It should be clear from the research objectives and the business objectives what information areas the questionnaire needs to cover. This is the principal information such as product and brand awareness and usage, behavioural patterns, attitudes, satisfaction with service, response to concept or test product, etc. The level of detail to which it is required should also be apparent from the research and business objectives.
Other information required
It may not always be obvious from the research objectives what additional information is required for analysis purposes. This may include demographic or classification data, but could be far broader. In an attitu- dinal study, for example, it could include brand and product usage and brand loyalty so that attitudes can be cross-analysed by products used and weight of usage. It is important that the ways in which the data are to be analysed is thought about at the planning stage. If the appropriate data are not collected, the analysis cannot be carried out.
Source: Brace Ian (2018), Questionnaire Design: How to Plan, Structure and Write Survey Material for Effective Market Research, Kogan Page; 4th edition.