What are the most common methods of pre-testing a questionnaire for market research?

1 Expert review

One of the simplest and most widely used methods of pre-testing a questionnaire is to ask experts or professionals in your field to review it and provide feedback. Experts can help you assess the clarity, accuracy, relevance, and completeness of your questions, as well as the suitability of your response options and scales. They can also suggest improvements or alternatives to enhance the quality and usability of your questionnaire. You can use expert review as a first step in pre-testing or as a complement to other methods.

2 Cognitive interviewing

Another common method of pre-testing a questionnaire is to conduct cognitive interviews with a small sample of your target population or similar respondents. Cognitive interviewing is a technique that aims to understand how respondents interpret, process, and answer your questions. It involves asking them to think aloud, explain their reasoning, or recall their sources of information while they complete your questionnaire. You can also probe them for any difficulties, confusion, or doubts they may have encountered. Cognitive interviewing can help you identify and eliminate any sources of bias, error, or misunderstanding in your questionnaire.

3 Pilot testing

A third common method of pre-testing a questionnaire is to conduct a pilot test with a larger and more representative sample of your target population. A pilot test is a mini-survey that mimics the actual data collection process as closely as possible. It allows you to test the feasibility, functionality, and efficiency of your questionnaire, as well as the quality and variability of your data. You can use a pilot test to check the length, layout, and flow of your questionnaire, as well as the response rate, completion rate, and dropout rate. You can also analyze the data to detect any outliers, missing values, or inconsistencies.

4 Split testing

A fourth common method of pre-testing a questionnaire is to conduct a split test with two or more versions of your questionnaire that differ in one or more aspects. A split test is a way of comparing and evaluating the impact of different question formats, wordings, orderings, or designs on your data. You can use a split test to determine which version of your questionnaire performs better in terms of response quality, quantity, and consistency. You can also use a split test to optimize your questionnaire for different modes of delivery, such as online, phone, or mail.

5 Usability testing

A fifth common method of pre-testing a questionnaire is to conduct a usability test with a subset of your target population or similar respondents. A usability test is a technique that focuses on the user experience and satisfaction of your questionnaire. It involves observing and recording how respondents interact with your questionnaire, such as how they navigate, scroll, click, or type. You can also ask them to rate or comment on the ease, convenience, and attractiveness of your questionnaire. Usability testing can help you improve the accessibility, functionality, and aesthetics of your questionnaire, especially if it is online or mobile-based.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?