(1) Relevance: that is, the designed questions should be related to the topic of the questionnaire. Different products meet different customer needs, and the same product focuses on different points. This requires enterprises to have a clear positioning of products and clear customer needs. For example, the products designed and distributed by commercial banks and formal financial institutions need to know what kind of wealth management products can attract customers, whether there is a suitable term and a scientific income distribution method. Try to avoid irrelevant questions in the questionnaire.
(2) Generality: whether the questionnaire questions conform to common sense. If there are common-sense errors in the questionnaire, it will not only be unfavorable to the data analysis of the questionnaire, but also make the respondents despise the level of the investigators and reduce the quality of the survey.
(3) Logic: The design of the questionnaire should have a sense of wholeness, that is to say, there should be logic between questions, and independent questions themselves cannot have logical fallacies. If the questions are related, the respondents will feel that the questions are concentrated and organized. On the contrary, if the questions are divergent and there are traces of stream of consciousness (for example, asking questions about products in the basic information part and then asking basic information), the questionnaire will give people a sense of randomness rather than rigor. Then, enterprises that take market survey as a scientific decision-making process will lose confidence in the survey. Logical requirements are inseparable from the order and procedure of the questionnaire. In the comprehensive questionnaire, investigators can set different questionnaires in blocks, thus ensuring that the questions in each "block" are closely related.
(4) Clarity: Clarity means that the questions in the questionnaire should be clear and definite, which is only in terms of the questions themselves. First of all, it is required that the question itself should not be ambiguous and there is no ill-chosen language; Secondly, ask questions to be easy to answer. Generally, the time to fill in the questionnaire should be less than 20 minutes. If the question is complex, it will affect the respondent's experience.
(5) Non-inductive: Non-inductive means that you can't carry personal feelings in the question and can't induce customers through psychological effects. The situation of inducing customers must be resolutely avoided, which will lead to devastating errors in data analysis and thus affect product design. Another inevitable problem is that the questionnaire designer will bring in personal values. This is caused by personal experience from birth to the day after tomorrow, and no matter how individuals control it, they can't get rid of it. This requires teamwork, and multiple members work together to modify the problem.
(6) Easy to sort out and analyze: The ultimate goal of enterprises or individuals publishing questionnaires from the media is to analyze data through questionnaires, and then understand customer needs. If the designed questionnaire is difficult to analyze, it will lose its meaning. Therefore, data should be accumulated, and the relative number after accumulation should be meaningful, which can provide reference for practical problems. For mobile phones, color is a good research project, because the number of times you choose a certain color can be accumulated, you can get the percentage of each color, and you can also know which color is the most popular. These results can provide reference for the color design of mobile phones.