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QUESTIONARRIES

A questionnaire is a series of questions asked to individuals to obtain statistically usefulinformation about a given topic. When properly constructed and responsibly administered,questionnaires become a vital instrument by which statements can be made about specific

groups or people or entire populations.

Questionnaires are frequently used in quantitative marketing research and social research. Theyare a valuable method of collecting a wide range of information from a large number of

individuals, often referred to as respondents. Adequate questionnaire construction is critical to

the success of a survey. Inappropriate questions, incorrect ordering of questions, incorrect

scaling, or bad questionnaire format can make the survey valueless, as it may not accurately

reflect the views and opinions of the participants. A useful method for checking a questionnaire

and making sure it is accurately capturing the intended information is to pretest among a

smaller subset of target respondents

A questionnaire is a list of written questions that can be completed in one of two basic ways Firstly, respondents could be asked to complete the questionnaire with the researcher not

present. This is a postal questionnaire and (loosely) refers to any questionnaire that a

respondent completes without the aid of the researcher.

Secondly, respondents could be asked to complete the questionnaire by verbally responding toquestions in the presence of the researcher.

Closed-ended Closed-ended (or closed question) is a question for which a researcher provides a suitable list

ofresponses (e.g. Yes / No). This produces mainly quantitative data.

Dichotomous (closed-ended): Respondents answers are limited to a fixed set of responses.Most scales are closed ended. Other types of closed ended questions include:

Yes/no questions - The respondent answers with a yes or a no. Multiple choice - The respondent has several option from which to choose. Scaled questions - Responses are graded on a continuum (example : rate the

appearance of the product on a scale from 1 to 10, with 10 being the most preferred

appearance). Examples of types of scales include the Likert scale, semantic differential

scale, and rank-order scale.


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Open-ended Questions Open-ended (or open question) is a question where the researcher doesnt provide the

respondent with a set answer from which to choose. Rather, the respondent is asked to answer

"in their own words". This produces mainly qualitative data.

Open-ended questions provide no answer choices. They are easy to ask and allow for a widevariety of responses, including the creative and unusual. Open-ended questions are especially

useful when you don't know the likely values or can't anticipate how the respondent will

respond. The information gathered by open-ended questions could then be used to develop

appropriate close-ended questions for another questionnaire.

These questions force the respondent to think and allow the respondent to clarify and explain aresponse. If the respondent takes needed time and makes the effort, responses can be

illuminating and yield much useful information.

The response rate will be lower because the blank space is demanding and intimidating,especially for those who don't like to write. Illegible handwriting may be a problem.

Since responses are not really ordered, analysis requires considerable time and effort. It may bedifficult to measure and classify responses. Responses may be off base because there is

inadequate guidance from the instrument itself.

Developing and using a questionnaire - some tips Identify your research questions

Identify your sample

Draw up a list of appropriate questions and try them out with a colleague Pilot them Ensure questions are well laid out and it is clear how to 'score them' (tick, circle, delete) Ensure questions are not leading and confusing Code up the questionnaire so you can analyze it afterwards

Gain permission to use questionnaires from your sample

Ensure they put their names or numbers on so you can identify them but keep real namesconfidential

Hand them out/post them with reply paid envelopes Ensure you collect in as many as possible


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Follow up if you get a small return Analyze statistically if possible and / or thematically Guide lines for a good questionnaires: A well-designed questionnaire should meet the research objectives It should obtain the most complete and accurate information possible A well-designed questionnaire should make it easy for respondents to give the necessary

information and for the interviewer to record the answer, and it should be arranged so that

sound analysis and interpretation are possible.

It would keep the interview brief and to the point and be so arranged that the respondent(s)remain interested throughout the interview.

Steps involved in the development of a questionnaire: 1. Decide the information required.

2. Define the target respondents.

3. Choose the method(s) of reaching your target respondents.

4. Decide on question content.

5. Develop the question wording.

6. Put questions into a meaningful order and format.

7. Check the length of the questionnaire.

8. Pre-test the questionnaire.

9. Develop the final survey form.

Question sequence Questions should flow logically from one to the next. The researcher must ensure that the answer to a question is not influenced by previous

questions.

Questions should flow from the more general to the more specific. Questions should flow from the least sensitive to the most sensitive. Questions should flow from factual and behavioral questions to attitudinal and opinion

questions.

Questions should flow from unaided to aided questions.

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