After you’ve selected the metrics you want to track and the appropriate sample size, the next step is to design your questionnaire. This is an essential part of any brand tracking study, as it will determine the types of data you collect.
When designing a questionnaire, there are a few key elements to consider. You’ll need to decide what type of questions you want to include. There are two main types of questions used in brand tracking studies: attitudinal and behavioral. Attitudinal questions focus on consumers’ perceptions and opinions, while behavioral questions focus on their actual behaviour.
You’ll also need to decide what format you want the questions to be in. Open-ended questions allow respondents to answer in their own words, while closed-ended questions provide a limited number of response options. Both types of questions have their own advantages and disadvantages, so it’s important to choose the one that is best suited for your study.
Here are our Top 4 tips to keep in mind while your designing your brand tracking questionnaire.
Tip 1 - Keep it short:
The shorter the questionnaire, the more likely respondents are to complete it. Aim for 10-15 questions.
Tip 2 - Be clear:
Make sure the questions are clear and concise. Avoid jargon and technical terms.
Tip 3 - Be specific:
Ask specific questions that can be easily answered. Avoid open-ended questions that require lengthy responses.
Tip 4 - Pilot Test:
Always pilot test your questionnaire before administering it to your sample. This will help you identify any errors or problems with the questions.
By taking the time to design an effective questionnaire, you can be confident that you’ll collect high-quality data that is relevant to your research objectives.
5. Analyse your results