How to be a good questionnaire surveyor

Questionnaire survey is a survey method widely used in enterprises at present, that is, the survey agency designs various questionnaires according to the purpose of the survey. Then the survey sample is determined by sampling, and the survey is completed through the interviewer's interview with the sample. Pre-designed survey items, and finally, a way to derive survey results from statistical analysis. Questionnaire survey has a strong scientific nature. In addition to being affected by factors such as sample selection, statistical methods, and the investigator's own quality, the perfect design of the questionnaire should be one of the prerequisites for good market research. Before designing the questionnaire, you should have a certain understanding of the consumer product background, market conditions, etc. you want to know, and be aware of the survey process and the psychological state of the respondents. It is absolutely forbidden to do anything behind closed doors. (1) Principles of questionnaire design 1. Clarity. It means that the subject of the survey must be closely followed so that the respondents can visit and understand the meaning of the stationery. This is the most basic principle of questionnaire design. It should be noted: use simple and clear sentences and use easy-to-understand words, so that the interviewee can relatively easily understand the investigator's intention, cooperate with it, and finally obtain more ethical investigation data. Do you never care about things that have nothing to do with you at work? This makes it impossible for the interviewee to clarify his true intention at once, and may misunderstand or fail to respond. 2. Logic. The design of a questionnaire should give people a coherent logic from top to bottom, and there should be relevant logic between questions. No independent questions should appear on the questionnaire, so that the questionnaire forms a relatively complete small system. For example, 1. What brand of chewing gum have you bought recently? 2. What flavor of chewing gum do you like? 3. Have you ever seen a chewing gum advertisement? What is the most impressive scene in the advertisement? Among these questions, the question settings are closely connected, so that more complete information can be obtained. On the contrary, if the questions are messy, arbitrary and lack rigor, then companies that use market research as a business decision-making will lose confidence in the survey. 3. Universality. That is, the design of the questionnaire must be universal. , which is a basic requirement for questionnaire design. Ring specificity errors should be avoided, resulting in answers to questions that actually do not contribute to the investigation. For example, what kind of credit card do you have? Answer: a. Great Wall Card, b. Dragon Card, c, Peony Card, d, Golden Harvest Card, e Visa Card, f MasterCard, and e and f have already committed the "particularity" error. It is not universal. The investigation is of no benefit. 4. Facilitate the collection of statistics and analysis. This is the key point of the investigation. The ease of obtaining the investigation results and the persuasiveness of the investigation results must be taken into account. This requires that the investigation results can be accumulated and easily accumulated, and can be passed. The data clearly explains the survey questions. Only in this way can the market survey achieve the expected purpose. (2) The questionnaire design method is based on the needs of the questions and statistical convenience. The common ones are as follows: 1. The rejection method or the authenticity method. The answer is yes or no, simple and clear, such as have you used cosmetics? a. Yes, b. No, the answer is a qualitative analysis, the larger the proportion, the greater the impact on people. 2. Sequential arrangement method. List several items and determine the more important one. For example, ① What brands of washing machines do you know? a. Haier b. Little Swan, c. Little Duck Sangio, d. Power,; e Others. ② Which two brands of washing machines do you prefer? a. The first time, b. The second time. 3. In order to fully express your requirements and wishes, some questions are still needed. It is necessary to use a multiple-choice method, which is to conduct statistical results of multiple-choice answers to get the difference in importance of multiple answers. For example, you buy a mountain bike because: a. Economic conditions permit, b. It is used as a transportation tool, c. It is convenient. Traveling to the countryside, exercising, d. Others have it, you want it too, e. Giving it as a gift to friends or relatives, f. Other reasons. The general term for this questionnaire is: "Very good". , "Better", "Average", "Poor". For example, do you want to buy a washing machine? a. I really want to buy it. c. Not sure, d. , don’t want to buy, e. really don’t want to buy. For another example, what do you think of the price of the front-loading washing machine? /a. Very expensive, b. Expensive, c. OK, d. Cheap. The product can be expressed by crossing the above two question lists. There is a very high correlation between the acceptability and price recognition. 5. Recall method This method can be used to understand consumers’ impression and memory of the brand name; it can also understand consumers’ knowledge of the industry. Scope. For example, please name the brand of shampoo you know. Using this method, you can understand the difference in consumers' oral recall of the brand name to compare the advertising effect before and after the advertising campaign. Field survey-interview survey. Methods In addition to questionnaire surveys, interview surveys are also currently widely used survey methods, such as household interviews, intercept interviews, etc. Considering the long response time of questionnaires, the consumer goods market tends to use face-to-face interviews to obtain the original first survey. First-hand information. In a face-to-face interview investigation, there are many factors that affect the success of the investigation, such as the investigator's own quality, the investigator's clothing, tone, interview methods, etc. Therefore, in order to be successful, the investigator himself must be strengthened. improve the interviewing skills of investigators.

(1) Qualities of market investigators and the cultivation of a competent investigator should have the following qualities: ① Be creative and imaginative; ② Make the interviewee interested in the question and give the interviewee the opportunity to speak freely Conversation skills; ③ Be very clear about the crux of the problem and be able to make the interviewee say what he wants to say; ④ Have the ability to discover and explore the habits and hidden motives of the interviewee; Have the experience and experience necessary for investigation Skills Therefore, in addition to being cheerful, flexible, loyal and reliable, and willing to endure hardships, the investigators selected must also receive training from the company, such as product knowledge training: introducing the investigation background, mastering product knowledge, and answering difficult questions. Provide detailed explanations and special guidance; conduct simulation training: trial investigation is one of the main contents. Through personal investigation, trainees can truly experience the ups and downs of investigation work, prepare themselves psychologically for future work, and accumulate experience and ability to solve problems, thereby improving the quality of market investigators in practice. (2) Interview skills of market researchers Face-to-face interviews are more commonly used than door-to-door interviews. Household visits are still not accepted by most people in our country, and many people even adopt a skeptical or rejecting attitude towards the investigators, which brings the house visits to a deadlock. In interview surveys, market researchers play an important role. 1. Obtain preliminary cooperation. The investigators themselves must maintain their appearance, have a kind tone, and a sincere attitude, giving people the impression of being polite. At the same time, they must use appropriate language in questioning, be articulate, respect others, and give people the impression of being cordial and easy-going. To achieve this With just one step, the interviewee can more easily accept the interview survey and obtain the cooperation of the first department of household interview. The author has been surveyed many times on household visits to washing powder and shampoo. For example, "Hello, I am a student at XXX University. I am working during the holidays and we are conducting research on washing powder (shampoo) for XX company. , and you have been selected as one of the representatives, can I take up some of your time? 7 I hope you will cooperate.” For such interviews, the author has successfully accepted many interviews in a very pleasant atmosphere. Sometimes I even get small bags of washing powder and shampoo as free trial gifts. Why not? In addition, for the first household visit, the investigators must be mentally prepared to be rejected. At this time, the investigators should politely say: 'Thank you, excuse me. The public image of the entrusting company plays a very important role. 2. Learn the art of expression when asking questions. Although the interviewers have been trained to understand the following rules: use the words in the questionnaire; read it clearly and slowly. Ask each question in order and in detail; repeat the questions that the interviewee misunderstood. However, it is difficult to follow these rules in actual work due to the uneven quality of the investigators and their different understandings. The interview situation and environment are different, resulting in interview bias, resulting in interview survey errors, which makes the market survey results more unreliable. Usually, on many occasions, the investigator cannot ask questions in the order of the rules. At this time, the investigator should adjust the interviewee. Keep the interviewer's thoughts close to the topic and return to the order of asking questions, but do not interrupt abruptly and affect the interviewee's mood. For example, you can politely say that we will discuss the question you just mentioned later. , now discuss..." Adjust to the questions asked in order to avoid missing questions. 3. Use appropriate questioning techniques to deepen market research. This appropriate questioning technique can enable the investigation to obtain more specific, detailed, and even more information. Questioning can be divided into two types: digging is asking and clarifying is asking. For example, digging is an example of questioning: What do you like about this brand of underwear? First answer: I like good texture. Follow-up question: What else do you like? Dadi’s answer: Wear comfortable and harmonious clothes. Follow-up question: Is there anything else you like? Third answer: No more. Example of explicit questioning: What do you like about this brand of underwear? First answer: Yes. Follow-up question: What exactly do you mean by “not bad”? Second answer: Wear comfortable and warm clothes. Follow-up question: What do comfort and warmth mean? Third answer: The texture is soft, equivalent to a thermal coat or a woolen sweater. Through digging and questioning, you can expand the interviewee's preferences, and through explicit questioning, you can get more accurate and specific answers. Both of these questions help market research go one step further. 4. How to end the visit. This is also a very important intention when visiting a home. End the visit in a polite manner and avoid leaving in a hurry. For example, use phrases such as "Thank you for your cooperation, goodbye?" If the interviewee asks about the purpose of the visit, we should do our best to explain it clearly and leave a good impression on the interviewee. We should express our gratitude for their time and good cooperation, and we may also do something for the next visit. Be prepared. This is very necessary. In actual life, the original data of market research is usually obtained through questionnaire surveys, or direct interviews with individual consumers or face-to-face surveys of their families. The focus of different market surveys is different.