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Market Research Fundamentals
 
Questionnaire Design
Objectives

In this course you will learn how to ask questions in the right way, how people respond to questions, and what are the most common mistakes to be avoided (leading questions, word order effect, cognitive effects, etc.) You will also learn about the different types of questions and scales you can use. In summary, a good guide to build questionnaires that address the objective of your study and your clients' needs.

Estimated Duration
1 hour and 30 minutes
Classes

Class 1
- Introduction
- How to start

Class 2
- How do people respond to questions?
- 3 golden rules: Understanding, Willing and Able
- Cognitive effects
- Question Order Effects

Class 3
- Different types of questions
- Other things to consider

Director and professor: Jordan Levitin - Senior Vice President - Ipsos Reid - Canada // Materials contributed by: Sara Rice – Associate Director MediaCT, Hayk Gyuzalyan – Associate Director Public Affairs, Judith Kennedy – Senior Data Scientist MediaCT, Julia Pye – Research Director Public Affairs