Questionnaire Effectiveness

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Questionnaire Effectiveness

A questionnaire was used as part of my primary market research. Primary research means the collection of original data via direct contact with potential and existing customers. This enabled direct interaction with members of the selected potential target market, providing an insight into their needs, wants and requirements of a product. Questionnaire results gave the business an idea of:

  • How many people are willing to use the product/service if it were made available.
  • Whether they would buy the product and if so, at what price.
  • Who and where would buy the product.
  • What type of promotion/advertising would work.
  • What features of the product the business target market likes/dislikes.
  • What could be improved in order to make the product more appealing to its target market.
  • Whether the product is suitable/ unsuitable for the chosen target market.

The results and feedback received helped to further develop the business ideas and improve accordingly. The questionnaire gave valuable insight to the four Ps, the basis of ensuring that the service was successful. The information gained will be used to help inform future business decisions and ensure a more satisfactory product/service is produced, better meeting consumer needs.

Questionnaires are very important as, without gaining primary insight into a target market’s wants and needs, huge losses could potentially be made due to the spending of large sums of money on creating an unsuccessful product/service and the business will be liable to bankruptcy. Furthermore, the better a firm knows their target market’s wants and needs, the better suited the service can be to meet these needs and wants. This will ultimately maximise profits, turnover, market share and customer satisfaction, fulfilling the original business aims and contributing towards a more successful overall business.

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However, although they are very useful in some ways, the information obtained from them is not always sufficient enough i.e. some people did not suggest ways in which the proposed business idea could be improved, criticism which could have been very useful in improving the business idea and better understanding the target market’s wants and needs. Also, some important business issues could not be covered in the questionnaire such as looking at what competition the business was faced with. Internet research or a first hand visit to the competitor outlets was needed instead to answer these types of questions ...

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