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A sheet with a series of (usually multiple choice) questions on it. Participants are asked to answer the questions in order to provide information to the person or organization issuing the questionnaire. Questionnaires are frequently used in marketing to gauge interest in a product, campaign, price, or almost anything else.


a structured list of questions which is used to obtain information. It is frequently used in MARKETING RESEARCH to help identify consumers' needs and motivations and to gauge their reactions to present product offerings. Considerable care and skill needs to be exercised in the preparation, development and testing of questionnaires before they are used, and in interpreting the results obtained.

Questionnaires may be designed to take a highly structured form, involving detailed questions requiring simply yes/no answers or multiple choices, or ratings on a scale. Such questionnaires are generally used to elicit simple information and are often administered to large samples of potential respondents through the post. Alternatively, semi-structured questionnaires may be used, which are generally administered personally to smaller samples of potential respondents and give interviewees more flexibility in answering set questions and elaborating on their answers when responding to supplementary questions. For some purposes unstructured questionnaires may be used with small samples of respondents to provide brief guidelines to personal interviewers as to the main areas to be investigated in their discussions with respondents. Such questionnaires are often, used as part of a pilot survey as a basis for compiling a more structured questionnaire.

The confidence with which the results of a questionnaire can be used depends on the response rate, that is, the actual proportion of contacted consumers who complete and return a postal questionnaire or answer fully the personally conducted questionnaires. See MARKETING INTELLIGENCE.

References in periodicals archive ?
The D&O Questionnaire Review also takes less time to complete than other D&O questionnaires.
who also filed a petition with the ministry, stated that her child was negatively affected by the ministry's questionnaire.
Tip: If you want jobs requiring your response to pre-interview questionnaires, compile a master worksheet with your answers.
A consultation on the new questionnaire has just concluded, with comments and a final version of the form to being made available just before Christmas.
The questionnaire form also included certain spaces for signatures of the informants, which means that employees might have realized that, amid notable carelessness of the international organization's staff and lack of criteria to clarify how the form must be filled in; the manager may have access to their signatures, particularly as he knows about their signatures.
Questionnaires were given to families at enrollment or during their next visit to the clinic.
Although only two employers had so far received a questionnaire, Ms Woffenden warns against complacency.
The "perceived amount of work required," Item 1 in Aaker's list of factors affecting survey participation, directly relates to questionnaire length.
From there, the ITC's professional staff of economists and attorneys develops the questionnaire.
In phase II (May of the fifth grade year), the participants completed a questionnaire designed to discover more information about student perspectives.

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