Khảo sát gián tiếp và đỉnh cao nghệ thuật đặt câu hỏi

Trong nhiều trường hợp, bạn không thể nào sử dụng câu hỏi trực tiếp để lấy thông tin từ khách hàng vì đôi khi vấn đề bạn muốn biết quá rộng và việc dùng câu hỏi trực tiếp sẽ không bao quát hết được vấn đề.

Ví dụ

Ví dụ, để đánh giá mức độ am hiểu về vấn đề dinh dưỡng của khách hàng, bạn không thể hỏi những câu như:
Bạn có cảm thấy mình đã thật sự am hiểu về vấn đề dinh dưỡng hay không?
a. Tôi hoàn toàn am hiểu về dinh dưỡng
b. Không hẳn
c. Tôi chỉ biết chút chút về nó
d. Tôi hoàn toàn không biết gì về dinh dưỡng

Giải quyết vấn đề

Hỏi câu hỏi như trên, bạn không thể nào thu được kết quả khảo sát đáng tin cậy vì làm sao để khách hàng tự đánh giá được mức độ am hiểu của mình, không hề có một thang đo cụ thể nào cả.
———————-
Vì vậy trong trường hợp này, câu hỏi trực tiếp không phát huy được tác dụng của nó. Thay vào đó, bạn có thể hỏi vài câu về vấn đề này như:
1. Cà chua có chứa những vitamin nào sau đây?
a. A và C
b. D và C
c. E và K
d. B và E
2. Trong các thực phẩm sau đây, nhóm thực phẩm nào đều có vitamin D?
a. Sò, đào, ớt chuông
b. Hành tím, chuối, khoai lang
c. Sữa đậu nành, trứng, cá
d. Thịt heo, cà chua, nấm

Kết luận

Hai câu hỏi trên có thể giúp bạn đánh giá sơ bộ mức độ hiểu biết của khách hàng đối với vấn đề cần quan tâm. Ví dụ, trả lời đúng câu 1, họ có hiểu biết cơ bản về dinh dưỡng. Trả lời đúng câu 2, mức độ hiểu biết của họ cao hơn một chút. Từ đó, bạn có thể tạo ra thêm nhiều câu hỏi gián tiếp nữa để đáp ứng được mục đích của mình.

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