Burke Institute Seminars
The Burke Institute presents
 

Designing Effective Questionnaires: A Step by Step Workshop On-Site Training

This on-site training class is also available as Public Schedule Seminar.

A 3-day hands-on workshop designed to teach individuals how to write or evaluate questionnaires

Course Description/Agenda


In this 3-day hands-on workshop designed for individuals who must write or evaluate questionnaires, you will learn:
  • How to avoid the common pitfalls in writing questionnaires for mail, in-person and web based surveys.
  • How to plan and flowchart a questionnaire to guide the overall logic.
  • How to phrase questions; when to use open-ended and closed-ended questions and how to choose the most appropriate rating, ranking, multiple choice, check-list or other approaches.
  • How to design questionnaires for specialized studies dealing with concept tests, segmentation, positioning and image assessment, tracking research, customer satisfaction studies, conjoint analysis, perceptual mapping and other applications.
  • How to phrase difficult questions dealing with memory, knowledge and sensitive subjects and how to measure the importance of product attributes.
  • How to administer questionnaires to substantially improve response rates - what works and what doesn’t.
  • Workshop designing online surveys.

 

Designing Effective Questionnaires: A Step by Step Workshop
Course Outline and Schedule
----- First Day -----
08:30 AM - 08:45 AM Introduction
08:45 AM - 10:00 AM Session 1
    QUESTIONNAIRE CONSTRUCTION IN MARKETING RESEARCH:
  • Decision oriented marketing research and the role of questionnaire construction and data collection
  • Examples of common problems in questionnaire design
  • Case studies illustrating various data collection errors
  • The analysis planning process and how it ties into questionnaire design
  • Basic principles of questionnaire design
  • Seven steps in the design of questionnaires
10:00 AM - 10:15 AM Break
10:15 AM - 12:15 PM Session 2
    PLANNING A QUESTIONNAIRE:
  • A step-by-step approach to writing questionnaires that are responsive to the needs of decision makers
  • Mail, telephone, in-person, web-based, mobile and multimode studies
  • Deeper dive into mobile surveys - intentional versus unintentional
  • Specifying and sequencing the information needs for a study
  • Case studies and workshops
12:15 PM - 01:30 PM Lunch Break
01:30 PM - 03:00 PM Session 3
    SELECTING AND RECRUITING SURVEY RESPONDENTS:
  • Online samples – River versus panel sample
  • Online sample providers
  • Types of samples sends – quota and weighting issues
  • Respondent concerns – professional respondents
03:00 PM - 03:15 PM Break
03:15 PM - 05:00 PM Session 4
    DECIDING QUESTION STRUCTURE:
  • Best practices for survey design do’s and don’ts
  • Selecting the most appropriate type of question for the various kinds of information being sought
  • Choosing between open-ended and closed-ended questions
  • Multiple choice, checklists, ratings, ranking procedures and other options
----- Second Day -----
08:30 AM - 10:15 AM Session 5
    ONLINE SURVEY WORKSHOP:
  • Online survey mistakes
  • Review submitted questionnaire examples
10:15 AM - 10:30 AM Break
10:30 AM - 12:00 PM Session 6
    USING RATING SCALES:
  • Overview of considerations in using rating scales and variants
  • Assessment of the type of data obtained from the scales
  • Best practices for number of scale points: odd vs. even, balanced vs. unbalanced, etc.
  • Administering rating scales for the web, mobile devices, in person, phone and mail
  • Scales for measuring attitudes - developing and using techniques such as the Semantic Differential, checklists, Likert, Q-sort, and other procedures
  • Workshop reviewing scales from submitted questionnaire examples
12:00 PM - 01:15 PM Lunch Break
01:15 PM - 02:45 PM Session 7
    QUESTION WORDING AND RELATED PROBLEMS:
  • The art of asking questions and avoiding loaded, leading, vague, double-barreled and a multitude of other problem questions
  • Exercise: which quality criteria are not met
  • A checklist for choosing words and phrasing questions
  • Asking classification questions
  • Measuring importance
02:45 PM - 03:00 PM Break
03:00 PM - 05:00 PM Session 8
    ONLINE WORKSHOP (PART ONE): CREATING A QUESTIONNAIRE:
  • Create a questionnaire based on the research objectives from the case
----- Third Day -----
08:30 AM - 10:00 AM Session 9
    KEY AREAS OF MEASUREMENT: PERCEPTIONS, ATTITUDES, HISTORY AND INTENTION QUESTIONS:
  • Asking history questions (including frequency and percentages) and dealing with the problems they generate: respondent ability to remember accurately, willingness to answer truthfully, and knowledge of facts
  • Critical considerations in measuring attitudes for image studies, customer satisfaction surveys, concept tests and several other applications
  • Testing the validity and the reliability of the measures used
  • Asking intention (outcome, likelihood) questions
10:00 AM - 10:15 AM Break
10:15 AM - 12:15 PM Session 10
    DRAFTING THE QUESTIONNAIRE:
  • Introduction and screening questions
  • A checklist of do’s and don’ts
  • Flowcharting a questionnaire
  • Precoding questions and planning the physical layout
  • Pre-testing a questionnaire with a workshop in revising questionnaires and pre-testing
12:15 PM - 01:30 PM Lunch Break
01:30 PM - 02:15 PM Session 11
    ADVANCED SURVEY DESIGN ISSUES
  • Respondent attentiveness
  • The effect of survey length
  • How web survey interfaces can impact results
  • Online survey “intervention”
02:15 PM - 04:30 PM Session 12
    ONLINE WORKSHOP (PART TWO): PULLING IT ALL TOGETHER
  • Team exercise to create an online survey
  • Feedback and critique

    (A 15 minute break will be provided during this final session.)

04:30 PM - 04:45 PM Concluding Remarks

 

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Designing Effective Questionnaires: A Step by Step Workshop" seminar.
Names of evaluators have been left out as a matter of professional courtesy.


"Excellent. Review/explanation of nuts and bolts of questionnaire design will stay with me for my entire career. A notebook I will always refer to. Reviewed all aspects completely."
Business Development Coordinator, C.R. Bard

 

"One of the most valuable seminars I ever attended - got my money’s worth and more. Seminar very applicable to what I do on the job and was presented in a dynamic way, information packed. Workbook extremely helpful. I appreciate (the speaker) taking extra time before and after the seminar to work with us regarding specific needs/questions."
Scientist, Kimberly-Clark

 

"This seminar was incredibly useful in the sense that it spelled out basic principles that are not explained thoroughly on the job."
Research Associate, Mathew Greenwald & Associates

 

"Very good and useful, on the first day I already put some of the learnings to use. . . would definitely recommend to other colleagues."
Market Research Analyst, Sanofi-Synthelabo

 

"Excellent! The information provided by the speaker and the content in the book was very informative and helpful. Just what I needed to reinforce and learn about designing questionnaires."
Research Analyst, Armstrong World Industries

 

"This was an excellent seminar. I learned a lot and enjoyed it very much. The (seminar leader) is a great instructor- it’s always a pleasure learning from someone who clearly loves to teach. He made everything so understandable. I will definitely be able to use what I learned to enhance my performance on the job."
Senior Analyst, The Home Depot

 

"I was amazed at the amount of material that was able to be covered in a three day period. It was covered thoroughly without feeling rushed."
Consumer Research Associate, Miller Brewing Company

 

"Tony is a great and patient speaker. I took a lot out of this course and was applying what I learned to my job responsibilities even between session days. I really enjoyed the course."
Manager, Meetings Administration, EBI

 

"I truly benefited from attending this seminar. I am very glad I attended. Tony was a wonderful instructor and very engaging."
Manager, Owens Corning

 

"The information was well presented and I felt the course was a good investment."
Analyst, Intervet/Schering-Plough

 

"This was the most informative seminar/workshop I have EVER attended. Not only do I feel like I have gained a wealth of knowledge I didn’t have before, but the knowledge is also practical and applicable. My team and I will benefit from these learnings tremendously‚ĶThe mix of course work and exercises, and a sense of humor made the seminar a joy to attend."
Manager, Consumer Insights, Guideposts

 

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The Burke Institute
Burke Institute Seminars

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