Market survey is an indispensable link in market operation, and questionnaire survey is the most effective and commonly used method in market regulation. In the questionnaire survey, questionnaire design is a very important link, which even determines the success of market regulation. This paper briefly analyzes several details in the design from the perspective of questionnaire design. } hey? Hey?

Market research is also an important part of the preliminary work of project planning. Only under the premise of sufficient market research can marketing planning and market operation be followed, and only in this way can we succeed. CD? Hey? j

There are many forms and methods of market survey, which often change according to different market environments and the characteristics of enterprises themselves in the process of operation, but questionnaire survey, as one of the most important and effective methods, has always been regarded as a magic weapon for winning by people in the industry. According to the survey industry and survey direction, the design of the questionnaire is different in form and content, but no matter what kind of questionnaire, the following points must be paid attention to in the design process:

1. Define the purpose and content of the survey, and design the questionnaire based on it.

In questionnaire design, the most important thing is to clarify the purpose and content of the survey, which is both the premise and the basis of questionnaire design. Why do you want to do an investigation? What do you need to know in the investigation? The overall purpose of market research is to provide reference for decision-making departments. The purpose may be to formulate a long-term strategic plan, or it may be to formulate specific policies or strategies at a certain stage or for a certain problem. In either case, we must have a clear understanding of the purpose of the survey when designing the questionnaire, and make specific refinement and textualization in the survey plan as a guide for questionnaire design. The content of the survey can be any question involving people's views, ideas, habits, behaviors and attitudes, and it can be an abstract concept, such as people's ideals, beliefs, values and outlook on life. It can also be a specific habit or behavior, such as people's habit of contacting the media; Preference for commodity brands; Shopping habits and behaviors, etc. However, it should be avoided that there are questions that are difficult for respondents to answer, or that require long-term memory and lead to ambiguity. Specifically, the survey content needs to include the grouping of the transferred people, consumer demand (mainly products, prices, promotions), distribution and competitors (advantages and disadvantages of competitors and appeal strategies).

2. Obviously, for the crowd, the language wording of the questionnaire design is properly chosen.

The topic design of the questionnaire must be targeted. For people of different levels, the topic should be targeted. We must fully consider the cultural level, age level and the possibility of coordination and cooperation of the transferred people. In addition to the difficulty of the topic and the choice of the nature of the topic, we should also consider the above factors. We should also pay attention to this point in language wording, because when facing different transferred personnel, the wording should be adjusted accordingly because of their differences in comprehensive quality and level. For example, in the face of the survey made by housewives, the language must be as popular as possible, while for urban white-collar workers with high cultural level, the choice of topics and languages can be improved to a certain extent. Only by comprehensively considering these details can the investigation proceed smoothly.

3. When designing the questionnaire, we should consider whether the data statistics and analysis are easy to operate.

Nowadays, people who do market research can generally consider the purpose and content of market research, and can also comprehensively consider various factors in topic selection and language words, but one problem that is often overlooked is the statistics and analysis of data. Because the work of these two links is basically separate, it is easy to deviate from integration and convergence. In order to carry out the investigation better, we should not only carry out strict and standardized operation under the guidance of correct and clear purpose, but also fully consider the subsequent data statistics and analysis when designing the questionnaire. Specifically, the design of the topic must be easy to enter and can be used for specific data analysis. Even subjective questions should be highly summarized when standardizing the text, so that the whole link can be better connected.

4. It is best to have a description at the beginning of the volume (title, purpose, applicant's benefit, organizer). If personal information is involved, there should be a description of privacy protection. Qr Kuifan Clock

Questionnaire survey is an activity for the vast number of transferred people. Because the purpose and content of the survey are different, the target groups are also different. Due to the enthusiasm of the transferee, market transfer is often difficult to operate, which is also the reason why many market transfers often engage in kickbacks such as gifts. However, as the planner of the operation market survey, we should fully respect the respondents from this point of view, so the design of the questionnaire should be standardized as far as possible, and at the same time, the respondents should have the right to know and explain the purpose and content of the survey. Specifically, there should be a respectful name, the beneficiary's situation, the organizer and words of thanks. At the same time, if personal information is involved in the questionnaire, there should be a privacy statement. Only by respecting the transferred people can we arouse their enthusiasm for cooperation.

5. Rationalization, logicalization and standardization of questions.

The form and content of questions are very important, but the number of questions is also the key factor to ensure the success of the questionnaire survey. Due to the relationship between time and cooperation, people are often reluctant to accept a complicated and lengthy questionnaire. Even if they accept it gracefully, it is impossible to complete it seriously, so that the authenticity of the answers to the questionnaire cannot be guaranteed. At the same time, when designing problems, we should pay attention to logical problems and avoid contradictions. Moreover, we should try our best to avoid hypothetical questions and ensure the authenticity of the investigation. In order to make it easier for the transferred personnel to answer questions, you can frame the questions of related categories, so that the transferred personnel can see at a glance and naturally cooperate happily when filling in. In addition, we should avoid subjective topics or replace them with objective topics, and put them at the end when necessary, so that the transferred personnel who have time and can cooperate can make certain written explanations. Hey? Yo yo.

Finally, even a very successful questionnaire, once formulated, is not successful and must be tested by practice. Therefore, when the preliminary design of the questionnaire is completed, a similar environment should be set up, and the results should be fed back and revised in time. Only in this way can we achieve the ultimate goal of market adjustment, that is, to take accurate data and analysis as valuable reference for strategy.