for maximum coverage of all segments of the population).

The disadvantage of surveying is significant:

Without full-fledged live feedback, a large percentage of questionnaires are left unanswered.

How does a survey differ from a questionnaire?

In the first case, the interviewer can obtain complete answers for the study thanks to his clarifying questions. The respondent is actively involved in the conversation, the interviewer monitors the progress of the conversation and, if necessary, carefully changes the direction of his questions. The main thing here is to ask the first questions on the topic, and then specific leading questions will follow based on the respondent’s answers.

There cannot be such full-fledged contact during a survey. Therefore, the interviewer has to think through in advance the entire range of possible questions (and, accordingly, answers) that will allow him to obtain maximum results for the study. Therefore, the initial preparation is very important here - creating a questionnaire.

Using a Survey in Internet Marketing and Blogging

Using surveys in internet marketing

Social surveys have always accompanied those areas of human activity where there are goods and services. Therefore, it is not surprising that in Internet marketing this tool for obtaining answers is widely used in various fields. Here's an example of some:

consumer market research (checking the popularity of a trend, assessing purchasing power, etc.);
assessing the success of a specific product or service (satisfaction with a specific product, customer survey, etc.);
human resources research (assessment of current personnel, analysis of employee motivation, etc.);

The most commonly used method of conducting a survey is questionnaires. Typically, questionnaires are filled out either before receiving a product (service), or after the purchase.

Laddering is also used to conduct various marketing research. But in this case, full feedback from the buyer is required (often used in the form of an online consultation).

Using Polls in Blogging

The blogosphere mainly uses surveys - it is very difficult to conduct live communication on blogs. It is easier for a blogger to conduct his research by sending out a questionnaire to his subscribers. Of course, not every respondent will answer the survey questions. But this type of survey requires an order of magnitude lower costs than conducting research using laddering.

What topics do bloggers most often do their polls on? In my opinion, the most popular research topics are the following topics of blogger life:

assessment of the blogger’s activities, research of his ability to provide valuable content to readers;
researching the functionality of your blog, identifying design errors, receiving recommendations;
testing your information products, researching their consumer significance for your clients;

Questioning is carried out in various ways, which I will discuss in more detail in the following articles on this topic. You can see an example of one such questionnaire in the last part of this post.

In the future, all information on creating a survey on your website will be based on the second method, questionnaires.

Drawing up a questionnaire for conducting a survey

As I already said, in the questionnaire method the most important and difficult issue is the moment of creating the questionnaire. The interviewer needs not only to understand the research topic, but also to correctly compose the questionnaire. Below you will see a number of recommendations and my plan for conducting a questionnaire survey.

Rules for compiling a survey questionnaire

Formation of research objectives. Before creating a questionnaire, you need to think through the objectives of the survey. To do this, it is necessary to compose only such questions, the answers to which will evaluate the study.
Brevity is not only the sister of talent, but also the success of the survey. Formulate your questions briefly and succinctly - do not add clarifying phrases when everything is clear from the question itself. They will distract the respondent.
Logic of questions. Veiled and meaningless phrases will lead your opponent away from the real answer. This can confuse the questioner about cause and effect, which can negatively impact the results of the study.
Sequence of questions. Follow the order of the survey questions. If the sequence in the survey is incorrect, the interviewer will receive distorted information about the study. To prevent this, a simple technique is often used - they first show simple questions, and then increase their degree of complexity.
One question - one topic. It is better to ask the respondent only one answer per question. Then it will be considered the only important one. Otherwise, if there are several topics, the emphasis on the primary issue may go to someone else.
No clues. There should be no obvious clues in the survey questions. Otherwise, the research will not be natural - its answers will lead to distortion of the results. Only clarification of a complex issue is allowed.
Using open questions. Giving the respondent the opportunity to give his own answer, without choosing from those proposed, the research will be more accurate and complete (covers different aspects).

Scheme of conducting a questionnaire survey

Having thought through the research topic and compiled a list of necessary questions in your head or on paper, you can move on to the stage of creating a questionnaire. Here is my scheme by which I conduct my anchor surveys:

This plan is used for anonymous surveys only. If the survey requires recording the details of study participants, then another “Registration” item appears. It comes right after the “Welcome” item.

Also, to create a successful questionnaire, I am guided by the following recommendations:

The questionnaire must not contain spelling errors. Otherwise, respondents’ trust in the interviewer decreases, which may affect the quality of the research results.
For each question I give all possible answers. If necessary, I add a field for the respondent’s personal response.
Before publishing, I test the created survey. I usually read out loud everything that is written on the application form. I also answer the questions of the so-called aerobatics sheet:

Classification of questions in a survey

All questions used in the questionnaire can be classified:

by content

questions about the facts of consciousness (show the respondent’s opinion, his wishes and plans for the future);
questions about the facts of behavior (reveal the actions and actions of the respondent);
questions about the respondent’s personality (show his personal characteristics - gender, age, etc.).

according to form

closed questions. In the questionnaire, there are ready-made answers for them, from which the respondent chooses his option;
open questions. They do not influence the respondent's answer (no suggested answers). Thus, they allow him to express his point of view on the issue. Therefore, they are more informative and complete than closed ones.
half-closed questions. They contain both obvious answer options and the opportunity for the respondent to write their own option.
direct and indirect questions.

A few words about closed questions. They can be alternative (the respondent can choose only one answer option from those proposed) and non-alternative (several answer options). They are mainly used in simple questions where the choice is obvious (one or more). Otherwise, if a detailed answer is required from the respondent, open or semi-closed questions are proposed.

according to the way the question is presented

This type of question will be discussed with examples in the last part of this manual (3rd post about the script).

Common mistakes when creating a survey

Illogical questions (answers). This error is often found in questionnaires - the questions (or answers) contain semantic logical inconsistencies and contradictions. As a result, such questionnaires are difficult to analyze, and the research results will be unreliable. Here is an example of a half-closed question with an extra answer (the last one) that can confuse the respondent for some time:

Multiple survey topics available. In order not to distract the respondent from the questions, you should not cram two topics into one question at once. Otherwise, the results may lose their information content (distortion of information). Here is an example of a survey question with several topics for discussion:

Lack of equal choice. It happens that a survey question divides the respondent’s opinion into opposite halves. Not only does he not be able to choose the normal answer, but it also overtaxes his brain. Here is an example of such a question:

Presence of specific issues requiring special knowledge. I recently responded to a questionnaire from a popular information businessman on the Runet regarding his mailing list. Many of his questionnaire questions contained specific terms. I had to surf Yandex in search of deciphering tricky phrases.

Very difficult questions. Simplicity is the key to success in any business. The rule here is simple - the simpler the question, the more adequate the result will be. Here is an example of one question about instant coffee, after which the desire to answer may decrease:

An example of a questionnaire to evaluate your website

In conclusion, I offer you a small template version of a survey to evaluate your personal website. The questions in this questionnaire are simple, the answers contain a little humor. You can make your own version of the questionnaire using this template and get a lot of useful and relevant information about your site. Here is the link to this questionnaire:

This concludes the theoretical part about compiling surveys. In the next part, I will talk about how to create a questionnaire survey on your website in various ways.

Sincerely, Your Maxim Dovzhenko

When a crisis occurs, the market is filtered. Weak companies leave, strong ones remain.

A pre-assembled customer base is one of the tools that makes the company more resistant to changes in financial weather.

Because you already know by sight the clients who have already bought something from you or who were at least once interested in your products, and you can quickly and effectively restore contact with them.

Moreover, it doesn’t matter whether you have wholesale, services or a store - a customer profile and the formation of a database through it is necessary for everyone.

base formation: Why is this?

Just don’t immediately say that it is impossible for you to conduct customer surveys. At one time, we collected contacts and customer reviews even in a butcher shop.

Where people most often go after work, tired and with a great desire to quickly get home, and not do their writing, and for an ordinary counter.

You can collect contacts anywhere and anytime. And first of all, you must decide what information you will collect.

You need to think and decide which ones will be useful for you and will bring practical benefits, and which ones are just for show.

The questionnaire is just a stepping stone before your further actions in which you will use this information.

If we take the minimum marketing package as a basis: calls, mailings, birthday greetings. Then you must collect the following items:

Company name (B2B only);
Birthday;
Cellular telephone;
Email.

You take further points from your needs. For example, in a store you can also find out the birthdays of loved ones.

This is necessary in order to make special offers for your buyer. sentences with the text: “Your wife/friend/mother’s birthday is coming up.

You can buy a gift for them from us with a 30% discount.” By the way, we successfully practiced this in a flower salon.

In the B2B segment you will need to work a little harder, since the more information you collect, the better.

Examples of questionnaires in action

There is a big difference in collecting data on the sales floor and over the phone, I’ll tell you more now.

In the case of a telephone, you can say that you fill out the questionnaire yourself and most often weave in additional questions to identify the client’s needs during the conversation.

Based on the results of communication, the information is also entered not on a printed sheet of paper, but directly into the CRM system Bitrix24, Megaplan or SalesapCRM, in order to simplify further work with the data.

Therefore, this section will be most interesting for stores or companies where the client fills out the questionnaire himself.

In addition to the fact that you only need to collect useful information, you also need to know that the fewer fields there are in the questionnaire, the more willing they will be to fill it out.

Do not think that additional fields make the questionnaire look more solid. No, they only irritate the client. Therefore, the “colder” the client, the shorter the client profile should be.

Below you can see a survey questionnaire template (unformatted version). This is the most minimal version of a new client profile that you can create.

It’s not difficult to supplement it, but we first need to implement this fundamental part according to the rules and laws of marketing, and only then move on.

Example of a questionnaire

Name. We specifically emphasize that this questionnaire is only for special people.
This flatters the client and eliminates the reluctance to fill it out, because everyone wants to be classified as a VIP client.
Purpose of collection. Under the title you must write why you are collecting contacts.
In our example, it is no coincidence that “Closed sales” is at the beginning; this once again emphasizes the client’s status and shows his future benefit, that this is a questionnaire for receiving various bonuses.
FULL NAME. This item combines three components - first name, last name and patronymic.
You also don’t need to split it into several parts, because each answer is an additional field that visually makes the questionnaire more massive.
Birthday, phone number and e-mail. We help the client understand in what format to enter his data, so that he has a minimum of thoughts and a maximum of actions.

The printed form must contain consent to receive mailings and process data (below).

This is a very important point! Without it, don’t even launch the profile “to the people.” The fines are now huge, and people who take advantage of your omission are just waiting for it.

Therefore, we received a signature on the form and put it in a distant box (do not throw it away).

Important. The database needs to be constantly updated. People leave, lose their phones, change their email, and if you don’t track this, then you can make hasty conclusions about efficiency and generally work in vain.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Additional feature

Remember what I said about collecting birthday dates for friends and family? This is a very useful feature.

But I have an even more advanced mechanic for you, where the client leaves, instead of dates (after all, they are not so easy to remember), contact information of your potential clients who may be interested in your product.

The mechanics are very simple. You promise to give a gift to three people whom he indicates in the questionnaire.

To do this, you just need to write their names and contact numbers/emails. Moreover, you can also give him an additional gift for leaving these contact details. This will be the second motivation.

Another example of a questionnaire

And then attention. After receiving a completed form with the contacts of three friends, you need to contact them with the words: “Your friend Ivan Ivanovich has prepared a gift for you s_____, you can pick it up at the store s_____ at the address: s_____.”

The phrase is not literal, but just an idea to think about, that you need to refer to the recommender and do it as if he was great, and not just handed over your contacts.

5 motivations for filling out a questionnaire

It’s not enough to just do it and place the form near the cash register. It will just lie there and no one will fill it.

You also need to motivate people to fill it out. Moreover, you must come up with additional motivation even for those who have at least some contact with you, and not just buy from you.

To do this, I have prepared for you 5 of our most popular methods of collecting and forming a database.

Collection method

Proposal to inform customers about new products. This method is especially relevant in wholesale. Almost all wholesalers love to receive SMS about new arrivals of goods and, accordingly, to be among the first to purchase them, because they think that new items on their shelves are the key to a chest of money.
Questionnaire for receiving a bonus card. In Russia, people still love discounts and will willingly fill out a form if you offer a discount or bonus card in return. And there is one more little trick. You don’t have to give the cards right away, but take the completed form from the client and call him after 2-3 days and invite him to pick up the card. Thus, the client will appear at least 2 times, and even better, he will leave with a purchase.
A small gift in exchange for filling. Everything is simple here, the client fills out a form and receives a gift in exchange. The gift must be valuable (note, not expensive, but valuable). In each niche, valuable gifts can be different products, but as a rule, this is what you always need, but it’s a pity to buy it yourself.
Lottery. You are launching a win-win lottery, where to participate you just need to fill out a form (even those who haven’t purchased). The lottery can be instant and the person will immediately receive the prize, or you can schedule it for a specific day and time if the gift is significant and you are sure that people will come for it.
Competition for staff. An effective method if you launch it simultaneously with the lottery. The idea is simple - the seller/manager who brings the most completed questionnaires within a certain time will receive a reward. As a reward, trips to a camp site or trips to a beauty salon for women sell well.

In order for a potential client’s questionnaire to be filled out well and the database to be collected, there must be some kind of pretext.

And this excuse should be valuable to your customers. Don’t just put the forms next to the sales manager, but hang up the appropriate information signs.

Launch sweepstakes and staff competitions at the same time. Believe me, the client base is not something you should skimp on.

Important. You don't need a customer satisfaction survey right away. First, collect a database, and only then use it to conduct a quality survey of clients.

Your gifts from partners

Briefly about the main thing

Every day people are less willing to leave their data. I am proof of this myself. Therefore, do not expect 100% completion and collection in the “as it goes” format.

You need to approach this systematically and a little creatively, especially if you have a lot of competition.

But I assure you, when you gather a base of your clients and it helps you out at the right time, you will never underestimate this process again.

Just don't rejoice too early. Collecting the database is only half the battle. What is more important is not the quantity of questionnaires, but the quality.

And this indicator is measured by how positively your base reacts to promotions and offers.

This is not easy to achieve and will require other work from you. But no one said it would be easy.