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Champ Consulting: How to Design an Effective Consumer Survey Questionnaire

2024-07-18 16:48:20  来源:尚普咨询  浏览量:0

一、明确问卷的目的

设计消费者调研问卷的第一步是明确问卷的目的,即要通过问卷了解什么样的信息,为什么要了解这些信息,以及如何利用这些信息。问卷的目的决定了问卷的内容和范围,也是评价问卷有效性的标准。因此,设计问卷之前,必须对研究问题进行充分的分析和定义,确保问卷的目的是清晰的、具体的、可操作的和可测量的。

例如,尚普咨询曾为一家汽车制造商设计了一份消费者调研问卷,旨在了解消费者对该品牌汽车的认知、态度和行为,以及影响消费者购买决策的因素。问卷的目的是为该品牌汽车的市场定位、产品开发、营销策略和竞争优势提供依据。因此,问卷的内容涵盖了消费者的基本信息、汽车使用情况、汽车品牌知晓度、汽车品牌形象、汽车购买意愿、汽车购买决策过程、汽车购买后满意度等方面。

二、选择合适的内容和题型

设计消费者调研问卷的第二步是选择合适的内容和题型,即要根据问卷的目的,选择能够有效反映消费者信息的内容和题型。问卷的内容和题型决定了问卷的可靠性和适用性,也是影响消费者参与度和回答质量的重要因素。因此,设计问卷时,必须遵循以下原则:

内容要相关:问卷的内容要与问卷的目的密切相关,避免包含无关或重复的内容,以免浪费消费者的时间和精力,降低问卷的效率和准确性。

内容要完整:问卷的内容要能够全面覆盖问卷的目的,不要遗漏或忽略重要的内容,以免导致问卷的偏差和失真。

内容要平衡:问卷的内容要能够平衡不同方面的信息,不要过分强调或忽视某些方面的信息,以免造成问卷的偏颇和失衡。

题型要适当:问卷的题型要根据内容的性质和目的选择,不同的题型有不同的优缺点和适用场合,要根据实际情况灵活运用。一般来说,常用的题型有以下几种:

单选题:要求消费者从几个选项中选择一个最符合自己情况的选项,适用于了解消费者的基本信息、偏好、意愿等方面的信息,优点是简单明了,易于统计和分析,缺点是不能反映消费者的多样性和复杂性。

多选题:要求消费者从几个选项中选择多个符合自己情况的选项,适用于了解消费者的多重属性、需求、行为等方面的信息,优点是能够反映消费者的多样性和复杂性,缺点是难以统计和分析,容易造成选项的冗余和混乱。

量表题:要求消费者根据一定的标准或程度对某个对象或问题进行评价或排序,适用于了解消费者的态度、感受、满意度等方面的信息,优点是能够反映消费者的细微差别和相对位置,缺点是容易受到消费者的主观影响和量表的设计影响。

开放题:要求消费者用自己的语言对某个对象或问题进行描述或解释,适用于了解消费者的观点、理由、建议等方面的信息,优点是能够反映消费者的真实想法和个性特征,缺点是难以控制和规范,难以统计和分析。

例如,尚普咨询为一家餐饮连锁品牌设计了一份消费者调研问卷,旨在了解消费者对该品牌的满意度和忠诚度,以及影响消费者重复消费的因素。问卷的内容和题型如下:

基本信息:包括消费者的性别、年龄、职业、收入等,采用单选题的形式,以便于对消费者进行分类和分层。

消费情况:包括消费者的消费频率、消费金额、消费时间、消费方式等,采用单选题或多选题的形式,以便于了解消费者的消费习惯和特点。

满意度:包括消费者对该品牌的总体满意度,以及对该品牌的产品、服务、环境、价格等各方面的满意度,采用量表题的形式,以便于了解消费者的满意程度和改进方向。

忠诚度:包括消费者对该品牌的忠诚度,以及对该品牌的推荐意愿、转换意愿、投诉意愿等,采用量表题的形式,以便于了解消费者的忠诚程度和价值。

影响因素:包括消费者重复消费的主要动机和障碍,以及对该品牌的期望和建议,采用多选题或开放题的形式,以便于了解消费者的需求和意见。

三、设计合理的结构和格式

设计消费者调研问卷的第三步是设计合理的结构和格式,即要根据问卷的内容和题型,设计问卷的顺序、分组、标题、编号、指示、空间等,以保证问卷的逻辑性、清晰性和美观性。问卷的结构和格式决定了问卷的易读性和易填性,也是影响消费者参与感和回答效果的重要因素。因此,设计问卷时,必须遵循以下原则:

顺序要合理:问卷的顺序要符合消费者的思维习惯和回答顺序,一般从简单到复杂,从表面到深入,从客观到主观,从一般到特殊,从无关到相关,从正面到负面,从无压力到有压力,以便于引导消费者逐步进入问卷的主题,增加消费者的兴趣和信任,避免消费者的抵触和拒绝。

分组要明确:问卷的分组要根据问卷的内容和目的,将相关的内容和题型分为一个组,每个组有一个明确的标题和编号,以便于区分问卷的不同部分,提高问卷的结构性和可读性,方便消费者和研究者的理解和处理。

标题要清晰:问卷的标题要能够清晰地表达问卷的主题和目的,吸引消费者的注意力和兴趣,激发消费者的参与意愿和动机,同时也要避免过于夸张或误导消费者的标题,以免影响问卷的真实性和公正性。

编号要规范:问卷的编号要能够规范地标识问卷的每个问题和选项,便于消费者和研究者的识别和引用,同时也要避免过于复杂或混乱的编号,以免造成消费者的困惑和错误。

指示要明确:问卷的指示要能够明确地告诉消费者如何填写问卷,包括问卷的目的、对象、范围、时间、方式、注意事项等,以便于消费者正确地理解和回答问卷,同时也要避免过于冗长或模糊的指示,以免影响消费者的兴趣和效率。

空间要适当:问卷的空间要能够适当地安排问卷的每个问题和选项,以及消费者的回答,以便于消费者的阅读和填写,同时也要避免过于拥挤或空白的空间,以免影响问卷的美观和节省。

例如,尚普咨询为一家服装品牌设计了一份消费者调研问卷,旨在了解消费者对该品牌的认知和评价,以及影响消费者购买行为的因素。问卷的结构和格式如下:

问卷标题:尚普咨询为XX服装品牌进行的消费者调研问卷

问卷指示:尊敬的消费者,您好!感谢您参与本次问卷调查,本问卷旨在了解您对XX服装品牌的认知和评价,以及影响您购买行为的因素,您的回答将为XX服装品牌提供宝贵的意见和建议,帮助其改进产品和服务,提高您的满意度。本问卷共有四个部分,共计20个问题,预计需要10分钟左右的时间完成,请您如实填写,不会涉及您的个人隐私,您的回答将被严格保密,仅用于本次研究。请您在每个问题后的选项中,选择最符合您情况的一个或多个选项,或者用您自己的语言回答。如果您对本问卷有任何疑问或建议,请联系我们的研究员,电话:XXX,邮箱:XXX。再次感谢您的参与和支持!

问卷分组:

第一部分:基本信息,包括您的性别、年龄、职业、收入等,共5个问题,采用单选题的形式,编号为1-。

第二部分:品牌认知,包括您对XX服装品牌的知晓度、来源、印象等,共5个问题,采用单选题或多选题的形式,编号为6-10。

第三部分:品牌评价,包括您对XX服装品牌的产品、服务、价格、质量等方面的满意度和忠诚度,共5个问题,采用量表题的形式,编号为11-。

第四部分:购买行为,包括您购买XX服装品牌的频率、金额、渠道、动机、障碍等,共5个问题,采用单选题、多选题或开放题的形式,编号为16-20。

问卷空间:每个问题和选项之间留有适当的空间,方便消费者的阅读和填写,每个部分之间留有明显的分隔线,方便消费者的区分和跳转,每页的底部留有页码,方便消费者的翻阅和定位。




User evaluation

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  • On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "In-process Plastic Market Research Project in the Automotive Sector. The customer said: The project report completed by Shangpu Consulting in cooperation with our company is due to the wide range of projects and strong professional products. Thank you very much for the professional and detailed market research report of Shangpu Consulting. I look forward to cooperating again next time and wish Shangpu Consulting by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 05, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project of the Network Designated City Transport Company. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for "A Brand Sales Leading Research Project in the Water Purifier Industry. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • July 07, 2020, Shangpu Consulting received a satisfaction evaluation sheet from the customer's "Lithium Battery Enterprise Sales Strategy and Production Cost Research Project. The customer said: The market research project provided by Shangpu Consulting for our company has provided us with a valuable reference basis for objectively evaluating the current market situation of the industry and achieved the expected goal. I also wish Champ Consulting the development of by going up one storey! Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Coal Mine Tunnel Drilling Rig Market Share Proof Project. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from a customer for "A Brand in an Industry Leading Sales Research Project for Three Consecutive Years. The customer said: The survey plan of Shangpu Consulting is rigorous in design, scientific in method, standardized and rigorous in survey organization process, and basically reliable survey data, which provides relatively credible first-hand information for our research work. The research results are of great help to our company to understand the whole picture of the industry. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 07, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "China Bird's Nest Industry Market Ranking Research Project. The customer said: has cooperated many times, as always satisfied, also recommend to other enterprises cooperation. Once again, I would like to thank the users for their support and wish them a prosperous career and an evergreen foundation!

  • On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for a hazardous waste treatment research project. The customer said: this is the organizational structure of the survey, the service process is very good, wish your company's consulting work is getting better and better, look forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

  • On July 16, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the Shared Beauty Research Project. The customer said: The content of Phase I and Phase II is satisfactory, and we look forward to signing a long-term agreement in the later period. The research part of the country will continue to cooperate with your company. I wish users a prosperous career, evergreen foundation!

  • On July 09, 2021, Shangpu Consulting received a satisfaction evaluation sheet from the customer for the "Research Project on the Organizational Structure of Two Liquor Production Enterprises. The customer said: This is an organizational structure survey, the service process is very good, looking forward to the next cooperation. I wish users a prosperous career, evergreen foundation!

In the field of consulting, Champ Consulting can also provide you with the following services:
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Market research Industry status market capacity Product Application channel mode Supply chain market competition Market Consulting
Competitor Research Enterprise background Enterprise Finance Sales Data Market Strategy Production Equipment Supply Procurement Technology R & D
warehousing logistics channel construction Human Resources Enterprise Strategy      
User Research Consumer Survey consumption behavior attitude Publicity/Promotion Product Service Brand Research consumer characteristics
satisfaction survey Employee satisfaction user satisfaction        
Market Entry Advisory Macro Industry Research competitive enterprise research Downstream User Research Channel Research Due Diligence Return on Investment
Floor module Landing implementation recommendations Long-term cooperation        
Business investment due diligence Target industry market investment value due diligence Industry Benchmarking Enterprise Research Target Enterprise Credit Assessment Report Project investment due diligence    
industry planning Market research market access development strategy investment location Acquisition and integration IPO Fundraising
Credit Report Basic information Major Events Production/Operation Network enterprise scale Operating strength Financial strength Legal risk
Future business prediction Overall credit rating cooperative risk warning        
Brand/Sales Proof Market Share Proof Market Share Proof Proof of brand strength Industry Proof Specialized new proof Proof of sales strength Proof of technological leadership
National/Global Status Certificate            
Service advantages
More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise
  • Focus on production and research

    15 Year

    Champ Consulting has been established for 15 years.

    48 Intellectual Property Rights

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    80% of the information comes from first-hand research.

  • massive data

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    Industry Big Data Platform

  • Research Team

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    Practical operation and management experience of top enterprises

    88% of members have international PMP certificates

  • Intellectual Property

    48 Item

    Independent methodology

    48 independent intellectual property rights

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Customer Evaluation
More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

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