Dear Kumi, your question suggests that you might be considering a quantitative, not qualitative study. If you go for qualitative, you probably need to develop a guide for a depth interview, not a structured questionnaire. If quantitative, you need a questionnaire measuring your variables: experiential marketing strategy and business performance. People do use scales to measure EM, e.g. https://journals.sagepub.com/doi/pdf/10.1177/1096348008317392 In any case, I would suggest starting with the definitions and dimensions of EM (these might be helpful for the guide as well), thinking carefully about how you plan to measure business performance, and what other things can influence it apart from EM. Probably you’ll need to control for these (especially if you do a quantitative study). Good luck with your research!

@Irina I am planning to base of their marketing and delivery annual reports looking at their value as it keeps increasing yearly to make justification and find out from the customers about their experiential marketing interests

Can you please explain as to what exactly you refer to experiential marketing strategy

The research questions can be answered through a quantitative research design.

@Kaukab I'm using qualitative approach to holistically describe the outcomes of the results and analyse the impact through using their annual revenue in terms of marketing campaigns delivering of products profits