A questionnaire is one of the most widely used methods of primary market research.

A questionnaire is basically a series of pre-thought out questions that you ask either potential customers or competitors.

The answers to these questions can give you very valuable information for developing your product / service such as the price people are willing to pay.

Who can I survey?

  • For the SEP it is recommended that you survey about 40-50 people from both inside and outside your school.
  • Start with your friends, teachers and family. You can also stop and ask people on the street and / or phone or visit local business people.
  • Remember that the people who you survey should be either potential customers or competitors.

Tips for designing your questionnaire

  • Before you put pen to paper, think about the questions you want to ask. Remember that your goal here is to get as much information as possible to help you develop a product / service your customers will want.
  • Try to limit the number of questions on your survey to about 10-12.
  • It is very important that your questions are ‘Open-ended questions’ rather than ‘Closed’ questions. Open-ended questions will give you much more information on your customers wants, needs and habits than closed questions.

What’s in a question?

Open-ended questions: are questions that leave room for an opinion and not simply a ‘Yes’ or ‘No’ answer. E.g. ‘Would you pay for this product and if so why?’

Closed questions: are questions that ask for a ‘Yes’ or ‘No’ answer. E.g. ‘Would you buy this product?’