Customer Service Quality Survey Form. Examples of questionnaires compiled by students

Drawing up a questionnaire when conducting a marketing research on the example of the company Magnitik LLC

Magnitik LLC are quite well-known in their field of services, and are known like any other organization that needs marketing research aimed at identifying the overall customer satisfaction, customer satisfaction with the product, to identify the customer's impressions of the purchase.

The study, the results of which will be presented below, was aimed precisely at identifying the overall satisfaction of customers, at identifying which factors cause a positive and which negative attitude towards this company. The study was conducted by the survey method, the form of which is a questionnaire. The research tool is a questionnaire. The results of the study can be used to improve the efficiency of the company by eliminating those shortcomings that will be revealed after the study.

To conduct the study, a questionnaire of the following content was developed and applied:

Dear respondent!

We conduct a study whose ultimate goal is to determine your overall satisfaction with our product. I would like to know your point of view on some issues within the framework of our research, as it is very important for us to know what you think about the work of Magnitik LLC. It will take no more than 5 minutes.

1. Your gender:

2. Your age:

a) under 18;

e) older than 60.

3. Your occupation:

a) a student;

b) worker/employee;

c) pensioner;

d) unemployed;

e) other (specify) ___________________________________.

4. From what sources did you hear about our company?

a) from the Internet;

b) on the advice of friends;

c) from other sources.

5. Have you placed an order with our company before?

6. Have you ordered from companies like ours?

a) Flat magnets;

b) Magnets with a block for recording;

c) calendar magnets;

d) Magnet with thermometer;

e) Magnetic puzzles.

8. How would you rate the products of this company in comparison with similar offers on the market?

a) much better

b) something better;

c) about the same;

d) much worse

e) find it difficult to answer.

9. On a five-point scale, how do you rate the service of our company

10. How do you like the quality of our products?

a) high;

b) average;

c) low.

11. Are there any problems with the delivery time of our goods?

b) maybe;

c) hardly;

13. If not, why not?

____________________________________________________ .

14. Would you recommend the products of our company to your friends and acquaintances?

b) maybe;

c) hardly;

15. What do you think our company can do to improve your satisfaction?

_____________________________________________________ .

"Thank you for participating in the survey!"

In the course of the study, 100 respondents were interviewed. Of these, 50% are male, 50% are female.

35% are respondents aged 35 to 44 years old, 29% - from 25 to 34 years old, 8% - from 18 to 24 years old, 28-45-60 years old.

89% of the respondents are workers, 7% are students, and 4% have another occupation.

From the questionnaire, we learned that most of the surveyed customers are our regular customers, because order products not for the first time - 84%.

22% of respondents made an order in companies like ours.

The majority of respondents learned about our company from the Internet - 79%, 12% of respondents contacted our company on the advice of friends, and 9% learned about us from other sources.

When asked which type of our product you like best, the respondents answered as follows:

11% of respondents like a magnet with a thermometer, 14% a magnet with a block, 16% a puzzle magnet, 20% a magnet in the form of a photo frame, 22% prefer an ordinary flat magnet.

And according to 12% of respondents who ordered from companies like ours, that our products are much better, or better in some way - 11%, the remaining 77% did not order from similar companies, so they find it difficult to answer.

To the question, “What do you think the quality of our products is?” the following responses were received:

81% - high, 16% - medium and 3% - dissatisfied, and explain this by the fact that there are problems with the quality of product delivery.

78% of respondents believe that the service in our company is 5, i.e. excellent.

Unfortunately, out of 100% of respondents, as many as 29% gave a negative answer to the question about the supply of our products.

As for the further purchase of goods from us, 22% of the respondents answered positively, 66% answered “possibly”, 12% answered negatively due to the lack of desire to purchase anything.

94% of respondents would recommend the products of this company to their friends and acquaintances, 6% would hardly advise.

And finally, for the last and most main question“What can Magnitik LLC do, in your opinion, to increase your level of satisfaction?”, the respondents gave the following recommendations: improve the quality of delivery, improve delivery times, they also recommended to give extended advertising.

Thus, based on the results of the study, we can conclude that customers are satisfied with the products of Magnitik LLC. Most of the respondents will continue to place orders with our company and will also recommend it to their friends. If we improve the quality and delivery time of our products and give more extensive advertising, then perhaps our company will have more customers.

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If you are faced with the task of obtaining feedback from buyers, the most effective and popular way is a survey. Customer surveys can be conducted both on your own website and in social networks. And how to organize everything - read below.

From this article you will learn:

1. Main types of surveys
2. The most common ones
3. Step-by-step instruction the correct conduct of online surveys
4. 5 tips on how to write the right questions
5. What should the survey look like?
6. 3 free services to place them on your site

Why do companies conduct customer surveys?

Through a customer survey, a company is able to establish a strong brand connection with the audience and understand how consumers feel about it. Using the results, you can further improve the proposed product or service.

Therefore, a customer survey helps to obtain real data, on the basis of which the business strategy is further adjusted or optimal management decisions are made.

Customer surveys can be used for a variety of tasks.

Get Free and Factual Product Reviews

Obtaining customer feedback on the product offered is one of the most difficult tasks. In response to a direct request, buyers either remain silent or get off with standard replies in the spirit of “everything suits me.”

This problem can be solved through extensive marketing research, which requires a considerable budget and the involvement of specialists, or simple free customer surveys on the website or in social networks.

The second option is the most preferred, since its implementation does not require much effort and high costs.

All the information about what the audience expects from your product and what else they would like to see in it can be obtained using a customer survey. This information can become the basis for creating new products or services, as well as for adjusting business processes. Being aware of customer needs will help protect your business from mistakes.

Promotion

Customer surveys help attract new users and motivate them to participate in discussions. Such communications with the company become two-way, which increases customer loyalty, and the survey placement turns into a group for live communication not only with brand representatives, but also with each other.

With a survey, you show your customers that you care about their opinion. For further development it is necessary to publish the results and the decisions taken as a result.

Content Creation

Conducting a customer survey allows you to generate three types of content:

• justification of the reasons for the voting and a description of its conditions;
• publication of survey results;
• discussion of the results (the so-called user-generated content).

Increase in attendance

With customer surveys, you can increase traffic to your community social media page. To do this, it is necessary to motivate users to disseminate information about voting on their pages and in other communities.

Exist two types of customer surveys, each of which has its own functions:

1. Interview.
2. Questioning.

In addition, the following groups of surveys are distinguished:

• personal conversations (surveys face-to-face);
• apartment (carried out directly at the place of residence of the respondents);
• street (carried out on the streets, in shopping centers);
• option with a central location (hall-test).

To obtain information remotely, there are remote polls, which can be divided into:

• Internet surveys;
• telephone conversations;
• self-filled questionnaires.

Let's take a closer look at each of these types of remote customer surveys.

telephone survey

This type of survey is used in research, as well as, if necessary, to study the opinion of the population living in territories that are significantly remote from each other.

Customer surveys by telephone are also divided into interviews with legal entities and interviews with individuals.

The algorithm for conducting a telephone survey is as follows. At the first stage, a base of telephone numbers of candidates for respondents is created, in which absolutely all available contacts must be included.

The next step is to select a few random numbers from the collected base. Their owners subsequently become participants in a customer survey by telephone.

The advantages of this type of research include:

• execution speed;
• relatively low selling price;
• inclusion in the database of people living in a large area;
• opportunity to involve customers in the survey different groups;
• no need to control the quality of filling out questionnaires by interviewers.

However, this method there are also disadvantages. For example, the significant limitation of the duration of each interview. In addition, conducting such a survey from the outside looks like imposing something, so people often, without listening to the end of what they are talking about, hang up.

Nevertheless, a telephone survey of customers today is the most operational. With its help, you get the opportunity to find out the opinion of different groups of the population on all issues of interest.

Such studies are primarily focused on determining the opinion of the population regarding certain brands, products or companies. They show market changes and consumer reactions.

Submit your application

With customer surveys by phone, you can find out how effective an advertising campaign was by doing research before and after it. In this case, the financial costs will be minimal.

However, the shortcomings of this method (restrictions on the degree of complexity of the questions and the time of the conversation) do not allow collecting in-depth material. Therefore, this type of survey cannot be used in the study of company income or the analysis of the work of the management team.

Bud Reichl, International Management Instructor and Reality Business Consultant, explains how to conduct surveys the right way.

Internet survey

The involvement of a significant part of the world's inhabitants in the online community makes questioning via the Internet a very effective and productive type of research. It can also be attributed to operational methods of customer survey.

In addition, such a study is not costly in terms of financial and human resources. The resulting data is of high quality.

And the respondents save time, because when filling out the online questionnaire, they are not distracted from their current affairs, they can immediately view the entire questionnaire and have the opportunity to see and evaluate the intermediate test results.

After the end of the study, the developers receive individual feedback, which is the motivation of the respondent for further participation in similar customer surveys. Such loyalty makes it possible to involve people who are in the social circle of the interviewed respondent to participate in such testing.

However, online surveys have one significant drawback. The heterogeneity of attendance of the sites on the basis of which the study is conducted does not allow the developer to control the actions of the respondent, which ultimately has a bad effect on the final results of the survey.

Depending on the location of the online survey, several ways can be distinguished.

Most Common Customer Surveys

Customer Experience Survey

Customer service quality surveys can be conducted different ways: using a survey on the site, by phone, by sending a link to an online survey, with the involvement of interviewers.

Quite often, for such an assessment, the CSI (customer satisfaction index) methodology is used, which helps to determine the degree of customer satisfaction. The disadvantage of this type of customer service survey is the number of questions, each of which reduces the response rate. As a result, the reliability of the results of the questionnaire also decreases.

Questioning customers about the quality of service is increasingly carried out through regular monitoring using push-buttons. Similar devices can be found in the branches of many banks. The study of customer satisfaction in this way involves not only the taking of readings, but also the observance of certain rules.

Customer Marketing Survey

With customer marketing surveys, you get reliable data regarding the opinion of the audience about new products, services or features. The launch of new proposals should be accompanied by such research. This will allow you to immediately respond and correct the course if shortcomings are identified.

Similar surveys can be conducted when launching beta versions mobile applications, for a preliminary assessment of the ongoing advertising campaign or to investigate the impact of new packaged proposals. The results obtained on their basis should become the foundation of a new strategy.

Customer Satisfaction Survey

The opinion of buyers, as well as the degree of their satisfaction with your brand, are very important criteria for evaluating in terms of competitive market. An online social media customer loyalty survey will give you the feedback you need to adjust your business strategy and increase people's positive attitude towards your company.

The results of a customer satisfaction survey will reveal the strengths and weaknesses of your product from the consumer's point of view, as well as identify opportunities for improvement. For example, you can find out:

• how an ordinary consumer evaluates the cost of your product or service (overpriced or not);
• whether the staff effectively serves customers and copes with possible complaints;
• Is your company familiar with the growing needs of customers?
• are there gaps in the customer relationship system that can scare away, etc.

It may be worth sending a customer survey sheet to those customers who are ending business with your company to find out how to get them back and how to prevent similar situations in the future.

Survey of potential customers

Every online store is familiar with the situation in which a customer puts a product in the cart, but does not purchase it. It is necessary to understand what is the reason that prompts the consumer not to complete the purchase in order to correct this problem and motivate the client to pay for the goods.

There may be several reasons, for example, the absence or too high cost of delivery to the region where the buyer lives, or a complicated money transfer system. Perhaps the customer did not complete the purchase just because he was distracted and forgot to pay. Such situations need to be analyzed and given appropriate attention.

You can send this client a couple of letters offering a small discount on this or next purchase. Then invite the consumer to take a survey to find out why he decided not to purchase the products of your online store.

Customer survey on the example of Alibaba

Alibaba Group's customer survey sample includes active users of Android gadgets mobile Internet. The sample was quota by regions, the questionnaire was developed by the company's employees, who then distributed it on the news site.

In just 24 hours, Alibaba Group marketers identified the potential demand for a new mobile browser and the readiness of the Russian audience to install the novelty.

As it turned out, the most preferred features of applications by consumers are stability and speed. Any novelty will be favorably accepted by the audience if it is fundamentally different from other browsers.

Conducting customer surveys online correctly: step-by-step instructions

Step 1. We formulate the purpose and topic of the survey

The goal of a customer survey can be defined as the desired outcome, that is, what you are striving for, what you want to know or get. The final result formulates the subject of the questionnaire and defines the target audience.

For example, the monthly attendance level is selected as the survey goal. trading network"OK". Proceeding from this, the subject of the questionnaire will be an assessment of the attendance of a chain of stores, and the target audience will be its customers.

Step 2. Determine the sample of respondents

It is from target audience final results depend. If you want to get the most representative totals, you need to correctly identify the characteristics of the respondents who will participate in the customer survey. The description of the target audience can be based on 3-4 criteria from the list below.

1. Stages of interaction with the product:

• direct consumers (those who make one-time, periodic or permanent purchases);
• people who are in the stage of making a decision to purchase a product;
• people who can become potential consumers, but do not yet have all the information about your product or service.

Relation to a specific market (for example, owners of mobile devices with iOs installed).

Region of residence (an important criterion for a business based in a particular region or for those with representative offices in different countries companies).

Socio-demographic characteristics (gender, age, income level). Necessary to determine the target audience of goods with age, sex, price restrictions.

Interests (for example, used for products from the Hobby category).

Habits, values, character traits of respondents (used in cases where it is not enough short description typical representative of Central Asia).

Step 3. We schedule tasks, draw up a plan and questions

Customer survey objectives are a set of activities that lead to the achievement of the research goal. They answer the question: "What to do to get the desired result?" Now it is necessary to determine the stages of work, the topics of questions, their sequence in the questionnaire (in blocks or mixed).

Often, questionnaire developers think about what is best: to use ready template customer survey or create it yourself in the editor. If the study involves a unique product or service or is of a specific nature, without independent work not enough. In other cases, it is allowed to use a ready-made template.

Step 4: Testing the Survey

When the draft version of the questionnaire is ready, it should be tested on yourself by filling it out yourself and inviting employees to do the same. Such testing will help to check the functionality of links, the correctness of graphic display in various browsers, etc.

By answering the questions contained in the questionnaire, you will understand how long it takes to fill it out, whether it is understandable to all categories of TA respondents, and how useful these formulations are.

Step 5. Distribute the questionnaire

Questionnaires can be sent out in several ways:

Customer surveys that are not sent through the online panel are recommended to be posted on the corporate website. You can attract respondents with a letter or promotional message, briefly describing the essence of the survey in it and offering a bonus for completing it.

5 tips for writing the right customer survey questions

When writing survey questions, avoid qualitative assessments, such as: “What do you think of the friendly customer service representatives of our company?” Answers to such a leading question will not be accurate.

The question should be reformulated to focus the customer's attention on some aspect of your service department, for example: "How quickly were you able to get a response to your request from our customer service representatives?"

Thinking about what buyers might do in a hypothetical situation confuses many people. “What if” questions should be avoided on the client survey sheet, as you cannot know if the respondent has been in a similar position.

It is necessary to consider those situations that reliably reflect the real aspects of the company. You can use the Likert scale to formulate questions to evaluate customer experiences.

During testing, check how clear the questionnaire questions are to all categories of customers. This will help in the future to avoid repeated re-reading of the questionnaire by the respondents.

You should also not use questions, the answers to which will require a detailed and detailed description in the form of a short essay. Otherwise, you risk facing a large number of incomplete questionnaires.

It is much easier to understand and answer the question “How responsive is our company?” than the question “If you have used our website, phone system, or email help system in the past, has our customer service representative contacted you in a timely manner?” ?

Sometimes the customer survey sheet designer wants to get as much information as possible, so it's not uncommon to want to add more items. This can lead to an unjustified increase in the questionnaire, as well as to disorientation (and even irritation) of the respondent, who is confused by unrelated questions.

Tip 5. Try to use questions that begin with the word “how much”

Such formulations help to determine the level of the client's attitude to this aspect of your company's work as accurately as possible. Instead of the question "Is our organization professional", which implies "yes" or "no" answers, it is better to use "How professional is our company?"

In the second case, you can use several answers that reflect the whole range of shades of meaning. For example, "very professional", "professional" and "completely unprofessional". Such a rating scale will help to most accurately identify gaps in the customer service system.

What a customer survey should look like

Where to post a customer survey online

There are specialized customer survey services that will help save time and effort:

3 Free Services to Place a Customer Survey on Your Website

Survey Monkey

A pretty good customer survey service that has its own free version. It offers a fairly wide range of popular functions (protection against cheating, detailed statistics, flexible settings). Owners of the paid version get the opportunity to remove the company logo from the survey window and customize the form settings.

SurveyMonkey has a dedicated app for Android or iOs smartphones that translates customer survey results to the screen of a mobile device.

To create a survey in this service, you must click the appropriate button after authorization. The next step is header generation.

Then you need to enter a question with answers, and at the bottom of the standard form, enable the option "Add an answer option "Other" or a comment field." This will allow respondents to write their own answer instead of the suggested ones. Now you need to click the "Save" button.

The next step is to choose the option of placing the customer survey on the site page or in a pop-up window, after which you need to decide on the size of the window (usually 500 x 430 pixels). If there is no need for additional settings for polling options, click "Next".

When all preparatory work is completed, the service generates an embed code to be placed on the site where the questionnaire will be located. It remains to copy and paste it into an HTML page.

Be sure to check the result by loading the page and checking for the presence and correct placement of the poll box.

Poll Service

This customer survey service is also quite effective. It does not require payment and registration (although it is desirable). After going to the main page, select the "Create a survey" button and write questions with multiple answers.

The standard set of functions allows you to add a free answer option and set additional parameters in the "Settings" and "Cheat Protection" menus.

It remains to click the "Finish" button and get the code to embed in the HTML page. After updating the web page, you need to check the correct placement of the questionnaire. By answering one of the questions, you can see the statistics for this customer survey.

Survio

This customer survey service offers to register, after which you need to click on the "Create a questionnaire" button and select the "New survey" option.

You can find customer survey templates on the menu, but finding the right one that has the questions you need can be quite difficult. Now you need to enter the name of the survey in the appropriate field and click "Continue".

The next step is to enter multiple choice questions. It remains to click the button "Complete the questionnaire". If the client survey will be posted on the website, you must select the "Survey on the site" link in the "Site" block. Copy the generated code and paste it anywhere in the HTML page.

If you plan to place a customer survey in a pop-up window, you must select the appropriate option. This option is available in all three services.

How to count customer survey results

How to calculate the sample

The sample is the most important item in any study and represents the number of questionnaires received as a result. Sample calculation is the basis of customer surveys and questionnaires.

The reliability of the results is substantiated by the laws of statistics, according to which a conclusion about the behavior of the majority can be made on the basis of an analysis of the actions of individual units from this mass. For example, you can estimate the consumer interest of a city with a population of 500,000 people based on a survey of 400 citizens.

The already selected niche, the fewer respondents will be included in the sample. For example, for 500 clients of the company, the sample will be 200 people. If less than 200, it is worth trying to interview all or most of them. The accuracy of quantitative results proportionally depends on the number of completed questionnaires.

If you have a small pool of suitable respondents, do not refuse to conduct a customer survey by reclassifying the results as qualitative rather than quantitative. In this case, emphasis should be placed on determining the needs, behavior patterns, and difficulties of the respondent, without focusing on their exact number.

Special sampling calculators available on the Internet will help you calculate the required number of customer survey sheets, saving you time and effort.

How to count indicators

This most difficult part of conducting customer surveys and questionnaires can be done manually, using a lot of mathematical laws, or entrust this work to special statistics programs for data processing.

You can use Excel to calculate the indicators. Based on two key values ​​- "% of customers surveyed" and "% of those who answered a certain question", you can present the results in the form of a chart or table.

When there are difficulties with placing a customer survey on the site or you are not satisfied with the results obtained, you can turn to professionals. They will help to cope with the problems that have arisen, starting with a free site audit.

Constantly growing competition, the appearance on the market of many similar products of a similar price category and quality, greatly complicate the conduct and planning of a business. In such conditions, not only competent timely advertising and a non-standard approach to organizing advertising promotions are important, but also a clear marketing program to study the preferences, capabilities and needs of the consumer audience. Excellent results in this area help to achieve periodic holding surveys among buyers.

Questioning of consumers is the most effective method of marketing research, allowing the company to obtain the most complete and reliable information about the attitude of consumers towards it. In addition, customer surveys are "probing" consumer market in order to identify all possible shortcomings and omissions associated with the market promotion of goods and services.

When questioning consumers, a questionnaire is used that contains a number of questions directly or indirectly related to the research topic. This form of feedback, as well as tasting, makes it possible to quickly and reliably determine the tastes of consumers, assess their purchasing potential, establish the degree of loyalty to the company and its activities, etc.

Proper compilation of questions is the key to a successful survey and greatly simplifies the systematization and final analysis of the information received. The wording of the questions should be clear, concise, extremely objective and not ambiguous. It should be borne in mind that the survey of buyers is an exclusively voluntary action and any coercion to it can be regarded negatively.

Marketing surveys can be easily used not only to collect analytical information, but also as a means of additional advertising impact. In this case, the scheme "fill out the form and get a discount (bonus, gift, coupon, etc.)" is often used. Thus, marketing research takes the form of a promotion campaign that encourages the consumer to both fill out the questionnaire and purchase the product itself.

Often, such stimulation of the buyer is not only desirable, but necessary. After all, he spends his personal time on marketing surveys, and the bonus offer will be regarded by him as a natural gesture of gratitude on the part of the company.

In each case, the development of the questionnaire and the method of questioning are carried out based on the specifics of the company's activities and taking into account the goals set by it. But there are also common points that are characteristic of most events of this kind. Here are the main tasks that customer surveys solve:

• - prompt receipt of information about the consumer audience.
• - determination of the most effective sales promotion measures.
• - Determining the potential of the product, and finding the best ways for its successful implementation.
• - strengthening the company's image through active work with customers and providing them with bonus offers.

Of course, it is necessary to involve professional performers with sufficient experience in marketing research to develop a questionnaire, conduct a survey and systematize the information received.

A sample questionnaire is presented in (Appendix 2).

Closed questions are presented in (Appendix 3).

Open questions are presented in (Annex 4).

APPENDIX 2

Questionnaire

BUYER QUESTIONNAIRE

Dear buyers of Trade House "Bars-Retail"!

My name is Marina, I am a representative of Bars-Retail Group of Companies, I would like to conduct a survey among our customers.

This questionnaire will not take you much time.

Thank you in advance for your participation!

1. Indicate where you prefer to buy food:

hypermarket

supermarket

weekend fair

minimarket (walking distance store)

2. What influences your choice outlet:

price level location

wide range of product quality

opening hours car parking

level of service experience/reviews of friends of colleagues

i store layout convenience

other (specify) ___________________________________________

3. How often do you buy food products at Bars-Retail Trade House?

1 time per week More than 3 times per week

2-3 times a week daily

other(specify)

4. Specify the average amount of your regular purchase of food products in the shopping center "Bars-Retail":

less than 100 rubles 101 - 400 rubles 401 - 700 rubles

701 - 1000 rubles over 1000 rubles

5. Specify the source from which you usually receive information about food products in Trade House "Bars-Retail":

personal experience from relatives, friends, colleagues

other(specify) _______________________________________________

6. Are you satisfied with the quality of food products from local producers?

yes, satisfied not quite satisfied no, not satisfied

7. What do you think allows products to be recognizable and in steady demand:

presence of a regional brand

improving the design and quality of packaging

production of environmentally friendly products, without preservatives

holding exhibitions, fairs, tastings

creation of a chain of branded stores

other (specify )______________________________________________

8. Indicate how often you buy the following foods:

9. Specify your gender:

10. Indicate which age group you belong to:

up to 20 years old 41-50 years old

20-30 years over 50 years

11. Please indicate your occupation:

a housewife

retiree

civil servant / soldier

student / student

business owner, entrepreneur

unemployed / temporarily unemployed

service worker

other (specify):_________ _____________________

12. Please indicate the number of family members living with you:

Total people, of which working people,

Non-working people

13. Indicate the share of food costs in the monetary income of your family:

up to 25% up to 30% 30 - 40% 40 -50%

APPENDIX 3

Closed questions

Reception name	Description of the purpose of the reception
Alternative question	A question that offers a choice of two answers	"Having thought about the trip, did you personally call the Aeroflot airline?" ? Not
Choice Question	A question that offers three or more answers to choose from	"Who are you flying with this time?" ? With no one ? Only with children ? With husband ? With friends
Question with the Leikert scale	Question prompting the degree of agreement or disagreement with the purpose of the statement made	"do the largest airlines serve passengers better than the big ones?" ? strongly disagree ? Disagree ? I agree ? Can't agree
Importance scale	A scale that ranks people characteristics in order of importance from "not at all important" to "extremely important"	"In-flight meals for me..." ? Extremely important Pretty important ? It doesn't matter at all ? Very important ? Not very important
Evaluation scale	A scale with the ranking of any feature: from "unsuccessful" to excellent"	"Meals on Aeroflot aircraft..." ? Excellent ? Very good ? Good ? Unsuccessful

APPENDIX 4

Open questions

Reception name	Description of the essence of the reception
Questions without a given structure	A question each respondent can answer in an almost meaningless number of ways	"What is your opinion of Aeroflot?"
Selection of word associations	The respondent names one word at a time and asks to name the first word that comes to mind in the answer.	"What was the first word that came to your mind when you heard the following" Airline_____ Trips______ Aeroflot ________
Completion of sentences	The respondent is offered one unfinished sentence at a time and asked to complete them.	"When I choose an airline, the most important thing for me is_______"
Completion of the story	The respondent is offered unfinished sentences and asked to complete them.	"The other day I was flying on an Aeroflot plane. They gave me a cold sandwich to eat. What caused me ..."
Completing the drawing	There are two characters in the picture, one of which expresses an idea. The respondent is asked to imagine one character in place and write out the answer.
Thematic operational test	The respondent is shown a picture and asked to come up with a story about what, in his opinion, is not happening or can happen.

Modern marketing involves close interaction with the client: communication, receiving feedback, studying needs. You communicate when you sell a product or provide a service. You get feedback when a customer leaves a grateful review or complaint. You estimate needs when you analyze sales volumes for individual products or services over a period. However, sometimes you need to get specific information from customers on your initiative, answers to those questions that interest you. Then you remember customer surveys and questionnaires.

In general terms, everyone imagines what questionnaires are. We encounter them when, for example, we go through registration with government agencies, receive discount cards in stores, at the request of a company we evaluate the quality of its services, we answer comic and serious surveys on the Internet.

Do you use surveys? Do you think that this way of getting information from customers is too complicated for you? I assure you, this is only at first glance.

What are the benefits of surveys in business?

With the questionnaire, you can:

• collect customer information (personal data, consumption patterns, preferences);
• research customer satisfaction (whether they like your product or not);
• study customer opinions about new products / services, changes in the service, payment methods, etc.;
• study customer needs.

This list goes on and on, including all the times you need to collect concrete, the same data for all clients in order to summarize and analyze them later.

Features of the client profile

• The questionnaire allows, first of all, to answer questions "What?" and "How much?". In order to find out "How?" and "Why?", there are more effective methods such as in-depth interviews. Of course, questions like “Why did you turn to me for a service?”, but you need to analyze the results with caution, the answer is not always on the surface, and a person cannot formulate it quickly and clearly.

• Ask “your own” only what is relevant to “your own”. At your disposal, most likely, the contacts of only your customers. It is difficult to independently interview people who do not know you and do not buy from you yet, and for this it is better to turn to professional researchers. When interviewing your customers, you do not take into account the opinion of all other representatives of the target audience, which may not be so favorable to you. It turns out a bias towards clearly loyal customers who are ready to answer your questions. Therefore, on the basis of such surveys, it is impossible to draw conclusions about demand in general, the needs of all consumers, the assessment of the quality of your products / services in comparison with competitors, and so on.

A questionnaire is a universal way of collecting information about a consumer, dressed in a specific form that allows you to collect and process information (make calculations). It is clear that you do not need a stack of questionnaires at the exit, you need a database and conclusions. And in order to draw the right conclusions, you first need to correctly create a questionnaire.

1. Introduction- Please take part in the survey.

Example: “We invite you to take part in a survey on the topic ... Your opinion is very important to us. It will allow us to improve the quality of our work and better meet your needs.”

2. Screener- a block of questions that allows you to weed out unsuitable respondents if you are interviewing a specific target audience.

Example: “Have you purchased our products in the last 3 months?” If not - "Thank you bye".

If you have several groups of consumers that differ in gender, age, field of activity, interests, be sure to include relevant questions in the screener so that you can then separate the data and analyze these segments separately.

3. Main content- questions grouped by meaning, from general to particular. The questionnaire should have an internal logic, not confuse the respondent and not force them to return to previous topics. Place the most necessary and important questions for you at the beginning, details at the end (a person may get tired and not answer the last questions).

4. Passport- a block of personal data (full name, contacts, place of work and position, marital status, income level). Always ask permission to collect such data and do not insist if the client refuses.

Request example: “The next block of questions is very important for us. We would like to know our customers better. But if you are not ready to answer some questions, you can skip them.

5. Gratitude. Always thank the client for their time. If the questionnaire is voluminous, a lot of time has been spent, a simple “thank you” may not be enough, offer a gift, a coupon for the next purchase, a bonus.

General requirements for questions

• Questions should be clear and unambiguous for all respondents. Avoid complex sentences special terms. Reread the question, if you can ask it easier and clearer, reformulate it.

• What can and cannot be asked is easiest to understand by putting yourself in the place of the respondent. Do not ask questions that may cause embarrassment, invasion of personal space, or require the disclosure of commercial information.

• Do not ask too detailed questions that the respondent may not remember answers to, for example, for consumer goods instead of a question “How many times have you purchased this product during the past year?” better to ask: “How often do you usually purchase this product?” (answer options: ponce a week or more often, once every 2-3 weeks etc).

• Do not ask about something that does not yet exist in nature: “How would you react if this product was sold in such and such packaging?” Make changes first, let people try, then ask. Well, or at least demonstrate innovations.

Question types

By general rule, there are questions closed(with answer options) and open(when the answer needs to be specified in any form).

Closed questions- This:

• questions with answers like Not really;
• questions with lists of answers from which one or more must be selected;
• questions with answer options in the form of scales.

Scale examples

• General scale (suitable for different questions): yes/rather yes/rather no/no/difficult to answer;
• Evaluation scale: about very good/good/rather bad/bad/difficult to answer;
• Consent scale: absolutely agree/rather agree/rather disagree/completely disagree/difficult to answer;
• Satisfaction scale: a Absolutely satisfied / Rather satisfied / Rather dissatisfied / Absolutely dissatisfied / Difficult to answer.

Such questions can be formulated in series, for example: "Rate your agreement with the following statements regarding this service". Next come the statements, each of which is evaluated on a scale.

Each answer option in the calculations is assigned a score of +1, +0.5, -0.5 and -1, option "Difficult to answer" equates to zero. As a result, you can calculate the index from -1 to +1, which will reflect the general opinion of the respondents. It is convenient to measure the opinion of different groups of respondents or the indicators of different surveys in dynamics with such indices.

• There are also interval scales, for example, to estimate age: up to 18 years / 18-25 years / 26-30 years etc. Note that the extreme values ​​are not repeated (if a person is 17 years old, he will choose option 1, if 18 - the second). When calculating, not points are used, but numbers denoting the middle of the interval, for example, in the interval "18-25 years old" - 21,5.

• The regularity of actions is best measured by specific periods: once a week or more often / once every 2-3 weeks / once a month etc. Avoid abstract options ( frequently, quite often, rarely) as they may be interpreted differently by the respondents.

For questions like Not really and questions with scales, the answer should be one. And for questions with a list of answers, you can select several or all of them. Be sure to include this after the question is worded, for example: "Choose only one answer" or "Choose all that apply".

We always try to make shopping in our stores even more comfortable for you and therefore we offer you an additional 10% discount on your purchase.

We invite you to fill out the form and get a one-time 10% discount on your purchase!

The discount is valid at any time in any of our stores in the Mitino shopping center and the Ladya shopping center.

After filling out the questionnaire, you will receive a copy of the questionnaire by e-mail, which you can print out and present at the checkout when using a 10% discount.

Your name (required) Your surname (required) Date of birth (required) Contact phone E-mail (correct e-mail) Send a copy of the questionnaire to the mail

Questionnaire Questions

1. How often do you visit our stores in the Mitino shopping center and the Ladya shopping center? Once a year Once a month

Every week Haven't been yet 2. Do you always find suitable clothes? yes no 3. What do you like / dislike (not suitable) from the assortment? 4. What do you like/dislike about our store? 5. What do you like/dislike about the service? 6. Are the prices in our stores right for you? The prices are great! Expensive

I buy only for a promotion I can afford more expensive 7. Would you like to receive information about promotions and sales from our store by e-mail? yes no 8. What social networks do you use (livejournal, facebook, vkontakte, etc.)? Livejournal FacebookVkontakte Other 9. What do you think is missing in Mister clothing stores? (required) 10. Perhaps you would like to wish something extra to our store for better job. Write it here: (required)

Spam Protection

Calculate 3+34

cforms contact form by delicious:days

Thank you very much for your participation!

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An example of a questionnaire for conducting a survey of consumers, buyers

The final questionnaire for the survey is formed on the basis of the format and objectives of the study, supplemented with questions and blocks that are important for the study.

An example of a questionnaire form: Consumer preferences of residents of city N in the product market.

To fix the recognition of the company and the brand of products in the studied markets.

Determination of the circle of main competitors.

Identification of the main sources of information about products.

Preparation of a plan for a set of measures to increase awareness and loyalty to the company and brand (marketing and advertising plan).

Key research questions (draft questionnaire for the face-to-tace survey):

Consumer Questioning: Sample Survey Questionnaire

Sample customer questionnaire

Demand Questionnaire

I. Consumer data (underline as appropriate).

1. Gender (male, female).

2. Age (up to 18 years old, from 18 to 30 years old, from 30 to 50 years old, over 50 years old).

3. Social status (worker, employee, entrepreneur, student, housewife, pensioner)

II. Questions for studying demand.

B) once a month D) once every six months E) once a year

E) one purchase.

5. What price will suit you? (Insert price_rub.)

6. How many items would you like to purchase at your price? (Enter quantity_pieces or kg).

7. How often will you purchase goods at your price (underline as appropriate):

A) daily B) once a week

B) once a month, D) once every six months, E) once a year, E) one purchase.

8. Why do you refuse to buy (underline as appropriate):

A) is already there, B) is not needed,

B) not satisfied with the quality. D) don't like the color, D) don't like the style, E) don't like the shape,

G) don’t like the design, 3) don’t like the size, I) don’t have extra money, J) I can do it myself, JI) other.

On fig. the polling scheme is shown, i.e. the order in which questions should be asked based on the answers to the previous question

Rice. Survey scheme

The advantage of the questionnaire method is that conducting one survey allows you to get a whole range of information: customer requirements for consumer properties of goods, the average purchase size, the frequency of visiting the store for this product, the average price level that meets the expectations of customers, as well as the expected number and demographic characteristics of potential buyers. It is only important to choose the right number and composition of the interviewees in order to have a representative group that reflects the contingent of buyers.

The data obtained should be considered as initial when determining the possible volumes of sales. However, in conditions of great interchangeability of most goods, a general excess of supply over demand, and in the presence of competition, the results obtained will not accurately reflect the actual needs of the population in a particular product. Therefore, in order to improve the accuracy of calculations, it is necessary to adjust them taking into account data on the actual volumes of sales of goods.

Questionnaire for discount card holders

Our printing house offers printing of forms - a questionnaire for discount cards on paper or carbon paper. Your company may need a questionnaire for holders of discount cards with your branding to obtain information about your customers. A discount card survey can provide a lot of useful information for analyzing your customer base. In addition, the contact details provided by the client can be used for further interaction with your client, for example, to send information about new promotions or sales of your company.

You can order any edition at a low price. One of the types of our work is the printing of specialized letterheads of enterprises, including self-copying ones and with company symbols. We will be happy to advise you in our office and show you various sample forms and types of paper on which we can print your personal application form.

Sample forms of questionnaires for issuing discount cards

You can download samples of application forms for issuing discount cards in .doc format for review. The archive contains a large number ready-made examples profiles:

In most cases, the application form for obtaining a discount card contains the following questions:

The following:

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Customer profile

We always try to make shopping in our stores even more convenient for you, and therefore we offer you an additional 10% discount on your purchase.

We invite you to fill out the form and get a one-time 10% discount on your purchase!

The discount is valid at any time in any of our stores in mall Mitino and SEC "Ladya".

After completing the questionnaire, you will receive an electronic copy of the questionnaire, which can be printed and presented at the box office if you use the 10% discount.

Your name (required) Your surname (required) Date of birth (required) Contact phone E-mail (correct address Email) Email a copy of the questionnaire

Questions for questions

first

How often do you visit our stores in Mitino Shopping Center and Ladya Shopping and Entertainment Center? Once a year Once a month

Every week I've never been 2. You always find the right clothes for yourself?

yes no 3. What do you like / dislike (inappropriate) about the proposal? 4. What do you like/don't care about our store?

5. What do you like / dislike about the service? sixth

Supermarket Customer Survey Questionnaire (No. 1)

Are you satisfied with the prices in our stores? The prices are great! expensive

I only buy stocks that I can afford and hold. 7. Do you want to receive information about promotions and sales in our store by e-mail?

Yes No 8. What social media do you use (livejournal, facebook, vkontakte, etc)? LiveJournal FacebookContact Other 9. What is missing in the clothing store "Lord"? (Required) 10. You may want something else in our store for a better experience. Write here: (required)

Thank you very much for your cooperation!

News from the company

N in the commodity market.

Consumer Survey: Sample Questionnaire

Half of my job is to make estimates, and I have complete confidence in SurveyMonkey for that. To this day, I can say that I am completely satisfied with the convenience of working with Survio. Suggest a product or try it. To add a list of SURVEYMONKEY addresses and send a unique survey link in messages sent by the SurveyMonkey mail server.

The questionnaire model can be changed and processed. Anyone can form a form. What do they think about quality and value. Look deeper to understand how customers are using your site. Customers love the shipping and return policy. Conduct a survey among users to evaluate and improve the shopping experience in your online store.

Use SurveyMonkey's free sample profiles to collect customer feedback today. I was looking for a program to work in Maza Park to collect data on the quality of work of all departments of this institution.

Make small comparison purchases. Questionnaire models for consumer questions about the content of online stores in some forms are only available on English language. They have a desire to regularly buy a certain product online. Use this tactic to reward respondents.

Reliability and experience, SurveyMonkey's tools have helped more than 20 million customers collect information online. Run a survey to get customer feedback.

Use surveys to let customers share their ideas about your business, the quality of your online store services, and products. SurveyMonkey systems enhance the way you collect and interpret information with advanced analytics tools and more.

Use this survey to find out if you are under arrest and if the parties are willing to refer you to other people. You will then be able to keep track of individual responses, who didn't, who answered, and who rejected the survey, including being informed about it.

Enough to decide for yourself. Understand the purpose of your behavior and ask only what is needed. This is an opportunity to get to the client's place and not lose.

How to ensure customer satisfaction and returns, instead of offering a shopping session that doesn't live up to expectations. Dedicate buyers to communicate with customer service representatives, or an emergency saved a happy scenario to find out.

In the real time you save or share with others, you can see the data as it arrives. Identify your strengths and areas and use this information to improve your private equity investment.

Customer Form

Demand Survey Questionnaire

User information (underline).

1. Sex (man, woman).

2. Age (up to 18 years old, 18-30 years old, from 30 to 50 years old, over 50 years old).

3. Social status (employee, worker, entrepreneur, student, housewife, pensioner)

II. Issues of studying demand.

B) once a month D) once every six months D) once a year

E) one purchase.

5. What's your price? (Enter price_ru.)

6. How many items do you want to buy at your price?

(Enter number of units or kg).

7. How often do you buy items at your price (underline):

A) daily B) once a week

B) once a month D) once every six months D) once a year E) one purchase.

8. Why reject the purchase (highlight):

A) already exists, B) not necessarily,

B) does not match the quality. D) don't like the color, D) don't like the style, E) don't like the shape,

G) I don't like the design, 3) I don't like the size, In) No extra money, K) I can do, II) different.

Study design, i.e. The order in which you need to ask questions based on the answers to the previous question

Rice. Survey scheme

The advantage of the research method is that conducting a research provides a full range of information: customer requirements for product quality, average purchase size, exchange rate in trade for this product, average price level that meets customer expectations, and expected quantity and demographic characteristics. potential clients,

It is only important to choose the right size and composition of the people interviewed in order to have a representative group that reflects the contingent of the client.

The information obtained should be considered as the initial data in determining the possible sales volumes. However, with the high interchangeability of most products, the total excess of supply over demand and the availability of competition results will not accurately reflect the actual needs of the population in a particular product.

Therefore, in order to improve the accuracy of the calculation, they must be adjusted taking into account the actual volume of sales of goods.

Questionnaire for holders of discount cards

Our printing house offers printing forms— questionnaire for discount cards on paper or copy. To obtain information about your customers, your business may require a discount holder questionnaire with your company logo.

Issuing a discount card can provide a lot of useful information for your customer analysis. Besides, Contact Information The client can be used to further interact with your client, for example, to send information about new promotions or sales to your company.

You can order a print at a low price.

One of the types of our work is the printing of specialized forms of business, including self-copying and company symbols. We are happy to inform you in our office and show various examples types and forms of paper on which we can print individual application forms.

Questionnaire models for issuing discount cards

You can download sample forms for issuing discount cards in .doc format for reference.

The archive contains a large number of already prepared questionnaires:

In most cases, the questionnaire for obtaining a discount card includes the following questions:

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Customer Satisfaction Survey in the Food Trade "Bundes"

- Encourage your consumers to get feedback;

- Make your informal feedback channel organized in such a way that the consumer can express his desire or opinion (even if it is a complaint);

- Do not create, unnecessarily, complex questionnaires and surveys.

Large and complex interviews have very low level answers. But most importantly, they often have the opposite effect, your visitor has not responded and is not satisfied!

— Facilitate the provision of information to the consumer;

— Do not leave only one complaint unanswered, a quick response can often completely eliminate the problem;

— The introduction of surveys and questionnaires is not in itself a single approach, which will allow us to fully see the potential problem;

— Surveys and surveys should be carried out on a regular basis, ideally on a daily basis, only by comparing the results can we understand the dynamics of growth or decline in the quality of service;

— Review — Results — Analysis — Improvement! Everything is designed to improve the quality of products or services.

What are the objectives of consumer surveys?

How to create the right survey and get useful information for your online store

Any research of consumers begins with a clear statement of tasks. For the results of the study to be truly useful, it is extremely important to identify the problem and tasks to be solved through the conduct of surveys. The most popular tasks solved through consumer surveys:

1. Definition and description of the target audience of the brand.
1. Who is a regular customer of the brand?
2. Who is the potential buyer of the brand?
3. Who will never buy a brand?
4. Assessment of the current position of the brand in the market and its development prospects.
5. What is brand awareness? What is the brand's competitive environment?
6. What is brand loyalty?
2. Is the brand able to retain its customers?
1. What are the conditions for switching to another brand?
2. Search for an effective brand promotion channel.
3. Where does the search and selection of products begin, and where does it end?
4. What are the most common sources of product information?
5. What sources of product information are most trusted?
3. Characteristics of the brand image.
1. What is the brand's reputation?
2. What does the brand say to customers?
3. Negative and positive images associated with the brand.
4. Determination of price sensitivity.
1. Above what value will buyers abandon the brand?
2. What is the optimal price for products?
3. Are buyers willing to overpay for additional services?
5. Testing brand positioning concepts.

How do we conduct consumer surveys?

Next important step after setting the tasks - the development of research tools.

At this stage, the following questions need to be answered:

• How will we ask?
• Who will we ask?
• Where will we ask?
• How many people will we interview?
• When will we ask?
• What are we going to ask?

These questions primarily imply the choice of a method for conducting a consumer survey, and the definition of a sample population.

The effectiveness of the survey depends on which respondents will be included in the sample. If a non-target audience is surveyed, the results of the survey will be irrelevant, and the study itself will be ineffective. To prevent this from happening, it is important to choose an appropriate survey method that allows you to reach the right audience for the tasks.

The most popular are face-to-face and online panel surveys. In the first case, surveys are conducted at the points of sale of the studied products and the concentration of the target audience - in certain stores, institutions, etc.

In the second case, the survey is carried out remotely, via the Internet.

Personal consumer surveys and hall tests

During many years of work in research buying behavior IndexBox specialists have developed a special method of personal interviews, which allows obtaining both quantitative and qualitative information. Polls are built in the form of a conversation and require answers high degree details.

About 20% of the questionnaire consists of open-ended questions. Answers to most questions should form a detailed story that allows you to penetrate the respondent's inner world, explain the motivation of his desires and actions.

The method involves conducting interviews in a specially designated space of a retail outlet to provide more comfortable communication conditions that lead to a detailed and consistent study of the diversity and nuances of consumer behavior.

Quality control of the received data is carried out during the survey itself (visual control), as well as by checking at least 35% of the questionnaires selected randomly by specialists - supervisors of the field department.

The check consists of a telephone call to the respondent and an assessment of the quality of filling out the questionnaire.

An additional check is carried out using statistical methods data analysis and determination of the degree of deviation of the indicators presented in the questionnaires of each interviewer.

Online consumer surveys

The selection of respondents who meet the criteria of the sampling population is carried out on the basis of contacts from the corresponding online panel. Online panels are communities of people who have agreed to regular participation in marketing research. Each participant deliberately registers in the panel on a special Internet portal, providing various socio-demographic and consumer data about himself, and also receives compensation for participation in the form of a monetary reward or prizes.

Each respondent receives email address an invitation to participate in the survey and in case of successful completion of the filter questions, the user starts filling out the questionnaire.

• The credibility of the information provided by the panelists is verified by the following methods:
• Measuring the time required to answer each question;
• Analysis of answers to open questions;
• Dynamic comparison of the answers to the questions of the questionnaire with the profile of the panelist;
• "Black list" and dynamic screening of questionnaires with dubious reliability;
• Re-survey of study participants (control);
• Rejection of questionnaires containing a large number of answers “I don’t know / find it difficult to answer”;
• Rejection of questionnaires with stereotypical answers (for example, one column or zigzags in tabular questions);
• Questions for logical correspondence to filter questionnaires filled out "blindly";
• A question-task to test attentiveness (for example, in a tabular question, a task is added among the statements - “mark the answer“ completely agree ”);
• Filtering "flat" questionnaires with stereotypical answers to questions (for example, the respondent always answers "strongly agree" to a large number of statements).

What resources allow us to do quality consumer surveys?

• A team of specialists with significant experience in implementing successful and notable projects in the field of consumer research.
• Standards research work in accordance with the regulations of the American Marketing Association and the Alliance of International Marketing Research Institutes.
• A work methodology that combines desk and field research, as well as own developments taking into account the specifics of the Russian market.
• Using the best software to conduct a Kinesis Survey.
• Own field department IndexBox (150 interviewers, 8 supervisors).

In what format do we provide consumer survey results?

Upon completion of the survey, the quality-tested data array is sent to the desk stage of the study - information analysis.

Based on the results of the analysis, the results and conclusions of the study are drawn up in the format of a MS PowerPoint presentation report, MS Excel tables are additionally attached to the report.

The report contains:

• Description of trends in abstracts;
• Visualization of data on charts and diagrams;
• Conclusions and recommendations corresponding to the goals and objectives of the study.

A convenient presentation format allows you to quickly understand the results of the study and immediately use them in your work. Depending on the scope of the tasks, the presentation includes an average of 50-60 slides.

To order

Sample survey for consumers, customers

The final questionnaire for the survey is based on the form and objectives of the survey, supplemented by questions and blocks that are relevant to the survey.

Life-Marketing marketing agency provides services for conducting consumer hearings and studying consumer demand.

An example of a questionnaire form: the wishes of the consumer of the city

N in the commodity market.

Research objectives:

Determine the brand awareness of companies and products in the studied markets.

Determination of consumer preferences and decision-making factors.

Determine the size of the main competitors.

Identify the main sources of product information.

Preparation of a plan of measures to increase visibility and loyalty to the company and brand (marketing and advertising plan).

Key questions to consider (draft questionnaire for personal research):

Respondent information:

up to 15 years (less than 12 years were not interviewed). Determine your age with your eyes.

16-25 - students, students, active young people

26-35 - independent audience for work, young families

36-45 - middle-aged people

46-60 - an independent group, characterized by older children (in case of marital status) and the possible presence of grandchildren

from 61 - to retirement and retirement

Gender of responsible person

You have a family, children / grandchildren (up to 12 years old).

The question concerns the elderly and the elderly.

Family Yes / No

Children. Yes. What age? _____

Study the frequency of purchase, the principle of spending:

Enter multiple answers.

Purchase frequency

Product study and product preferences:

Settings according to product type (there may be more than one answer)

product 1

product 2

product N

What brands are you familiar with?

Recognized trademarks (by name/brand). It's not the producer's name. It is recommended to complete this block with 7-9 brands, including yours, that are really actively represented in the place where the analysis is being carried out and that are direct competitors for your brands.

What _____________________ did you/your family buy in your last purchase?

It can be a type or a brand.

What would you like to buy _____________________ in the near future / now? It can be a type or a brand.

Brand Knowledge:

Manufacturers whose name is given by the respondent know (without prompting). Open question.

If the answer is no, then the next item.

Do you know the manufacturers, the names of the above mentioned companies? The manufacturers whose company appoints the defendant have heard. The list has been read. Choose from 5-7 companies whose products are present in the region under study, including your company name.

manufacturer 1

manufacturer 2

manufacturer N

Manufacturers whose products are trusted by the investor.

Place of purchase and purchase of decision factors

Where the customer most often buys products. There may be more than one answer.

supermarket / online store

score _______

specialized __________

Price Sensitivity

the product is selected ________________________.

The price is not important.

The product is selected by ________________. The price is being studied and considered.

When choosing a product, the main focus is on price.

Product selection criteria. What is the focus?

a brand that I know/trust

in appearance

for the whole set

before _______________

to ________________

Dependence on the type of product

type of product.

complex product with ______________________. Which?

buy ______________________________-

Purchase principle

I buy quickly and impulsively (on the go) what I like

I buy fast and impulsive (on the go) because

Buyers question

I clearly know what I want

I make a careful decision and I am currently looking for a suitable option

Attitude towards news

I buy the same famous product

I want to experiment and buy new products

Sources of product information

Sources of information about new products in the commodity market

in stores when I see a new unknown product on sale

What brands do you remember and can name? Do you remember?

This example of a consumer survey questionnaire used in the work marketing agency Life-Marketing is informative (template) and not final.