Questionnaire Design

Learning Objectives

Upon completion of this topic , you will be able to:

Frame Questionnaire Scientifically.
 What is a Questionnaire?

 A questionnaire consists of formalized and pre-specified set of

questions designed to obtain responses from potential
respondents.
 Questions in the questionnaire reflect the research objective
under investigation.
 Questionnaires are generally situation and culture specific.
 Questionnaire design process requires a careful attention to
each step as the questionnaire or research instrument should be
adapted to the specific cultural environment and should not be
biased in terms of any one culture (Malhotra et al., 1996).
 Questionnaire Design Process

 Designing of the questionnaire is a systematic

process. This section explores the systematic process
of questionnaire design in three phases: pre-
construction phase, construction phase, and post-
construction phase.
Steps in questionnaire design process
 Phase I: Pre-Construction Phase

 Phase I
 3 Steps
 specify required information in the light of research objective
 an overview of respondent’s characteristics
 decision regarding selecting an appropriate survey technique.
Step 1: Specific Required Information
in the Light of Research Objective

 The first and the foremost important decision relates to finding

the required information through a questionnaire.
 To generate specific information, the researcher should clearly
define the objective and the other research components such as
theoretical model, research questions, and hypotheses.
 Clarity in all these components is very important as these only
will provide the base of specific information to be collected
through survey.
 Step 2: An Overview of
Respondent’s Characteristics

 A researcher must construct the questionnaire in the light of the

respondent’s profile.
 Even while constructing a questionnaire, a researcher has to
keep the profile of a probable respondent in mind.
 Various factors such as the respondent’s qualification, age,
experience, income, marital status, occupation, and so on have
a decisive and impactful role in conducting a research.
Step 3: Decision Regarding Selecting an
Appropriate Survey Technique
 While constructing a questionnaire, a deep thinking process is
required to select an appropriate survey technique.
 Phase II: Construction Phase

 It consists of six steps:

 Decision regarding question format :structured questions versus
unstructured questions
 Decision regarding question relevance and wording
 Decision regarding question sequencing
 Decision regarding question response choice
 Decision regarding the questionnaire layout
 Producing first draft of the questionnaire.
Step 1: Decision Regarding Question
Format: Structured Questions Versus
Unstructured Questions
 Questionnaires use two types of question formats. These are
open-ended questions and closed-ended questions.
 The closed ended question format can be further divided into
dichotomous, multiple-choice questions, and scales. The
following sections focus on open-ended questions and closed-
ended questions.
 Open-ended Questions

One of the major limitations is to handle the interviewer and the

interpretation bias.
 Closed-ended Questions

 Closed-ended questions are structured questions. The question

structure does matter (Connolly et al., 2005).
 The closed-ended questionnaires are generally, more reliable,
and faster to code, and analyse the collected data (Swamy,
2007).
 The closed-ended question format can be further divided into
dichotomous, multiple-choice questions, and scales.
 Dichotomous Questions

Dichotomous questions have only two response alternatives usually

presenting the two extremes “yes” or “no.” To make the alternatives
balanced, the researchers often present a third neutral alternative
“don’t know.”
Multiple-Choice Questions
Step 2: Decision Regarding Question
Wording
Figure 4.2: Decision parameters regarding question wording
Question Wordings Must Be Simple and
Easy to Understand
 Vague or Ambiguous Words
Must Be Avoided

Some words such as “often,” “occasionally” and “usually,” “how

long,” “how much,” and “reasonably well” may be confusing for a
respondent because these words specify a specific time frame.
 Double-Barrelled Questions
Must Be Avoided

√
Avoid Leading and Loaded Questions

A leading question is the one which clearly reveals the researcher’s

opinion about the answer to the question.

Identifying the loaded question bias in a question requires more

judgment because the wording elements in a loaded question allude
to the universal belief or rules of behaviour (Burns & Bush, 1999).
 Avoid Using Overstated Words

The answer will always be overblown due to the first part of the
question.

√
Implied Assumptions Must Be Avoided

Above question has an implicit assumption that the discount policy

on bulk purchase offered by Company “A” is working excellent and by
answering “yes,” the company will continue its policy.

√
Respondent’s Memory Should
Not Be Overtaxed
 Respondent’s Ability to Answer
Must Be Considered
A question targeted to officers older than 55 years to assess the
importance of Internet banking is as follows:

×
Targeting following question to young respondents may not be an
appropriate choice.

×
Step 3:Decision Regarding Question
Sequencing
 Figure 4.3: Decision parameters regarding question sequence

Decision regarding question sequencing

Identification
Difficult to
Screening Opening Transition and Logical order
answer
questions questions statements categorization of questioning
questions
questions
 Screening Questions

 Researchers generally begin with some screening questions to

make sure that the target respondent is qualified for the
interview.
 Opening Questions

 For example, a microwave company, trying to assess “shift in

consumer attitude” from traditional way of cooking, should ask a
first opening question as follows:
 Difficult to Answer Questions

 Difficult to answer, sensitive, or complicated questions should

be placed later in the questionnaire.
 Placing it first will confuse the respondent and he or she will
tend to terminate the interview process.
Identification and Categorization
Questions
 Logical Order of Questioning

 3 approaches
 funnel technique
 work technique
 sections technique.
 Funnel technique suggests asking general questions first and
then the specific questions.
 Work technique suggests that difficult-to-answer, sensitive, or
complicated questions should be placed later in the
questionnaire.
 Section technique in which questions are placed in different
sections with respect to some common base.
Step 4: Decision Regarding Question
Response Choice

 As a general rule, the researchers present a question with five to

seven response alternatives.
 Step 5: Decision Regarding
Questionnaire Layout

 important to enhance the response rate.

 A recent study (Lagarace & Washburn, 2014) revealed that a
user-friendly format, and to some extent colour, is valuable to
increase mail survey response rate.
Step 6: Producing First Draft of the
Questionnaire

 Printing on a poor, quality paper or an unprofessional look of

the questionnaire may generate a non-serious feeling among the
respondents.
Phase III: Post-Construction Phase

 Pre-testing of the questionnaire

 Revisiting the questionnaire based on the inputs obtained from
the pre-testing
 Revising final draft of the questionnaire
 Administering the questionnaire and obtaining responses.
Step 1: Pre-Testing of the Questionnaire

 Pre-testing of the questionnaire involves administering the

questionnaire to a small sample of the population to identify
and eliminate the potential problems of the questionnaire, if
any.
Step 2: Revisiting the Questionnaire Based
on the Inputs Obtained from Pre-Testing
Step 3: Revised Final Draft of the
Questionnaire
 Step 4: Administration of the
Questionnaire and Obtaining Responses
MCQ
Which of the following is a disadvantage of using closed questions in a survey?

a) It makes answers easier for the researcher to process and analyze.

b) It minimizes the risk of variability in the way answers are recorded.

c) They prevent respondents from giving spontaneous, unexpected answers.

d) Closed questions are quicker and easier for respondents to complete.

Which of the following is a key premise when designing your questionnaire?

a) Remember your research questions

b) Never ask a closed question.

c) Use ambiguous terms to put respondents at ease.

d) Stories are easier to use than an close question.

You should avoid using double-barrelled questions in a survey because:

a) a respondent should only have one surname, and not a double barrelled one.

b) they make the questions too long, so respondents lose interest.

c) they are too abstract.

d) they confuse respondents by asking about two different things.

Leading questions should also be avoided as:
a) they suggest a certain answer and so may bias the results.

b) they create a mismatch between the question and its possible answers.

c) they involve negative terms and unnecessary jargon.

d) they ask about several different things at the same time.

Piloting a questionnaire is a worthwhile exercise because it will

a) test out your questions on some of the people who will be in the final sample.

b) identify and amend any problems in the question wording, order and format.

c) find out what a trained pilot would think of the subject matter.

d) all of the above.