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Questionnaire administration Definition

The process by which the questions will be delivered and the answers recorded (e.g. mail, Web, telephone). Questionnaires can be self-administered or administered by an interviewer.

Questionnaire administration in marketing research refers to the methodical process of distributing, conducting and collecting completed questionnaires from respondents. This can occur through various channels such as online surveys, telephone interviews, face-to-face interviews, mail surveys or hybrid methods.

What are the key characteristics of questionnaire administration?

Key characteristics include systematic approach, structured interaction, standardized delivery, respondent engagement, clarity of communication, efficient data collection, consistency across respondents, adherence to ethical standards and data integrity.

Why is the questionnaire administration process important in market research?

The questionnaire administration process ensures consistent and accurate data collection. Effective administration maximizes response rates, enhances the reliability and validity of responses, ensures respondent clarity and comfort and facilitates high-quality data analysis, thereby driving informed business decisions.

Who relies on questionnaire administration in marketing research?

Market research firms, internal corporate research teams, academic institutions, governmental agencies, consumer insights professionals and businesses across various industries rely heavily on questionnaire administration.

How do market researchers use questionnaire administration?

Market researchers use questionnaire administration to gather structured information directly from respondents about their behaviors, opinions, preferences and attitudes. This process helps researchers quantify responses, segment markets, measure satisfaction levels, inform product development, track trends and evaluate the impact of marketing campaigns.