Survey or structure interview is one that is developed according to a questionnaire previously prepared, the respondent must submit to a rigid order of succession of questions as it appears and respecting, even literally, the wording of the text, unless the interviewee requests an additional explanation or rethinking about any particular question (s).

It is the most widely used instrument in obtaining primary data. It is an extremely flexible instrument since there are many ways to ask the questions.

The survey form must consist of 5 main parts that are detailed below:

1. Logo and data of the institution that investigates
2. Introduction
3. Classification Data
4. Questionnaire
5. Control data

Rules for the Writing of the Questionnaire

1. Choice of appropriate terms or words:
Care must be taken to ensure that they are clear and accessible, especially when they are directed to all segments of the population, in which people of high and low cultural level can be interviewed.
It is also necessary not to use terms that have a different or ambiguous value or meaning.

2. Concision:
The questions must be broad enough so that all the sense that you want to give them is expressed, but you should try to have the minimum possible extension.

3. Accuracy and clarity in the formulation of the questions:
The more specific the question, the more certain there will be that the answers will be satisfactory.

4. Do not rely excessively on the memory of the interviewees:
Do not ask questions about a long period of time. That, however, is a function of the nature of the fact that is being investigated and the frequency with which it is produced. For durable (expensive) products, the question may refer to relatively long terms.

5. Do not force the interviewees to make calculations:
Doing this runs the risk that the data obtained may be very imprecise.
Asking for example: how many toilet soaps bought throughout the year, a housewife, would imply mental effort to the person interviewed and probably erroneous results would be obtained.

6. Avoid questions that suggest the answers:
The questions must be written in such a way that they should not implicitly contain the answer, nor predispose or condition the answers.

 7. The questions should be arranged according to a predetermined sequence:
 This sequence may be logical or psychological

Likewise, the preparation of the questionnaire material and the execution of the pilot test are important factors that we must consider before conducting our surveys in the target market.