The following, fictitious, case study is designed to demonstrate some of the techniques used in questionnaire design. The questionnaire has been written for this purpose rather than to meet precisely the objectives of the study, and deliberately includes examples of poor practice. It therefore should not be taken as a template for this particular type of project.
The output includes a flow diagram to show how the questionnaire is constructed, a discussion of each question, and the questionnaire itself.
Setting the scene
Crianlarich Scotch whisky is positioned as a brand for the off-trade, ie to be sold through off-licences and supermarkets and drunk principally at home. It has recently launched ...