Quantitative Questionnaires

The design of a good quantitative questionnaire depends upon careful consideration of:

Quantitative questionnaires are similar to qualitative questionnaires but usually gather more information that can be numerically tabulated with significant statistical predictability. Questions should be based upon "common sense" and good communication practices. All questions should be directly related to providing useful information for decision-making. For example, a questionnaire could include:

Questions may be posed in writing, by fax, or over the phone, but generally phone interviews have a better response rate. If you use the phone, you will want the telemarketer to use a script, to be sure that each respondent is answering the same questions.

Construct questions that allow test respondents to easily understand and answer them. Questions should be ones that your targeted test respondents will most likely know the answers to and would be willing to provide information on. Avoid:


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Small companies often provide simple questionnaires to customers when they come into the store or purchase products and services. They may use the questionnaires to obtain a qualitative "pulse," or check, mainly to verify that nothing is going terribly wrong in their day-to-day operations. Or they may use the questionnaires to measure the effectiveness of local advertising media in generating store traffic. Customer database-building is another possible objective.

Over time, you may obtain results that are almost as good as quantitative test results, particularly if you ask simple "yes/no" questions (on customer satisfaction, for example).