Market Research: An Introduction To Questionnaire Design

Ask better questions.

What you'll learn
How to best design a questionnaire for market research purposes.
How to effectively build a discussion guide.
How to write a clear recruiting screener.
How to be engaging and efficient in survey design.
Requirements
Beginner-level knowledge of market research
Description
The best research comes from well-written questionnaires. From survey research to focus groups, there are a variety of styles and substantive cues that can be used to create a questionnaire that's engaging and efficient.This class is all about how to design a questionnaire that's effective, smart and one that gets to the right points without being too long. It utilizes several real life examples and incorporates various elements of qualitative market research.The focal points of this class are SCREENERS, SURVEY DESIGN and DISCUSSION GUIDES.In the section on SCREENERS we look at how effective screeners are created, utilized and actioned upon,In SURVEY DESIGN we look at a variety of ways that questions can be designed to minimize bias and control for unwanted effects. In DISCUSSION GUIDES we peer into a real life discussion guide and look at how laddering can help add dimension to a topic while staying razor focused on reaching the objectives of a project. Students should take this class if they have an interest in market research. in building answers for your business and in figuring out smart ways to reach out to their potential customers.You do not need any formal background in market research to effectively take this course.

Overview

Section 1: Introduction

Lecture 1 Introduction

Section 2: Questionnaire Design - An Overview

Lecture 2 Questionnaire Design - An Overview

Lecture 3 Screeners

Lecture 4 Survey Design

Lecture 5 Discussion Guides

Lecture 6 How To Ask Questions

Professionals who are looking to optimize their market research skillset.