Questionnaire survey is a widely used survey method in enterprises at present, that is, the survey organization designs various questionnaires according to the purpose of the survey, then determines the survey samples through sampling, completes the pre-designed survey items through the investigator's visit to the samples, and finally obtains the survey results through statistical analysis. Questionnaire survey is scientific, which is influenced by sample selection, statistical methods, quality of investigators and other factors. Perfect questionnaire design should be one of the prerequisites for doing a good job in market research. Before designing the questionnaire, we should have a certain understanding of the background and market situation of consumer goods, and understand the investigation process and the psychological state of the respondents. It is absolutely forbidden to build cars behind closed doors. (1) Questionnaire design principles 1. Clarity. It means that it is the most basic principle of questionnaire design to closely follow the survey theme and let the respondents understand the meaning of stationery during the travel process. Attention should be paid to the use of simple and clear sentences and easy-to-understand words, so that the interviewee can understand the intention of the investigator relatively easily, and then cooperate with them, and finally get more data of military immoral investigation. If you are at work, do you never care about things that have nothing to do with yourself? This makes it impossible for the interviewee to know his true intention at once, which may lead to misunderstanding or failure to reply. 2. logic. The design of the questionnaire should give people a coherent logic, and the questions have related logic, so that there will be no independent questions on the questionnaire, thus forming a relatively perfect small system. For example, 1. What brand of chewing gum did you buy recently? 2. What flavor of chewing gum do you like? Have you seen the advertisement of chewing gum? What is the most impressive picture in the advertisement? In these questions, the problem setting is closely linked, so that we can get more memorable information. On the other hand, if the questions are messy, random and lack of rigor, then enterprises that take market research as their business decision will lose confidence in the investigation. 3. Universality. In other words, the design of the questionnaire must be universal. This is the basic requirement of questionnaire design. It is necessary to avoid the mistake of the particularity of the ring, so that the answers to some questions are actually helpless for 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 Ear Card E. Visa Card F MasterCard E and F made "special" mistakes, which were not universal and did not benefit the investigation. 4. It is convenient for sorting out statistics and analysis. This is the focus of the survey, and the availability and persuasiveness of the survey results must be taken into account, which requires that the survey results can be accumulated and easily accumulated, and the survey questions can be clearly explained by data. Only in this way can market research achieve the expected purpose. (2) The method of questionnaire design is based on the needs of questions and the convenience of statistics. The common methods are as follows: 1. The veto method or the authenticity method. Its answer is yes or no, simple and clear, such as have you used cosmetics? A. Yes, B. No, the answer is qualitative analysis, which is more important. 2. Sequential arrangement method. List a few items and decide the more important sequence plan. What brands of washing machines do you know? A, Haier B, Little Swan C, Duckling St Gio, D Power; E others. Which two brands of washing machines do you prefer? A. First mentioned, B. Second mentioned. 3. Multiple selection methods. In order to fully express the requirements and wishes, some questions need to adopt the method of multiple-choice questions, that is, the statistical results of multiple-choice answers are obtained to get the differences in the importance of multiple answers. If you buy a mountain bike because: a, economic conditions permit, b, as a means of transportation, c, it is convenient to travel to the suburbs and exercise, d, others have it, you want to have it, follow the fashion, e, as a gift for friends and relatives, f, and other reasons. 4. Degree depth method. This questionnaire is generally answered with "very good", "good", "average", "poor" and "poor". Do you want to buy a washing machine? A: I really want to buy it. B. I want to buy C. Not necessarily, D. I don't want to buy, E. I really don't want to buy. For another example, what do you think of the price theory of drum washing machine? /A. It's very expensive. B.it's very expensive. C. not bad D.it's very cheap. Crossing the above two lists, we can see that the acceptability of products is highly related to the degree of price recognition. 5. Memory method. Using this method, we can understand consumers' impressions and memories of brand names. You can also understand the scope of consumers' understanding of the industry. For example, please tell me the brand of shampoo you know? Using this method, we can understand the differences of consumers' oral memory of brand names and compare the advertising effects before and after advertising activities. On-the-spot investigation-In addition to questionnaire survey, interview survey is also a widely used survey method at present, such as door-to-door visit and interception visit. Considering the long time of questionnaire collection, the consumer goods market tends to face-to-face interviews to obtain original first-hand information. In the face-to-face interview survey, there are many factors that affect the success of the survey, such as the quality of the investigator, the dress of the investigator, the tone of voice, the way of interview and so on. Therefore, in order to succeed, we must strengthen the quality of investigators themselves and strengthen interview skills. (1) Quality of Market Investigator A competent investigator should have the following qualities: ① Creativity and imagination; (2) make the interviewee have a strong interest in the problem and make the interviewee have the conversation skills to speak freely; (3) The key to the question is very clear, and it can make the respondent say what he wants to say; (4) Have the ability to discover and excavate the habits and hidden motives of the respondents; Therefore, the selected investigators are cheerful, flexible, loyal and willing to endure hardships, and must also receive training from the company, such as product knowledge training: introducing the investigation background, mastering product knowledge, explaining difficult problems in detail and giving special guidance; Conduct simulation training: interrogation investigation is one of the main contents. Through personal investigation, students can truly understand the ups and downs of investigation work, make psychological preparations for future work, accumulate experience and solve problems, and thus improve the quality of market investigators in practice. (2) The interview skills of market researchers are more used in face-to-face interviews than in home visits. Home visits are not accepted by most people in China, and many people even take a skeptical or exclusive attitude towards investigators, which makes home visits deadlocked. Market researchers play an important role in interviews and surveys. L, obtain preliminary cooperation. Investigators themselves must keep a brief appearance, a cordial tone and a sincere attitude, giving people a sense of politeness. At the same time, the language of questions should be appropriate, articulate, respectful and give people a cordial and easy-going feeling. If this is done, the interviewee can easily accept the interview survey and get the cooperation of the first part of the home visit. The author has been interviewed by washing powder and shampoo many times, such as "Hello, I am a student of XXX University, and I am working part-time during the holidays. We are conducting a research on washing powder (shampoo) for XX company, and you have been selected as one of the representatives. Can I have a moment of your time? 7 I hope you will cooperate. " For such a visit, the author has successfully accepted many visits in a very pleasant atmosphere. Sometimes I get a small bag of washing powder and shampoo as a free trial gift. Why not? In addition, for the first home visit, investigators must be prepared to be rejected. At this time, investigators should politely say' thank you for interrupting' and never leave, which plays a very important role in the public image of the entrusted enterprise. 2. Learn the art of expression when asking questions. Although investigators have been trained to understand the following rules: ask questions with the words in the questionnaire; Read each question clearly and read slowly; Ask each question in detail in an orderly manner; Repeat the question misunderstood by the respondent. But it is difficult to follow these rules in practical work. Because the quality of the investigators is uneven, their understanding angles are different, and the specific interview situations and environments are different, which leads to interview deviation and interview survey error, and deepens the credibility of the market survey results. Usually on many occasions, investigators can't ask questions in order according to the rules. At this point, the investigators should adjust the thinking of the interviewees to make them stick to the topic and return to the order of asking questions, but they must not suddenly interrupt and affect the mood of the interviewees. If you can be more tactful, we will discuss the question you just said later, and discuss it now ... "Adjust it to the order of asking questions so as not to miss the question. 3. Use appropriate questioning skills to make the market survey further. This kind of appropriate questioning skills can make the investigation more specific and detailed, and even get more information. There are two kinds of questioning: digging is questioning, and being clear is questioning. Digging is an example of asking questions: What do you like about this brand of underwear? The first answer: I like good quality. Follow-up: What else do you like? Dad replied: comfortable, blue and harmonious. Follow-up: Do you still like it? The third answer: no explicit example: What do you like about this brand of underwear? The first answer: not bad. Follow-up: What exactly do you mean by "good"? The second answer: comfortable and warm. Follow-up: What do you mean by comfort and warmth? The third answer: soft texture, equivalent to a warm coat or a sweater. By mining yes-no questions, respondents' preferences can be expanded, and more exact and specific answers can be obtained by explicit questions. Both of these issues are helpful for further market research. 4. How to end the visit? This is also an important intention of home visits. You should be polite at the end of the visit and avoid leaving in a hurry. If you use "Thank you for your cooperation, goodbye? "The terms are as follows. If the interviewee asks about the purpose of this trip, he should try his best to explain it clearly and leave a good impression on the interviewee. We should thank them for their time and good cooperation, and we may also prepare for our next visit. This is very necessary. In real life, the original data of market research are usually obtained through questionnaires or face-to-face surveys of consumers' individuals and families, which highlights the meat quality of this family. Different market research focuses on different things.