Questionnaires for surveying clients. What resources allow us to conduct qualitative consumer surveys? Why do companies conduct customer surveys?

22.09.2019

Like other students of sociological faculties, students of the Institute of Psychology, Sociology and social relations MSPU regularly participates in sociological surveys. As a rule, they independently compose survey questions, which are then edited by their supervisors. Below are sample questionnaires, compiled by IPSSO teachers and students.

Example of questionnaire No. 1 on the topic “Attitude of modern youth to religion and morality”

Dear survey participant, we ask you to answer the questions below. Your answers will help in organizing the international conference "Psychology of Morality and Religion: 21st Century." The survey is anonymous and the data obtained will only be used in aggregate form. When answering each question, choose one answer option (unless otherwise indicated in the wording of the question).

1. Your gender:
- a) male;
- b) female.
2. Your age:
- a) under 17 years of age;
- b) 17–22 years old;
- c) 23–27 years old;
- d) over 27 years old.
3. Your education:
- a) incomplete secondary school;
- b) average;
- c) incomplete higher education;
- d) higher.
4. What religion do you profess?
a) Orthodoxy;
b) non-Orthodox Christianity (Catholicism, Protestantism);
c) Judaism;
d) Islam;
e) another (non-Abrahamic) religion;
c) I don't believe it.
5. To what extent do you consider yourself a religious person?

Mark one of 10 points on a scale where the numbers increase in order of increasing religious feeling:

I don't believe it 12 3 456789 10 I believe

6. Are there any religious traditions or customs (visiting a temple, performing rituals, reading religious literature, etc.)?
a) yes;
b) yes, such traditions exist, but we do not attach much importance to them;
c) no.
7. How often do you attend religious services?
a) never;
b) once a year or less;
c) once a month or once every six months;
d) once a week or more often.
8. Do you celebrate religious holidays?
a) yes, constantly, we have a calendar where all the holidays of our faith are marked;
b) yes, but only the most famous ones;
c) rarely, when it happens;
d) no, in our circle this is not accepted.
9. If you have ever taken part in religious rituals, why?
a) because it is necessary for the believer;
b) because it looks beautiful from the outside;
c) participated out of simple curiosity;
d) went out for company with friends (relatives);
e) I do not take part in such rituals.
10. When choosing clothes (jewelry), are you guided by the preferences of your religion?
a) yes, I always choose clothes that do not contradict religious norms;
b) usually yes, but if I really like the thing, then despite the discrepancy with the norms of my religion, I will buy it;
c) religious symbolism in clothes (jewelry) is just part of my style;
d) no, my appearance is not connected with religion.
11. Does religion influence your professional (educational) activities?
a) yes, I have chosen a profession (specialty) that does not contradict the ethical standards of my religion;
b) partly, this rather concerns relationships with employees (classmates). We selflessly help each other and congratulate each other on religious holidays;
c) no, religion does not have any impact on my work (study).
12. Does religion influence your behavior (lifestyle)?
a) yes, I always live according to the requirements of my religion and refuse everything that falls under a religious prohibition;
b) I try to comply with religious ethical standards (I try not to enter into conflicts with people, I don’t swear, I don’t intentionally deceive);
c) my lifestyle does not depend on religious beliefs. I decide for myself how to live.
13. What actions could you justify?

Please tick the answer options that are closest to you.

Actions	I justify	I'm at a loss answer	I don't make excuses
Acquiring money and property at the first opportunity
Frequent consumption of alcoholic beverages for pleasure
Adultery
Disdain for people who are unable to succeed in life
Refusing friendship with a person who is getting rich and does not want to share
A rude response to injustice
Suicide after a long streak of failures in life

14. Which of the 10 biblical commandments do you consider the most important to fulfill?

Please tick the answer options that are closest to you.

Commandments		I'm at a loss answer
Honor the One God
Don't make yourself an idol
Don't take God's name in vain
Work six days, and dedicate the seventh day to God
Honor your father and your mother
Don't kill
Don't commit adultery

Thou shalt not bear false witness against thy neighbor.
Thou shalt not covet thy neighbor's house

15. Do you trust the modern clergy?
a) yes;
b) no.
16. Are you capable of committing an act that is unacceptable from the standpoint of your religion, but is not condemned, and perhaps even approved by society?
a) definitely not;
b) why not? After all, there are many things now accepted in society that are not approved from a religious point of view;
c) my actions cannot be influenced by religion.
17. Indicate your attitude towards persons who act immorally, but only in those cases when deviation from morality does not show harm to others?
a) tolerant (with understanding);
b) indifferent;
c) sharply negative.
18. Why do some people disregard moral standards?
a) people sincerely do not realize their importance for society;
b) people are simply trying to assert themselves;
c) people are accustomed to not following the rules established by others;
d) people are confident that they will not be punished;
e) moral standards are too difficult to comply with;
e) other.
19. How do you think one can justify immoral actions?
a) young age;
b) the insignificance of moral or material damage caused to people;
c) acting in a state of extreme vital necessity;
d) ignorance of moral standards;
k) nothing;
e) other.
20. Do you agree with the statement that modern look Do life and the secular value system contribute to the spread of immoral acts?
a) yes;
b) no.
21. How do you think we can prevent the spread of immorality in society?
a) explaining the practical importance of observing moral standards;
b) toughening penalties for various offenses;
c) personal example;
d) propaganda of religious moral values;
d) other.
22. Should it be introduced in schools and universities academic discipline, which would introduce students to the main provisions of religious doctrines?
a) yes, it is necessary to introduce “Fundamentals of Religious Knowledge” as a compulsory subject, and it is desirable that the classes be taught by a clergyman;
b) it is possible to introduce only a purely introductory course like “History of Religions” or “Religious Studies”;
c) any such discipline can be taught only optionally, at the request of students;
d) we have a secular state, and any propaganda of religion should be taken out of educational institutions.

Thanks for your participation!

Example of questionnaire No. 2 on the topic “Attitude of Moscow youth to the ideas of feminism”

Hello! We invite you to take part in a sociological survey of young people. Please answer 20 questions. The questionnaire is anonymous, and the data obtained will be used for scientific and practical purposes.

1. Your gender:
- a) female;
- b) male.
2. Your age:
- a) 18–21 years old;
- b) 22–25 years old;
- c) 26–29 years old.
3. Your education:
- a) below average;
- b) average;
- c) secondary specialized;
- d) incomplete higher education;
- d) higher.
4. Yours marital status :
- a) not married;
- b) married;
- c) civil marriage.
5. Do you think feminism is:
- a) the struggle of discriminated women for equal social rights with men;
- b) the desire of women to dominate men;
- c) a political movement whose goal is to give women voting rights;
6. How do you feel about the ideas of feminism?
a) I fully approve;
b) I partially approve;
c) I categorically deny;
d) I am indifferent.
7. Has feminism survived to this day?
a) yes, of course;
b) yes, but it has changed a lot in recent years;
c) no.
8. Today in Russia there are a number of women's social movements. Do you think their actions demonstrate feminist ideas?
a) yes, because women in them defend women's rights;
b) possible, but it does not make sense in Russia;
c) no, since they do not have a specific ideology;
d) other (write what exactly);
d) I find it difficult to answer.
9. Are women's rights currently violated in Russia?
a) yes;
b) yes, in some matters;
c) no.
10. Equality between men and women is:
- a) equal social rights;
- b) equal rights and responsibilities;

η) something from the realm of fantasy;

d) other (write what exactly).
11. Can a man and a woman change social roles?
a) yes, of course: a man can perform the duties of a woman, and a woman – the duties of a man;
b) yes, they can, but not in all areas of activity;
c) yes, they can, but, as a rule, this does not lead to anything good;
d) no, this is unnatural.
12. If a woman occupies a “ruling” position in the family, then this:
- a) unacceptable;
- b) normal;
- c) permissible if she uses this position for the benefit of the family and without humiliating her husband;
- d) other (write what exactly).
13. Will you be repulsed by attempts by members of the opposite sex to dominate you?
a) yes, in any case;
b) no, at a moderate level this is acceptable;
c) no, I take it calmly.
14. How can girls' passion for feminism affect their interactions with young people?
a) not at all;
b) most of these girls will be single;
c) young people will receive an incentive to take everything in their relationships into their own hands;
d) young men will “sit on the neck” of such girls;
e) there will be constant quarrels over who is in charge in the relationship;
g) I find it difficult to answer.
15. What can lead young man to agree with the ideas of feminism?
a) fundamental support for the idea of social equality;
b) the influence of a social circle in which there are feminist girls;
c) the influence of gender stereotypes formed in the family;
d) love for a feminist girl;
k) influence of propaganda;
f) other (write what exactly);
g) I find it difficult to answer.
16. How easy is it for a young man to communicate with a girl who recognizes the ideas of feminism?
a) quite easy;
b) difficult;
c) simply impossible;
d) I find it difficult to answer.
17. What are the main problems that may arise when a young man communicates with a feminist girl?
a) conflict due to mutual desire for leadership;
b) mutual misunderstanding;
c) desire to communicate less with each other;
d) conflict due to the young man’s desire to “re-educate” his girlfriend;
e) ridicule and insults from a partner;
f) there should be no problems;
g) other (write what exactly);
h) I find it difficult to answer.
18. How does the image of a feminist girl make you feel?
a) attracts;
b) arouses curiosity;
c) causes laughter;
d) repels;
e) causes indifference;
f) other (write what exactly).
19. Would you communicate with a feminist girl?
a) yes, since I also adhere to the ideas of feminism;
b) yes, because for me ideological differences are not so important;
c) yes, but with great caution;
d) no, in no case;
d) I find it difficult to answer.
20. Are there any people you know who are prone to feminism?
a) yes, I communicate with such a person (people);
b) no;
c) I find it difficult to answer.

Thank you!

Example of questionnaire No. 3 on the topic “The problem of unemployment of young specialists”

Dear respondent!

We ask you to take part in a sociological study conducted to clarify the attitude of Moscow youth to the problem of unemployment of young professionals. You will be asked several questions. Select the answer option that best matches your opinion. We guarantee the anonymity and confidentiality of the information received.

1. Do you think unemployment is:
- a) a generally positive phenomenon in the country’s economy (an incentive to improve the skills and activity of the population);
- b) natural reality (costs market economy, without which she will not be able to work);
- c) negative phenomenon (cause social conflicts and increased crime).
2. What do you think is the unemployment rate in Moscow today?
a) tall;
b) normal (natural);
c) low.
3. What, in your opinion, are the main reasons for unemployment in Moscow?
a) reduction in industrial production;
b) influx of migrants from neighboring countries;
c) the emergence of completely new sectors of the economy for which it is difficult to find personnel;
d) other (write)___________________________.
4. What categories of people, in your opinion, are most susceptible to unemployment today?
a) young people;
b) middle-aged people (from 30 to 40 years old);
c) older people (from 40 to 55 years old);
d) pensioners;
e) other (specify)______________________________.
5. What are your plans after graduation?
a) I’ll go to work;
b) I will continue my studies at my university (master’s degree, postgraduate study);
c) I’m going to get a new education at another university;
d) I will go to serve in the army;
d) your own option_________________________________.
6. When applying for a job, you expect:
- a) assistance from relatives and friends;
- b) assistance from an educational institution;
- c) employment service;
- d) employment agencies;
- e) own abilities;
- f) a favorable combination of circumstances;
- g) other (specify)______________________________.
7. What reasons, in your opinion, may influence the refusal to employ a young specialist?
a) lack of practical experience;
b) the candidate’s personal qualities do not appeal to the employer;
c) unfavorable family situation;
d) lack of education;
e) lack of vacancies;
f) the administration’s bias against “green” employees;
g) other reasons_________________________________.
8. Would you like to undergo a “postgraduate” internship at a company with the possibility of further employment?
a) yes;
b) no;
c) I find it difficult to answer.
9. Have you ever tried to find a job?
a) yes;
b) no.
10. Do you have an urgent need to get a job?
a) yes;
b) no.
11. What is most important to you when choosing a place to work?
a) the level of salary offered;
b) the prestige of the company;
c) socio-psychological climate in the organization;
d) field of activity;
e) opportunity for self-expression;
f) opportunity for professional growth;
g) gaining practical experience;
h) flexible work schedule;
i) other__________________________________________.
12. Do you rate the activity entrepreneurial activity as an alternative for yourself if you are unable to find a job?
a) yes;
b) no;
c) I find it difficult to answer.
13. If you were organizing own business, what would you do?
14. What do you personally dislike about unemployment?
a) decrease in social status;
b) lack of money;
c) a narrow circle of friends;
d) inability to realize oneself;
e) financial dependence on parents;
e) nothing;
g) other__________________________________________.
15. What reasons do you think contribute to the unemployment of young professionals in Moscow?
a) excessive claims by young people themselves regarding their desired place of work;
b) lack of desire of employers to employ young specialists;
c) lack of attention of the local administration to issues of employment of Moscow youth;
d) the reluctance of young people themselves to work;
e) other______________________________________________.
16. In your opinion, is it easier to find a job in Moscow than in other cities?
a) yes;
b) no;
c) I find it difficult to answer.
17. The situation when a young specialist with higher education does not work, due to:
- a) inability to find a job;
- b) unwillingness to work;
- c) unsatisfactory working conditions.
18. Do you think it is possible to combat the problem of unemployment?
a) yes;
b) no;
c) I find it difficult to answer.
19. What do you think are the ways to combat unemployment?
a) creation of new jobs;
b) creation of labor exchanges and other types of employment services;
c) improving the qualifications of employees;
d) support for the development of small and medium-sized businesses;
e) redistribution of jobs in favor of the local population over visitors;
d) other__________________________________________.
20. Do you think that enterprises should prepare specialists for themselves in advance by concluding agreements with educational institutions on the employment of their graduates?
a) yes;
b) no;
c) I find it difficult to answer.
21. What kind of help would you like to receive from a specialist career consultant at the employment service?
a) find out which professions are in demand on the labor market;
b) undergo testing for the purpose of professional self-determination;
c) choose educational institution for subsequent admission;
d) find a job;
d) none;
f) other help______________________________.
22. Who do you think is to blame for the current situation with unemployment of young professionals?
a) state;
b) labor exchanges;
c) youth;
d) employers;
e) enterprises;
f) educational institutions;
23. Are there any unemployed people in your family today?
a) yes;
b) no.
24. In what form do you think the state could support job seekers young professionals? (Check several items);
a) organization of advanced training courses (or retraining);
b) distribution of university graduates to work in their specialty;
V) financial support when starting your own business;
d) creation of jobs;
e) development of youth labor exchanges;
f) creation of centers for socio-psychological adaptation of graduates;
g) other (write)_________________________________.
25. How do you feel about cases of refusal to hire women?
a) in my opinion, this is a far-fetched problem;
b) with understanding - there are professions intended only for men;
V) negative – gender discrimination is unacceptable. Please provide some information about yourself.
26. What is your age?
a) less than 20 years;
b) from 20 to 25 years;
c) from 25 to 30 years.
27. What is your gender?
a) male;
b) female.
28. What is your education?
a) general average;
b) initial professional;
c) secondary vocational;
d) higher;
e) unfinished higher education.

Thank you! Good luck in finding a job!

Example of questionnaire No. 4 on the topic “Causes of conflicts in a young family”

1. What is your gender?
a) male;
b) female.
2. What is your age?
a) up to 21 years of age;
b) 21–25 years old;
c) 26–30 legs;
d) 31–35 years old.
3. What is your education?
a) average;
b) secondary specialized;
c) incomplete higher education;
d) higher.
4. Is your marriage officially registered?
a) yes, our marriage is registered in the registry office;
b) no, we live in a “civil marriage”;
c) I am not in a marital relationship.
5. Please indicate the duration of your marriage:
- a) up to 1 year;
- b) 1–3 years;
- c) 4–6 years;
- d) 7–9 years;
- e) more than 9 years;
- f) I am not married.
6. Do you have children?
a) yes, one child;
b) yes, two children;
c) three or more children;
d) there are no children, but we are planning to have a child;
e) there are no children, and for now we do not plan to have them.
7. Are you satisfied with your family's income?
a) yes, completely;
b) rather yes;
c) not really;
d) no, I’m not completely satisfied.
8. Please indicate your living conditions:
- a) we have our own housing;
- b) we live with our parents (other relatives);
- c) we rent housing;
- d) took out a home loan;
- d) we live in a hostel.
9. How satisfied are you with your living conditions?
a) completely satisfied;
b) satisfied, but not entirely;
c) are not satisfied at all.
10. How do you assess the psychological situation in your family?
a) favorable;
b) satisfactory;
c) uncomfortable;
d) conflict.
11. Are you experiencing serious conflicts in your family?
a) yes, often;
b) yes, from time to time;
c) no.
12. What are the main causes of conflict in your family? You can select multiple answer options:
- a) housing problem, domestic unsettlement;
- b) lack of financial resources, not high level income;
- c) problems with employment;
- d) problems with placing children in (pre-)school institutions;
- e) problems in relationships with the parents of one or both spouses;
- e) bad habits(alcoholism, smoking, gambling addiction);
- g) lack of warmth in relationships, communication problems;
- h) adultery, jealousy;
- i) lack of common interests, differences in education;
- j) rudeness, violence on the part of the spouse;
- k) absence common views, beliefs (political, religious);
- m) the desire of the spouse to pursue a career;
- m) problems with giving birth and raising a child;
- o) repayment of debt (loan);
- n) there are no conflicts in our family;
- p) other (write what exactly)__________________________.
13. What, in your opinion, are the main problems of young families in our country? You can choose several answer options:
- a) housing problems;
- b) low salaries;
- c) unemployment;
- d) the need to combine work and study;
- e) lack of support from the state;
- f) problems in personal relationships between spouses;
- g) conflicts between parents and children;
- h) youth are unprepared to make responsible decisions;
- i) other (write what exactly)___________________________.
14. What most often leads to the creation of conflict situations in the family?
A) social problems(domestic disorder, lack of money);
b) psychological problems(lack of mutual understanding, difference in characters);
c) value differences (different beliefs and interests);
d) I find it difficult to answer.
15. Does the socio-economic situation in the country affect conflicts in your family?
a) yes, and very strongly;
b) yes, but not significantly;
c) no, does not affect;
d) I find it difficult to answer.
16. How seriously can different ethnic (or religious) affiliations of spouses affect family conflicts?
a) has a very strong influence;
b) influences, but only if there is no love between the spouses;
c) has virtually no effect;
d) I find it difficult to answer.
17. Is there a direct relationship between family conflicts and the level of education of the spouses?
a) yes, of course;
b) yes, but it rarely appears;
c) no;
d) I find it difficult to answer.
18. Who do you think should solve the problems of young families?
a) the spouses themselves;
b) spouses with the help of relatives and friends;
c) state;
d) other (write what exactly)___________________________
19. How do you feel about the state policy of supporting young families?
a) I think it is effective;
b) I consider it ineffective;
c) I find it difficult to answer.
20. Do you participate in any government programs support for young families?
a) no;
b) no, but we would like to;
c) yes, we participate in (specify which ones)______________________

Modern marketing involves close interaction with the client: communication, receiving feedback, studying needs. You communicate when you sell a product or provide a service. You receive feedback when a customer leaves a grateful review or complaint. You estimate needs when you analyze sales volumes for individual products or services over a period. However, sometimes you need to obtain specific information from clients on your initiative, answers to those questions that interest you. Then you remember about customer surveys and questionnaires.

IN general outline Everyone has an idea of what questionnaires are. We encounter them when, for example, we register with government agencies, receive discount cards in stores, at the request of a company, we evaluate the quality of its services, and answer humorous and serious surveys on the Internet.

Do you use surveys? Do you feel that this way of obtaining information from clients is too complicated for you? I assure you, this is only at first glance.

What is the usefulness of surveys in business?

Using the questionnaire you can:

collect information about customers (personal data, consumption patterns, preferences);
research customer satisfaction (whether they like your product or not);
study customer opinions about new products/services, changes in service, payment methods, etc.;
study customer needs.

The list goes on, including all those cases when you need to collect specific, identical data for all clients so that they can be summarized and analyzed later.

Features of the client questionnaire

The questionnaire allows you, first of all, to answer questions "What?" And "How many?". In order to find out "How?" And "Why?", there are more effective methods, for example, in-depth interviews. Of course, you can also insert questions like “Why did you turn to me for a service?”, but you need to analyze the results with caution, the answer is not always on the surface, and a person cannot quickly and clearly formulate it.

Ask “your people” only what is relevant to “your people.” Most likely, you only have contacts of your consumers at your disposal. It is difficult to independently survey people who do not know you and do not yet buy from you, and for this it is better to turn to professional researchers. By surveying your customers, you are not taking into account the opinions of everyone else in your target audience, which may not be as favorable to you. The result is a bias towards clearly loyal customers who are ready to answer your questions. Therefore, based on such surveys, it is impossible to draw conclusions about demand in general, the needs of all consumers, assessing the quality of your goods/services in comparison with competitors, and so on.

A questionnaire is a universal way of collecting information about a consumer, put into a specific form that allows information to be collected and processed (to make calculations). It is clear that you do not need a stack of questionnaires as an output, you need a database and conclusions. And in order to draw the right conclusions, you first need to create the questionnaire correctly.

1. Introduction- please take part in the survey.

Example: “We invite you to take part in a survey on the topic... Your opinion is very important to us. It will allow us to improve the quality of our work and better meet your needs.”

2. Screener- a block of questions that allows you to weed out unsuitable respondents if you are interviewing a specific target audience.

Example: “Have you purchased our products in the last 3 months?” If not - "Thank you, goodbye."

If you have several groups of consumers that differ in gender, age, field of activity, interests, be sure to include relevant questions in the screener so that you can then separate the data and analyze these segments separately.

3. Main content- questions grouped by meaning, from general to specific. The questionnaire should have an internal logic, not confuse the respondent and not force him to return to previous topics. Place the most necessary and important questions for you at the beginning, details at the end (a person may get tired and last questions do not answer).

4. Passport- block of personal data (full name, contacts, place of work and position, marital status, income level). Always ask permission to collect such data and do not insist if the client refuses.

Example request: “The next set of questions is very important for us. We would like to know our customers better. But if you are not ready to answer some questions, you can skip them.”

5. Gratitude. Always thank the client for their time. If the questionnaire is voluminous, a lot of time has been spent, a simple “thank you” may not be enough, offer a gift, a coupon for the next purchase, a bonus.

General requirements for questions

Questions should be clear and clearly understandable to all respondents. Avoid complex sentences, special terms. Re-read the question, if you can ask it simpler and more clearly, reformulate it.

The easiest way to understand what you can and cannot ask is by putting yourself in the respondent’s shoes. Do not ask questions that may cause a feeling of embarrassment, invasion of personal space, or require disclosure of commercial information.

Avoid asking too detailed questions that the respondent may not remember the answers to, for example, for consumer goods instead of a question “How many times have you purchased this item during the past year?” better to ask: “How often do you usually purchase this product?” (answer options: ponce a week and more often, once every 2-3 weeks and so on).

Don’t ask about something that doesn’t yet exist in nature: “How would you feel if this product was sold in such and such packaging?” Make changes first, give people a chance to try, then ask. Or at least demonstrate innovations.

Types of questions

By general rule, there are questions closed(with answer options) and open(when the answer must be indicated in any form).

Closed questions- This:

questions with answers like Not really;
questions with lists of answers from which you must choose one or more;
questions with answer options in the form of scales.

Examples of scales

General scale (suitable for different questions): yes/rather yes/rather no/no/difficult to answer;
Rating scale: o very good/good/rather bad/bad/difficult to answer;
Agreement scale: absolutely agree/rather agree/rather disagree/absolutely disagree/difficult to answer;
Satisfaction scale: a absolutely satisfied/rather satisfied/rather dissatisfied/absolutely not satisfied/difficult to answer.

Such questions can be formulated in series, for example: “Please rate your agreement with the following statements regarding this service.”. Next come statements, each of which is rated on a scale.

Each answer option during calculations is assigned a score of +1, +0.5, -0.5 and -1, option “I find it difficult to answer” equals zero. As a result, you can calculate an index from -1 to +1, which will reflect the general opinion of respondents. Such indices are convenient for measuring opinion different groups respondents or indicators of different surveys over time.

There are also interval scales, for example, to estimate age: up to 18 years old/18-25 years old/26-30 years old and so on. Note that extreme values are not repeated (if a person is 17 years old, he will choose option 1, if he is 18, he will choose option 2). When calculating, not points are used, but numbers indicating the middle of the interval, for example, in the interval "18-25 years old" - 21,5.

It is better to measure the regularity of actions in specific periods: once a week or more often/once every 2-3 weeks/once a month and so on. Avoid abstract options ( often, quite often, rarely), since they can be interpreted differently by respondents.

For questions like Not really and questions with scales there should be one answer. And for questions with a list of answers, you can select several or all of them. Be sure to indicate this after the wording of the question, for example: "Choose only one answer" or "Select all that apply".

GOU DOD MO "Center for the Development of Creativity of Children and Youth"

Department of monitoring and software and methodological support

Compiled by:

Methodist

Moscow - 2010

Annotation

The recommendations are devoted to questionnaires and the basic rules for compiling questionnaires. This development, which includes the generalized positive experience of previous researchers, is intended to help specialists involved in the system of additional education for children and is designed to facilitate the process of compiling questionnaires.

Methodist of the department of monitoring and software and methodological support.

Phone: (4

Explanatory note

An analysis of the work of specialists from the monitoring department and software and methodological support of the State Educational Establishment MO TsRTYu on the development of tools for monitoring research, as well as advisory requests from specialists from the Center and the Moscow Region UDOD on the issues of conducting questionnaires and the process of developing questionnaires necessitated the creation of these methodological recommendations. The purpose of which is to provide methodological assistance to system specialists additional education children when developing questionnaires and conducting the survey procedure.

An analysis of the works of various authors on sociology, psychology and marketing was carried out, as a result of which the main aspects of both the survey procedure itself and the process of compiling questionnaires in particular were highlighted. The compiler of these guidelines formulated the basic rules that should not be forgotten when compiling questionnaires. They are presented in this document as notes.

In any survey, the following factors must be considered and assessed before conducting it:

· the main question (or questions) to be answered is the purpose of the survey;

· costs that will have to be incurred to obtain results;

· technique and form of conducting the survey;

· duration of the study;

· reliability and accuracy of the information received;

· methods of processing received information;

· form of presentation of results.

In data methodological recommendations Methods that contribute to the practical implementation of the above factors are considered. They are aimed at qualitative improvement of methodological support for the development of monitoring research tools.

Questioning. Basic rules for writing questionnaires

You cannot start a conversation about the rules for compiling questionnaires without considering what a questionnaire is, what types of questionnaires and the main stages in conducting a questionnaire exist.

1. What is a survey?

QUESTIONNAIRE(English survey; German Befragung) - a method of obtaining primary information, consisting in drawing up questionnaires and conducting a survey; used in social sciences, in population censuses, in the study of public opinion.

QUESTIONNAIRE- one of the main varieties of the sociological survey method, in which communication between the researcher and the respondent, who is the source of the desired information, is mediated by a questionnaire.

Using the survey method, you can obtain a high level of mass research at the lowest cost. The peculiarity of this method can be called anonymity(the identity of the respondent is not recorded, only his answers are recorded). Questionnaires are carried out mainly in cases where it is necessary to find out people’s opinions on certain issues and cover large number people in a short time.

2. Types of surveys.

By number of respondents:

· Individual questionnaire (one respondent);

· Group survey (several respondents). Methodological and organizational type of group questioning - classroom survey, consisting of simultaneous filling out of questionnaires by a group of people gathered in one room in accordance with the rules of the sampling procedure;

· Mass survey (from hundreds to thousands of respondents).

By completeness of coverage:

Solid

Selective

By type of contact with the respondent:

In-person

Correspondence

Distribution of questionnaires by mail; Publication of questionnaires in the press; Publishing questionnaires on the Internet; Delivery and collection of questionnaires at the place of residence, work, etc.

3. Stages of conducting a survey.

Step 1. Identifying the purpose of the survey.

Step 2. Selection of target audience.

Step 3. Drawing up a questionnaire.

Step 4. Questionnaire testing.

Step 5. Conducting a survey and re-checking the questionnaire.

4. What is a QUESTIONNAIRE?

QUESTIONNAIRE- a methodological tool for obtaining primary sociological and socio-psychological information based on verbal communication - a survey tool. It is a set of questions, each of which is logically related to the central objective of the study, and possible options answers, from which the respondent must choose the most suitable ones, or offer his own based on their sample.

The questionnaire consists not only of a questionnaire and a “passport”, but also of a preamble and instructional section. The significance of the latter cannot be underestimated, since in the conditions of correspondence communication with the respondent, the preamble is the only means of motivating the respondent to fill out the questionnaire, forming his attitude towards the sincerity of the answers. In addition, the preamble states who is conducting the survey and why, and provides the necessary comments and instructions for the respondent’s work with the questionnaire.

Small-volume questionnaires require the respondent to move sequentially from one question to another. Large questionnaires can often have a branched structure: depending on the answer to special filter questions, the respondent can skip certain groups of questions.

Questionnaires make it possible to obtain information about large groups of people by interviewing some part of them that make up a representative sample. Of course, reliable results are obtained only if the survey questions are carefully designed and provided that the sample fairly accurately reflects the population as a whole.

5. Drawing up questionnaires.

Drawing up questionnaires- the process of translating the main research hypotheses into the language of questions is a complex and time-consuming procedure. The questionnaire must provide content that is truthful to the respondent and relevant to the problem. Drawing up a scientifically valuable questionnaire - as a rule, teamwork.

It is necessary to produce:

· setting goals;

· analyzing issues and putting forward hypotheses;

· formulation of questions and answer options;

· sample development;

· choice of survey method.

The questionnaire usually consists of:

· introductory part, containing an appeal to the respondent, explaining the purpose of the survey, instructions on the rules for filling out, and the recipient of the use of the received data;

· As a rule, the questionnaire begins with the so-called passport bags, where the respondent is asked to provide some information about himself (for example, gender, age, level of education, place of work, residence, marital status, number of children, etc.);

· then in the questionnaire they go main issues. There should not be many of them (for the entire survey no more ). They must be formulated accordingly (as discussed below).

In conclusion The questionnaire requires you to thank the respondent.

First stage in development- determination of the content of the questionnaire.

This can be a set of questions about the facts of the interviewee’s life (his knowledge, civil status, his actions in the past and present, etc.) or about his motives, assessments, relationships. If you also need to know the intensity of an opinion, then the corresponding rating scale is included in the wording of the question.

The second stage in developing the questionnaire- selection of the desired type of questions.

Questions could be:

1. According to the form:

Open- allow you to build a response according to the wishes of the respondent, both in content and form (they assume an arbitrary answer). In such questions there is no desire to impose a specific answer. In this case, the information is more complete (and this is their advantage), but processing and interpretation are difficult and ambiguous, which makes it difficult to compare the answers of different subjects. In addition, such questionnaires require more execution time.

In addition, they can be interpreted ambiguously. Therefore, they are used much less often when surveying.

Closed- provide ready-made answer options, usually allowing only “yes” or “no” answers. The respondent who has chosen the option that most closely matches the respondent’s opinion marks it in the list of questions with a tick. If the fixed number of answer options is two, the question is called dichotomous. Another type of fixed-choice question is response scale. For example, the question was asked: how often do you buy ham? Answer options:

· never

· occasionally

The undoubted advantage of closed questions is the uniformity of answers and the relative ease of data processing, but the disadvantage is a less accurate interpretation, an approximate answer option, and the absence of a required answer option.

Half-closed questions- contain, along with ready-made answer options, the opportunity to present your own answer option, in a formulation like: State your option if there is no answer option you need.

2. By function questions could be:

· main

· suggestive

· control

· clarifying, etc.

The type of question can affect the completeness and truthfulness of the answer.

Requirements for formulating questions:

· they must be understandable for the category of people being studied;

· laconic;

· eliminate ambiguity in understanding;

· do not irritate, do not humiliate;

· well and clearly printed.

The most typical mistakes when compiling questionnaires:

1) Hidden specificity of the answer;

2) Super detailed;

3) Ambiguity of questions;

4) Insufficient discriminatory power of questions.

The last stage in drawing up the questionnaire associated with determining the number and order of questions asked. The sequence of questions is different for different types questionnaire survey.

Notes:

1. We must resist the “greed syndrome” and not ask unnecessary questions that we can do without. At the same time, oversimplification of the problem and posing a limited number of questions makes it possible to interpret the results obtained in the desired direction.

2. The questionnaire should not be long and tedious (no more than 20-25 questions).

3. The quantity should be limited. open questions(where you need to enter your answer). The explanation is simple - everyone has little time, therefore, either the answer will be logical, but meaningless (for example: “Why did you choose this particular creative association?” - “I wanted to”), or there will be no answer at all.

4. The interviewee should simply read the questions and circle the appropriate answers. This will save time and get answers to most questions. When listing answer options, try to list all possible ones, but also avoid meaningless ones.

5. It is important to emphasize the need to comply with the rules of consistency of the questionnaire. This is necessary in order to use for scientific purposes information not only on individual questions, but also that which is revealed when understanding all questions as interacting structures, and all answers to them as interacting elements.

6. Immediately before starting the survey, conduct a short test of the completed questionnaire, preferably not on your colleagues. Ten completed questionnaires will be enough and you will be able to correct several obvious shortcomings in the questionnaire.

Literature used

1. Andreeva G. M., 1979. Lectures on the methodology of specific social research. - M.: MGUs.

2. Belyaevsky research. - M. 2001.

3. Large dictionary of sociology, project *****sword.

4. Golovin, practical psychologist.

5. Druzhinin psychology. St. Petersburg: Peter, 2002. p. 45.

6. Sociological dictionary of the Socium project, 2003.

Appendix 1

Questionnaire development scheme

PRELIMINARY REVIEW:

1. What information is required?

2. Who are the target respondents?

3. What method of collecting information will be used when interviewing respondents?

QUESTIONNAIRE DEVELOPMENT:

1. Determine the structure of the questionnaire.

2. Reduce the likelihood of errors when filling out questionnaires.

TECHNOLOGY FOR FORMULATING QUESTIONS:

1. Determine the type of questions: “open”, “semi-closed” or “closed”;

2. Offer clear formats for answering the question;

3. Determine what purpose each question serves;

4. Achieve the utmost precision in the formulation of the question;

5. The proposed set of answers should not even partially overlap;

6. Use the current language of the research environment;

7. Do not use words or expressions that show bias;

8. Avoid questions with double meanings;

9. Offer unambiguous answer options;

10. Questions must be realistic and answerable.

TESTING THE QUESTIONNAIRE:

1. Analyze the entire questionnaire and agree on the sequence of the survey.

2. Pre-testing of the questionnaire should be carried out in conditions and environments identical to the main survey.

3. Conduct preliminary briefing for interviewers.

Large dictionary of sociology (project *****sword. )

Researchers attribute the results to a variety of reasons. As you know, we forget a lot, but if we talk about a positive experience, it gets stuck in the memory and then comes up more easily. There is another psychological reason: a person seeks to avoid cognitive dissonance - and if he has once thought favorably about something, he is unlikely to easily switch to a negative attitude. “We praise what we like, and we like what we praise,” says one member research group Hilary Hendrix, MBA from Brigham Young University.

Experts acknowledge that nudges may be ethically questionable, but offer several arguments in their defense. First, few clients consider the desire for praise to be manipulative. “The request is perceived as sincere or even flattering,” they write. In addition, Bone adds, according to the observations of psychologists, it is pleasant for us to express gratitude and it can be assumed that the person who was asked to say something good will seem more prosperous to himself. According to the researchers, using this technique, companies should build good relationships with customers, and not just direct their opinions in the right direction.

"Make You Love"

Burke Powers led JetBlue's Voice of the Customer program from 2009 to 2011 (he is now head of customer analytics at PayPal). He recently spoke about his experience at JetBlue. Here are edited excerpts from his HBR interview.
– How did JetBlue notice that the tone of the questionnaire affects customers’ opinions about the quality of the service?
“When I came to JetBlue, the CEO of this company had just left, and it was important for us to restore trust. The idea of "nudge" was just starting to come into vogue, and we were thinking about how we could influence customers' actions and their opinions of us. In graduate school, I studied Kristen Detienne's work on questionnaires. Through trial and error, we found out that the right questionnaire helps to get praise from customers for the company, and not just complaints.
– Were you concerned that clients might feel like they were being forced to do this?
– We discussed this for a long time. Psychological techniques can force a person to change his attitude towards something, but if you do something wrong, you lose his trust. We must not forget that there is reality and there is its perception. You can “embellish the picture” for a while, but reality will inevitably emerge. If the service is generally not up to par, the trick will fail. Don’t think that it’s enough to change the wording in the questionnaire and the client will love you. First you need to achieve his love.
– If you focus on positive experiences, how will you learn about yours? weaknesses and what needs to be fixed?
“Even without a survey, it’s easy to understand where the process goes wrong. Conclusions must be drawn from the analysis of social networks and scientific analytics. And questionnaires are needed not so much to assess sentiment, but to let people know that they are being heard. They need to be given the opportunity to remember pleasant moments in their interactions with the company.

Detienne cautions against putting undue pressure on clients.

In Ontario, she says, Delta Air Lines employees handed out fliers to passengers with the slogan “Give us an A” on all points on the questionnaire. Reviews are especially important in medicine because they can influence the amount of federal funding. It is important that employees know that seeking praise by pressing a client is absolutely prohibited - they can be fired immediately for this.

The authors are concerned that managers may take their findings as advice on how to increase the customer satisfaction index - and, accordingly, their salary, which depends on this index. Experiments have shown that asking for praise increases the loyalty index by 15%, and the desire to make a purchase by a quarter. If managers rework the questionnaire so that there is only one positive in it, company management may interpret this as a real improvement, therefore, in order not to distort the real state of affairs, it is better to maintain the same survey procedure in the control group of clients.

Finally, scientists note that it is impossible to improve service based on positive feedback alone.

About the study: Mere Measurement Plus: How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior, Sterling Bone et al (Journal of Marketing Research, 2016)

http://hbr-russia.ru/marketing/prodazhi/a20291/

Demand is entirely consumer driven. But conducting a dialogue with customers is in most cases a very difficult and quite time-consuming task. However, there are many alternative options for this, one of which is a survey. In this article I would like to give an example of survey questionnaires that can be used to study consumer interest in a particular product or even a company.

What is it?

First of all, you need to understand what a questionnaire and, in fact, a questionnaire are. This is one of the most convenient and frequently used methods. The questionnaire itself is a set of questions, the answers to which can be given important information to the customer of the survey itself.

Main

Looking at the example of survey questionnaires, several useful conclusions can be drawn. So, it is very important to think about the size of the questionnaire itself. If you need to interview as many respondents as possible, there should not be many questions. This is necessary so that almost every buyer will not find it difficult to answer them, allocating only a few minutes. The questionnaire can also be quite massive and contain various questions, not only list ones, but also detailed ones. However, in this case, you need to focus on a smaller number of people who will agree to participate in the survey (most likely, in this option you will have to think about the place where a person can conveniently answer them). Also, before creating a questionnaire, you need to think through a research program that will clearly state the goals and objectives that the customer sets for himself, as well as put forward hypotheses that will be either confirmed or refuted in the end. It is also important to say that only professional sociologists should draw up a questionnaire and create a program; this is not as easy as it might seem at first glance.

Introduction

It is very important to know how to conduct a survey correctly. A sample survey questionnaire can be a great help for creating one. So, it must be said that the questionnaire should begin with an appeal to the client and a brief guide to action. First, you can write a few words about the fact that all answers are very important for the customer. Next, it is necessary to briefly instruct the respondent on how to correctly fill out the questionnaire. You need to indicate how many answers there can be to one question (often customers ask to get by with one answer to one question, choosing the most important thing, and sometimes they allow you to select several answers).

Start

What does an example of survey questionnaires look like? It has several subsections. The first of them is most often the so-called “anatomist”. That is brief information about the client. There they may ask you to indicate your full or partial full name, gender, address or place of residence, and telephone number. They also often ask about the type of employment, and sometimes about the amount of family income. However, it is worth saying that this is the least important part of the questionnaire. Information may be necessary solely to control the work of those who conduct the survey (there are often situations when surveys are conducted poorly or simply dishonestly, and the customer receives incorrect information about their products or the company’s work).

Main part

Looking at an example of survey questionnaires, you can see that questions of different nature are often used. So, they can be open, that is, those where a person writes everything with his own hand, without selecting the necessary points. Closed questions are a list of answers from which the consumer must choose one or more. There are also semi-closed questions, which consist of a list, as well as a line in which you can enter your answer if one is not found. As for the topic, it is in this part of the questionnaire that you need to find out all the most important things about the product or company you are talking about

End

Looking at the example of a customer survey questionnaire, you can see that the ending is also a very important part. After all, this is where the consumer is ready to express his opinion and give some recommendations to the customer. There must be similar points that will consist of open questions. Very often they become the main target of such questionnaires. At the same time, it is important to share wishes and suggestions. After all, these are somewhat different things. In the first option, the respondent can fantasize and imagine somewhat impossible things. And proposals are already specific actions that the customer can perform for the convenience of consumers in the very near future.

Final

Looking at examples of questionnaires for consumer surveys, you can see that almost all of them end words of gratitude. And we shouldn’t forget about this. After all, the person needs to be thanked for taking a few minutes of his time to help the customer and also expressing his opinion. New line, which may also appear at the end of the questionnaire, is a request to write your e-mail in order to receive timely information about new products or company work.