How do I design a questionnaire for customer satisfaction research?
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The question
My market research assignment asks me to design a questionnaire for customer satisfaction.
I need to explain question types, sampling and how the results will be analysed.
Short answer
A good customer satisfaction questionnaire starts with research objectives, then uses clear questions, suitable scales, unbiased wording, a defined sample and an analysis plan. Avoid asking questions that do not link to a decision.
Full expert answer
Marketing research tutor
MSc Marketing Research
Questionnaire design is not just writing a list of questions. A strong market research assignment begins with what the business needs to learn, then designs questions that can produce usable evidence.
What the question is asking
The task is asking you to design a research instrument. You should state objectives, identify respondents, choose question types, avoid bias, explain sampling and show how answers will be analysed.
Key concepts to cover
- Research aim and objectives
- Target population and sample
- Screening questions
- Closed and open questions
- Likert scales and rating scales
- Bias and leading wording
- Pilot testing
- Ethics and confidentiality
- Analysis plan
Mini questionnaire structure
For a restaurant satisfaction survey:
- 1Screening: Have you visited the restaurant in the last 30 days?
- 2Overall satisfaction: rate from 1 to 5.
- 3Service speed: rate from very poor to excellent.
- 4Food quality: rate taste, temperature and presentation.
- 5Value for money: rate agreement with a statement.
- 6Loyalty: likelihood to return or recommend.
- 7Open question: what one thing should improve?
- 8Demographics only if relevant, such as age group or visit purpose.
Sample questions and short answers
1. Should I use open or closed questions?
Use mostly closed questions for analysis, with one or two open questions to capture unexpected issues.
2. What is a leading question?
A leading question pushes the respondent toward an answer, such as "How excellent was our friendly service?" A neutral version is "How would you rate the service?"
3. Why pilot the questionnaire?
A pilot checks whether respondents understand the questions and whether the survey takes too long.
4. How do I analyse results?
Use averages, percentages, cross-tabs and themes from open responses. Link findings back to the research objectives.
Common student mistakes
- Asking questions with no research purpose
- Mixing two ideas in one question
- Using vague scales
- Forgetting the sample
- Ignoring ethics and privacy
- Asking too many demographics
Related questions
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- How many interviews do I need for a qualitative dissertation?
Academic use note
Use this as a survey design framework. Your final questionnaire should match the business decision and research method required by your module.
Sources and further reading
This answer explains a method for you to apply to your own work. Copying it into a submission would count as plagiarism, and it is indexed by similarity checkers.
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