Market research surveys and online questionnaires

Decide what you need to learn before writing the questionnaire. You might be comparing product concepts, understanding purchase preferences or exploring how an audience describes a brand. Define the decision, the audience and the result you need to compare.

Examinare is market research software for creating questionnaires, distributing surveys and reviewing responses. It supports multiple-choice questions, open text and rating scales, with public or private distribution and reporting in one platform. It does not replace a sampling plan or turn a convenience sample into a representative study.

1. Define the audience. Write down who should answer and who should be excluded from the study.
2. Choose the questions. Use one clear idea per question. Avoid leading language and answer options that overlap.
3. Select the response format. Use multiple choice for comparisons, free text for explanations and scales for ratings.
4. Pilot the questionnaire. Ask a small group to test clarity, answer choices, the mobile layout and the time required.
5. Plan the analysis. Decide which groups and questions you will compare before collecting the full set of responses.

Explore the question types available in Examinare and the survey creation manual when building your study.

Replace leading questions with neutral wording

These wording examples are editorial guidance. Test them with the people who will answer the questionnaire; they are not a validated research instrument.

Multiple-choice questions help you compare selected options. Free-text questions let respondents explain their choice in their own words. An Osgood scale uses opposite endpoints and can be useful when exploring perceptions of a brand or concept.

Keep the wording and scale consistent when comparing groups or repeating a study. Use the survey design settings to adjust the presentation, and language options when working with audiences in different languages. Review translated questions for meaning as well as spelling.

Use a public survey link when open participation fits your research. Use private invitations when you need to invite a defined recipient list. The recipient documentation explains personal links and the relationship between invitations, responses and anonymous reporting.

Record how participants were recruited. A link posted to your own audience may overrepresent existing customers or people with strong opinions. Report that limitation and the number of responses when sharing conclusions.

Examinare provides charts, individual response review and exports. Use a PDF report to share results, export to Excel for your own calculations, or use the documented SPSS export options for further analysis. See survey reporting and export formats for details.

Keep a record of the questionnaire version, recruitment method, fieldwork dates and any excluded responses. Compare groups only when the question wording and sample support the comparison. These working practices complement the software and help another person understand how you reached a conclusion.