9: Designing the Questionnaire

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Value of Questionnaires in Marketing Research

A questionnaire is a formal framework consisting of a set of questions/scales designed to generate primary data

Questionnaire construction involves using a process that takes established sets of question/scale measurements and formats them into a complete instrument

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Steps in Questionnaire Design

1: Confirm research objectives2: Select appropriate data collection method3: Develop questions and scaling4: Determine layout and evaluate questionnaire5: Obtain initial client approval6: Pretest, revise, and finalize questionnaire7: Implement survey

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Quality of Question Bad Questions Unanswerable. Leading or loaded. Double-barreled questions.

Quality of Question Bad Questions Unanswerable. Leading or loaded. Double-barreled questions.

Type of Question Format

Unstructured QuestionsOpen-ended format where respondent replies in their own words.

Structured QuestionsClosed-ended format where respondent responds from a set of possible responses.

Type of Question Format

Unstructured QuestionsOpen-ended format where respondent replies in their own words.

Structured QuestionsClosed-ended format where respondent responds from a set of possible responses.

Questions and Scaling

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Guidelines for Evaluating the Adequacy of Questions

Use simple words; avoid technical wordsGet the verbiage outAvoid qualifying phrases (always, sometimes, never, etc.)Ensure response categories are mutually exclusiveEnsure question and scale statements are meaningful to

the respondentsAvoid arranging response categories in a manner that

may bias responsesDo not double-barrel questions or response items

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Questionnaire Design

Confirm the research objectives and data needs before designing the questionnaire

Include a general description of the study in the introduction section *

Ensure instructions are clearArrange questions in a logical orderBe mindful of coding needs when choosing

response formatsThe data amount vs. survey length tradeoff

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Questionnaire Design

Begin with simple questions and progress to more difficult ones

Ask personal / sensitive / demographic questions at the end

Avoid asking questions using different measurement formats in the same section of the questionnaire

End with a thank-you statement

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Encourage ParticipationEncourage Participation

Improve Response RatesImprove Response Rates

Initial Contacting Device Initial Contacting Device

Provide Study InformationProvide Study Information

Communicate Study’s Legitimacy

Communicate Study’s Legitimacy

Role of Cover Letters / Intros

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Cover Letters / Intros

Personalize letterIdentify sponsoring organizationState purpose and importance clearlyPromise anonymity or confidentialityClarify the general time frame of doing

study

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Cover Letters / Intros

Acknowledge reasons for nonparticipationProvide time requirements and any

compensationExplain completion date and where and how

to return surveyOffer advance thank you statement

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Other Documents Used in Collecting Data

Supervisor instructions

Interviewer instructions

Screening forms Quota sheetsRating cardsCall record sheets

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Sample Screening-Quota Sheet

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Sample Rating Card

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Call Record Sheet Sample