Questionnaires play a significant role in helping marketers and business owners collect data from their target audiences. When data is collected from the respondents, it is not always ready for use since it needs to undergo various processes. Different tools and techniques are used to extract useful survey results that the business stakeholders can use to make reforms within the company.

However, this may not be a simple process as it sounds since there are different activities that take place before the data and sides are extracted. Questionnaire data offers a useful source of information that you can use to develop your business only if you understand how to extract information from it. This article discusses various techniques that you can utilize to visualize your questionnaire data and extract valuable information. Check it out!

What is Questionnaire Data?

Questionnaire data, also known as survey data, refer to the survey results collected during a market survey. The data is then taken under various processes to break down the technical elements to generate vital information that can be used by their decision-making panel. Business owners and marketers conduct surveys to understand their customers better and determine the bottlenecks in their processes.

After collecting the data, business stakeholders identify suitable methods to use in order to elevate the business performance and attract consumers from different localities. The data collected from the survey is then converted into insights which are used to enforce change within the business and create a better environment for business development.

What is Questionnaire Data Analysis?

Questionnaire data analysis refers to the processing of questionnaire data to extract useful information that can be used in decision-making. It is all about customer feedback collection that is meant to help businesses improve their activities and align them with their customers’ needs. The primary objective of this activity is to improve the general customer experience within the business and to help current and future customers.

Remember that customer experience is the number one differentiator that makes companies stand out from their competitors. A larger component of the customer experience is a result of a virtue that is driven within the business environment to help in creating a better environment for business activities. The attentiveness to the existing customers is also a basic aspect that helps you to create a better customer experience.

Market services can help you to uncover all the hidden information since they are sent to both existing and past customers. The insights collected through the questionnaire are applied directly to the customer’s journey within the business and identify bottlenecks that customers face. When you listen to your customers from time to time and conduct regular surveys, you will collect data from the most honest audience of all time.

Customers are always honest, provided that you approach them in the right way. They are always willing to share their personal experience within the business and express their satisfaction or regret.

Types of Questionnaire Data

Questionnaire data is presented in different formats depending on your requirements. What you need to understand is that there are different types of questionnaire data in which your survey data can be displayed. They include:

Close-ended Questionnaire Data

Close-ended questionnaire data is a type of data that translates directly into numbers. The survey data collected in a closed-ended format is always easier to tabulate since it does not require further analysis. Even though close-ended questionnaire data varies in format, they all have a certain feature in common. The truth is that close-ended question data is easier to analyze since it does not require any other application to extract useful information from it.

The data can be interpreted using basic statistics to extract valuable information to make key development decisions. Although the data collected at this point can be used in decision-making, it is not complete until paired with open-ended questionnaire data. This means you should not rely only on close-ended questionnaire data and forget about open-ended questionnaire data.

Open-Ended Questionnaire Data

Ended questionnaire data is known for offering explanations behind the responses given in close-ended questionnaire data. This data tries to describe why the respondent gives out certain answers. It helps business stakeholders, and marketers understand the customers perception towards the company as well as their level of satisfaction. These are the additional comments written at the end of the market survey based on a customer’s experience.

During the process of questionnaire data analysis, you should always include this data type in the context in order to get a clear picture. This is the only room where customers have to offer a detailed explanation and spit out their feelings depending on their past experience within the business. It is important for every marketer of business stakeholders to consider the comments outlined in this section to get an elaborate picture of what customers think.

How to Analyze Questionnaire Data?

In the past, the only method used to analyze questionnaire data was tabulation. The problem is that manual tabulation is tedious work and offers inaccurate data insights. The development of modern technology has greatly changed how things are done, especially the invention of machine learning and sentiment analysis. These inventions give you the freedom to analyze your open-ended questionnaire data alongside the closed-ended questions and complete the work within the shortest time possible.

Determining the right techniques and tools to use in the process is important before starting. There are different methods used in the process to ensure that the insights collected from the data are all accurate and can be utilized in decision-making. Below are some of the techniques used when analyzing questionnaire data.

Interrogate Your Questions

One of the major mistakes that most business stakeholders commit is to understand what they want to get from the market survey. This type of negligence affects the nature of the questions asked throughout the survey. When you want to collect reliable feedback from the respondents, the best approach is to interrogate your questions. You can choose to interrogate what you are looking for to identify whether the questions fit your audience.

It is important for you to have a clear goal in mind that you want to achieve with the survey data in order to do it effectively. The goals you want to achieve will help you generate important questions that address all the pain points to collect enough useful information for the business.

Use Cross Tabulation for the Quantitative Results

Cross-tabulation refers to the process of filtering your survey data to make it easier for you to compare the data subgroups. This is also a simple format of sorting your data into different categories to make it easy to analyze. Note that you can decide to sort your data based on demographics such as region, age, and level of education, among other factors. When data is organized properly, it becomes easier for you to uncover all the useful information that is hidden.

Expand on the Open-ended Questions

The open-ended questions offer detailed information behind the responses given by respondents within the closed-ended questions. This is a major aspect to consider since it offers explanations based on certain responses given by the respondents. This strategy is meant to add depth to your data and enhance the legitimacy of the final data insights.

Remember that open-ended questions are easier to analyze since you can compose a word cloud to understand the customer’s voice concerning the topic of discussion. The primary objective is to ensure you get access to all the prudent information you need to make actionable decisions.

Evaluate the Open-ended Data

Analyzing open-ended data is a basic priority that you need to consider during the questionnaire data analysis. Even though there are different charts and graphs used in data analysis, analyzing open-ended data requires you to choose a different approach in order to access valuable information. A word cloud is a basic tool that every marketer and business stakeholder requires in order to generate valuable information from open-ended data.

You also need to conduct topic analysis to ensure that you are analyzing the right data. The primary objective is to incorporate context in your open-ended data to make it easier for you to uncover the hidden concepts within the data sets required during decision-making.

Visualize the Survey Results

Data visualization is another basic step that cannot be neglected during questionnaire data analysis. The data insights collected from the questionnaire data need to be presented in a manner that is easy to read and comprehend. This is where data visualization comes into the picture to help business stakeholders communicate the data insights in a visual manner. Visuals are mostly used in this segment since they are easier to read and grasp compared to textual data.

This is where you need to implement different types of charts and graphs that convey data in an appealing manner. Visuals are attractive and communicate data in a better format than any other data tool. This is an awesome way to attract your readers’ attention and deliver your message in the best way possible.

Interpret the Final Insights

After visualizing the survey data, you now need to identify the important data insights that can be presented to your readers or clients. The goal is to identify suitable data insights that can be utilized in decision-making or help readers to solve a particular problem. The final data insights need to be presented in a compelling manner that is easier to read and translate.

Regardless of the technical background of your readers, they need to be in a position to extract valuable information from the data presented and use it where applicable.


Analyzing questionnaire data can be a fun and exciting activity if you understand the techniques and tools used in the process. Questionnaire data offers useful data insights that can be used by marketers and business stakeholders who want to understand the audience better. Collecting data from your market audience is a fun activity that enables you to understand them better and help them achieve their goals.

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