How can you improve your Market Research survey design skills?

It is easier to know WHY you are surveying than to know WHAT you are trying to get out of the survey. The data you get from this survey should be able to translate into a measurable outcome. Involve key stakeholders in defining research objectives to ensure alignment with their needs and expectations. Well-defined objectives act as a roadmap for your entire research journey.

Keep questions simple and focused. A question should address one issue at a time and be easy to understand. Complex or double-barreled questions, which ask about two things simultaneously, can confuse respondents and lead to unreliable data. For example, instead of asking "How satisfied are you with your salary and job conditions?" break it into two separate questions to address each element distinctly.

I have always emphasized to get the questions right. I try to formulate the question in a simple and concise language. Here are some points to consider: 1. Do not try to jargon for 2 or more points in a single question. Keep the question simple. 2. Write down the answers that you want to get from this survey. It will be easier to formulate the questions. 3. make sure your survey questions are capturing the vital information you need. 4. Consider the analysis you will perform from this survey. You should be able to formulate a couple more questions and get answers related to your analysis.

Often times in surveys, close-ended questions are the way to go as they generally tend to have clearer, if not simpler results. Such questions can ensure that there is no ambiguity and that the response required falls into specific categories only, ensuring that there is no room for individualistic interpretation or perception.

Consider cognitive interviewing. This technique involves conducting in-depth interviews with a few pilot participants after they have completed the survey. Ask them to explain their thought process as they answered each question. This can help uncover any misunderstandings or ambiguities in the questions. It provides insight into how participants' interpretations of the questions align with what you intended to ask.

Your report should effectively communicate the very reason you conducted this survey. Make sense of the data you have collected from your efforts. Do not just present your findings, explain them and draw actionable conclusions. These conclusions should be direct and clear. Offer concrete recommendations and insights that can guide decision-making and inform future actions.

Keep in mind, response bias occurs when survey participants provide answers that they believe are socially desirable or expected rather than true. For example, if employees think that expressing dissatisfaction with their workplace might have negative consequences, they may provide more positive responses on engagement surveys than they genuinely feel.