Given that the information gaps and research objectives have been identified, defined, and delimited, the next step is to design a questionnaire capable of producing the data required to answer the research questions.  The survey questionnaire essentially operationalizes the research objectives through a set of standardize questions and responses.

Proper questionnaire design requires planning what needs to be measured, formulating the questions to obtain needed information, deciding on the order for asking the questions and the layout of questionnaire.

Statistical Reasoning's approach to questionnaire design is to reverse engineer the process.  We begin by asking what data is required and in what form.  By envisioning how the data will be used, SR ensures that the questionnaire will be designed appropriately and in its most complete form.  In other words, that all the right questions are asked and asked in a manner that generates the best type of measurement for analysis purposes.

For instance, rather than asking whether the respondent is merely satisfied or dissatisfied (nominal scale) with the company's service, it would be more prudent, informative, and accurate from an analysis standpoint to ask the respondent to rate the extent of his/her satisfaction or dissatisfaction (interval scale).

Additionally, SR's philosophy is to get as much information from the survey as feasibly possible without alienating the respondent.  In the above example, SR would propose a follow up question to elicit insights as to possibly what aspects contribute to the respondents satisfaction or dissatisfaction.

Indeed, SR has a wide range of experience in various content areas, including customer satisfaction, loyalty, employee/job satisfaction, and service quality.  In fact, SR's proprietary customer measurement scale includes not only behavioural and attitudinal proxies, but also captures elements of brand trust and commitment, for a truly holistic perspective of your customers' loyalty (see also the loyalty metrics discussion to the left).

If needed, a round of pre-testing will be conducted with a sub-set of the respondent group to ensure the integrity and usability of the survey instrument.

Click here to learn more about the features and capabilities of SR's online surveys.

Click here to learn more on how Statistical Reasoning can help you manage the online survey project from delivery of the email invitations to delivery of the final data file, and everything in between.