Professional Development

Price includes refreshments, lunch and course materials

Level: Foundation

The purpose of this course:

Questionnaires cannot be designed in isolation. Amongst other things they need to take into account your research objectives, your target respondent and the methodology you adopt.

Who this course is for:

You should be working in a marketing or related function creating questionnaires either for your own use or for use by others.

Benefits for your organisation:

A well-designed questionnaire will enable your organisation to generate usable data from their target respondents, understanding customer needs, expectations and requirements as well as measuring behaviour. Your organisation needs to ensure its money is well spent and the right questions are asked in the correct format to encourage response. This workshop ensures you will create a questionnaire that delivers the type of information needed for effective decision-making.

Benefits for you as an individual:

The workshop will show you how to get started and how to structure your questionnaires. You will benefit by developing the confidence to challenge a questionnaire that is too long or wordy, too confusing or fails to address the specific objectives of the project. You will learn how to avoid the common problems in questionnaire construction and ensure that the data generated will be sufficient, usable and meaningful.

You will learn how to:

• Tailor your questionnaire to the survey objectives
• Design a questionnaire that is suited to your chosen methodology
• Include different types of questions, to avoid boring the respondent
• Use open or closed questions
• Choose different types of rating question
• Use a format that facilitates analysis
• Avoid bias in question wording
• Improve response rates
• Phrase questions to encourage a response
• Effectively use self-complete, telephone and personal questionnaires
• Decide the delivery method (paper or computerised approaches) including the internet
• Combine the various options to best meet the project objectives
• Evaluate questionnaires

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review ourProfessional Marketing Standards framework.