How to Create the Perfect Questionnaire for Your Online Marketing Campaign

With the increasing use of online marketplaces like SurveyMonkey and OneOpinion, market research is growing more digital. Companies are moving towards online questionnaires because they are more convenient for users and can be more efficient for businesses.

However, creating the perfect questionnaire for your web market research can be difficult. If you want to ensure you get the information you need, without making the survey overly long, keep reading.

Why Should You Care About The Perfection Of Your Online Marketing Research?

If you are running a web marketing campaign, chances are you already know how important it is to get your questionnaire right. After all, a well-crafted survey can make or break your campaign. If your questionnaire isn’t up to snuff, it could result in wasted marketing dollars or worse, a frustrated consumer.

To give you a better idea of how crucial a good survey is, let’s take a quick look at how questionnaires have evolved over the past 50 years.

Questionnaires Evolved From In Depth Interviews

When the internet and online survey tools were first being explored, market research mostly took the form of in-depth interviews. An interview is one of the oldest forms of market research and can be defined as “a conversation between an interviewer and a respondent, usually in a face-to-face manner, regarding a specific topic”. In an interview, the interviewer will generally pose a set of questions to the respondent and then make a record of the answers (usually through notes or audio-recording).

These days, with the rise of big data, in-depth interviews are being replaced by smaller, more convenient surveys. However, even with the decreased human interaction involved in online surveys, the importance of the questions asked can’t be dismissed. A poorly-designed survey can still result in major flaws that can impact the results of your analysis.

Surveys Need To Be Fun For Respondents

Aside from getting the information you need, another key consideration when creating a survey is making sure that it is as fun as possible for the respondent. After all, you’re going to be giving this person some of your time – so you want to make sure it’s worth it.

When designing a survey, it is important to consider the way you want the respondent to respond. Some questions might benefit from a yes/no response, while others might require a bit more detail (e.g., What is your favorite food? Or, What is your dream car?).

By keeping things light and entertaining, you’ll gain more accurate and insightful responses from your respondents. Additionally, making surveys fun will encourage honest answers from the respondents. Wouldn’t you rather answer a survey about your dreams than feel like you’re being tested?

Make Sure To Include All The Necessary Questions

A good survey should always contain the necessary information to be complete. If you want to create a perfect survey for your web marketing campaign, make sure that you include all the questions you need to have answers to. If you don’t ask enough questions, you risk having incomplete or biased data, or worse, inaccurate or fraudulent data.

Aside from being convenient for the respondent, an advantage of online surveys is that some of them can be completed even when the respondent is outside of the office. This means that having a perfect questionnaire is less of a challenge because you can simply resample the respondents from your email list.

Make Sure To Test The Questions You’ve Tried Out

As you’re designing your survey, it’s important to test the questions you’ve used before in other surveys or questionnaires. If you’ve surveyed your audience before and have received good feedback, it’s worth considering using some of these questions again in a slightly modified form. For example, if you’ve found that “How old are you?” gives you reliable data, but “How would you rate your overall health?” gives you slightly biased results, you might want to try “How old do you feel?” instead.

How Long Does A Good Survey Typically Take?

The length of a good questionnaire depends on a lot of factors, but mainly on how in-depth you want to be and how many questions you have to ask. If you are looking for a general idea, you can use this handy checklist to help you evaluate the quality of your questions.

  • Are the questions clear?
  • Do they make sense in a country other than their country of residence?
  • Are the answers clear?
  • Do they make sense in a country other than their country of residence?
  • Are they relevant to your target audience?
  • Are the questions easily understood by your respondents?
  • Is there a clear end?
  • Are there any extraneous questions?

As you can see, most of these questions relate to maintaining the quality of your questionnaire – if you can answer yes to all of them, you are guaranteed to have a good questionnaire. Additionally, it’s worth noting that some questions might require an in-depth analysis while others might be easy to answer (e.g., What is your favorite food?).

Once you’ve got a good questionnaire, it’s important to test it out on a sample of your audience before using it in conjunction with your web marketing campaign. Even small changes can make a massive difference, so it’s worth taking the time to ensure that everything is perfect before launching into a large-scale survey.