50 Marketing Survey Questions And

Marketing Surveys Examples

Free questionnaires and marketing survey examples that you can copy and create your own
survey today.

June 21, 2022

Conducing a marketing survey is one of the most affordable and effective ways to do
profound research and collect real customer feedback which is considered to be one of the
key elements to every successful business/product/service.

Long gone are the days when “gut feelings” and making assumptions were good enough.
Nowadays, marketing based on data is the foundation to making important and effective
decisions regardless of how big or small your business is.

Surveys and the use of all sorts of marketing forms are just part of any marketing teams’
DNA. So having them embedded in your marketing activities comes by default.

Why Marketing Surveys Are Important?

Marketing surveys and marketing research in general, are rightfully considered to be an
essential part of every business for a few reasons such as:

Help you identify opportunities and threats

Conducting a marketing survey helps businesses to know in which direction they should
move and what to avoid along the road.
The perfect example: coming across unreached segments meaning people who might not
know your brand, opportunities such as business partnerships and collaborations, and various
ways to improve your product/service meaning upsells to more customers.

Minimize risks

Well-done marketing research will provide you with a variety of data that will help you make
better decisions and therefore reduce the risks of failure at any given time.

The perfect example: expanding to new markets – and trust us when we say, knowledge is
power. The data you’ll collect will help you predict how well your products will sell
regionally and whether that expansion is worth it or not.

Stay ahead of your competition

Keeping your eyes wide open and researching your competitors will help you stay ahead in
the game. You could look into what are they doing, how are they progressing, what channels
are they using and how, are they going with paid advertisements.

The perfect example: when conveying a survey about your competitor’s product you can gain
valuable insights about its least and most valuable features and stay ahead of them by
improving your solution based on this data.

Here’s a list with the best marketing tools and software, both paid and free that will help you
along the road.

Connect with your audience

Researching and understanding your customers means only one thing in today’s world – you
will be able to connect with your audience better and more effectively. Instead of using a
one-size-fits-all approach, based on data, you will be able to customize your message.

The perfect example: while doing a buyer persona survey, you will find out the demographic
details of your customers plus their interests. According to this information, you could
customize the message across all social media platforms – more friendly and easy-going on
your Instagram and TikTok, professional and awareness-increasing on your LinkedIn profile.

Survey 1: Market research survey

Researching your market in order to get valuable insights and understand it, is key to every
phase of developing and launching your product/service.

Let’s cover some basics before getting into how to do your own market research survey.

According to HubSpot’s team:

“Market research is the process of gathering information about your target market and
customers”.
Market research can be done in various ways, and in our case via conducting surveys, so we
could say – market research survey is a list of questions answered by your customers/ or
potential customers regarding various subjects.

Why do it: conducting this type of survey will not only help you understand your customers
and the market you are entering but it will also help you reach a specific audience, make
better decisions, measure brand awareness, help you understand how to position your price
on the market, gain insights on your product or a future product, and help you with your
content creation and distribution.

Market Research Survey Examples:

1. What is your age? What is your gender?

2. What is your education level?
3. Where do you live?
4. What is your profession? What do you do for a living?
5. What is your household income and household size?
6. What are your biggest challenges?
7. What are your hobbies/interests? What do you do in your free time?
8. What is most important to you?
9. How do you get your information? What is your most valuable and reliable source of
information?
10. How do you like to make purchases? Do you feel comfortable shopping online?

Keep in mind though that market research is a broader term, meaning there are a lot of
example questions related to various sub-topics. It’s up to you to choose what part you want
to focus on.

For example, besides doing regular marketing surveys, a few years ago Starbucks had

created another domain with the goal of doing market research, where people could submit
their ideas and proposals. MyStarbucksIdea.com which is currently not operational accepted
100 ideas from thousands of people worldwide and implemented them into their business.
Ideas like adding vegan options in their menu etc.
An interesting way to engage the audience, collect data and do market research of the wants
and needs of your customers. Here is a full video of this initiative:

Survey 2: Competitor research survey

Getting to know your competition might feel scary and intimidating but by looking at the
bigger picture you will gain power and valuable perspective that will definitely help you in
the long run.

Why do it: conducting such a survey will help you understand who your competitors are,
how people perceive them against your brand/product/service, how is your offer and price in
comparison to your competitors, and ultimately help you with targeting new customers.

Competitor research survey examples:

1. Have you heard of our company/brand?

2. Have you purchased something from our company?
3. If you did, how satisfied were you with your purchase? How long have you been a
customer?
4. If not, what was the reason?
5. How likely are you to recommend our company to a friend?
6. Have you heard of #name of a competitor?
7. Have you purchased from #name of a competitor?
8. What made you choose us over a competitor/ and vice versa?
9. What do you wish our product/service had that it currently does not?
10. What do you like most/least? How does your product/service fits into your
workflow/meet your daily needs?

For example, the Swedish brand Happy Socks with e-mail marketing’s help and surveys are
researching their competitors and the overall experience people had with purchasing on their
website. To make their survey even more successful they are offering 25% off + free
shipping.
Other things worth looking into are: how are your competitors attracting customers, how well
are their social media channels performing, how much website traffic do they have and from
what type of sources, which keywords are they ranking for and with what type of content.
Helpful tools: Google Trends, Semrush, and AnswerThePublic.

Survey 3: Buyer persona / Customer analysis survey

In the marketing world, buyer personas are fictional individuals that represent your ideal
customer.

It’s a Stock image next to an imaginary name, personal information and goals, life challenges
and interests, work title, skills and experience, and most importantly how you fit into their
life (how your product incorporates in their lifestyle/ what problem does it solve).

Why do it: doing a detailed customer analysis with a marketing survey will help you
understand your customer’s needs and problems and empathize with them; based on the data
you will be able to tailor your marketing efforts; understand purchasing decisions; get some
behavioral insights, and create more targeted content for every channel.

“In my experience, creating buyer personas and getting to know our (potential) customers
was a game-changer. It allowed us to strategically plan our entire content marketing strategy.
Across all of our channels, we started personalising the message we wanted to convey, and
the content that was being published. This helped us increase the engagement across all
channels, increase our organic blog traffic with relevant visitors, and of most importantly
increase our sales”.

Customer analysis survey examples:

1. Demographic questions such as: What’s your age, gender, educational background, and
career path?
2. What are your interests and hobbies? What do you do in your spare time?
3. What company do you work for/in which industry/ and number of employees?
4. What are your job title and main responsibilities? Whom do you report to and who
reports to you? How is your work measured?
5. What are your biggest challenges (both professionally and personally)? What triggers
you to find a solution?
6. What tools do you use at your job?
7. How are you using our product/service/software and what are your main objectives with
it?
8. What is the most common reason you are not buying a certain product?
9. How do you learn about new information and which blogs/publications do you read?
What is your favourite social network?
10. How do you purchase things? How do you search for information? How would you
describe your last purchase?

Helpful tools when it comes to creating Buyer Persona from your conducted survey: Make
My Persona.

An effective marketing survey that will help you to understand customer behaviour is to
create a very detailed and in-depth feedback form. See the example by Chipotle:
Full for at chipotlefeedback.com

Survey 4: Brand awareness survey

How memorable is your brand? How well do your customers know your brand? How do
your customers perceive your brand?

If you are looking into answering these questions and more, it’s about time you conduct a
brand awareness survey.

Brand awareness is a combination of four things:

 brand recognition – how recognizable is your brand

 brand recall – how memorable is your brand and how does your brand come to your
customer’s mind
 brand identity – how well are your brand’s mission and vision understood
 brand image – the overall feel and opinion on your brand
Why do it: getting to know how your customers perceive your brand will help you improve
your positioning on the market and therefore, help you grow your business, and increase your
brand awareness and sales.
Take, for example, the everlasting battle between Coke and Pepsi? – it is no longer a who’s
got a better taste kind a battle, but instead who’s got a more loyal community.

Brand awareness survey examples:

1. Which brands do you most commonly purchase products from?

2. Which of the following brands do you recognize?
3. If #name of the brand was a person, how would you describe it? What is your opinion
on it?
4. How did you find out about #name of the brand? How likely are you to recommend it to
a friend or family?
5. You have #a certain problem – what brand/company do you turn to?
6. Which of the following statements do you associate with #name of the brand?
7. How could we make you loyal to our brand? What is crucial to you?
8. What is the first thing when you think of #name of the brand?
9. When was the last time you used the #name of the brand?
10. How familiar are you with our brand?

Here are more questions and a premade brand awareness survey template you can start using
right now:

Survey 5: Product research survey

Launching a new product takes a lot of effort, money, and time but also it comes with a lot of
uncertainty and fear of failure.

You never know whether the product will be a success or not, but there is something to do
about your doubts – conduct a product research survey.

A product research survey can be both when launching a new product or when looking into
improving an old one.

Why do it: it will help you evaluate your customer’s reaction and opinion regarding your
new/improved product and therefore help you make better decisions about the product’s
functionalities, features, and design.

Product research survey examples:

1. How often do you use our product/service during the day/week/month?

2. How long have you been using our product/service?
3. How would you rate our product/service?
4. What problems are you trying to solve with our product?
5. What features are missing?
6. Which features are most valuable to you?
7. Which important features could be better/improved?
8. How easy it is to use our product/rate on a scale from 0-10?
9. How would you rate the value for money?
10. Have you faced any problems while using our product/service?

For example, Alex Tooby wanted to make a pulse check of her audience to understand what
kind of content (her type of product) they will want from her to create. It is a perfect
marketing survey to see what her target audience needs so she can accommodate her services
based on their actual needs.
 See
full Audience survey

Steps to conduct a marketing survey

Now that you are aware of the most important types of marketing surveys, it’s only fair to
move on to a practical step-by-step of how to conduct a single survey.

Step 1: Set a clear goal

Before starting to write those questions, think about a clear goal of why you’re doing the
marketing survey.

Are you looking into expanding to other markets? Are you looking into creating and
launching a new product or improving an old one? What exactly are you looking to find out
by doing the survey?

Setting clear goals and intentions for the marketing survey will help you get the answers you
need.

Step 2: Map out a workflow for the task

This is more of a technical thing to do – but nonetheless, it’s important. Make sure you
establish a budget, choose what markets you want to survey, decide whether you will hire a
market research company to assist you, and based on your goals – choose what you will
investigate.

Step 3: Choose a tool in which you will create the survey

Make sure you also put a lot of thought into how the marketing survey would look. You do
not want to overwhelm your target group with too many questions at once or have a survey
with an inconvenient design.

Step 4: Collect and analyze the data, and lastly

Step 5: Take action

Based on your research findings and the initial goals, you can make a safe decision and
choose a direction in which you want to “move”.

Free Marketing Survey Tools

Now that we’ve gone over every how and why, the only thing remaining are the tools with
which you can create these surveys, and here are some free options:

1. Google Forms – free, fast, and it even automatically saves your results to a Google
SpreadSheet so you can analyze your results. There are versatile options for long and
short answers, multiple-choice selections, dropdown options, the ability to add both
images and videos, create your form as a quiz, etc.
2. Microsoft Forms – favoring Microsoft over Google, Excel over Google Sheets? If so, do
go with this form builder. It’s free, simple, and connected with Excel which has more
powerful data analytics functionalities.
 3. Jotform – is another free online survey builder which is most known for its huge forms
library with approximately 10,000 surveys. The first five forms are free (everything
above – they are charging $24 per month).
4. EmbedForms – is an innovative solution that will not only help you create forms but
also help you to transform those forms into widgets for your website. Besides being
forever free, this builder tool is packed with helpful features such as an advanced drag
and drop editor, conditional logic options to create a certain flow of your form, and an
easy way to share your marketing survey results.

Conclusion
Using surveys is an affordable and effective way to get valuable insights both for the market
and your customers, so do make sure to make the most of it!

Now you have all the information needed, so there’s no need to spend additional time
searching for the right questions, instead, you can only focus on getting that customer
feedback and making better decisions based on data.

100+ Market Research Questions

to Ask Your Customers
Last modified: July 19, 2023

Asking the right market research questions can help you understand your

target customers and map their behaviour and preferences. 
But what does it mean?

Let us look at a sample from a market research survey report for mapping
brand awareness:

From this simple Q&A report, you can:

 Visualize the proportions of demographic segments among your

audience.
 Measure how your brand is performing in comparison to others.
 Pick the top preferred brand among the customers, explore what
makes it stand out, and apply the same techniques to your brand.
 See how your target market perceives brand advertisements and
promotional efforts.
Now imagine if this type of data set is available for different aspects of
your business – product development, marketing campaigns, optimization
plans, and more.

That’s what market research does for you.

With the evolution of customer interaction points and constantly changing

market trends, more and more businesses are fueling efforts in doing in-
depth market research, as evidenced by the steady increase in the revenue
of the market research industry worldwide.

Market research can help you develop essential business strategies and
maintain a competitive advantage over other brands to increase
conversions and customer base.

And it all starts with asking the right questions to the right audience.
That’s why we have created this collection of 100+ market research
questions to ask your target market. Each question aims at uncovering a
specific attribute about your customers. You can use a combination of
these market survey questions for your market research surveys,
interviews, and other marketing questionnaires for customers.

We have also added key tips to help you write your own effective market
analysis questions if the need arises.
Here’s how the blog looks like:

What Are Market Research

Questions & its Types
The given answer choices in a market research survey question can
significantly impact the quality and reliability of the data you collect from
the audience.

Some answer types help categorize the audience, while others measure
their satisfaction or agreement. 

So, before listing the market research survey questions to ask your target
audience, let’s understand their types:

1. Multiple-Choice
A multiple-choice question lets users select more than one answer from
the given options. These questions are great for collecting multiple data
sets using the same question and gauging people’s preferences, opinions,
and suggestions.
For example:

How did you hear about our brand? (Select all that apply)

 Social media
 Internet ad
 Referral
 Google search
 Others

2. Single-Choice
In a single-choice question, the respondent can select only one answer
from the given options. This question type is great for:

 segregating the users

  prioritizing product updates based on user consensus, and 
 disqualifying irrelevant respondents by placing the question at the
start of your market research survey.

Which feature should we add to the mobile app next?

 One-step checkout
 Guest order placement
 Product Image recognition

There are different types of single-choice questions like the Likert scale,
rating scale, and dichotomous.

3. Matrix Match
A matrix matching grid can combine multiple market research questions
into one to make the survey shorter. There is only one condition – the
individual questions should have the same response anchors as shown in
the image below:
The questions are arranged in rows while the answer options occupy the
grid columns.

This question type can significantly decrease the survey length. However, it
also increases the tendency of straight-lining, where the respondent may
choose the answer randomly without reading the question correctly. This
behavior may skew your response data.

4. Ranking Question
A ranking question can help map customers’ preferences and set priorities
for product development companies. This question type asks the
respondent to arrange the given options in their decreasing/increasing
preference.

For example:

Arrange the following options in the decreasing order of impact they have
on your purchase decision:
  Product Price
 Offers and discount
 Product features
 Customer support

5. Dichotomous
A dichotomous question poses a simple yes or no scenario to the
respondent. These question types can help disqualify irrelevant people
from the survey and categorize the users into two groups.

For example:

Did you find what you were looking for on our website/app?

 Yes
 No

6. Likert Scale
Likert scale market research questions can help you measure the extent of
respondents’ agreement/disagreement to the given statement. The answer
options are arranged from positive to negative sentiments or vice-versa,
with the neutral option in the middle.
There are two types of Likert scale: 5-point and 7-point. A 7-point Likert
scale gives more choices to users but might also introduce the paradox of
choice, making it harder for the respondent to select an answer.

These offer a better understanding of your audience than simple yes or no

questions, as you can gauge the extent of their sentiment for a given
question

7. Open-Ended
Open-ended market questions let you explore the respondents’ minds
without adding any restrictions to the answer. This question type is
followed by a blank space for the respondent to add a free-text response.
For example:

What made you choose us over other brands?

 Free-text answer

You can add an open-ended question as a follow-up after the first question
to explore reasons for the customer’s previous answer. It also lets you
collect more in-depth information about their issues, pain points, and
delights.

However, since there is no definitive structure to the answers, these

question types are hard to analyze and interpret to uncover valuable
insights.

The good thing is most survey tools offer advanced analysis techniques
like sentiment analysis, text analysis, mood metrics, and word cloud to
make the feedback analysis simpler and faster.
Here’s a look at a survey software’s inbuilt text analytics and sentiment
analysis engine that helps categorize the responses based on user moods
and highlights the key phrases in the responses, so you don’t have to dig
through each response manually.

Let’s say you ask a question like: Do you like the new features in our
product?
100+ Great Market Research
Questions to Ask Your
Customers
Now that you know how to go about preparing such marketing
questionnaires, here is a carefully curated list of over 100 market research
questions to ask your potential and existing customers to collect valuable
insights:

1. To Explore New Product Opportunities

 What was your first reaction to the product?
 Would you purchase this product if it were available today?
 What feature would you like to see in the website/product?
 Which feature do you think will help improve the product
experience for you?
 Of these four options, what’s the next thing you think we should
build?
 What’s the one feature we can add that would make our product
indispensable for you?
  Would the implementation of [this feature] increase the usability of
the [product name]?
 Please let us know how we can further improve this feature?
 What problem would you like to solve with our product?

2. To Collect Feedback on Existing Products

 Have you heard of [product name or category] before?
 How would you feel if [product name] was no longer available?
 How disappointed would you be if you could no longer use
[Product/feature name?]
 How often do you use [product name]?
 How long have you been using [product name] for?
 When was the last time you used [product name]?
 Please rate the following product features according to their
importance to you.
 According to you, In which area is this product/service lacking the
most? Specify below.
 How does the product run after the update?
 Rate our product based on the following aspects:
 Have you faced any problems with the product? Specify below.
 What feature did you expect but not find?
 How are you planning to use [product or service]?
 How satisfied are you with the product?

3. To Segment the Target Market

 Please specify your age.
 Please specify your gender.
 Select your highest level of education.
 What is your current occupation?
 What is your monthly household income?
 What is your current marital status?
 What is the name of your company?
 Where is your company’s headquarters located?
  Please specify the number of employees that work in your
company.
 What is your job title?
 In which location do you work?
 Which activity do you prefer in your free time?
 Which other physical activities do you take part in?
 Where is your dream holiday destination?
 Please rate the following as per their priority in your life – Family,
work, and social life?
 Are you happy with your current work-life balance?
 Do you describe yourself as an optimist or a pessimist?
 How often do you give to charity?
 How do you travel to work?
 How do you do your Holiday shopping?

4. Do a Competition Analysis
 Which product/service would you consider as an alternative to
ours?
 Rate our competitor based on the following:
 Have you seen any website/product/app with a similar feature?
 How would you compare our products to our competitors? 
 Why did you choose to use our [product] over other options?
 Compared to our competitors, is our product quality better, worse,
or about the same?
 Which other options did you consider before choosing [product
name]?
 Please list the top three things that persuaded you to use us rather
than a competitor.
 According to you, which brand best fits each of the following traits.

5. To Gauge Brand Awareness

 [Your brand name] Have you heard of the brand before?
 How do you feel about this brand?
 How did you hear about us?
  Describe [brand name] in one sentence.
 Based on its current features and attributes, would you
recommend [your brand name] to others?
 If yes, please tell us what you like the most about [your
brand name]?
 If no, please specify the reason.
 How likely are you to purchase a product from this company
again?
 Have you seen this brand’s advertisements?
 If yes, where have you seen or heard about our brand
recently? (Select all that apply)
 Do you currently use the product of this brand?
 Have you purchased from this brand before?
 Do you currently use the product of this brand?
 Of all the brands offering similar products, which do you feel is the
best brand?
 Please specify what makes it the best brand for you in the
category.
 Which of the following products have you tried? (Select all that
apply)
 On a scale of 1 to 10, how likely would you recommend this brand
to a friend or colleague?
Related Read: How To Use Feedback To Develop Brand Experiences

6. To Map Customers’ Preferences

 What influences your purchase decision more – price or quality of
the item?
 How many hours do you spend on social media like Facebook,
Instagram, etc.?
 How do you do your monthly grocery shopping – online or through
outlets?
 How do you search for the products you want to buy?
 Rate the factors that affect your buying decision for [product].
  What persuaded you to purchase from us?
 How likely are you to purchase a product from us again?
 Please rate the following aspects of our product based on their
importance to you.
 What is the most important value our product offers to you?
 Which of the following features do you use least?
 How well does the product meet your needs?
Related Read: 13 Ways to Collect Customer Feedback for Your Website

7. To Map Customers’ Reservations

 Is there anything preventing you from purchasing at this point?
 What’s preventing you from starting a trial?
 Do you have any questions before you complete your purchase?
 What is the main reason you’re canceling your account?
 What are your main reasons for leaving?
 What was your biggest fear or concern about purchasing from us?
 What is the problem that the product/service helped to solve for
you?
 What problems did you encounter while using our [product]?
 How easy did we make it to solve your problem?
 What is your greatest concern about [product]?
 Have you started using other similar products? If yes, what made
you choose that product?

8. To Perform Pricing Analysis

 Would you purchase the product at [price]
 According to you, what should be the ideal price of the [product
name]?
 Is our product pricing clear?
 According to you, what is the ideal price range for the product?

9. To Collect Feedback on Website Copy

 Please rate the website based on the following aspects:
  How well does the website meet your needs?
 Was the information easy to find?
 Was the information clearly presented?
 What other information should we provide on our website?
 How can we make the site easier to use?
 What could we do to make this site more useful?
 Is there anything on this site that doesn’t work the way you
expected it to?
 How easy was it to find the information you were looking for?
 Have feedback or an idea? Leave it here!
 Help us make the product better. Please leave your feedback.

How to Write Your Own

Marketing Research Questions
It’s imperative to have a dedicated repository of market research questions
for your surveys. But nothing’s better than crafting your questions.

For this, you need to sit with your team and discuss what information you
require from the customers. It lets you analyze and document how much
data you already have in your system, which can help set the market
research scope.

We have listed some questions you need to ask yourself before asking
market research questions to your potential customers or target market:

1. Audience Segmentation Questions

Audience segmentation questions help to size up your target market and
provide a granular view of the audience. Not all customers are equal, and
audience segmentation makes it possible to focus on each group
individually to address their issues, fears, and expectations.
Here’s what you need to know before you start writing questions to
understand your audience:

 Do we understand the demographics of the new market we are

trying to target? (Age, location, ethnicity, education, company,
annual income, etc.)
 What are locations that drive the most customers to our business?
How are these locations different from others?
 What are the interests, preferences, fears of people from our new
target market? Have we addressed these situations for our current
customer base?
 What are the psychographics attributes of the current customers
and potential market? Are we targeting these in our campaigns?
 What are the most popular engagement channels for our
customers? Which channels drive the most traffic to our website?
 Do we have enough data to perform value segmentation to
separate high-value customers from low-value customers? 
 How often do these high-value customers make a purchase?

2. Product-Based Market Research

Questions
Product-based market research questions can produce precious insights to
channel into your product development and optimization strategies. You
can see how changing technology affects customers’ behavior, what new
features they want to see in your product, and how they perceive your
products and services over the competition.

Start by gathering information about the following:

 How does our product compare to the competition based on the

features?
 What products do our competitors offer?
 What new features do customers want to see in our products? Do
we have a product roadmap to deliver these updates?
  What unique solutions do our products offer? What is the value
proposition that reflects this offering?
 Does our product incorporate the latest technological
advancements?
 What channels do we use to collect product feedback from our
users?
 What are customers’ preferences while choosing our products
over competitors?

3. Pricing Market Research Questions

Pricing analysis can help you make your product more affordable to
different customer segments while maintaining the desired gross margin. It
also lets you restructure the pricing tiers to provide features depending on
the customers’ requirements and company size.

Watch: (1/5) Supercharge Your Revenue With Data-Driven Pricing

Your sales and marketing team can help you hone in on the market
research questions to ask your customers for running pricing analysis:

 Do the customers ever complain about the difficulty in finding the

pricing information?
 What is the pricing structure of our competitors for the same
products? What features do they include for a specific price?
 How do customers find our pricing when compared to the
competitors?
 Do our products provide value for money to the customers? Does
the sales pitch reflect this point?
 Can we restructure the pricing, and how will it affect the revenue?
 Are there any customer segments that have high-value potential
but find the current pricing unaffordable? What are the plans for
such customers?
 Are we in a situation to offer a basic free plan to encourage
customers to try our product before upgrading?
 What promotions can we run to attract more customers?
  Should we target customers based on income, company size, or
type of solution to set our product prices?

4. Brand Reputation Market Research

Questions
A brand reputation questionnaire for marketing research gives you
information on how well your target market knows about your brand. You
can uncover previously unidentified channels to increase brand awareness
and find potential customers to promote your brand.

Start by gauging what customers are saying about your brand:

 Which channels receive mentions of our brand? Are these posts

positive or negative?
 Do we have a system in place to analyze and monitor these
reviews and posts?
 What are the reviews of our brand on different sites? What is the
overall impression of our brand in the market?
 How are we currently addressing the negative reviews and
complaints? What do our customers think about the handling
process?
 What is the impression of our brand in our target market?
 What brand awareness campaigns are our competitors running?
 Is our brand among the top choices of our target customers?

5. Advertisement & Campaign-Based

Questions
These market research questions let you assess the effectiveness of your
current value propositions and campaigns. You can channel the customer
insights into your advertising strategies to design targeted campaigns for
different customer segments to reduce the overall acquisition cost and
increase conversions.
Ask the following questions to collect information about the different
marketing campaigns are performing:

 What are the best modes to run the advertisement campaigns to

reach our target audience?
 What is the estimated lifetime value of customers acquired from
current campaigns? Is it higher or lower than the acquisition
costs?
 Which campaigns bring the most ROI and why?
 How well do our advertisements present our value proposition to
the customers? Do these address customers’ fears and
expectations to attract them?
 Are we running A/B tests to improve our online campaigns? How
are we gathering data to build the A/B test hypotheses – surveys,
heatmaps, eye tracking, etc.?
 What advertisement campaigns do our competitors run?

Quick Tips for Writing Awesome

Market Research Survey
Questions
With the inter-team research complete, you are ready to write your own
market research questions to ask your target audience. Keep these general
dos and don’ts in mind to ensure that the market survey fulfills the purpose
without affecting the data quality or response rate.

1. Use Mutually Exclusive Response Options

If you are using response anchors with specific ranges like age group or
income, check that the options do not overlap. Otherwise, it will produce an
irregular data set.

For example:
Please specify your age:

 10-18
 18-28
 28-35
 35-50
 50-65
 65+

In the above example, the respondent lying on either extremity of the given
age ranges may get confused on which option to choose. For example, a
28-year-old respondent can choose from both second or third options.

Plus, two different respondents of the same age may select different
options, which will skew your demographic data.

You can avoid this confusion by creating mutually exclusive groups as

shown below:

Please specify your age.

 10-17
 18-28
 29-35
 36-50
 51-64
 65+

2. Always Add A “Not Applicable” Or “Rather

Not Say” Option
Since market research questions extract personal information, some
respondents may not want to share such details with you. These include
questions about age, income, gender, hobbies, social activities, and more.
Forcing such questions on the customers without allowing them to skip
can irate them and lead to survey abandonment. That’s why it’s advisable
to add the ‘I’d rather not say’ option or make the question optional.

3. Calculate the Required Sample Size

Sample size plays a vital role in your market research questions to
determine the reliability of your response data.

If the response volume is low, the results may not be conclusive to point
towards customers’ consensus. On the other hand, a larger sample size
than required means a waste of the company’s valuable resources and
time.

That’s why it’s important to calculate the required sample size to estimate
the number of responses you need for your market research survey
questions.

You can use any survey sample size calculator available online to get

started. Just fill in the required details to get the required sample size.
For example, to reach a statistical significance of 99%, you need at least
3145 responses to your market research questionnaire.

4. Consider Adding Incentives

Studies show that Incentivized surveys or questionnaires fetch higher
response rates than general surveys.

This behavior results from the availability of an immediate reward for the
respondent for their time.

It means creating a gated questionnaire for marketing research can help

you reach the required sample size quickly. The incentive can be a simple
discount code, free shipping coupon, free ebook, or other freebies.

Source

However, there is a possibility that irrelevant respondents may fill the

survey randomly just to get to the offer, which may skew the results.

5. Avoid Double-Barreled Market Research

Questions
A double-barreled question poses two questions into one. The problem
with such questions is that the respondent may have opposing views about
the two statements in the questions. It makes it harder for them to choose
one answer from the options.

For example:
Please rate the [product name] on a scale of 1-10 based on overall quality
and price?

Here, the respondent may find the product quality appreciable while
thinking it to be overpriced at the same time. In such a case, they may skip
the question or select any option randomly.

You can easily sidestep this hurdle by breaking your double-barreled market
research question into two to make it less confusing for the respondents.

Fuel Your Strategies With

Market Research  
There you have it – a comprehensive list of over 100 market research
questions for your surveys, questionnaires, and interviews. But to get the
most out of it, you need to choose the medium that lets you collect the
most reliable data without adding too much weight to your budget.
You can use a single market research tool like Qualaroo or
combine customer insights using different methods like focus groups and
surveys to collect in-depth information. Whatever mode you choose, just
pick the required market research questions from the list to ask your target
market and fuel your product development, marketing, and sales strategies.