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A Short Guide to
Questionnaire Design –
Focussing on Structured
Self Completion
What
A Questionnaire?
MarketIs
Research
• it lists all the
questions
a researcher wishes to
Market
Research
address to -each
respondent and
What?
• it provides -aWhy?
space or some mechanism for
- Examples
recording the
responses”
(Raymond Kent)
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- What?
- Why?
“A questionnaire is a document used as a data
- Examples
capture instrument and does two things:
Questionnaire Types
Questionnaires can be:
• Structured - quantitative
• list all questions
• put in logical sequence
• specify precise wording to be used
• provide pre defined categories for recording the
replies
• Main aim is that questions are standardised so individual
responses can be counted up and compared
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• Unstructured/semi-structured – qualitative
Questionnaire Design
• respondents must be able to understand the
questions and understand them in the same way as
other respondents
• respondents must be able to provide the answers
• respondents must be willing to provide the
information
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Designing an effective series of questions is never easy:
Survey Research Processes
1. Define the research aims/objectives
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2. Identify the population and sample
3. Decide how to collect replies
4. Design the questionnaire
5. Run a pilot survey
6. Carry out the main survey
7. Analyse the data
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Questionnaire Design
• Fulfilling these aims should drive the design of the
questionnaire and help with the selection of questions
that are relevant, concise and efficient
• Researchers can make the mistake of asking too many
questions
• Clear and concise questionnaires can help get the best
response rate
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• The crucial part of good research design is making
sure that the questionnaire addresses the objectives of
the research
Data Collection
1) Self administered (online, postal etc) – i.e. completed by
the respondent
Questionnaires can be delivered to the respondent by
post, e-mail attachments or publishing on a web site for
interactive completion.
2) Interviewer administered (face to face)
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Decide how to collect replies:
Questionnaire introduction
Introductory letters, reply paid envelopes and follow-up
telephone calls also help to raise the response rate for
self-administered questionnaires.
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It is important to explain to the potential respondents why
you believe they should answer the questions – this can
be in the introduction or an accompanying message
(email) or letter (postal)
Self-Administered Questionnaires
• Inducements to complete surveys can be used,
e.g. offering respondents a report of the survey findings or
entry in a prize draw.
• It is good practice to send questionnaires to an identified
individual which should lead to a higher response rate.
• Questionnaires can be delivered to the respondent by various
means including post, e-mail attachments or via publishing
on a web site for interactive completion
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• Respondents are more likely to commit to answer a
questionnaire when they see it as interesting, of value, short,
clearly thought through, and well presented.
Questionnaire Design
• Determine the questions to be asked
• Select the question type for each question and
specify the wording
• Design the question sequence and overall
questionnaire layout
Software is available to support type, wording and
design
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Design of the questionnaire can be split into three
elements:
Determine the questions to be asked
research aims and the individual questions
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Key link needs to be established between the
Question Types
Different types of questions can be used:
• single vs. multiple responses
• ‘tick one box only’ vs. “tick all boxes that apply”.
• Ranking
E.g. Place in order of importance to you the following features of a
camping holiday
(Indicate by numbering from 1-4 in order where 1 is the most
important)
• Scaling e.g. Likert scale
Level of agreement with a statement
• Can also include the catch-all option ‘Other’
• Include N/A for those who may not have had a particular experience
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• open vs. closed
Question Wording
• Be concise and unambiguous
• Avoid double questions
• Avoid questions involving negatives
• Ask for precise answers
• Avoid leading questions
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Some general rules can be stated on question
wording:
Layout and Sequence
It is good practice for the questionnaire to:
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• Be of reasonable length
• Flow logically and very simply, i.e. avoiding complex routing
• Begin with questions that will raise interest (especially for self-completion
questionnaires)
• Have a title
• Have a brief introductory statement
• Include contact and return information
• Have numbered questions for reference purposes
• Have questions and answer choices attractively and neatly laid out
• Be consistent in wording
• Be standardised by using as few question types as possible
• Be written in a legible font
• Make good use of italics and bold types e.g. use italics consistently to give
instructions such as ‘please tick the box’.
Confidentiality and Ethics
• In surveys promises of confidentiality are often made to
the respondents to reassure and encourage replies.
• Data Protection and Human Rights legislation has
implications for privacy and confidentiality of survey
data.
• Aside from the legal issues, it is unethical to obtain data
from respondents by misleading them about the survey
purpose and the method of analysis.
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• Allow for privacy and do not ask questions which may
offend, or ask for data that is not essential. Apart from
anything else, the response rate will suffer.
Pilot Survey
• The questionnaire should be tested on a small sample of
subjects first.
• If this is not possible, it should at least be tested on some
colleagues or friends.
Having undertaken a pilot survey, amendments can be
made to the questionnaire which will help to maximise the
response rate and minimise the error rate on answers.
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The aim of a pilot survey is to detect any flaws in the
questionnaire and correct these prior to the main survey.
Main Survey
• Identify Respondents and Keep Track of Status
• Number Each Questionnaire
Each individual questionnaire must be uniquely identified by you, either
before it is distributed or, to preserve anonymity, afterwards. This
identification could be via a number, or letters and numbers.
This code should be transferred to all the computer records that will be
produced from the questionnaire.
• Deliver the Questionnaire
Follow through on the decisions made earlier about how the questionnaires
should be administered and who the recipients should be. Deadlines for
distribution should have been decided earlier with allowances for sending
out reminders or carrying out follow-up calls.
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A simple database is useful to keep track of when questionnaires are sent
out and to whom. This can be updated with details of follow-up contact and
dates of reminders.
Data Analysis (1)
• Interpret results with care
Consider that some people may distort answers to affect the
outcome
• Look for facts and patterns
• Don’t ignore negative results
• Take time when analysing results
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• Review research aims/objectives
This helps to focus the analysis
Data Analysis (2)
Quantitative Questions
•
•
•
Collect data and input into spreadsheet
Excel is the simplest
Display data using charts and graphs
Use graphs and charts that are clear and easy to understand
Interpret data and explain any patterns and trends
May have to break down analysis to find patterns
Qualitative Questions
•
•
•
•
Open questions are harder to interpret as they give unique and
wide ranging answers
No common way of analysing
Organise comments into similar categories
Attempt to identify patterns, or associations and relationships
To analyse opinions on a spreadsheet it’s best to use rating
questions
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•
Logical Flow
Introduction
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Simple related questions
Main body
Classification details
Thank and close
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Questionnaire Development
• Requires:
• Preparation
• Time
• Effort
• Can be a long and frustrating process, but is worth it
to achieve a questionnaire that will deliver the
required results
• Software to support questionnaire design is available
in house
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• Consideration
Questionnaire Terms
Attitude Questions
• Behaviour Questions
Essentially factual and relate to what respondents did in the past, are currently doing or
may do in the future
• Classifications Questions
Usually factual and relate to demographic characteristics
• Pre-coding
Numbering all response categories on a questionnaire so all responses receive a
number as they are given
• Routing
Guiding the respondent or interviewer in a questionnaire to the next relevant question
depending on the answer given
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Questions that ask respondents about their likes/dislikes, preferences, evaluation of
objects, persons, organisations, events or situations