Questions to Ask When Carrying Out an Opinion Research

Ask the right questions

Whether you are planning on a quantitative survey like an Internet or mail approach or a qualitative investigation like a focus group or a one-on-one interview, the general structure of the research itself should follow the same outline. Firstly, you will need to tell your Antares customers about why you are conducting the research and why their input is valuable. Customers should understand that their feedback can have real benefits for them.

The first research questions should be general, easy to answer and should have capability to spark an interest in the rest of the survey.

Questions should create interest

An initial question like, “What is your level of satisfaction with your Antares vending service?” can be a way to immediately engage a respondent and generate interest in what question that may follow.

Once you’ve built some interest with the respondent, questioning can begin to move into the more meaty issues that are your primary interest. Three principles of good question can help guide you to ensure reliable and valid responses.

1) Questions should ask about first hand experiences or perceptions. Asking customers about the perceptions regarding your Antares business opens responses to significant error. Questions should focus on the individual respondent’s beliefs, attitudes and behaviors.

Questions should focus on one issue

2) Ask questions one at a time. Compound or “double-barreled” questions can muddle a respondent’s ability to answer a question and your ability to interpret the results. “Overall, how would you rate our Antares customer service and product offerings as compared to other vending operations you have engaged in the past?” is a good example of a double-barreled question that may leave a respondent with an inadequate means to answer the question, and you with difficulty interpreting the response.

3) Use words that ensure the respondents will be answering the same question. All respondents must understand the questions in the same way. Definitions should be provided to all respondents.