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Questionnaires, surveys and focus groups

Market research questionnaires, surveys and focus groups can be powerful tools for improving your understanding of your market and customers. If you can't find the information you want from your internal records or published market reports, you may need to invest in carrying out your own primary research. Questionnaires can be an effective means of measuring the behaviour, attitudes, preferences, opinions and intentions of relatively large numbers of subjects more cheaply and quickly than other methods. An important distinction is between open-ended and closed questions. Often a questionnaire uses both open and closed questions to collect data. This is beneficial as it means both quantitative and qualitative data can be obtained. Quantitative research includes surveys and questionnaires. Qualitative research involves in-depth questioning of small groups of respondents. If you're doing your own research on a limited budget, the best approach is to talk to existing customers and use simple surveys to gather information. More sophisticated methods, such as focus groups, are best left to the professionals. Market research questionnaires are a well-known way of generating market information. Questionnaires are typically used to produce numbers.