1. clarify the purpose of the questionnaire

The first step in designing a consumer survey questionnaire is to clarify the purpose of the questionnaire, that is, what kind of information to understand through the questionnaire, why to understand this information, and how to use this information. The purpose of the questionnaire determines the content and scope of the questionnaire, and is also the criterion for evaluating the validity of the questionnaire. Therefore, before designing the questionnaire, the research questions must be fully analyzed and defined to ensure that the purpose of the questionnaire is clear, specific, operable and measurable.

For example, Champ Consulting once designed a consumer survey questionnaire for an automobile manufacturer to understand consumers' cognition, attitude and behavior towards the brand's cars, as well as the factors that affect consumers' purchase decisions. The purpose of the questionnaire is to provide the basis for the market positioning, product development, marketing strategy and competitive advantage of the brand car. Therefore, the content of the questionnaire covers the basic information of consumers, car usage, car brand awareness, car brand image, car purchase intention, car purchase decision-making process, car purchase satisfaction and so on.

2. choose the right content and question type

The second step in designing the consumer survey questionnaire is to choose the appropriate content and question type, that is, according to the purpose of the questionnaire, choose the content and question type that can effectively reflect the consumer information. The content and question type of the questionnaire determine the reliability and applicability of the questionnaire, and are also important factors affecting consumer participation and the quality of answers. Therefore, when designing the questionnaire, we must follow the following principles:

The content should be relevant: the content of the questionnaire should be closely related to the purpose of the questionnaire, and avoid including irrelevant or repetitive content, so as not to waste consumers' time and energy and reduce the efficiency and accuracy of the questionnaire.

The content should be complete: the content of the questionnaire should be able to fully cover the purpose of the questionnaire, do not miss or ignore important content, so as not to lead to the deviation and distortion of the questionnaire.

The content should be balanced: the content of the questionnaire should be able to balance different aspects of information, do not overemphasize or ignore some aspects of information, so as not to cause the questionnaire bias and imbalance.

The question type should be appropriate: the question type of the questionnaire should be selected according to the nature and purpose of the content. Different question types have different advantages and disadvantages and applicable occasions, and should be used flexibly according to the actual situation. In general, the commonly used questions are the following:

Single-choice question: Consumers are required to choose one of several options that best suits their own situation. It is suitable for understanding consumers' basic information, preferences, wishes and other information. The advantage is that it is simple and clear, easy to count and analyze, but the disadvantage is It does not reflect the diversity and complexity of consumers.

Multiple choice questions: Consumers are required to choose multiple options from several options that meet their own conditions. It is suitable for understanding consumers' multiple attributes, needs, behaviors and other information. The advantage is that it can reflect the diversity and complexity of consumers. The disadvantage is that it is difficult to count and analyze, and it is easy to cause redundancy and confusion of options.

Scale questions: Consumers are required to evaluate or rank an object or problem according to certain standards or degrees. It is suitable for understanding consumer attitudes, feelings, satisfaction and other aspects of information. The advantage is that it can reflect the nuances of consumers. And relative position, the disadvantage is that it is easily influenced by the subjective influence of consumers and the design of the scale.

Open question: Consumers are required to describe or explain an object or problem in their own language. It is suitable for understanding consumers' opinions, reasons, suggestions and other information. The advantage is that it can reflect consumers' real thoughts and personality characteristics. The disadvantage is that it is difficult to control and standardize, and it is difficult to count and analyze.

For example, Champ Consulting designed a consumer survey questionnaire for a restaurant chain brand to understand consumers' satisfaction and loyalty to the brand, as well as the factors that affect consumers' repeated consumption. The contents and questions of the questionnaire are as follows:

Basic information: including the consumer's gender, age, occupation, income, etc., in the form of a single topic, in order to facilitate the classification and stratification of consumers.

Consumption situation: including consumers' consumption frequency, consumption amount, consumption time, consumption mode, etc., in the form of single-choice or multiple-choice questions, so as to understand consumers' consumption habits and characteristics.

Satisfaction: Including the overall satisfaction of consumers with the brand, as well as the satisfaction with the brand's products, services, environment, prices and other aspects, in the form of scale questions, in order to understand the satisfaction of consumers and the direction of improvement.

Loyalty: Including the consumer's loyalty to the brand, as well as the willingness to recommend the brand, the willingness to switch, the willingness to complain, etc., in the form of scale questions, in order to understand the consumer's loyalty and value.

Influencing factors: including the main motivations and obstacles of consumers' repeated consumption, as well as the expectations and suggestions for the brand, in the form of multiple choice questions or open questions, so as to understand the needs and opinions of consumers.

3. design reasonable structure and format

The third step in designing the consumer survey questionnaire is to design a reasonable structure and format, that is, to design the order, grouping, title, number, instructions, space, etc. of the questionnaire according to the content and question type of the questionnaire, so as to ensure the logic, clarity and aesthetics of the questionnaire. The structure and format of the questionnaire determine the legibility and ease of filling, and are also important factors affecting consumer participation and response effectiveness. Therefore, when designing the questionnaire, we must follow the following principles:

The order should be reasonable: the order of the questionnaire should conform to the thinking habits and answer order of consumers, generally from simple to complex, from surface to in-depth, from objective to subjective, from general to special, from irrelevant to relevant, from positive to negative, from no pressure to pressure, so as to guide consumers to gradually enter the theme of the questionnaire, increase consumers' interest and trust, and avoid consumers' resistance and rejection.

The grouping should be clear: the grouping of the questionnaire should be based on the content and purpose of the questionnaire, the relevant content and question types are divided into a group, each group has a clear title and number, in order to distinguish the different parts of the questionnaire, improve the structure and readability of the questionnaire, and facilitate the understanding and processing of consumers and researchers.

The title should be clear: the title of the questionnaire should be able to clearly express the theme and purpose of the questionnaire, attract consumers' attention and interest, stimulate consumers' willingness and motivation to participate, and at the same time avoid exaggerating or misleading the title of consumers, so as not to affect the authenticity and fairness of the questionnaire.

Numbering should be standardized: the number of the questionnaire should be able to identify each question and option of the questionnaire in a standardized way, so as to facilitate the identification and reference of consumers and researchers. At the same time, it is necessary to avoid too complicated or confusing numbering, so as not to cause confusion and errors of consumers.

The instructions should be clear: the instructions of the questionnaire should be able to clearly tell consumers how to fill in the questionnaire, including the purpose, object, scope, time, method, precautions, etc. of the questionnaire, so that consumers can correctly understand and answer the questionnaire, and at the same time avoid Too long or vague instructions to avoid affecting consumers' interest and efficiency.

The space should be appropriate: the space of the questionnaire should be able to properly arrange each question and option of the questionnaire, as well as the answers of the consumers, so as to facilitate the reading and filling of the consumers, and at the same time avoid too crowded or blank space, so as not to affect the beauty and saving of the questionnaire.

For example, Champ Consulting designed a consumer survey questionnaire for a clothing brand to understand consumers' perception and evaluation of the brand and the factors that affect consumer buying behavior. The questionnaire is structured and formatted as follows:

Questionnaire Title: Consumer Survey Questionnaire for XX Clothing Brand by Shangpu Consulting

Questionnaire instructions: Dear consumers, hello! Thank you for participating in this questionnaire survey, this questionnaire aims to understand your cognition and evaluation of XX clothing brand, as well as the factors that affect your purchase behavior, your answer will provide valuable opinions and suggestions for XX clothing brand, help it improve products and services, improve your satisfaction. This questionnaire consists of four parts, a total of 20 questions, is expected to take about 10 minutes to complete, please fill in truthfully, will not involve your personal privacy, your answer will be strictly confidential, only for this study. Please choose one or more of the options that best suit your situation after each question, or answer in your own language. If you have any questions or suggestions about this questionnaire, please contact our researcher, telephone: XXX, email: XXX. Thank you again for your participation and support!

Questionnaire grouping:

The first part: basic information, including your gender, age, occupation, income, etc., a total of 5 questions, in the form of a single topic, numbered 1-.

The second part: brand awareness, including your awareness of XX clothing brand, source, impression, etc., a total of 5 questions, using single-choice or multiple-choice form, numbered 6-10.

The third part: brand evaluation, including your satisfaction and loyalty to XX clothing brand products, services, prices, quality and other aspects, a total of 5 questions, using the form of scale questions, numbered 11-.

Part IV: Purchase behavior, including the frequency, amount, channel, motivation, obstacles, etc. of your purchase of XX clothing brand, a total of 5 questions, in the form of single-choice, multiple-choice or open-ended questions, numbered 16-20.

Questionnaire space: There is an appropriate space between each question and option to facilitate consumers to read and fill in. There is an obvious separation line between each part to facilitate consumers to distinguish and jump, and there is a page at the bottom of each page. Number, convenient for consumers to read and locate.